Costco的会员制适合中国市场吗？ Costco未来将面临怎样的挑战？Costco Wholesale Corporation (Costco), the world’s second-largest retailer, officially entered the Chinese market in Shanghai in August 2019. The opening day was so jam-packed with customers that the massive influx forced the company to close early, after only five hours of operations. However, after only one week, customers were lining up outside the store, asking Costco for refunds for their membership cards. The warehouse’s traffic declined significantly as well. What caused this situation? Did Costco make the right decision to enter the Chinese market? Does Costco’s membership system fit the Chinese market? What kinds of challenges will Costco face in the future?
开市客:进入中国大陆市场的挑战 (Costco: The Challenge Of Entering China's Mainland Market - Simplified Chinese version)
Chongfeng Wang, Liyang Lu, Xinrong Liu, Fei Meng, Guanwen Huang, Xiaoyu Zhao
Product #:W33786
Supplier:Tsinghua/Ivey
Discipline:Marketing, Strategy
Setting:2020
Your Price:$9.71
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Learning Objectives
本案例通过比较中美文化、政治、经济等方面的差异来分析Costco进入中国的过程。本案例还分析了Costco进入中国市场的时机、面临的机遇和挑战，既可以用来探讨Costco全球扩张的中期策略和长期战略的平台，也是国内外其他会员制仓储连锁店国际扩张的借鉴。在完成案例和作业问题后，学生将能够做到以下几点：
- 描述仓库会员店的业务特点。
- 总结外国零售商在进入中国市场时面临的挑战。
- 应用CAGE框架、五种情境框架和新的市场进入决策框架分析国际零售扩张。
- 分析外国零售商如何应对消费者行为的差异。
This case can be used in a strategic expansion or cross-cultural communication and strategy module of a strategic management course, or it can be used in an emerging markets module of a marketing course in discussions of the globalization strategy of multinational enterprises, their development prospects, and the challenges of emerging markets. It may be taught at the undergraduate, graduate, or executive level.
This case compares cultural, political, economic, and other differences between China and the United States in analyzing Costco’s entry into China. The case also analyzes the timing of Costco’s entry into the Chinese market and the opportunities and challenges the company confronted there, serving not only as a platform for discussion of Costco’s medium-term tactics and long-term strategy for global expansion but also as a lesson on the international expansion of other members-only warehouse chains at home and abroad. After working through the case and assignment questions, students will be able to do the following:
- Describe the business features of warehouse membership stores.
- Summarize the challenges that foreign retailers face upon entering the Chinese market.
- Apply the CAGE framework, the five contexts framework, and the new market entry decision-making framework in analyzing an international retail expansion.
- Analyze how foreign retailers can navigate differences in consumer behaviours.