For this project, I examined Costco’s expansion into mainland China and identified the core challenges holding back long-term success—including cultural resistance to membership fees and bulk buying, inconvenient store location, and intense competition from highly localized rivals like Sam’s Club and Hema Fresh. I recommended a hybrid localization strategy that maintains Costco’s core warehouse identity while adapting to local behaviors through smaller product formats, delivery/pickup services, and a $30 trial membership to convert hesitant shoppers and improve traffic retention in Shanghai.