中产被山姆背刺了一刀

Core Viewpoint - The growth of Walmart in China is significantly driven by the middle class, with Sam's Club contributing two-thirds of Walmart China's performance in 2024, achieving sales of over 100 billion yuan despite a decrease in store count [3][10]. Group 1: Sales Performance and Store Expansion - Walmart China is projected to achieve sales of 158.845 billion yuan in 2024, a year-on-year increase of 19.6%, despite a reduction in store count by 8.5% [3][10]. - Sam's Club opened 6 new stores in 2024, bringing the total to 52, with expectations to exceed 60 by the end of the year [3][10]. Group 2: Quality Control Issues - Sam's Club has faced multiple quality control issues in recent years, with complaints about food safety increasing by 65% in 2024 [10][11]. - Specific incidents include customers finding foreign objects in products, such as plastic pieces in milk and rubber bands in beef patties, leading to a decline in consumer trust [10][11][12]. Group 3: Membership Dynamics - The primary demographic for Sam's Club consists of middle-class individuals with annual incomes above 200,000 yuan, who pay 260 yuan for membership, expecting high-quality products [5][10]. - The membership renewal rate is high at 80%, indicating challenges in acquiring new customers in a saturated market [22]. Group 4: Internal and External Pressures - Sam's Club's aggressive expansion strategy is driven by internal pressures from Walmart's global reliance on its performance and external competition from both international and local retailers [19][20]. - Competitors like Costco and local supermarkets are increasingly encroaching on Sam's market share, prompting the need for strategic adjustments [20][22]. Group 5: Supply Chain and Management Challenges - Rapid expansion has exposed weaknesses in Sam's supply chain and management systems, leading to quality control issues and operational inefficiencies [11][14]. - The recent organizational restructuring aims to improve decision-making and responsiveness to local market demands, but may temporarily exacerbate quality control problems [17][18].