山姆，还要背刺中产多少次？

Core Viewpoint - Sam's Club, once regarded as a "beacon of quality living" for middle-class families, is experiencing a gradual erosion of trust among its members due to pricing discrepancies and quality issues [1][4]. Pricing and Quality Trust Issues - A recent incident where a popular snack was priced at 99.9 yuan at Sam's Club but only 39.9 yuan at a discount channel has raised concerns among members about the value of their membership fees [2][3]. - Members are increasingly vocal about their dissatisfaction, with complaints about significant price drops shortly after purchases and a lack of notification regarding discounts [6][12]. - Quality issues have also surfaced, with reports of spoiled products and discrepancies in product quality, leading to a growing sense of betrayal among consumers [12][14][20]. Management Changes and Strategic Adjustments - The recent controversies have been attributed to changes in the management team, particularly the departure of former president Wen Andhuai and the appointment of Jane Ewing as acting president [26][27]. - Ewing has initiated strategic adjustments focusing on rapid expansion, data-driven operations, and cost reduction, which have led to a significant shortening of the product development cycle from 12-18 months to 3-6 months [28][33]. - Despite impressive sales figures, the core issue remains the trust that members place in the brand, which is essential for long-term stability and growth [42]. Performance Metrics - In 2024, Sam's Club's market revenue exceeded 100 billion yuan, accounting for nearly two-thirds of Walmart China's overall performance [37]. - The sales figures for 2025 show continued growth, with net sales reaching 6.7 billion USD (approximately 48.2 billion yuan) in the first quarter, a year-on-year increase of 22.5%, and 5.8 billion USD (approximately 41.6 billion yuan) in the second quarter, a 30.1% increase [39]. - The aggressive store expansion strategy is evident, with plans to open 8 new stores in 2025, marking a record number of openings since entering the Chinese market [41].