山姆拿捏中国中产？260元会费，年轻人不逛免费超市偏选它？

Core Insights - Sam's Club has successfully positioned itself as a leading player in the retail industry, achieving annual sales of 140 billion and surpassing 10 million members, contrasting sharply with the decline of traditional hypermarkets [3][12] - The success of Sam's Club can be attributed to its strategic focus on membership fees, lifestyle branding, and the integration of online and offline channels [14][18][20] Group 1: Membership Strategy - The membership fee of 260 yuan serves as an effective filter to attract quality customers who prioritize product quality over price, allowing Sam's Club to generate substantial revenue even before product sales [14][16] - The increase in membership fees from 150 yuan to 260 yuan in 2012 was a pivotal decision that helped to refine the customer base [14] Group 2: Lifestyle Branding - Sam's Club is not just a supermarket; it represents a lifestyle choice for middle-class consumers, offering a curated selection of around 4,000 products, which simplifies the shopping experience [16][18] - The popularity of certain products, such as the 39.8 yuan roasted chicken and 59.8 yuan Swiss roll, has contributed to brand loyalty and social media visibility, further enhancing its market presence [16][18] Group 3: Online and Offline Integration - The optimization of the Sam's Club app and the introduction of "express delivery" services have transformed the shopping experience, allowing for convenient purchases from home [18][20] - This shift has increased the proportion of e-commerce in Sam's Club's business model, making it a versatile shopping platform [20] Group 4: Long-term Strategy - Sam's Club's success is a testament to long-term commitment, focusing on supply chain refinement and customer trust rather than chasing fleeting market trends [20] - The membership card symbolizes a trust contract, promising high-quality, carefully selected products in a market filled with inferior options [20]