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哈喽，大家好！
哈喽，大家好！
我是杰尼。
我是杰尼。
今天呢，我们潘集杰尼告诉你的节目要带大家去赶集、去购物、去大采购。
今天呢，我们潘集杰尼告诉你的节目要带大家去赶集、去购物、去大采购。
That's right we're not just going to the supermarket we are going to the super duper markets 我们去山姆店，我们去 Costco，我们去这种就是店大到不行，然后你买那个东西量也要大到不行的店。
That's right we're not just going to the supermarket we are going to the super duper markets 我们去山姆店，我们去 Costco，我们去这种就是店大到不行，然后你买那个东西量也要大到不行的店。
That's right we're buying in bulk we're getting tons of stuff 哦，所以像山姆店、Costco，你买的东西虽然便宜，但你要买很大的量，这个叫 buying in bulk 是吗？
That's right we're buying in bulk we're getting tons of stuff 哦，所以像山姆店、Costco，你买的东西虽然便宜，但你要买很大的量，这个叫 buying in bulk 是吗？
Yeah that's right Not just one bottle of ketchup for example but a box of like 5 ketchups at the same time
Yeah that's right Not just one bottle of ketchup for example but a box of like 5 ketchups at the same time
Yeah, you're getting enough to last a long time, not just a one time use type of thing.
Yeah, you're getting enough to last a long time, not just a one time use type of thing.
然后那时候他们就说，带你去个很好的店，然后你买点东西带回去给爸爸妈妈，给外公外婆。
然后那时候他们就说，带你去个很好的店，然后你买点东西带回去给爸爸妈妈，给外公外婆。
然后呢我就有生以来第一次就进了 Costco 然后就看到你说的那个 ketchup 番茄酱。
然后呢我就有生以来第一次就进了 Costco 然后就看到你说的那个 ketchup 番茄酱。
那个瓶子 size 是我们中国的花生油，You know our huge uh ha ha ha tank of oil but it's a ketchup Hey but it lasts a long time right And it's at a discount so
那个瓶子 size 是我们中国的花生油，You know our huge uh ha ha ha tank of oil but it's a ketchup Hey but it lasts a long time right And it's at a discount so
像我爸爸妈妈在上海，他们家旁边有一个山姆店嘛。
像我爸爸妈妈在上海，他们家旁边有一个山姆店嘛。
去逛这个山姆店，就成为了我父母以及上海很多很多市民的一个休闲娱乐活动。
去逛这个山姆店，就成为了我父母以及上海很多很多市民的一个休闲娱乐活动。
seems like they're they're taking over the world with their business model here 好的，今天我们的节目呢，就跟大家分享一下来自英语一些商业评论媒体啊，文章他们总结了这个山姆店在中国为什么那么成功。
seems like they're they're taking over the world with their business model here 好的，今天我们的节目呢，就跟大家分享一下来自英语一些商业评论媒体啊，文章他们总结了这个山姆店在中国为什么那么成功。
而且它在中国的成功是有它非常独特的地方的，跟美国还有一些差异。
而且它在中国的成功是有它非常独特的地方的，跟美国还有一些差异。
hmm The differences right And what makes them successful in China 那这两家在中国，我觉得也是改变了我们很多人的消费习惯。
hmm The differences right And what makes them successful in China 那这两家在中国，我觉得也是改变了我们很多人的消费习惯。
Yeah these stores have had a major impact everywhere and now they're hitting China so it's a great topic to cover 嗯，没错。
Yeah these stores have had a major impact everywhere and now they're hitting China so it's a great topic to cover 嗯，没错。
好，那还是再回到这种类型的店啊。
好，那还是再回到这种类型的店啊。
刚刚我们说了，uh you know you are buying in bulk but you're buying these things at discounted prices That's right You're buying in bulk but in order to shop there you have to be a member So these are membership stores uh 对，就是你要付一个会员费，一个年费。 Yeah you pay an annual membership fee
刚刚我们说了，uh you know you are buying in bulk but you're buying these things at discounted prices That's right You're buying in bulk but in order to shop there you have to be a member So these are membership stores uh 对，就是你要付一个会员费，一个年费。 Yeah you pay an annual membership fee
in order to shop there hmm Annual 就是年度的啊，在加拿大没有山姆店，在这都是 Costco，一年最便宜的那个层级，So the cheapest tier of their membership 是100多一点加币一年吧，就是大概六七百块钱人民币。
in order to shop there hmm Annual 就是年度的啊，在加拿大没有山姆店，在这都是 Costco，一年最便宜的那个层级，So the cheapest tier of their membership 是100多一点加币一年吧，就是大概六七百块钱人民币。
Not too bad that comes out to like about 10 bucks a month I guess That's not so bad
Not too bad that comes out to like about 10 bucks a month I guess That's not so bad
How about in the states?
