山姆品质滤镜破碎，国民超市永辉乘势崛起

Core Insights - Recent changes in Chinese consumers' attitudes towards the international retail brand Sam's Club are not due to direct declines in product quality or service experience, but rather a profound awakening in consumer perception [1] - The crisis faced by Sam's Club reflects a shift in consumer behavior, moving away from blind admiration for foreign brands towards a more rational evaluation of brand differences [4] Group 1: Sam's Club Challenges - Sam's Club's reputation for high-quality products has been tarnished by controversies, including the introduction of the criticized Orion products, leading to widespread consumer dissatisfaction [1] - Issues such as product freshness, unclear production dates, and non-transparent ingredient lists have further exacerbated the trust crisis among consumers [1] - The reduction in membership benefits has also caused discontent, with consumers feeling that the value of the membership has diminished significantly over time [4] Group 2: Competitor Advantages - Domestic supermarkets like Pang Donglai and Yonghui are perceived as more relatable and consumer-friendly, emphasizing strict quality control and superior service experiences [2] - These local supermarkets have implemented commitments such as "no overnight meat sales" to cater to Chinese consumers' preferences for fresh ingredients [2] - By focusing on localized operations and consumer needs, these competitors have successfully built strong relationships with consumers, contrasting with Sam's Club's struggles [4]