是山姆背叛了阶级，还是中产背叛了国籍？

Core Viewpoint - The article discusses the backlash against Sam's Club in China due to its recent product changes, highlighting a clash between consumer expectations and the brand's strategy, reflecting broader trends in the Chinese consumer market and the evolving perception of domestic brands [3][8][10]. Group 1: Sam's Club's Product Strategy - In July, Sam's Club removed several popular domestic products, replacing them with more common brands like Holley and Liuliumei, leading to dissatisfaction among its members [5][6]. - The membership fees for Sam's Club are significant, with over 5 million members contributing at least 1.3 billion RMB annually, raising expectations for product quality and exclusivity [6][11]. - The backlash is not just about product quality but also about the perceived betrayal of consumer trust and the value proposition of being a member [10][18]. Group 2: Consumer Sentiment and Brand Perception - The article emphasizes a growing sentiment among Chinese consumers that domestic brands like Liuliumei and Weilong are proving their worth on the international stage, challenging the notion that imported goods are inherently superior [6][7]. - There is a notable shift in consumer psychology, where the identity and quality of domestic products are increasingly recognized, despite historical biases against them [27][28]. - The crisis at Sam's Club reflects a broader trend of disillusionment with foreign brands and a push for recognition of domestic quality, as seen in the rise of brands like Luckin Coffee and others [29][32]. Group 3: Industry Trends and Future Implications - The article suggests that the retail landscape in China is undergoing a transformation, with traditional distinctions between high-end and mass-market brands blurring as quality standards rise across the board [19][23]. - The success of companies like Pang Donglai, which emphasize transparency and customer service, is reshaping consumer expectations and challenging the traditional membership model of stores like Sam's Club [19][23]. - The future of membership-based retail may depend on adapting to these changes and focusing on quality and consumer trust rather than exclusivity [32][33].