How about in the states?
Because these two are all American businesses.
Because these two are all American businesses.
Both Sam's Club and Costco are in the US, but you see a lot more Costco these days than Sam's Club.
Both Sam's Club and Costco are in the US, but you see a lot more Costco these days than Sam's Club.
Sam's Club may be 2030 years ago there was a lot more but a lot less now 对，所以我觉得山姆店结果反而到中国很成功，也是让很多美国人惊讶的。
Sam's Club may be 2030 years ago there was a lot more but a lot less now 对，所以我觉得山姆店结果反而到中国很成功，也是让很多美国人惊讶的。
因为前面我们聊的时候，你说小时候你记得和父母去 Sam's Club。
因为前面我们聊的时候，你说小时候你记得和父母去 Sam's Club。
但后来不知道怎么，他就越来越少，好像就有点做不过 Costco 在美国。
但后来不知道怎么，他就越来越少，好像就有点做不过 Costco 在美国。
Yeah when I was a kid I think there was no Costco in my hometown but there was a Sam's Club so that was my first introduction to these big box membership stores uh 对。
Yeah when I was a kid I think there was no Costco in my hometown but there was a Sam's Club so that was my first introduction to these big box membership stores uh 对。
但是呢，这个山姆店，Sam's Club，它就是沃尔玛嘛，对吧？
但是呢，这个山姆店，Sam's Club，它就是沃尔玛嘛，对吧？
其实这个 Sam 他就是沃尔玛的创始人。
其实这个 Sam 他就是沃尔玛的创始人。
That's right it's Sam's Club right And who's Sam the founder of Walmart Sam Walton
That's right it's Sam's Club right And who's Sam the founder of Walmart Sam Walton
因为美国沃尔玛还是最多，而且世界上最大这种实体 retailer 啊，到现在还是。
因为美国沃尔玛还是最多，而且世界上最大这种实体 retailer 啊，到现在还是。
OK，那这两个店呢，他们店里面装潢是没啥 fancy 的，in fact 走进去就是仓库，but that's why we like it Yeah that's the appeal right Rather than spending all their money on making a fancy shopping experience you get straight to the point with this kind of。
OK，那这两个店呢，他们店里面装潢是没啥 fancy 的，in fact 走进去就是仓库，but that's why we like it Yeah that's the appeal right Rather than spending all their money on making a fancy shopping experience you get straight to the point with this kind of。
warehouse style and all the products stacked up呃，对，warehouse 就是仓库啊。
warehouse style and all the products stacked up呃，对，warehouse 就是仓库啊。
然后他的那个购物车很大很重，就有的时候你东西放的多了，我们女生推起来还挺吃力的。
然后他的那个购物车很大很重，就有的时候你东西放的多了，我们女生推起来还挺吃力的。
Yeah they're massive right You can fit lots of kids in them though
Yeah they're massive right You can fit lots of kids in them though
Yeah it's kind of become this like family bonding activity to go to these stores right 对，所以亲子就是联系感情啊，这个叫 bonding，uh and we very often say the family bonding 然后对我来说。
Yeah it's kind of become this like family bonding activity to go to these stores right 对，所以亲子就是联系感情啊，这个叫 bonding，uh and we very often say the family bonding 然后对我来说。
去 Costco，去山姆店，都是一个特别兴奋的事，就像我前面说像赶集。
去 Costco，去山姆店，都是一个特别兴奋的事，就像我前面说像赶集。
So it's totally different than just you know going grocery shopping in my local supermarket 因为我也不常去，我可能每个月或者每两个月去一次。
So it's totally different than just you know going grocery shopping in my local supermarket 因为我也不常去，我可能每个月或者每两个月去一次。
So every time I go I just feel like like过年一样。
So every time I go I just feel like like过年一样。
Yeah it's like this fun kind of celebratory enjoyable experience which is not what people typically associate with grocery shopping
Yeah it's like this fun kind of celebratory enjoyable experience which is not what people typically associate with grocery shopping
哎呀，你要付钱给他，要买东西。
哎呀，你要付钱给他，要买东西。
然后呢你还得付个会员费。
然后呢你还得付个会员费。
