山姆会员店背叛了中产？

Core Viewpoint - The article discusses the recent backlash against Sam's Club in China due to its product selection changes, highlighting a clash between consumer expectations and the brand's strategy, reflecting broader issues of national identity and consumer trust in domestic brands [4][10][12]. Group 1: Sam's Club's Product Strategy - In July, Sam's Club removed several popular domestic products, replacing them with more common brands, leading to dissatisfaction among its members who felt disrespected [6][10]. - The membership fees for Sam's Club, which amount to at least 1.3 billion RMB annually from over 5 million members, are seen as a ticket to a premium shopping experience that is now perceived as compromised [6][12]. - 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 [20][23]. Group 2: Consumer Sentiment and National Identity - The article highlights a growing anxiety among Chinese middle-class consumers regarding their national identity and the quality of domestic products, as they grapple with the perception that local brands are inferior [31][38]. - Despite advancements in product quality and safety in the domestic market, historical trust issues still linger, particularly among older consumers who experienced past quality failures [38][39]. - Younger consumers, however, show increasing trust in domestic brands, indicating a shift in sentiment that could reshape the market landscape [39][40]. Group 3: Industry Dynamics and Competitive Landscape - The success of competitors like Pang Donglai, which emphasizes transparency and high-quality service, has raised consumer expectations and challenged Sam's Club's traditional value proposition [24][25]. - The article suggests that the retail landscape in China is evolving, with a push towards quality and trust that transcends membership models, potentially diminishing the exclusivity of Sam's Club [25][42]. - The need for brands to resonate with consumer values and perceptions is emphasized, suggesting that the future of retail will depend on quality and accessibility rather than exclusivity [42][43].