亚马逊从濒临破产到市值2万亿美元：Costco创始人曾给贝佐斯提建议

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鞭牛士报道，11月18日消息，据外电报道，经过 30 年的经营，亚马逊已经成为价值 2 万亿美元的巨头，也是全球最大的零售商之一。但早在 2001 年，互联网泡沫破裂，亚马逊股价下跌 90% 后，其生存就受到了质疑。一些批评人士认为亚马逊注定无法复苏，但创始人杰夫·贝佐斯扭转了局面——在竞争对手零售商 Costco 创始人吉姆·辛内加尔的一些有益建议的帮助下。据记者布拉德·斯通 (Brad ...

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万亿美元的巨头，也是全球最大的零售商之一。但早在 2001 年，互联网泡沫破裂，亚马逊股价下跌 90% 后，其生存就受到了质疑。一些批评人士认为亚马逊注定无法复苏，但创始人杰夫·贝佐斯扭转了局面——在竞争对手零售商 Costco 创始人吉姆·辛内加尔的一些有益建议的帮助下。据记者布拉德·斯通 (Brad Stone) 2013 年出版的《万货商店》一书所述，那一年，贝索斯在华盛顿州贝尔维尤亚马逊办公室附近的巴诺书店内的星巴克与辛内加尔见面喝咖啡。贝索斯想谈谈使用 Costco 作为某些产品的批发供应商，但会议的关键内容最终涉及定价策略。斯通写道，辛内加尔解释了好市多如何通过消除不必要的成本并与供应商保持良好关系以确保大宗商品的最佳交易，从而以极低的价格销售如此多的商品。这些低价是让客户支付好市多年度会员费的关键，而会员费占公司毛利润的大部分。据斯通称，辛内加尔告诉贝索斯：会员费是一次性的麻烦，但每当顾客走进来看到比其他任何地方都便宜 200 美元的 47 英寸电视时，这种麻烦就会得到强化。这强化了这一理念的价值。顾客知道他们会在 Costco 找到真正便宜的东西。”】辛内加尔强调，好市多的方法是价值高于一切，并且它总是努力确保提供足够的价值来让客户满意。辛内加尔在接受斯通采访时表示，他相信杰夫研究了这种方法，并认为这也适用于他的业务。贝索斯从未公开承认与辛内加尔的会面启发了亚马逊的任何定价策略，但斯通写道，贝索斯在与辛内加尔会面几天后就在亚马逊召开了一次会议。斯通采访了在场的亚马逊高管，他表示，会议主题是亚马逊不连贯的定价策略，以及该公司必须兑现始终以低于竞争对手的价格出售产品的承诺。当年夏天，亚马逊大幅下调了部分旗舰产品（书籍、音乐和视频）的价格，部分产品降价幅度高达 30% 。据《纽约时报》报道，贝索斯当时表示：有两种公司：一种是努力提高价格的公司，另一种是努力降低价格的公司。贝索斯还补充道，亚马逊的目标永远是成为第二种公司。2001 年底，亚马逊的销售额开始反弹，并首次实现盈利。据《纽约时报》报道，贝索斯将销售额反弹归功于价格下降，并承诺削减不必要的成本，以便提供更多折扣——这与 Costco 的策略类似。“我们的第四季度表现非常出色。我们对此感到非常自豪。而真正推动这一业绩增长的因素是为客户降低了价格……”贝索斯在 2002 年 1 月接受福克斯新闻采访时表示。 “我们的价格一直很低，但进一步降低价格确实对我们的业绩产生了很大影响。”几年后，即 2005 年，亚马逊推出了自己的会员计划 Amazon Prime，为预付费会员提供折扣价格和免费送货服务。在2016 年致亚马逊股东的一封信中，贝索斯用让人联想到 Sinegal 和 Costco 的语言描述了 Prime 背后的想法：我们希望 Prime 具有如此高的价值，不成为会员就是不负责任。","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"Company Corporation","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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