即使这样，他们还能那么成功。
即使这样，他们还能那么成功。
所以， What is their secret or what are their secret success factors There's got to be a bunch of reasons but we're gonna focus in on the top five hmm 五大哈，我们聚焦山姆店吧。
所以， What is their secret or what are their secret success factors There's got to be a bunch of reasons but we're gonna focus in on the top five hmm 五大哈，我们聚焦山姆店吧。
因为它在中国是门店数更多一点啊，然后也开得非常的好。
因为它在中国是门店数更多一点啊，然后也开得非常的好。
五大山姆店在中国成功的原因，然后也是我们不少这个英语商业评论给大家总结出来的。
五大山姆店在中国成功的原因，然后也是我们不少这个英语商业评论给大家总结出来的。
但是在说这五大原因之前呢，我还是非常喜欢沃尔玛的这个全球 CEO， 他说的一句话，不管零售怎么变，现在又电商时代啊，怎么怎么样。
但是在说这五大原因之前呢，我还是非常喜欢沃尔玛的这个全球 CEO， 他说的一句话，不管零售怎么变，现在又电商时代啊，怎么怎么样。
他感觉零售最根本的还就是很简单的三个事。
他感觉零售最根本的还就是很简单的三个事。
Price products and experience 价格、产品和体验。
Price products and experience 价格、产品和体验。
Yeah these things never change he says which is probably true right 嗯，对。
Yeah these things never change he says which is probably true right 嗯，对。
所以你看他不管山姆店还是沃尔玛，以至于看其他零售，Retail，or retailers 零售商非常成功的，都绕不出这三个。
所以你看他不管山姆店还是沃尔玛，以至于看其他零售，Retail，or retailers 零售商非常成功的，都绕不出这三个。
Yeah you can't get around the price of stuff If your prices are too high no one's gonna wanna go there If your products if you don't have enough products no one's gonna wanna shop with you And if you have a bad experience then of course you're not gonna wanna go back 对。
Yeah you can't get around the price of stuff If your prices are too high no one's gonna wanna go there If your products if you don't have enough products no one's gonna wanna shop with you And if you have a bad experience then of course you're not gonna wanna go back 对。
那我们来具体说说让山姆店在中国非常成功的五大要素啊。
那我们来具体说说让山姆店在中国非常成功的五大要素啊。
第一个呢就是关于用户，那他的这个用户客户啊。
第一个呢就是关于用户，那他的这个用户客户啊。
他们有一个非常精准的定位。
他们有一个非常精准的定位。
啊，That's right，they have precise customer targeting OK so precise 的意思就是非常非常的准确。
啊，That's right，they have precise customer targeting OK so precise 的意思就是非常非常的准确。
Yeah it's like you're aiming a gun and you're shooting it perfectly accurate you're very precise OK 那当我们说到精准用户定位或者精准用户分层的时候，都会用到 precise 这个词啊。
Yeah it's like you're aiming a gun and you're shooting it perfectly accurate you're very precise OK 那当我们说到精准用户定位或者精准用户分层的时候，都会用到 precise 这个词啊。
然后 targeting 大家知道是定位，刚刚讲那个分层呢就是 segmentation，so you will also hear precise customer segmentation 那讲到这个山姆店的用户，他们聚焦的还是城市里的这些中产。
然后 targeting 大家知道是定位，刚刚讲那个分层呢就是 segmentation，so you will also hear precise customer segmentation 那讲到这个山姆店的用户，他们聚焦的还是城市里的这些中产。
Yeah and the people in those cities are probably what we'd call urban middle class right 嗯，Urban 就是 city 的意思，是吗？
Yeah and the people in those cities are probably what we'd call urban middle class right 嗯，Urban 就是 city 的意思，是吗？
但它是一个形容词。
但它是一个形容词。
Yeah you're describing things that are in a city or about a city uh 那如果是比较乡村的呢？
Yeah you're describing things that are in a city or about a city uh 那如果是比较乡村的呢？
We call that rural uh which is a kind of a tricky word to say but rural R-U-R-A-L rural haha Rural yeah yeah urban and rural So you always see or you often see these as a pair uh urban and rural
We call that rural uh which is a kind of a tricky word to say but rural R-U-R-A-L rural haha Rural yeah yeah urban and rural So you always see or you often see these as a pair uh urban and rural
