商业案例：Costco为何全力以赴做大Kirkland |

商业案例：Costco为何全力以赴做大Kirkland | 2025.4.1 | 美剧级别字幕

发布于 2025-04-01 · 时长 9:37

字幕摘录

时间	英文	中文
0:02	On any Costco aisle,	在任何好市多的过道上
0:03	next to a name brand item is often one with	旁边的名牌项目经常是一个
0:06	a slightly lower price tag and the label Kirkland Signature.	一个略低的价格标签和标签柯克兰签名。
0:11	In the industry, Kirkland Signature is seen as really	在行业中,柯克兰签名被视为真的
0:14	a shining example of what a retailer can do with its house brand.	一个光辉的例子一个零售商能做什么用它的房子品牌。
0:18	Today, the Kirkland brand accounts for around one-third of the company sales.	今天,柯克兰品牌约占公司销售额的三分之一.
0:21	But the decision to create just one private label 30 years ago was risky,	但是在30年前只创建一个私人标签的决定是危险的,
0:26	especially in a world where the most successful ones were divided up by product type.	特别是在一个最成功者按产品类型划分的世界中。
0:30	We were kind of flying right in the face of that success story.	面对这个成功的故事,我们正飞过来。
0:34	Here's the case study on how Costco went against industry standards and in the process,	以下是关于Costco如何违反行业标准的案例研究, 在这个过程中,

