挽救山姆“口碑”的任务，交给了一个“老阿里”

Core Viewpoint - The appointment of Liu Peng as the new president of Sam's Club China is a strategic move by Walmart to enhance its investment in China and upgrade its business strategy, focusing on maintaining growth while navigating supply chain transformations and bridging brand value gaps [1][10]. Group 1: Leadership Transition - Liu Peng has been appointed as the president of Sam's Club China, effective immediately, reporting directly to Walmart China's CEO [1]. - This leadership change follows the retirement of former president Andrew Miles, who led the brand for 12 years, marking a significant transition for the company [11][14]. - Jane Ewing served as the interim president during the transition period, overseeing continued expansion and operational adjustments [3][16]. Group 2: Business Strategy and Challenges - Sam's Club China aims to exceed 60 stores across 25 cities by October 2025, with annual revenue projected to reach "thousands of millions" [4]. - The company has faced controversies regarding product selection and quality control, including the removal of popular items and the introduction of more common brands, leading to customer dissatisfaction [3][20]. - The shift in product strategy has sparked debates about the value of membership, as consumers expect a unique shopping experience that aligns with the brand's premium positioning [19][20]. Group 3: Liu Peng's Background and Expectations - Liu Peng brings nearly 30 years of retail experience, particularly in cross-border e-commerce and customer operations, which is seen as a key asset for his new role [5][9]. - His previous tenure at Alibaba, where he significantly contributed to the growth of Tmall International, positions him well to lead Sam's Club in a competitive market [5][8]. - Industry experts anticipate that Liu will focus on enhancing e-commerce and online marketing efforts to attract more customers and increase sales [23][24]. Group 4: Market Position and Consumer Behavior - Sam's Club has established itself as a significant contributor to Walmart's overall performance, with membership numbers exceeding 8.6 million and annual sales surpassing 100 billion [14]. - The brand's success is attributed to its unique value proposition of high-quality products and a treasure-hunt shopping experience, which resonates with middle-income consumers [14][24]. - Recent consumer behavior trends indicate a shift towards more rational purchasing decisions, emphasizing quality and value, which presents both challenges and opportunities for the brand [23].