中产会员猛踹山姆“那条好腿”

Core Viewpoint - The recent public relations crisis faced by Sam's Club reflects a growing disconnect between the brand and its middle-class members, leading to a decline in trust and membership satisfaction [1][14][18] Summary by Relevant Sections Recent Events - From July to October 2025, Sam's Club experienced multiple controversies, including the "Holly Friend" incident, quality degradation of organic soybeans, delivery issues, and negative feedback regarding the app's user experience [2][3][6] - The "Holly Friend" incident involved the introduction of popular products while removing high-repurchase items, leading to public outcry about product quality [2][6] - The company acknowledged a decline in product quality and faced criticism for delivery practices involving overloaded vehicles [2][4] Management and Strategy - The appointment of former Alibaba executive Liu Peng as president raised concerns about the brand's direction, with accusations of adopting a more aggressive e-commerce strategy [3][5][10] - Sam's Club's response emphasized its commitment to addressing member feedback and improving the app experience, distancing the app changes from the management transition [4][14] Member Trust and Identity - The core issue lies in the erosion of trust among Sam's Club's middle-class members, who expect high-quality products and services in exchange for their membership fees [14][17] - Membership fees serve as a "trust tax," creating a sense of ownership and expectation among members regarding product quality and service [11][12] - The brand's rapid expansion has put pressure on its supply chain, leading to concerns about maintaining quality and operational efficiency [15][17] Market Position and Competition - Despite the controversies, Sam's Club continues to expand, with plans to open additional stores, although membership growth has slowed significantly from 40% to 16% [14][18] - The brand's unique selling proposition relies on a combination of product selection, supply chain management, and member trust, which are critical for maintaining its competitive edge [17][18]