挽救山姆“口碑”的任务，交给了一个“老阿里”

Core Viewpoint - Walmart China has appointed Liu Peng as the new president of Sam's Club China, marking a significant strategic move as the company aims to enhance its investment and business strategy in China [6][14]. Group 1: Leadership Transition - Liu Peng's appointment is seen as a well-prepared succession following the retirement of former president Andrew Miles, who led Sam's Club China for 12 years [16][18]. - During Jane Ewing's interim leadership, Sam's Club continued to expand its store network and e-commerce operations, but the long-term leadership position remained vacant [6][7]. - Liu Peng brings nearly 30 years of retail experience, particularly in cross-border e-commerce and customer operations, which is expected to be crucial for Sam's Club's future [9][14]. Group 2: Business Strategy and Challenges - Sam's Club aims to increase its store count to over 60 by October 2025, with annual revenue projected to reach "thousands of millions" [7]. - The company faces challenges in maintaining growth while addressing supply chain transformations and brand value alignment [7][14]. - Recent controversies regarding product selection and quality have raised concerns among members, highlighting the need for Liu Peng to navigate these issues effectively [21][22]. Group 3: Historical Context and Performance - Sam's Club has evolved significantly since its entry into China in 1996, with a notable increase in store numbers and membership under Andrew Miles' leadership [16][18]. - By 2024, Sam's Club China had over 8.6 million members and annual sales exceeding 100 billion yuan, with membership fees contributing 2.2 billion yuan [18][19]. - The brand's rapid growth has been attributed to its unique value proposition, including high-quality products and a strong member experience [19][25]. Group 4: Market Dynamics and Consumer Behavior - The retail landscape in China is undergoing significant changes, with consumers becoming more rational and demanding in terms of quality and value [24]. - Sam's Club's recent product changes and quality issues have led to a disconnect with consumer expectations, necessitating a reevaluation of its supply chain and product offerings [21][22]. - The company is expected to enhance its e-commerce presence, which currently accounts for 52%-53% of its sales, to better meet consumer needs [25].