從創(chuàng)立以來,沃爾瑪一直是顧客買物美價廉商品的首選。如今,這家以低價聞名的零售商吸引了新人群:年收入超過10萬美元的顧客。
全球最大零售商沃爾瑪三季度業(yè)績非常亮眼,首席財務官認為一定程度上歸功于新客戶群推動。銷售額接近1700億美元,店內(nèi)銷售額增長5.3%,客流量增長3%,不過最大變化在于電商銷售額,增長了22%。
“本季度業(yè)績非常強勁,”沃爾瑪首席財務官約翰·戴維·雷尼告訴雅虎財經(jīng)(Yahoo Finance)。他補充說,公司所有品類以及各收入群體都有所增長。雷尼表示,約75%的份額增長來自年收入超過10萬美元的家庭,而這些人通常去亞馬遜和塔吉特(Target)購物。
沃爾瑪一位發(fā)言人告訴《財富》雜志,沃爾瑪在兩方面“有利于吸引高收入顧客”。一是方便;發(fā)言人表示,沃爾瑪為顧客提供送貨和自取選項,“其他零售商沒有”。沃爾瑪另一點優(yōu)勢是增加了商品數(shù)量,“吸引了以前未曾光顧的顧客?!?/p>
這是沃爾瑪首席執(zhí)行官董明倫上一季度曾重點提及的趨勢之延續(xù)。
“我們還發(fā)現(xiàn)各收入群體的參與度提升,高收入家庭繼續(xù)占利潤大部分,中低收入家庭的份額也有所增長,”8月沃爾瑪電話財報會議上董明倫表示。
沃爾瑪掌握“平替”技巧
長期以來沃爾瑪一直以超低價聞名,如今成了顧客買“平替”的天堂。平替本質(zhì)上就是昂貴產(chǎn)品的廉價版本,看起來幾乎一模一樣。在質(zhì)量上有些平替無法媲美奢侈品牌,勝在價格低廉,而且不會犧牲太多的舒適度。
“沃爾瑪?shù)霓D(zhuǎn)變不僅僅是降價,還重新定義了‘價值’,確保質(zhì)量能讓富裕顧客接受,”零散CMO服務公司RiseOpp創(chuàng)始人兼總裁卡維·瓦赫達特告訴《財富》雜志。沃爾瑪?shù)漠a(chǎn)品既高端,又具有標志性的價廉物美,讓高收入購物者可以坦然地說‘我在沃爾瑪買的’。”
該發(fā)言人表示,公司觀察到顧客在沃爾瑪購物不僅在“社會上可接受”,還會挺自豪。
“不管預算多少,在沃爾瑪都能買到東西,”沃爾瑪發(fā)言人表示,“端上餐桌的食物,穿上身的衣服還是化妝品,沃爾瑪?shù)念櫩投紩杏X非常自豪?!?/p>
在平替領(lǐng)域,沃爾瑪最成功的是家居用品。社交媒體網(wǎng)紅經(jīng)常分享在沃爾瑪?shù)陌l(fā)現(xiàn),有些看起來跟Pottery Barn和Crate&Barrel等知名品牌的產(chǎn)品幾乎一模一樣。以Edgewood Chair為例,在Pottery Barn零售價高達1049美元。一位TikTok用戶分享說,在沃爾瑪只要花139美元就能買到非常相似的產(chǎn)品。
沃爾瑪很多RN與Pottery Barn平替。太多便宜的家居裝飾了。
“為了吸引更富有的顧客,沃爾瑪推出了一些高端產(chǎn)品線,比如全新高端家居品牌Bettergoods,”營銷自動平臺Omnisend的高級電商專家格雷格·扎科維奇告訴《財富》雜志。在Bettergoods顧客能發(fā)現(xiàn)更多大牌平替?!敖陙?,沃爾瑪還斥巨資改造店鋪,升級照明,更突出貨架上的高端產(chǎn)品。”
沃爾瑪發(fā)言人補充稱,公司服裝領(lǐng)域也很成功,并強調(diào)了沃爾瑪與時裝設計師布蘭登·麥克斯韋爾的合作。沃爾瑪零售價約 60 美元的 Scoop 夾克和大衣就深受歡迎。其實都是售價高達數(shù)千美元的Max Mara平替。
“這些商品看起來非常不錯,而且價格非常、非常合理,”沃爾瑪發(fā)言人表示。
沃爾瑪是否逐漸超越塔吉特?
