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[CNN] Costco's first China store was so popular it shut down traffic. But can it keep the buzz going

作者:大顆壽司│2019-08-28 11:28:38│贊助:0│人氣:66


Costco's first China store was so popular it shut down traffic. But can it keep the buzz going?


Costco has built a cult following in the United States — now it's China's turn. The country's first Costco store is so popular that it had to shut down early on its first day because of too many shoppers.

Costco曾在美國造成風潮,現在輪到中國了。 國家的第一間Costco由於顧客太多,太受歡迎導致於在第一天就停止營業。

The retailer opened its first physical outlet in Shanghai on Tuesday morning, and it quickly got too crowded to stay open.


"The store has been clogged up with crowds," Costco said in a text message alert to its members in China. "To provide you with better shopping experience, Costco will suspend business in the afternoon. Please don't come."

「店裡已經人群擠滿了」 Costco傳送文字訊息提醒中國的會員,「為了提供更好的購物體驗,Costco將會在下午暫停服務,請勿前來。」

Police were deployed to restore order and manage traffic jams around the store, with law enforcement urging people to remain calm.


"For your safety, we hope citizens who want to go to Costco can maintain a rational attitude about consumption and avoid going out during rush hours. Those who have already gone there, you must follow orders," the Shanghai police said in a statement on its verified account on Chinese social network Weibo.

「為了您的安全著想,我們希望想要去Costco的市民可以保持理性的消費態度及避免在尖峰時段外出,已經在現場的人必需服從規矩」, 上海警察在中國社交網站微博認證帳號上發表了聲明

The photos posted by police with the statement included one of a sign Costco put up outside the store, which read: "The parking lot is full. It takes three hours to wait."

警方在發佈的聲明照片中包含一張Costco店外張貼的一張標示 上面寫著「 停車場已滿,需花三個小時等待

The road ahead

While Costco has had an online presence in China for five years through a partnership with Chinese e-commerce firm Alibaba (BABA), the new brick-and-mortar store in Shanghai marks a significant investment.


Costco's annual membership program, which accounts for the bulk of its profit, is also cheaper in China — it costs 299 yuan ($42) compared to $60 in the United States.


But despite the early buzz around its Shanghai store, the US retailer will have to prove it can stick around for the long haul. It has to contend not only with global rivals like Walmart(WMT) and big Chinese players like Alibaba and JD.com, but also with China's rapid economic changes and its growing online retail industry.

不過盡管這家美國零售商在上海實體店初期造成熱潮,但它必需證明自己能夠長期堅持下去,它不僅要跟全球競爭對手如Walmart,大型中國企業如阿里巴巴和 JD.com競爭,還得對抗中國迅速的經濟變化以及不斷成長的線上零售業

"There is big market potential for Costco in China, as its value for money strategy is attractive to many middle-class consumers," said Michelle Huang, an analyst at Rabobank in Shanghai.

荷蘭合作銀行駐上海分析師Michelle Huang表示,Costco在中國市場潛力,因為它的物有所值策略吸引了很多中產階級的消費者。

"Whether Costco can succeed in the long term depends how well it can adapt to China's dynamic retail landscape," she added.

她補充 Costco能否能在長期取得成功取決於它是否能很好地適應於中國動態的零售局面

Day one hype


While there are challenges on the horizon, the early hype around China's Costco stores is very real.


Echo Zhou, a 28-year-old financial professional in Shanghai, said she arrived at 9:10 a.m., but didn't make it to the parking lot until an hour later and finally got into the store around 11 a.m.

28歲的上海金融專業人士Echo Zhou說,她是上午910分到達的。但直到一個小時後才趕到停車場,終於在上午11點左右進入了商店。

"The surrounding roads were paralyzed. The highway nearby was also congested," she said.


"By the time I got in, there were crowds of old people who had already wiped out some shelves."


Zhou said she decided to leave without buying anything as there was little room for shoppers inside the store, which was packed with crowds and the big shopping carts.


"I will give it another chance three months later as I've got the membership," she added.


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