APP改版为何惹众怒？告别神话时代，山姆进入“争议周期”

Core Viewpoint - Sam's Club is facing a significant backlash from its members due to issues arising from its recent app redesign, which included overly beautified product images and hidden ingredient lists, leading to widespread dissatisfaction among consumers [2][3]. Group 1: App Redesign Controversy - The app redesign has transformed product display images from clear, straightforward visuals to highly saturated, retouched images, causing disappointment among members who were already unhappy with the inclusion of popular brands like Haoliyou [3][4]. - Following the appointment of new president Liu Peng on October 27, members have expressed their discontent on social media, directing their frustration towards him despite the company stating that the app changes were not directly related to his leadership [3][4]. - The ongoing controversies have eroded consumer trust, with some members indicating they may not renew their memberships if the situation does not improve [3][4]. Group 2: Leadership Transition - Liu Peng's appointment comes during a transitional phase, as he is taking over from Jane Ewing, who is set to return to Walmart International by the end of the year [4][5]. - The leadership change coincides with the app redesign issues, which have been interpreted by some as indicative of deeper internal conflicts and management challenges within the company [5]. Group 3: Competitive Landscape - Sam's Club has experienced significant growth, with Walmart China reporting a 25.1% increase in net sales to $12.365 billion for the first half of the fiscal year ending July 31, 2026, and Sam's Club maintaining strong performance with double-digit growth in transaction volume [6]. - However, the retail landscape is evolving rapidly, with competitors like Hema and Aoleqi expanding quickly, and traditional supermarkets like Wumart and Yonghui adopting new strategies that enhance their product offerings and proximity to consumers [6][7]. - The rise of instant retail platforms poses additional challenges, as Sam's Club struggles to compete with the convenience and frequency of service offered by platforms like Meituan and JD Daojia [6].