山姆也学会了“砍一刀”

Core Insights - The article discusses the strategic shift of Sam's Club in its customer acquisition and profit generation methods, particularly focusing on its membership fee model and the introduction of a rebate system that impacts its profitability [1][4][11]. Group 1: Membership and Profit Model - Sam's Club traditionally relied on membership fees for a significant portion of its profits, with the CEO stating that half of the profits come from these fees [2][11]. - The introduction of a rebate system has led to a substantial portion of the membership fees being redistributed as rebates, with estimates indicating that the rebates could reach 1.68 billion yuan, nearly 50% of the membership fee income [3][11]. - The number of paid members has increased dramatically from 4 million to over 10 million due to the rebate system, indicating a successful customer acquisition strategy [8][11]. Group 2: Customer Acquisition Strategy - Sam's Club has adopted a self-referential marketing strategy similar to Pinduoduo, encouraging existing members to bring in new customers through rebates [5][6]. - The rebate mechanism allows members to earn up to 800 yuan per month, making it attractive for consumers to engage in referral activities [6][7]. - The strategy has successfully attracted a broader customer base, including non-middle-class consumers, by making membership more accessible through lower-priced secondary cards [9][11]. Group 3: Operational Changes - Sam's Club is implementing stricter gross margin requirements for products, aiming for a minimum of 20% for branded goods and 15%-20% for its private label products [13]. - There are reports of increased pressure on employees regarding performance metrics, with sales staff actively promoting membership cards to meet KPIs [15]. - Recent changes in the app's presentation and marketing strategies reflect a shift towards a more internet company-like approach, which has sparked public debate [17][18].