展开字幕全文（161 条）

序号	英文	中文
1	On any Costco aisle,	在任何好市多的过道上
2	next to a name brand item is often one with	旁边的名牌项目经常是一个
3	a slightly lower price tag and the label Kirkland Signature.	一个略低的价格标签和标签柯克兰签名。
4	In the industry, Kirkland Signature is seen as really	在行业中,柯克兰签名被视为真的
5	a shining example of what a retailer can do with its house brand.	一个光辉的例子一个零售商能做什么用它的房子品牌。
6	Today, the Kirkland brand accounts for around one-third of the company sales.	今天,柯克兰品牌约占公司销售额的三分之一.
7	But the decision to create just one private label 30 years ago was risky,	但是在30年前只创建一个私人标签的决定是危险的,
8	especially in a world where the most successful ones were divided up by product type.	特别是在一个最成功者按产品类型划分的世界中。
9	We were kind of flying right in the face of that success story.	面对这个成功的故事,我们正飞过来。
10	Here's the case study on how Costco went against industry standards and in the process,	以下是关于Costco如何违反行业标准的案例研究, 在这个过程中,
11	created a negotiation tool that would forever change big box retail.	创造了一种谈判工具,将永远改变大盒子零售。
12	When Costco first started in 1983,	1983年好市多开始的时候
13	the premise was simple, carry a limited number of	前提很简单,携带数量有限的
14	name brands in each product category but sell a lot of them.	每个产品类别中的名称品牌,但销售量很大.
15	One of the significant disciplines of our business is the limited selection.	我们业务的重要学科之一是有限的选择。
16	We weren't going to carry all the skews	我们本来不是要背着所有的东西
17	the other retailers carried.	其他零售商都带着
18	We were only going to carry the highest quality goods.	我们只是要运送最高质量的货物。
19	4,000 items as opposed to 140,000 items	4 000件物项,而不是140 000件
20	because everything that's presented at Costco is presented pretty big.	因为所有在好市多展示的东西都呈现得相当大
21	It hits you right in the face whenever you walk in there.	当你走进去时,它会打到你的脸
22	But just a few years into this,	但仅仅几年之后
23	data showed that the price of these name brand items were going up,	数据显示这些名牌产品的价格正在上涨,
24	even while the cost for brands to make them were going down.	即使品牌的成本正在下降
25	Every year they had to raise their price to continue to satisfy Wall Street.	他们每年都要提高价格,继续满足华尔街的需求.
26	But Costco co-founder Jim Sinickel saw an opportunity.	但好市多联合创始人吉姆·西尼克尔看到了机会.
27	We were seeing articles being written about what was happening with private label.	我们正看到一些关于私人标签的文章。
28	This 1991 Forbes article in particular outlined how consumers in Europe	1991年福布斯的这篇文章特别概述了欧洲的消费者。
29	were turning away from name brand items and instead buying products	转而购买产品
30	manufactured by stores directly, known as private labels.	由商店直接制造,称为私人标签。
31	He wrote a whole bunch of his observations on this article	他写了一大堆关于这篇文章的意见
32	and then asked all of his executives to kind of initial it,	然后请他所有的行政主管做开头
33	to acknowledge they had read it.	承认他们读过
34	It's this moment where you can see his wheels turning about,	就是这一刻你可以看到他的车轮在转
35	and look, their price increases are our opportunity.	看,他们涨价是我们的机会
36	That opportunity came down to profit margins.	这一机会到了利润的边缘。
37	While retailers typically mark up name brand items anywhere from 24 to 30%,	零售商通常在24%至30%的任何地方标出名牌,
38	Costco had a strict maximum markup of 14%.	"好市多"公司的最高比例严格为14%。
39	But with a private label,	但有一个私人标签,
40	Costco could now control more of the manufacturing costs for a lower starting price.	现在,好市多可以控制更多的制造成本,降低起始价格。
41	So?	怎么样?
42	We allowed a private label to take one more percentage point higher in a markup.	我们允许一个私人标签在加价中再提高一个百分点。
43	The private labels quickly started piling up.	私人标签很快开始堆积起来.
44	We had Chelsea toilet paper.	我们有切尔西的卫生纸。
45	Clout detergent.	克劳特洗涤剂
46	Traditions.	传统
47	Pinnacle.	平纳克
48	We were just making up names as we went along.	我们只是在编名字
49	But then something happened that would change everything.	但后来发生了改变一切的事情。
50	I was in one of our warehouses down in Los Angeles,	我在洛杉矶的一个仓库里
51	and I asked the warehouse manager,	我问仓库经理,
52	did you get the new legal tablet that we had in a private label?	你拿到新的法律牌匾了吗?
53	And he said, no, I don't think so.	他说,不,我不这么认为。
54	So we went to the section and we had it under the Pinnacle name.	于是我们去了这个区, 我们用平纳克的名字得到了它。
55	So I showed it to the manager.	所以我给经理看了
56	I said, well, here it is right here.	我说,好了,就在这里。
57	He said, I didn't know that was our label.	他说,我不知道那是我们的标签。
58	And it was like a bell.	它就像一个铃声。
59	Hell, if we don't understand within the organization what we're doing with our label,	见鬼,如果我们在组织内部不明白我们在做什么我们的标签,
60	how are the customers going to...	顾客会怎样...
61	We decided we need to get one name.	我们决定要有一个名字
62	Consolidating all of these labels under one brand would go against every proven best practice.	将所有这些标签合并在一个品牌下,将违背每一个已证明的最佳做法。
63	Retailers tend to not use one private label brand	零售商往往不使用一个私人标签品牌
