放弃续费的会员和被KPI驱策的山姆员工

Core Viewpoint - The article discusses the declining customer satisfaction and quality issues at Sam's Club, leading to a significant number of members choosing not to renew their memberships due to concerns over product quality and aggressive sales tactics by employees [1][6][10]. Group 1: Customer Concerns - A Beijing customer reported finding a live mouse in a package of Member's Mark mochi, which has sparked widespread dissatisfaction among members [1]. - Complaints against Sam's Club have surged, exceeding 13,000 on the Black Cat Complaints platform, focusing on food safety and false advertising [1]. - Members have noted a visible decline in the quality of Sam's Club's private label products, with a specific example being the downgrade of organic soybeans from grade 1 to grade 3 without a price change [2]. Group 2: Product Selection and Quality - The introduction of more mainstream brands and the removal of popular items have led to criticism regarding the lowering of selection standards [2][4]. - Customers have expressed disappointment over the disappearance of favored products, leading to questions about the store's understanding of customer preferences [4][5]. - The way some products are branded has also raised concerns, with unclear labeling on items like "French Cream Puffs" and "ChaCheer" seeds [3]. Group 3: Employee Sales Pressure - There has been a noticeable increase in aggressive sales tactics for the "Excellence Card," with employees facing pressure to meet sales targets [6]. - The management's strategic shift towards rapid expansion and cost reduction has resulted in a more aggressive sales culture, where employees are penalized for not meeting card sales quotas [6][8]. Group 4: Business Performance and Strategy - Sam's Club has experienced rapid expansion, increasing its store count from 12 to 61 in just a few years, with a reported 21.8% year-over-year growth in net sales in China [7][8]. - However, this growth has come at the cost of quality, with a reduction in supplier audit cycles and a significant drop in the proportion of private label products [8]. - The company is at a critical juncture, balancing the need for continued growth against the expectations of nearly 9 million paying members regarding value [10][11].