休闲零食品牌的“山姆定制”危机

Core Viewpoint - Recent controversies involving brands like Holley, Panpan, and Liuliu Mei at Sam's Club highlight the increasing scrutiny on snack brands and their collaboration with the retailer, emphasizing the need for high-quality standards across the entire supply chain [1][8][9] Group 1: Brand Collaboration with Sam's Club - Sam's Club has established a customized cooperation model with various snack brands, leading to the introduction of "Sam's exclusive" products [8][9] - Brands such as Ganyuan Foods and Youyou Foods have successfully launched products specifically for Sam's, which have gained significant market traction [9][10] - The entry of snack brands into Sam's Club is seen as a pathway to higher market recognition and increased sales [1][9] Group 2: Product Quality and Consumer Perception - The perception of high-end quality is associated with products sold at Sam's Club, which is known for its strict selection standards [8][9] - Some consumers express skepticism about the actual quality improvements of products featuring high-end ingredients, viewing them as marketing strategies rather than genuine enhancements [12][13] - Experts suggest that brands need to focus on real quality improvements and not just on high-end concepts to maintain consumer trust [12][13] Group 3: Market Performance and Sales Data - Companies like Qiaqia Foods reported approximately 200 million yuan in sales through Sam's Club in 2024, marking a 50%-60% year-on-year increase [9] - Liuliu Mei's exclusive product quickly topped the new product popularity chart within eight days of launch at Sam's Club, indicating strong consumer interest [9] - Youyou Foods' duck feet product consistently ranks among the top three in sales within the meat snack category at Sam's Club, with monthly sales exceeding 200,000 units [9][10]