沃爾瑪和塔吉特都以超級商場聞名,從服裝到雜貨再到家居用品什么都能買到。不過塔吉特顧客富裕程度稍高,價格也比沃爾瑪貴一點。
現(xiàn)在前往沃爾瑪年收入超過10萬美元的顧客人數(shù)不斷增加,就引出了一個問題,即如何與塔吉特區(qū)分,以及塔吉特是否應該擔心。
“盡管沃爾瑪吸引較富裕的顧客效果顯著,并不一定會超越塔吉特,”扎科維奇表示,“沃爾瑪?shù)暮诵臉I(yè)務仍然在低收入家庭,除非徹底改變戰(zhàn)略,否則情況應該不會有太大變化?!?/p>
此外,專家表示,沃爾瑪在低價方面的特色仍然足夠與塔吉特區(qū)分,尤其是在通貨膨脹時期。
瓦赫達特表示,沃爾瑪成功吸引富人是“經(jīng)濟焦慮和戰(zhàn)略轉(zhuǎn)型的完美風暴”?!耙馑际歉蝗艘查_始考慮‘精明消費’時,沃爾瑪擴大的產(chǎn)品線成了既實用又讓人驚喜的理想選擇?!?/p>
當然,塔吉特在財務方面也表現(xiàn)良好,受幾個品類提振,二季度銷售額增長了2%。11月20日,塔吉特公布了第三季度業(yè)績。
“我們還發(fā)現(xiàn)可選品類的趨勢也在改善,最明顯的是服裝,美容領(lǐng)域也持續(xù)走強,” 塔吉特董事長兼首席執(zhí)行官布萊恩·康奈爾宣布二季度業(yè)績的聲明中表示。
零售和電商專家也表示,在服裝和美容等領(lǐng)域,塔吉特表現(xiàn)優(yōu)于沃爾瑪。
“為吸引注重時尚的顧客,塔吉特在打造時髦高品質(zhì)服裝方面投入了大量資金。沃爾瑪?shù)姆b部門雖然不斷進步,目前還達不到直接競爭的水平,”Founders PR創(chuàng)始人馬里奧·薩爾塞諾告訴《財富》雜志。
塔吉特并未立即回應《財富》雜志的置評請求。(財富中文網(wǎng))
譯者:梁宇
審校:夏林
從創(chuàng)立以來,沃爾瑪一直是顧客買物美價廉商品的首選。如今,這家以低價聞名的零售商吸引了新人群:年收入超過10萬美元的顧客。
全球最大零售商沃爾瑪三季度業(yè)績非常亮眼,首席財務官認為一定程度上歸功于新客戶群推動。銷售額接近1700億美元,店內(nèi)銷售額增長5.3%,客流量增長3%,不過最大變化在于電商銷售額,增長了22%。
“本季度業(yè)績非常強勁,”沃爾瑪首席財務官約翰·戴維·雷尼告訴雅虎財經(jīng)(Yahoo Finance)。他補充說,公司所有品類以及各收入群體都有所增長。雷尼表示,約75%的份額增長來自年收入超過10萬美元的家庭,而這些人通常去亞馬遜和塔吉特(Target)購物。
沃爾瑪一位發(fā)言人告訴《財富》雜志,沃爾瑪在兩方面“有利于吸引高收入顧客”。一是方便;發(fā)言人表示,沃爾瑪為顧客提供送貨和自取選項,“其他零售商沒有”。沃爾瑪另一點優(yōu)勢是增加了商品數(shù)量,“吸引了以前未曾光顧的顧客?!?/p>
這是沃爾瑪首席執(zhí)行官董明倫上一季度曾重點提及的趨勢之延續(xù)。
“我們還發(fā)現(xiàn)各收入群體的參與度提升,高收入家庭繼續(xù)占利潤大部分,中低收入家庭的份額也有所增長,”8月沃爾瑪電話財報會議上董明倫表示。
沃爾瑪掌握“平替”技巧
長期以來沃爾瑪一直以超低價聞名,如今成了顧客買“平替”的天堂。平替本質(zhì)上就是昂貴產(chǎn)品的廉價版本,看起來幾乎一模一樣。在質(zhì)量上有些平替無法媲美奢侈品牌,勝在價格低廉,而且不會犧牲太多的舒適度。
“沃爾瑪?shù)霓D(zhuǎn)變不僅僅是降價,還重新定義了‘價值’,確保質(zhì)量能讓富裕顧客接受,”零散CMO服務公司RiseOpp創(chuàng)始人兼總裁卡維·瓦赫達特告訴《財富》雜志。沃爾瑪?shù)漠a(chǎn)品既高端,又具有標志性的價廉物美,讓高收入購物者可以坦然地說‘我在沃爾瑪買的’?!?/p>
該發(fā)言人表示,公司觀察到顧客在沃爾瑪購物不僅在“社會上可接受”,還會挺自豪。
“不管預算多少,在沃爾瑪都能買到東西,”沃爾瑪發(fā)言人表示,“端上餐桌的食物,穿上身的衣服還是化妝品,沃爾瑪?shù)念櫩投紩杏X非常自豪。”
在平替領(lǐng)域,沃爾瑪最成功的是家居用品。社交媒體網(wǎng)紅經(jīng)常分享在沃爾瑪?shù)陌l(fā)現(xiàn),有些看起來跟Pottery Barn和Crate&Barrel等知名品牌的產(chǎn)品幾乎一模一樣。以Edgewood Chair為例,在Pottery Barn零售價高達1049美元。一位TikTok用戶分享說,在沃爾瑪只要花139美元就能買到非常相似的產(chǎn)品。
沃爾瑪很多RN與Pottery Barn平替。太多便宜的家居裝飾了。
“為了吸引更富有的顧客,沃爾瑪推出了一些高端產(chǎn)品線,比如全新高端家居品牌Bettergoods,”營銷自動平臺Omnisend的高級電商專家格雷格·扎科維奇告訴《財富》雜志。在Bettergoods顧客能發(fā)現(xiàn)更多大牌平替。“近年來,沃爾瑪還斥巨資改造店鋪,升級照明,更突出貨架上的高端產(chǎn)品。”
