谁说山姆是中产？

Core Insights - The article discusses the perceived betrayal of middle-class consumers by Sam's Club, highlighting their dissatisfaction with the introduction of lower-tier brands and changes in product quality, which they believe devalues their membership experience [1][13]. Group 1: Membership and Pricing Strategy - Sam's Club raised its membership fee from 150 yuan to 260 yuan in 2016, targeting a specific consumer segment and claiming that the value provided would exceed the price increase [3]. - The value proposition for members is estimated to save around 5,000 yuan annually based on a 10% discount on purchases [4]. - The membership fee serves as a significant source of cash flow, allowing Sam's Club to maintain low product margins while ensuring profitability [11]. Group 2: Market Positioning and Competition - Sam's Club is positioned as a "mass-market discount supermarket" rather than a high-end retailer, with a focus on low prices and limited product selection [9][12]. - The article compares Sam's Club to high-end supermarkets like La Grande Épicerie de Paris and Waitrose, emphasizing that true high-end retailers offer a different shopping experience and product quality [5][7]. - Sam's Club's strategy includes expanding into lower-tier markets, evidenced by its recent growth in smaller cities and the introduction of more accessible brands [13][24]. Group 3: Product Strategy and Customization - Sam's Club offers a range of products categorized as private label, exclusive items, and customized products, which are tailored to meet specific consumer preferences [14][16]. - The introduction of lower-cost brands and products has sparked controversy among middle-class consumers, who feel that their expectations for quality are being compromised [1][32]. - The company has made efforts to localize its supply chain, with a significant portion of its products sourced from domestic suppliers, reflecting a strategy to cater to local consumer preferences [31][32]. Group 4: Expansion and Future Outlook - Sam's Club aims to double its membership in the next 8-10 years, indicating a strong growth strategy focused on increasing market penetration [24]. - The use of front warehouses and partnerships with delivery services has enhanced operational efficiency and allowed for rapid expansion without the need for numerous physical stores [19][21]. - The company is adapting to the competitive landscape by localizing its management and supply chain, which is essential for capturing a larger share of the Chinese market [25][31].