山姆的狠招：用“大”甩掉90%的人，只为让10%的人上瘾

Core Insights - Sam's Club adopts a unique strategy by focusing on "large" products, contrasting with the retail industry's trend towards smaller, individual servings. This approach is often perceived as catering to family purchases or low-price strategies [1] Group 1: Experience Economics - The concept of "large" serves as an efficiency filter, targeting customers who can handle larger quantities, thus ensuring a higher average transaction value and stable repurchase cycles [3][5] - "Large" acts as a value amplifier, making the perception of "value for money" more tangible through visual impact and lower per-unit costs [5][6] - The large packaging creates a sense of "unconscious consumption," enhancing customer satisfaction and reducing the pain associated with spending [6] Group 2: Shopping Experience Transformation - The large format transforms shopping into a discovery journey, encouraging customers to explore and find unexpected items, thus increasing dwell time and cross-purchase rates [8][9] - Shopping at Sam's Club becomes an entertaining and leisurely activity, rather than a mere task, due to the engaging nature of the large products [9] Group 3: Strategic Implications - The strategy of focusing on "large" products illustrates that what may seem like a disadvantage can be leveraged to attract ideal customers and create unique value [10] - Small and medium-sized business owners are encouraged to consider how their products or services can incorporate a "characteristic threshold" that naturally attracts the desired customer base while gently deterring unsuitable ones [11]