沃爾瑪發(fā)言人補充稱,公司服裝領(lǐng)域也很成功,并強調(diào)了沃爾瑪與時裝設計師布蘭登·麥克斯韋爾的合作。沃爾瑪零售價約 60 美元的 Scoop 夾克和大衣就深受歡迎。其實都是售價高達數(shù)千美元的Max Mara平替。
“這些商品看起來非常不錯,而且價格非常、非常合理,”沃爾瑪發(fā)言人表示。
沃爾瑪是否逐漸超越塔吉特?
沃爾瑪和塔吉特都以超級商場聞名,從服裝到雜貨再到家居用品什么都能買到。不過塔吉特顧客富裕程度稍高,價格也比沃爾瑪貴一點。
現(xiàn)在前往沃爾瑪年收入超過10萬美元的顧客人數(shù)不斷增加,就引出了一個問題,即如何與塔吉特區(qū)分,以及塔吉特是否應該擔心。
“盡管沃爾瑪吸引較富裕的顧客效果顯著,并不一定會超越塔吉特,”扎科維奇表示,“沃爾瑪?shù)暮诵臉I(yè)務仍然在低收入家庭,除非徹底改變戰(zhàn)略,否則情況應該不會有太大變化?!?/p>
此外,專家表示,沃爾瑪在低價方面的特色仍然足夠與塔吉特區(qū)分,尤其是在通貨膨脹時期。
瓦赫達特表示,沃爾瑪成功吸引富人是“經(jīng)濟焦慮和戰(zhàn)略轉(zhuǎn)型的完美風暴”?!耙馑际歉蝗艘查_始考慮‘精明消費’時,沃爾瑪擴大的產(chǎn)品線成了既實用又讓人驚喜的理想選擇?!?/p>
當然,塔吉特在財務方面也表現(xiàn)良好,受幾個品類提振,二季度銷售額增長了2%。11月20日,塔吉特公布了第三季度業(yè)績。
“我們還發(fā)現(xiàn)可選品類的趨勢也在改善,最明顯的是服裝,美容領(lǐng)域也持續(xù)走強,” 塔吉特董事長兼首席執(zhí)行官布萊恩·康奈爾宣布二季度業(yè)績的聲明中表示。
零售和電商專家也表示,在服裝和美容等領(lǐng)域,塔吉特表現(xiàn)優(yōu)于沃爾瑪。
“為吸引注重時尚的顧客,塔吉特在打造時髦高品質(zhì)服裝方面投入了大量資金。沃爾瑪?shù)姆b部門雖然不斷進步,目前還達不到直接競爭的水平,”Founders PR創(chuàng)始人馬里奧·薩爾塞諾告訴《財富》雜志。
塔吉特并未立即回應《財富》雜志的置評請求。(財富中文網(wǎng))
譯者:梁宇
審校:夏林
Since its inception, Walmart has been a beacon for the bargain shopper. But now the retailer known for its low prices is appealing to a new demographic: customers who make more than $100,000 per year.
Walmart, the world’s largest retailer, reported a strong third quarter—and its chief financial officer in part credits this new customer base for the boost. Sales came in just under $170 billion, in-store sales increased 5.3%, foot traffic jumped 3%—but the big difference was in e-commerce sales, which leapt 22%.
“We had a really strong quarter,” Walmart CFO John David Rainey told Yahoo Finance, adding the company saw gains in all product categories and income cohorts. About 75% of its share gains came from households making more than $100,000 per year, Rainey said, a demographic typically associated with shopping at Amazon and Target.
Walmart notes two aspects of the company that are “helping create that intrinsic pull” from higher-income customers, a spokesperson told Fortune. One is convenience; as Walmart offers delivery and pick-up options for customers “in just a way no other retailer” does, the spokesperson said. Another boon for Walmart has been increasing the number of items it offers for sale, the spokesperson said, which “bring in customers that may have not shopped us before.”