他之所以要做这个用户精准定位，要选这些 urban middle class，就是因为他是想要去过滤用户，过滤到那些最有消费能力的用户。
他之所以要做这个用户精准定位，要选这些 urban middle class，就是因为他是想要去过滤用户，过滤到那些最有消费能力的用户。
That's right they're filtering out the customers who probably couldn't afford to shop there or wouldn't want to spend the money to shop there anyway right uh 对，所以呢，filter，过滤。
That's right they're filtering out the customers who probably couldn't afford to shop there or wouldn't want to spend the money to shop there anyway right uh 对，所以呢，filter，过滤。
这个也是我们谈到 marketing 啊、customer segmentation、targeting 的时候，常听到的一个词，to filter。
这个也是我们谈到 marketing 啊、customer segmentation、targeting 的时候，常听到的一个词，to filter。
包括现在社会了，我们手机上面那个滤镜，那个也叫 filter。
包括现在社会了，我们手机上面那个滤镜，那个也叫 filter。
Yeah that's a little different right We're not talking about making ourselves look more pretty or something like that This is about kind of removing unwanted parts of something hmm 对，就要过滤水嘛，对吧？
Yeah that's a little different right We're not talking about making ourselves look more pretty or something like that This is about kind of removing unwanted parts of something hmm 对，就要过滤水嘛，对吧？
或者那种过滤水的机器， a water filtering system a water filtering machine That's right and you're left with only what you want
或者那种过滤水的机器， a water filtering system a water filtering machine That's right and you're left with only what you want
好，那刚刚这是第一点的成功要素，那接下来的第二点啊，就讲到了产品 products。
好，那刚刚这是第一点的成功要素，那接下来的第二点啊，就讲到了产品 products。
啊，Yes，the second one is they have a unique product strategy
啊，Yes，the second one is they have a unique product strategy
OK so unique 就是很特别的、很独一无二的啊，一个产品策略。
OK so unique 就是很特别的、很独一无二的啊，一个产品策略。
比如在山姆店，里面就有很多产品是你在山姆店之外买不到的。
比如在山姆店，里面就有很多产品是你在山姆店之外买不到的。
So you know that's unique to them right 那作为一个用户，作为一个消费者，你想买这个东西的话，你就得到山姆店。
So you know that's unique to them right 那作为一个用户，作为一个消费者，你想买这个东西的话，你就得到山姆店。
That's right they're unique they're only found there So if you wanna buy them you have to go there you can't get them anywhere else 对，而且我发现山姆店，它那些产品啊，中国的，然后全世界各国的，就是他们选品是非常的广泛。
That's right they're unique they're only found there So if you wanna buy them you have to go there you can't get them anywhere else 对，而且我发现山姆店，它那些产品啊，中国的，然后全世界各国的，就是他们选品是非常的广泛。
So they're sourcing from every kind of source really Yeah they're sourcing from all over the world locally and internationally uh So source 这个啊，它既是一个名词，对吧？
So they're sourcing from every kind of source really Yeah they're sourcing from all over the world locally and internationally uh So source 这个啊，它既是一个名词，对吧？
源头。
源头。
那当我们做动词或者动名词的时候，说到 sourcing 就是说一家厂商，呃，一个商店，他从哪里去拿他的货源？
那当我们做动词或者动名词的时候，说到 sourcing 就是说一家厂商，呃，一个商店，他从哪里去拿他的货源？
That's right it's just about where something comes from it's sourced from that place 对，我我还记得去年过年的时候回上海嘛，然后就跟爸爸妈妈到山姆店大采购。
That's right it's just about where something comes from it's sourced from that place 对，我我还记得去年过年的时候回上海嘛，然后就跟爸爸妈妈到山姆店大采购。
那你知道我们中国人过年很多，有个习惯就吃个火腿哈。
那你知道我们中国人过年很多，有个习惯就吃个火腿哈。
嗯，然后那时候我就看到有一个阿姨，她就买了一个很贵的，是西班牙的那种火腿，就很 fancy 我在外国只看到过一小薄片一小薄片卖，但山姆店那一阵子就是有一整个大大的火腿。
嗯，然后那时候我就看到有一个阿姨，她就买了一个很贵的，是西班牙的那种火腿，就很 fancy 我在外国只看到过一小薄片一小薄片卖，但山姆店那一阵子就是有一整个大大的火腿。
uh One大概得几千块人民币吧。
uh One大概得几千块人民币吧。
然后那阿姨就买了一个。
然后那阿姨就买了一个。
Oh those are probably pretty expensive normally right That's Spanish ham 对呀，所以我在国外我只看过他削的跟一张纸那样薄的，I've never seen like a person buying a whole thing 就只有在那种高级饭店看到过，一整个的。
