这一届中产 忍不了山姆的“AI滤镜”

Core Viewpoint - The recent update of the Sam's Club app has sparked significant user backlash, revealing deeper issues related to user trust and experience rather than being a mere product update failure [1][3]. Group 1: User Experience Issues - The app update led to a decline in user experience, particularly in product display, where images of items like fruits and meats were overly beautified by AI, creating a noticeable gap between the images and actual products [5][6]. - Some raw meat products were misrepresented with images of cooked dishes, which misled consumers and undermined their trust in product quality [7]. - Users expressed frustration over the app's complicated navigation, with essential product details now requiring multiple steps to access, contrasting sharply with previous streamlined experiences [10][11]. - The hiding of critical information, such as ingredient lists, has further fueled user dissatisfaction, especially given past controversies surrounding ingredient transparency [12][13]. Group 2: Impact on Brand Trust and Business Strategy - As a membership-based warehouse club, Sam's Club faces heightened expectations regarding product quality and service, which have been challenged by recent management changes and strategic shifts [15][16]. - The new management's focus on rapid expansion and efficiency has led to a significant increase in sales, with 2024 revenue surpassing 100 billion yuan and a 30.1% year-on-year growth in Q2 2025 [16]. - However, the push for standardization and efficiency has raised concerns about the erosion of the trust-based model that has been central to Sam's Club's appeal, as customers report declines in product quality and a loss of regional product diversity [17][18]. - The recent app update has acted as a catalyst for existing frustrations, leading to calls for accountability from the new management team [19]. Group 3: Long-term Implications - The brand's identity has shifted from a trusted source of quality products to one that may be perceived as prioritizing scale over trust, potentially jeopardizing customer loyalty and the value of membership fees [20][21]. - Trust, once established, is fragile and can be lost quickly through customer disappointment, making it crucial for Sam's Club to address these issues to maintain its customer base [21][22].