This is a continuation of a trend Walmart CEO Doug McMillon highlighted last quarter.
“We’re also seeing higher engagement across income cohorts, with upper-income households continuing to account for the majority of gains, even while we grow sales and share among middle- and lower-income households,” McMillon said in Walmart’s earnings call in August.
Walmart has mastered the dupe
While Walmart has long been heralded for its super-low prices, it’s also become a haven for “dupe” shoppers. Dupes are essentially just cheaper versions of expensive products that appear to be nearly identical. Some dupes don’t live up to the quality of aspirational or luxury brands, but others get the job done at a lower price point without sacrificing too much comfort.
“Walmart’s shift isn’t just about cheaper prices; it’s about redefining ‘value’ to include quality that wealthier customers can’t ignore,” Kaveh Vahdat, founder and president of fractional CMO services company RiseOpp, told Fortune. They’ve blended premium products with their hallmark affordability, making it socially acceptable for higher-income shoppers to say, ‘I got this at Walmart.’”
Even more than being “socially acceptable” to shop at Walmart, the spokesperson said the company has observed customers being proud to have shopped at the discount retailer.
“No matter what your budget may be, we have something to offer,” the Walmart spokesperson said. “That can make people feel really proud of what they’re putting on their table food wise, or wearing apparel wise, or the makeup that they’re buying, from a beauty perspective.”
Some of what Walmart has done best in the world of dupes are home goods. Social media influencers share their best finds at the discount retailer that look nearly identical to aspirational brands like Pottery Barn and Crate & Barrel. Take the Edgewood Chair, for example, which retails at Pottery Barn for a whopping $1,049. At Walmart, you can snag a lookalike for just $139, one TikTok user shared.
@everydayshortcuts
Walmart is ?? RN with the Pottery Barn dupes. So much affordable home decor for less. #walmartfinds #walmarthaul #affordablehome #cometowalmartwithme #walmartvlog #walmartshopping #potterybarndupes #affordablehomedecor #walmartdupes #lookforless #budgethomedecor #walmartshopping #walmartshopwithme
@everydayshortcuts
“To attract wealthier clients, Walmart also introduced some premium product lines, such as their new premium home brand Bettergoods,” Greg Zakowicz, a senior e-commerce expert at marketing automation platform Omnisend, told Fortune. Bettergoods is where customers find many of the dupes of more expensive brands. “In recent years they’ve also invested heavily into remodeling their stores, upgrading lighting, and putting more of an emphasis on high-end products on their shelves.”
The Walmart spokesperson added that the company’s apparel department has also been successful, highlighting Walmart’s collaboration with fashion designer Brandon Maxwell. One specific example of a popular Walmart dupe has been the Scoop jackets and coats, which retail for about $60. They’re dupes of Max Mara apparel, which sell for thousands of dollars.
“These items look pretty incredible, and they’re really, really well priced,” the Walmart spokesperson said.
Is Walmart edging out Target?
Walmart and Target are both known for their superstore appeal, where you can buy anything from clothing to groceries to home goods. But Target typically appeals to a slightly wealthier demographic, with its prices a little more expensive than Walmart.
But now that Walmart has seen a growing shopper demographic of people who make more than $100,000 per year, it begs the question of how it’s differentiating itself from Target—and whether Target should be worried.
“While Walmart has made significant gains among wealthier shoppers, it is not necessarily edging out Target,” Zakowicz said. “Walmart’s core business still lies in low-income households, so unless they change their strategy entirely—this shouldn’t change.”
Plus, experts said Walmart’s appeal of low prices is still enough to differentiate it from Target, especially in an inflationary period.
Walmart succeeding with the wealthy is the “perfect storm of economic anxiety and strategic transformation,” Vahdat said. “When even the affluent want ‘smart spending,’ Walmart’s expanded offerings position it as both practical and surprisingly desirable.”
To be sure, Target is also performing well financially, seeing second-quarter sales grow 2%, and is expected to report third-quarter results on Wednesday, thanks to growth in a couple sales categories.
“We also saw improving trends across our discretionary categories, most notably in apparel, and we’re seeing continued strength in beauty,” Brian Cornell, chair and CEO of Target Corp. said in a statement announcing the company’s second-quarter earnings.
Retail and e-commerce experts also said these are the categories where Target outperforms Walmart, including apparel and beauty.
“Target has invested heavily in creating stylish, high-quality apparel that appeals to fashion-conscious shoppers, whereas Walmart’s clothing section, while improving, isn’t yet a direct competitor,” Mario Sarceno, founder of Founders PR, told Fortune.
Target didn’t immediately respond to a request for comment from Fortune.