Oh those are probably pretty expensive normally right That's Spanish ham 对呀，所以我在国外我只看过他削的跟一张纸那样薄的，I've never seen like a person buying a whole thing 就只有在那种高级饭店看到过，一整个的。
Yeah it's like very fancy ham right Yeah yeah but that's how Sam's Club and Costco they differentiate themselves right 他要区别开来、区隔开来，因为他们进中国的时候，其实中国整个 retail landscape 整个的零售战火已经很热了。
Yeah it's like very fancy ham right Yeah yeah but that's how Sam's Club and Costco they differentiate themselves right 他要区别开来、区隔开来，因为他们进中国的时候，其实中国整个 retail landscape 整个的零售战火已经很热了。
所以你一定要跟别人不一样。
所以你一定要跟别人不一样。
Yeah you want people to leave the store telling stories like you just did right Hey my friend got this really unique or interesting thing from Sam's Club that you can only get there 对，那如果你不喜欢西班牙火腿也没关系哈。
Yeah you want people to leave the store telling stories like you just did right Hey my friend got this really unique or interesting thing from Sam's Club that you can only get there 对，那如果你不喜欢西班牙火腿也没关系哈。
就另一边像我看到人家买中国燕窝，就买一大堆，Bird's nest Oh really Wow very local 对，就有很多这种很 fancy 但大家送礼啊什么就很好的东西。
就另一边像我看到人家买中国燕窝，就买一大堆，Bird's nest Oh really Wow very local 对，就有很多这种很 fancy 但大家送礼啊什么就很好的东西。
所以就讲到了他这个 product sourcing 非常好，他就说我的货源源头都是很有保证的，都是 high quality，and you're getting different unique products，所以这个区别啊区分很重要，differentiation。
所以就讲到了他这个 product sourcing 非常好，他就说我的货源源头都是很有保证的，都是 high quality，and you're getting different unique products，所以这个区别啊区分很重要，differentiation。
All right How and that brings us to the third big success factor I yes and one that is very important today e-commerce integration
All right How and that brings us to the third big success factor I yes and one that is very important today e-commerce integration
尤其是在中国，就是电商，我觉得全世界竞争最激烈，然后也是很创新最多、最广、最频繁的，就是中国的整个电商生态。
尤其是在中国，就是电商，我觉得全世界竞争最激烈，然后也是很创新最多、最广、最频繁的，就是中国的整个电商生态。
Yeah I have a hard time seeing a store that doesn't integrate e-commerce into their shopping succeeding these days right It's absolutely necessary
Yeah I have a hard time seeing a store that doesn't integrate e-commerce into their shopping succeeding these days right It's absolutely necessary
对，因为我自己感觉啊，像山姆店，比如我父母，他们还是喜欢到山姆店去逛，因为对他们来说就是像一个体验嘛，Event，Experience。
对，因为我自己感觉啊，像山姆店，比如我父母，他们还是喜欢到山姆店去逛，因为对他们来说就是像一个体验嘛，Event，Experience。
但他们经常也会在山姆店小程序上面就刷刷，就看看最近有什么新的东西。
但他们经常也会在山姆店小程序上面就刷刷，就看看最近有什么新的东西。
或者有的时候他们会查一查，哎，这个东西还有没有货，查库存。
或者有的时候他们会查一查，哎，这个东西还有没有货，查库存。
Yeah maybe you can kind of wet your appetite for your shopping trip by going online first checking out what they have and then going to the store
Yeah maybe you can kind of wet your appetite for your shopping trip by going online first checking out what they have and then going to the store
Integration for a lot of these established retailers happened really late 就是亚马逊不知道已经抢占市场，已经做非常非常好了，然后这些沃尔玛什么才后知后觉说，哦，actually people want to shop online，然后他们才去做。
Integration for a lot of these established retailers happened really late 就是亚马逊不知道已经抢占市场，已经做非常非常好了，然后这些沃尔玛什么才后知后觉说，哦，actually people want to shop online，然后他们才去做。
Yeah maybe they were too big to adjust quickly right
Yeah maybe they were too big to adjust quickly right
Ah, yes, they poached, they stole these employees from their competitors at Alibaba and JD, right?
