热搜上的山姆骑手，拉下了会员制的遮羞布

Core Viewpoint - The recent safety incident involving Sam's Club delivery riders has led to significant public outcry and reconsideration of the company's service quality and ethical responsibilities [2][7][12]. Delivery Safety Concerns - A viral photo showing overloaded delivery vehicles has sparked widespread criticism, with consumers demanding better safety standards for delivery personnel [7][8]. - Many customers are calling for the company to provide more suitable vehicles for delivery, emphasizing that high-quality service should not come at the expense of rider safety [7][12]. Customer Reactions - Long-time members, like the individual referred to as "Xiao Gu," are expressing dissatisfaction and threatening to cancel their memberships if the company does not address these issues [7][8]. - Customers have begun to adjust their ordering habits to help delivery riders manage their workloads, indicating a disconnect between customer expectations and the company's operational practices [8][11]. Delivery Service Structure - Sam's Club offers three delivery service models: "Express Delivery," "City Delivery," and "Global Delivery," with "Express Delivery" relying heavily on individual riders using electric bikes [8][11]. - The compensation structure for delivery riders is based on the number of orders completed, which can lead to increased pressure and unsafe practices when handling large orders [8][14]. Ethical and Operational Issues - The company has outsourced its delivery services to third-party logistics providers, which has led to a lack of accountability for safety and service quality [11][12]. - The current operational model places significant pressure on delivery personnel, with high penalties for mistakes, contributing to high turnover rates among riders [14][15]. Expansion and Business Model - Sam's Club is experiencing rapid expansion in China, with plans to open at least 10 new stores this year, driven by a "front warehouse" model and a "light asset operation" strategy [15][16]. - The company's online sales now account for 55% of total sales, with a significant portion coming from the "Express Delivery" service, raising concerns about the sustainability of this growth model [16][17]. Brand Reputation and Consumer Trust - The brand's reputation is at risk as consumers associate delivery issues directly with Sam's Club, highlighting the importance of maintaining service quality amid rapid expansion [12][16]. - The company appears to be prioritizing growth and cost-cutting over the fundamental principles of service quality and consumer trust, which could lead to long-term consequences for its membership model [16][17].