“零售老兵”刘鹏空降山姆：沃尔玛中国下一程的全渠道棋局

Core Insights - Walmart China has appointed Liu Peng as the new president of Sam's Club, effective immediately, succeeding Jane Ewing who will return to Walmart International at the end of the year [2][3] - Liu Peng brings extensive experience from Alibaba, where he held various leadership roles, and is expected to lead strategic upgrades and digital transformation at Sam's Club [3][11] - Sam's Club has been expanding rapidly in China, with nearly 60 stores in over 30 cities and plans to open five more by the end of the year [4][7] Leadership Transition - Jane Ewing is recognized for her significant contributions during her tenure, fostering collaboration between the China team and the international division [4] - Liu Peng will work closely with Ewing to ensure a smooth transition [2][4] Business Performance - Sam's Club has shown strong growth, with Walmart China's net sales reaching $6.7 billion in Q1 2025, a 22.5% increase year-on-year, largely driven by Sam's Club [7] - As of Q2 2025, Walmart China's net sales were $5.8 billion (approximately 41.6 billion RMB), reflecting a 30.1% year-on-year growth [7] Membership Strategy - Sam's Club has shifted its membership strategy, increasing the annual fee from 150 RMB to 260 RMB in 2016, targeting middle-class families with customized products and services [5] - The club operates on a "wide SPU, strict SKU" principle, maintaining a limited selection of high-quality products to enhance customer experience [6][10] Competitive Landscape - The retail environment is becoming increasingly competitive, with instant retail services challenging traditional membership models [9][10] - Walmart China is adopting a "slow and steady" approach, focusing on a multi-channel strategy to enhance customer experience and meet diverse consumer needs [10][11] Future Outlook - Liu Peng's experience in digital transformation is seen as crucial for enhancing the membership lifecycle and improving customer retention [11][12] - The company's ability to leverage global supply chains and meet fragmented consumer demands will be key to its future success [13]