The Costco China store is too much like a US store.
Editor’s note: This article is from WeChat public account “Retail boss internal reference” (ID: Lslb168), author Wan Degan.
The US Costco, which has attracted much attention from the entire Chinese retail industry, opened its doors today (August 27). Originally thought that the opening of this store will bring a lot of welfare facilities to the Shanghai residents, bringing a lot of commercial inspiration to the Chinese retail industry.
The result, everyone did not expect, really everyone did not expect, Costco opened today, the number of people is hot to “hijack” everyone’s attention. Most of the media’s reports on Costco today focus on the popularity of the passengers that are going to be closed.
I believe that many people have already talked in their circle of friends and groups, or Shanghai local life public number, through dynamic pictures and videos, fully feel the exaggerated scenes. To what extent do people have? Basically, the Jay Chou concert, the train station during the Spring Festival, and the home fans of the Super League game should not have so many people who opened Costco today.
The picture shows the passenger flow in the Costco store
Be aware that the Cosco store is located around No. 235, Zhujian Road, Minhang District. The road is wide and there are no residential buildings and living facilities. The length of the team that queued up from the garage far exceeded the queues of Beijing South Railway Station and Hongqiao Railway Station. In front of almost all the counters, there are customers who are snapped up. Grandfather and aunts are either crazy about the large laundry detergent for their homes or the Hermes handbags that cost more than 100,000 yuan.
On the fresh meat counter, the aunts and grandmothers all directly rip the pork. It doesn’t matter whether the hands are greasy or uncomfortable, or the meat is actually available anywhere.
There are 22 cashier counters in the store, and each counter is crowded with long queues. From queuing to checkout, basically two hours of pairing wait time. Almost every madman in front of the counter has disputes and complaints caused by crowded queues.
Several entrances outside the store, whether it is the front entrance or the external stairway position, are queues of people waiting for entry for hundreds of meters. This week’s Shanghai is at its highest temperature since the beginning of the autumn.Many people lined up outside the store, with the sun shining at noon, the physical and mental experience is very poor.
Around 11 noon, the entire section of the entire Costco store was full of congestion. Several foreign schools around the country directly filed complaints with the regulatory authorities. Shanghai local traffic broadcast and traffic control microblog account, after 10 am, several times called for passing vehicles to avoid the road section.
However, it doesn’t help. Soon, the relevant local authorities in Shanghai directly stopped Costco to continue to operate. At noon, Costco directly pushed the news through official channels. At the beginning of the afternoon, Costco stopped operating and customers only went out.
In fact, starting a week ago, Costco stores have welcomed hundreds of people who apply for membership cards every day. Crowded, in fact, should be estimated by Costco. People are not as good as days, no one can predict, there will be so many people coming. Presumably, many people are so big, they have never seen a scene like this with many people who have no solution.
1, Three “shocks” in Costco China’s first store
Completely exceeds everyone’s estimated arrivals, hijacking the value of the retail industry that should have been noticed for today’s official store opening. However, even so, we found three feelings from the opening scene that shocked the outside world.
First, completely copy the global model.
Where you have been to the Costco store in any part of the world, look at the internals of today’s Costco Shanghai store, and you will fully recognize that Costco has copied a model in China that is exactly the same as the global store.
Different from the opening of the Shanghai ALDI Shanghai store on June 7th, it is also renting the venue of the Shanghai Jingan Sports Center, and based on the characteristics of Shanghai, it has been transformed into a “light luxury” version of the community life supermarket. Costco’s first store in Shanghai has almost completely replicated the global model, not only self-built properties, but also in-store storage mode, large-sized goods, completely similar to other Costco stores worldwide. A 13,000 square meter super large independent commercial complex is also designed to fully replicate the property requirements of Costco’s standard stores.
All merchandise and shelf displays in the store are also standard Costco warehousing integration. The ultra-high-heavy storage shelf, the one-level grid is easy to open the box display, and the 234-level grid stores the commodity boxes that are not unpacked with plastic film. If you only look at the partial photos that customers have purchased in front of the shelves, you will feel that there is no difference between this store and the warehouses of SF and Santong.
Commodity specifications and brand combinations, full of Costco style. Whether it is a self-owned (PB) product or a brand (NB) product, the uniform is a large size package. In order to strengthen the goods here is very “Big”, the main channel of the store’s moving line, even placed a