64	because they're afraid that if you have a bad experience with one item,	因为他们担心如果你对一件事情有不好的经验
65	it might translate across the whole store.	它可能翻译在整个商店。
66	If they don't trust the brand in the golf ball,	如果他们不相信高尔夫球的品牌
67	they don't trust the mixed nuts.	他们不相信混血儿
68	You look at Sears, which was a successful retailer at the time.	你看看赛尔斯,他当时是个成功的零售商
69	They had multiple brands that were their store brands in different categories.	他们拥有多个品牌,是他们不同类别的商店品牌.
70	You can't argue with the success that Sears had.	你不能和西尔斯的成功争论
71	That one warehouse manager who couldn't tell me where the tablets were	那个仓库经理不能告诉我牌匾在哪
72	was an illustration of where you could go wrong and something like that.	说明你哪里会出错和类似的事情
73	And then the question was, what would that name be?	然后问题是,那叫什么来着?
74	We thought Costco was not the right name to put on it	我们以为"好市多"不合适
75	because we did so much business with other people.	因为我们和别人做了这么多生意
76	And we decided on Kirkland name.	我们决定了柯克兰的名字。
77	At the time, the headquarters were in Kirkland, Washington.	当时总部位于华盛顿州柯克兰.
78	We promptly moved the home office to Issaquah.	我们马上把办公室搬到伊萨夸
79	没人能拼出Issaquah的字所以我们就留着Kirkland
80	And we've used that same label ever since.	我们一直使用同样的标签。
81	Over the next few years, Costco slowly rolled out the Kirkland name.	在接下来的几年里,Costco慢慢推出柯克兰这个名字.
82	I do remember when Kirkland Signature shampoo came out.	我记得柯克兰签名洗发水出来的时候
83	It was the first hair care that we did.	这是我们第一次理发
84	And then we had some vitamins that came out shortly after that.	然后我们得到了一些维他命之后不久。
85	Today, Kirkland has over 350 products across a variety of categories.	如今,柯克兰拥有超过350种产品,种类各异.
86	But the company still operates with a limited selection in each of these,	但公司在每部作品中仍然有有限的选择
87	what the industry calls a limited-skew environment.	行业称之为有限悬浮的环境。
88	I think the limited-skew environment is a very misunderstood or under-understood secret	我认为有限悬崖的环境是一个非常误解或不理解的秘密
89	of a lot of things about Costco, including private label.	很多关于好市多的东西,包括私人标签。
90	When a new Kirkland item hits the shelf, that category becomes even more competitive.	当一个新的柯克兰项目撞到货架时,这个类别就更具有竞争力.
91	If you're a supplier at Costco, it's kind of existential.	如果你是好市多的供货商那就算是存在主义了
92	It could reduce your sales.	这可以减少你的销售量。
93	It could kick you off the slot entirely.	它会把你踢出槽的
94	So it's a real moment of head-on competition for a supplier.	因此,这是供应商正面竞争的真正时刻.
95	It's an $80 billion brand, so it drives a lot of sales.	它是一个800亿美元的品牌,因此它推动了大量的销售.
96	Nobody wants to be that dramatically higher priced than them.	没有人愿意比他们高得多
97	I see it as a tremendous negotiation tool.	我认为这是一个巨大的谈判工具。
98	One of the clearest examples of this leverage is Kirkland diapers.	这种杠杆最明显的例子之一是柯克兰尿布.
99	Costco knew that they wanted to have a Kirkland version of a diaper.	Costco知道他们想有一个柯克兰版本的尿布.
100	But because of its limited-skew environment,	但由于环境有限
101	我们不会同时带着Huggies和Pampers
102	We were going to carry one brand and a Kirkland signature.	我们本来要带一个品牌和一个柯克兰的签名
103	To see who might make the Kirkland diapers, Costco approached two market leaders,	为了了解谁能制成柯克兰尿布,好市多与两位市场领袖接触,
104	Pampers的宝洁公司和Huggies的Kimberly-Clark公司。
105	There was a series of negotiations.	进行了一系列谈判。
106	Kimberly-Clark agreed.	金伯利-克拉克同意了.
107	And although Costco says Kirkland manufacturer negotiations are separate from conversations about shelf space,	虽然Costco说柯克兰制造商的谈判与关于货架空间的对话是分开的
108	there's always been only Huggies diapers and Kirkland diapers on Costco shelves for many, many years.	多年以来,好市多的书架上一直只有哈吉斯尿布和柯克兰尿布.
109	It was decided on the basis of who came in and presented the best deal for the diapers.	决定的根据是谁进来, 并提出最好的交易尿布。
110	Even after a product is established, Costco buyers continue to monitor that category.	即使在产品建立之后,Costco买家也继续监测这一类别。
111	Our buyers are very aware of the commodity inputs, the raw ingredients that go into something.	我们的买家非常了解商品投入, 原始成分进入的东西。
112	They know everything.	他们什么都知道
113	And this knowledge can lead the company to change its Kirkland vendors.	而这种知识可以引导公司改变其柯克兰销售商.
114	最近,Costco转向了Cuties制造商"第一质量".
115	We felt like we could produce a higher quality product at a lower price for our members.	我们感到,我们可以以较低的价格为我们的成员生产更高质量的产品。
116	Having not that many products on shelves compared to other retailers is a huge benefit with Kirkland	与其他零售商相比,书架上的产品并不太多,这对柯克兰来说是一个巨大的好处.
117	because they can be very strategic about the fact that there's only a few slots.	因为他们可以非常有策略性地对待这样一个事实,即只有几个插槽.
118	It allows them to dictate what they want for their shoppers.	让他们能为店主着想
119	With Kirkland's name on hundreds of products, these negotiations are happening on almost every aisle of the warehouse.	由于柯克兰在数百种产品上的名字,这些谈判几乎都在仓库的每一个过道上进行.
