Costco Goes to China Without Opening a Single Storeby
Attention, China: Costco is coming. To Tmall, at least.
The U.S. retailer has teamed up with Chinese e-commerce giant Alibaba to sell products on the Tmall website. Food and health products will show up first, including many from Costco’s in-house brand, Kirkland. Flat-screen TVs and weird exercise contraptions won’t be far behind.
Costco doesn’t have physical stores in China. In fact, it has precious few in Asia at large. There are 19 Costco warehouses in Japan, 11 in Korea, and 10 in Taiwan.
The Internet is a relatively easy way enter a new market. But Costco doesn’t do too much of that either. China will be the fourth country where the retailer takes Internet orders, in addition to Canada, Mexico, and the U.K. In Costco’s five other locales, it’s strictly on-floor shopping. All told, Costco gets less than 3 percent of its revenue from online sales, according to its most recent financial update.
Tmall—and China in general—offer something Costco requires: volume. With incredibly slim margins on merchandise (and sometimes no margin at all), Costco only makes a profit on membership fees. Those won’t be required for shopping on Tmall, according to Alibaba.
In other words, the entire country of China may be a loss leader—at least until the warehouses start popping up.