Ah, yes, they poached, they stole these employees from their competitors at Alibaba and JD, right?
因为人才大家都想要啊。
因为人才大家都想要啊。
So of course if you've worked for some of the best e-commerce businesses in China in the world 那你当然就是很抢手。
So of course if you've worked for some of the best e-commerce businesses in China in the world 那你当然就是很抢手。
Yeah that's true Maybe they didn't steal them directly right That's a smart move
Yeah that's true Maybe they didn't steal them directly right That's a smart move
Yeah typically this word refers to illegally hunting animals So maybe an endangered animal or an animal you don't have a permit to hunt you can say you're poaching that animal 啊，对，就是那个打猎什么的，但通常是说非法涉猎，对。
Yeah typically this word refers to illegally hunting animals So maybe an endangered animal or an animal you don't have a permit to hunt you can say you're poaching that animal 啊，对，就是那个打猎什么的，但通常是说非法涉猎，对。
但是当我们用到人才，you know human capital talent 的时候，这个 poach 一般都是指已经很厉害的人，他们被 poach。
但是当我们用到人才，you know human capital talent 的时候，这个 poach 一般都是指已经很厉害的人，他们被 poach。
如果你没有到那个 level 你是自己跳槽，没有人要 poach 你，是吧？
如果你没有到那个 level 你是自己跳槽，没有人要 poach 你，是吧？
没办法。
没办法。
Ha ha ha bait post ha ha ha Getting captured on purpose rather than being hunted down right Yeah yeah so you see we're like headhunting headhunter猎头嘛 also comes from like this hunting origin
Ha ha ha bait post ha ha ha Getting captured on purpose rather than being hunted down right Yeah yeah so you see we're like headhunting headhunter猎头嘛 also comes from like this hunting origin
hmm, Yeah, it's a very interesting metaphor, right?
hmm, Yeah, it's a very interesting metaphor, right?
We're hunting, but at the same time you want them to stay alive, you want them to work for you.
We're hunting, but at the same time you want them to stay alive, you want them to work for you.
对啊，You you want them to really work on your operations to maximize your operational efficiency uh Yes our fourth point here operational efficiency
对啊，You you want them to really work on your operations to maximize your operational efficiency uh Yes our fourth point here operational efficiency
对，其实对于任何一个商业机构来说，这个效率都非常重要嘛。
对，其实对于任何一个商业机构来说，这个效率都非常重要嘛。
然后特别是这样生态的，这样 business model 的企业来说，运营的效率就非常重要。
然后特别是这样生态的，这样 business model 的企业来说，运营的效率就非常重要。
他有这么多的货，然后有这么多的店，对吧？
他有这么多的货，然后有这么多的店，对吧？
有 offline 的，又有 online 人家在买的，怎么把他管得很好？
有 offline 的，又有 online 人家在买的，怎么把他管得很好？
怎么能够 reduce I although I also不懂 retail but I always know you have积压库存 that's definitely不行嘛 Yes exactly These stores are exceptional at streamlining their operations
怎么能够 reduce I although I also不懂 retail but I always know you have积压库存 that's definitely不行嘛 Yes exactly These stores are exceptional at streamlining their operations
uh So to streamline something 就是以前是比较臃肿的，但我们要把它搞得比较瘦，是吧？
uh So to streamline something 就是以前是比较臃肿的，但我们要把它搞得比较瘦，是吧？
要苗条，要瘦身。
要苗条，要瘦身。
Yeah you're cutting the fat you're getting rid of all the unnecessary things and just getting those core essential things remaining 对，就是最后只留下那个最精干的、最能给你带来效益收益的东西。
Yeah you're cutting the fat you're getting rid of all the unnecessary things and just getting those core essential things remaining 对，就是最后只留下那个最精干的、最能给你带来效益收益的东西。
