山姆“爆雷”，3亿中产天塌了

Core Viewpoint - The article discusses the recent decline in quality and safety standards at Sam's Club, which has led to a significant loss of consumer trust and a shift in the perception of its brand value among middle-class consumers [3][30]. Group 1: Safety Issues - Sam's Club has faced serious quality control issues, particularly concerning children's safety and food safety, which have become major concerns for consumers [5][11]. - Recent reports revealed that a batch of 64 FILA scooters sold at Sam's Club was found to have safety hazards, with 61 already sold, posing a choking risk to children [6][9]. - Additionally, a consumer reported finding a foreign object resembling a tooth in a cake purchased from Sam's Club, raising serious food safety concerns [11][13]. Group 2: Quality Degradation - Sam's Club, once known for its "strict selection" image, has experienced a trust crisis due to a shift in its product selection strategy, replacing high-quality items with more common brands [18][22]. - The quality of Sam's own brand products has also reportedly declined, with a specific organic soybean product's quality level dropping from 1 to 3, while the price remained unchanged [24][30]. - The company's acknowledgment of quality issues without corrective actions has further alienated consumers [26][30]. Group 3: Performance vs. Quality Control - Despite the quality control issues, Sam's Club has reported significant sales growth, with a 30.1% year-on-year increase in net sales for Walmart China, indicating a disconnect between performance and quality [28][29]. - The rapid expansion of Sam's Club in China, with plans to reach 60 stores by the end of 2025, highlights the tension between scaling operations and maintaining quality standards [29][30]. Group 4: Loss of Membership Prestige - The membership fee of 260 or 680 yuan has become less of a status symbol for middle-class consumers, as the perceived value of the membership diminishes due to quality concerns [32][38]. - The shift in consumer behavior reflects a broader change in the middle-class consumption mindset, moving from paying for status to paying for genuine value [38][39]. - The new leadership at Sam's Club is focusing on cost-cutting and efficiency, which may further exacerbate the quality issues and consumer trust crisis [36][37].