120	When I look back at that Forbes article, one thing that really struck me is, wow,	当我回顾福布斯的那篇文章时真正让我印象深刻的是
121	brands really had a chance to not charge more than they needed to to give retailers kind of an in	品牌真的有机会不收费超过他们需要给零售商一种输入
122	to create these really successful private label products.	创建这些真正成功的私人标签产品。
123	But that's ancient history.	但这是古老的历史。
124	It's too late now.	现在太晚了。
125	Consumers again have really turned to store brands.	消费者再次真正转向商店品牌.
126	While national brands are still a bigger industry than private labels, in 2024, sales for private labels	虽然国家品牌仍然是比私人标签更大的行业,但在2024年,私人标签的销售量却有所增长.
127	like Kirkland grew about four times faster than the national brands, hitting a record high.	如柯克兰的成长速度比国家品牌快约4倍,创下历史最高纪录.
128	And with $86 billion in sales last year, Kirkland is now a bigger brand than Procter & Gamble and Kraft Heinz.	而以去年860亿美元的销售额,柯克兰现在比宝洁公司(Procter & Gamble)和克拉夫特海因茨公司(Kraft Heinz)是一个更大的品牌.
129	Is it the most significant thing for the company?	这是公司最重要的事吗?
130	I'd certainly say it's up there with the top three or four.	我肯定说上面有三四个
131	But analysts say Kirkland's success is hard to replicate.	但分析家认为柯克兰的成功很难复制.
132	There's a few retailers that have gone to one private label, not many, but a direct competitor like Sam's Club.	有几个零售商去了一个私人标签,不是很多,而是像山姆俱乐部这样的直接竞争者.
133	More recently, 2017, they went to Membersmark, which is their private label brand.	最近,2017年,他们去了Membersmark,这是他们的私人标签品牌.
134	I'm guessing they got that from us.	我猜他们从我们这里得到的
135	Since consolidating, Sam's Club private label sales have nearly doubled.	整合后,Sam's Club私人标签销售量几乎翻了一番.
136	And when asked about its strategy shift, Sam's Club said in an email to The Wall Street Journal	Sam's Club在给《华尔街日报》的电子邮件中说
137	that one reason it simplified its products into a single brand was to reduce confusion for its members.	将产品简化为单一品牌的原因之一是减少其成员的困惑。
138	But despite these successes, many big retailers aren't following Costco's lead.	但尽管取得了这些成功,许多大零售商并没有跟随好市多的领先.
139	Target and Walmart have multiple private label brands.	目标与沃尔玛拥有多个私人标签品牌.
140	They have to make that choice themselves.	他们必须自己做出选择。
141	I mean, the choice, we think, in retrospect, was right for us.	我们回头看选择是对的
142	But it could have been wrong.	但它可能是错误的。
143	I think there's something else so specific to like the club channel, like a Costco Sam's Club, you pay a membership fee.	我想还有其他特别的东西喜欢俱乐部频道, 像一个好市多山姆俱乐部, 你支付会员费。
144	So it's a little bit of a different environment.	故略显异境.
145	You're a little bit more bought in.	你更受欢迎了
146	You've already shown loyalty to what they have to offer in a way that's just a little bit different.	你已经表现出忠诚他们必须提供的方式只是有点不同。
147	Compared to other mass retailers like Target and Walmart, club channels like Costco and Sam's Club are winning the private label food and beverage space, shown in their growth over the last year.	与其他大众零售商如目标与沃尔玛相比,Costco和Sam's Club等俱乐部频道正在赢得私人标签食品和饮料空间,这表现在去年的成长中.
148	We still want to sell name brands.	我们还想卖名牌
149	We think that shows value to the membership.	我们认为,这表明会员国的价值。
150	So we really use Kirkland Signature strategically to make sure that we're priced correctly on brands and that we're offering a better quality.	因此,我们真的从战略上使用柯克兰签名,以确保我们得到正确的品牌定价,并且提供更好的质量.
151	And the revenue from Kirkland is set to rise as the company looks to expand its offerings like Kirkland sushi to its U.S. stores.	而来自柯克兰的收入预计会随着公司期待将其类似柯克兰寿司的供货扩展至其美国商店而增加.
152	I don't want to push our employees or our managers and our buyers to go out and hit quotas about number of Kirkland items I want developed out there.	我不想逼我们的员工、经理和买家出去按配额计算我要开发的柯克兰产品数量
153	I want them to do it naturally as they go through their categories and look for those opportunities.	我希望他们通过他们的类别,寻找这些机会,自然地这样做。
154	We don't need to put our name on a product just to put our name.	我们不需要在产品上加上我们的名字只是为了我们的名字
155	It's a lot of work.	功德众生.
156	In fact, every Kirkland product ever made since 1995 has been signed off by the CEO directly.	事实上,自1995年以来制作的每一款柯克兰产品都由CEO直接签署.
157	The final approval on the products would come to me and I would initial it in green ink.	产品的最后批准会到我这里来我会用绿色的墨水开始
158	Those were known as green ink meetings because they got the green ink to proceed.	这些被称为绿色墨水会议,因为他们有绿色墨水可以继续。
159	It was as simple as that.	就这么简单
160	To this day, Costco still holds green ink meetings for all final approvals, even though that pen color is now retired.	时至今日,好市多仍然为所有最终批准举行绿色墨水会议,尽管这种笔色现在已经退役.
161	I think I'm probably the only person who writes in green around here.	我觉得我可能是唯一一个用绿色写作的人在这里。

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