Yeah the most efficient and important things 对，所以经常我们看到的搭配就是一个流程，对吧？
Yeah the most efficient and important things 对，所以经常我们看到的搭配就是一个流程，对吧？
需要精简。所以，to streamline a process That's right yes
需要精简。所以，to streamline a process That's right yes
好，那对于像 Costco 啊、Sam's Club 这样的店来说呢，货品很多啊，要精简的、要精炼的，就留下最卖得出去的东西。
好，那对于像 Costco 啊、Sam's Club 这样的店来说呢，货品很多啊，要精简的、要精炼的，就留下最卖得出去的东西。
Yeah they streamline their operations by reducing the number of SKUs SKU 零售经常会听到的一个概念。
Yeah they streamline their operations by reducing the number of SKUs SKU 零售经常会听到的一个概念。
这三个字母是代表哪三个词呢？
这三个字母是代表哪三个词呢？
Stock keeping units uh Just库存单位，或者最小存货单元。
Stock keeping units uh Just库存单位，或者最小存货单元。
Yeah and this is just a fancy industry term for a product 对，就是一个产品。
Yeah and this is just a fancy industry term for a product 对，就是一个产品。
如果你 SKU 很多很多的话，也可能最后都卖卖的不好，因为很多时候用户会陷入一个选择障碍。
如果你 SKU 很多很多的话，也可能最后都卖卖的不好，因为很多时候用户会陷入一个选择障碍。
Oh that is totally me I suffer from decision fatigue and overload at a lot of these stores
Oh that is totally me I suffer from decision fatigue and overload at a lot of these stores
Right and not only are they different brands they have different prices So you're comparing the brands and the prices and uh算了，and you just don't buy anything
Right and not only are they different brands they have different prices So you're comparing the brands and the prices and uh算了，and you just don't buy anything
我看最近 Amazon 它就老跳出来什么，比如我在 Amazon 上面买一瓶橄榄油或者酱油，它就说，你要不要每一个月我自动给你送，你就把 credit card information 给我，你就 subscribe 订阅酱油、订阅橄榄油，你以后也不要选了。
我看最近 Amazon 它就老跳出来什么，比如我在 Amazon 上面买一瓶橄榄油或者酱油，它就说，你要不要每一个月我自动给你送，你就把 credit card information 给我，你就 subscribe 订阅酱油、订阅橄榄油，你以后也不要选了。
Once every month I will give you a bottle of soy sauce and olive oil just I love it I am the target customer for this type of business model Oh 对，所以啊，They have your loyalty 也是我们今天最后的一个。
Once every month I will give you a bottle of soy sauce and olive oil just I love it I am the target customer for this type of business model Oh 对，所以啊，They have your loyalty 也是我们今天最后的一个。
山姆店在中国的成功要素，也不光是在中国了，全世界，对吧？
山姆店在中国的成功要素，也不光是在中国了，全世界，对吧？
一个商店，一个商家要成功，用户的忠诚度、用户对他的信任度都很重要。
一个商店，一个商家要成功，用户的忠诚度、用户对他的信任度都很重要。
That's right We call this brand trust and loyalty hmm Loyalty a loyal customer uh because Sam's Club and Costco it are all membership nature uh你已经问 customer，you're charging them a membership fee，所以他们也会 go above and beyond。
That's right We call this brand trust and loyalty hmm Loyalty a loyal customer uh because Sam's Club and Costco it are all membership nature uh你已经问 customer，you're charging them a membership fee，所以他们也会 go above and beyond。
就是会非常努力的让用户满意。
就是会非常努力的让用户满意。
Yeah I think this membership idea really helps reinforce that brand trust and loyalty right They're gonna work harder to make their members happy and the members feel kind of like they're a part of this club together with the brand 对。
Yeah I think this membership idea really helps reinforce that brand trust and loyalty right They're gonna work harder to make their members happy and the members feel kind of like they're a part of this club together with the brand 对。
