星野誠 makoto hoshino

ハワイ島で大変お世話になったコストコ。粗利は14%以下に抑えねばいけない。

2023.12.5

ハワイ島で大変お世話になったコストコ。小売店が普通、粗利を30%ほどは確保しようとしている中、コストコは逆に粗利30%だと多すぎて、14%以下に抑えないといけないという。年間5000円ほどの会費のかわり、粗利は14%以下に抑え、顧客の満足度だけを最大限追求。良い商品をできるだけ安く仕入れ、できるだけ安く売る。通常小売店がかける平均10%の広告費や宣伝費なども一切かけず、その分をお客様にフルで還元。とにかく顧客の満足度を徹底追求。

仕入れスタッフは、利益よりも仕入れた商品が2ヶ月後の仕入れ先への支払いより先に売り切れることが成功指標だという。すごい。徹底している。日本では我が家の近くにはないので利用していなかったのだけれど、今年、ハワイ島に行った際にかなり重宝し、現地とのあまりの価格差に驚いたコストコ。すごいお店だ。

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Costco. Gross profit must be kept below 14%.
Costco has been very helpful on the Big Island of Hawaii. While retailers usually try to maintain a gross profit margin of at least 30%, Costco says that 30% gross profit is too much and must be kept below 14%. In return for a membership fee of about 5,000 yen a year, the gross profit margin is kept below 14% and only customer satisfaction is pursued to the maximum extent possible. They buy good products as cheaply as possible and sell them as cheaply as possible. They do not spend any money on advertising or promotion, where retailers normally spend an average of 10%, but They dont advertise and give that money back to the customer in full. They go all out for customer satisfaction.

The buyers say that their measure of success is not profit, but that the products they buy sell out before they have paid their suppliers two months later. Amazing. I haven’t used Costco in Japan because it’s not near my home, but when I visited the Big Island of Hawaii this year, I found it very useful and was surprised at the price difference between Costco and the local store. It’s a great store.

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