山姆的信任危机，不在于选品

Core Viewpoint - Sam's Club is facing a public relations crisis due to a mismatch between product adjustments and consumer expectations, highlighting the importance of communication with its expanding member base [2][4]. Group 1: Current Situation - Sam's Club has recently been criticized on social media for introducing traditional domestic brands while removing high-repurchase products, leading to dissatisfaction among consumers [2][3]. - The company has experienced significant growth in China, with eight stores achieving annual sales exceeding $500 million and plans to surpass $100 billion in overall sales by 2024 [3]. - Membership numbers have surged from approximately 2 million in 2019 to an expected 9 million by mid-2025, indicating a rapid expansion of its consumer base [3]. Group 2: Consumer Communication - Trust is essential for the membership model, and Sam's Club has failed to adequately inform members about product removals and new offerings, which has contributed to the current crisis [5][6]. - There is a need for Sam's Club to educate consumers about its product offerings, emphasizing that it is not solely about imported goods but about quality products [7][9]. Group 3: Product Strategy - The removal of popular products, such as the low-sugar egg yolk pastry, has led to consumer disappointment, especially when these items were previously marketed as best-sellers [14][16]. - Sam's Club's strict product removal standards focus on maintaining a unique value proposition for members, but this can lead to consumer frustration if not communicated effectively [16]. Group 4: Recommendations - The company should adopt better communication strategies, similar to those used by Trader Joe's, which includes detailed product introductions and consumer engagement through various channels [10][11]. - Providing reasons for product removals and ensuring transparency in product changes can help rebuild trust and manage consumer expectations [12][16].