其实啊，我之前觉得啊付 Membership Fee 是因为这样我去买东西，那个同样的东西真的便宜很多，所以我觉得我这样也很划算。
其实啊，我之前觉得啊付 Membership Fee 是因为这样我去买东西，那个同样的东西真的便宜很多，所以我觉得我这样也很划算。
但是最近呢，我在加拿大，在 Costco 买了一个东西，还挺贵的，是一个水的过滤机，但是我买回来以后其实也不是那个产品不好，而是我就觉得它有点不方便。
但是最近呢，我在加拿大，在 Costco 买了一个东西，还挺贵的，是一个水的过滤机，但是我买回来以后其实也不是那个产品不好，而是我就觉得它有点不方便。
可是我那个时候我把 packaging，就外面的那个盒子啊什么都已经丢掉了。
可是我那个时候我把 packaging，就外面的那个盒子啊什么都已经丢掉了。
后来我想来想去，我觉得我试着退一下吧，Because I just don't see myself using this 那直到这一次呢，我发现，哎呦，真的，付这个 membership fee 很值得。
后来我想来想去，我觉得我试着退一下吧，Because I just don't see myself using this 那直到这一次呢，我发现，哎呦，真的，付这个 membership fee 很值得。
因为人家说没盒子没关系，退吧。
因为人家说没盒子没关系，退吧。
就很很爽快帮我退掉了。
就很很爽快帮我退掉了。
Nice yeah that's a very good customer experience right As a member you feel happy you can just bring it back they don't mind
Nice yeah that's a very good customer experience right As a member you feel happy you can just bring it back they don't mind
他已经吃了的吗？
他已经吃了的吗？
哈哈哈，哎呦。
哈哈哈，哎呦。
对，这很大一个的，好像吃了一两片，但是我不知道原因啊，是说他觉得不太新鲜还是什么，也退掉了。
对，这很大一个的，好像吃了一两片，但是我不知道原因啊，是说他觉得不太新鲜还是什么，也退掉了。
所以，你知道， really an exceptional customer experience
所以，你知道， really an exceptional customer experience
Yeah, that's the first I've ever heard of returning steak, so that's pretty good.
Yeah, that's the first I've ever heard of returning steak, so that's pretty good.
And exactly you're on a podcast telling this story right so it's helping with their brand and helping people feel better about Costco and you ended up buying more stuff anyway 人家太大了，根本不需要我们给他们做广告。
And exactly you're on a podcast telling this story right so it's helping with their brand and helping people feel better about Costco and you ended up buying more stuff anyway 人家太大了，根本不需要我们给他们做广告。
他们来 sponsor 我们一下，好吗？
他们来 sponsor 我们一下，好吗？
Yes we are open to sponsorships ha ha ha Costco or Sam's Club呃，都可以都可以，对，或者有啥其他中国的这类型的店，我没有开玩笑。
Yes we are open to sponsorships ha ha ha Costco or Sam's Club呃，都可以都可以，对，或者有啥其他中国的这类型的店，我没有开玩笑。
好，那我们今天的节目呢就到这，跟大家分享了近年来在中国做的非常成功的两个美国大型的会员店。
好，那我们今天的节目呢就到这，跟大家分享了近年来在中国做的非常成功的两个美国大型的会员店。
那不知道我们的听众，你平时会不会去 Sam's Club or Costco 去买东西？
那不知道我们的听众，你平时会不会去 Sam's Club or Costco 去买东西？
Yes tell us what you think Do you like Sam's Club Do you like Costco Do you like them both What do you think of their hot dogs We'd love to hear it 哦，对，你讲到热狗，他热狗特别便宜嘛。
Yes tell us what you think Do you like Sam's Club Do you like Costco Do you like them both What do you think of their hot dogs We'd love to hear it 哦，对，你讲到热狗，他热狗特别便宜嘛。
Yeah they're like a dollar fifty US and they've never gone up in price so that is great for brand loyaltyuh So never mind inflation we're never gonna raise the prices on our hot dogs That's right they're always cheap 好。
Yeah they're like a dollar fifty US and they've never gone up in price so that is great for brand loyaltyuh So never mind inflation we're never gonna raise the prices on our hot dogs That's right they're always cheap 好。
那今天我们的节目就到这，感谢大家的收听。
那今天我们的节目就到这，感谢大家的收听。
那你对什么样的话题有兴趣呢？
那你对什么样的话题有兴趣呢？
欢迎大家在留言专区告诉我们。 All right see you next time再见。Bye
欢迎大家在留言专区告诉我们。 All right see you next time再见。Bye
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