“淘宝味”山姆惹怒会员，刘鹏上任首月就“踩雷”

Core Viewpoint - The article discusses the decline of Sam's Club in China, highlighting consumer dissatisfaction due to perceived quality control issues and management changes, particularly the appointment of a new president from Alibaba, which has led to a loss of trust among members [4][6][20]. Group 1: Consumer Trust and Experience - Sam's Club has faced backlash from consumers after controversial product listings and changes to its app, which led to accusations of misleading marketing practices [5][11]. - The shift from real product images to AI-generated images has raised concerns about transparency, with consumers feeling deceived regarding product quality and information [5][13]. - Members who paid annual fees of 260 to 680 yuan have expressed feelings of betrayal as they perceive a decline in product quality and service [11][13]. Group 2: Management Changes and Internal Culture - The appointment of Liu Peng, a former Alibaba executive, as the new president has sparked criticism and led to a perception that Sam's Club is shifting towards a more data-driven, less customer-focused approach [6][20]. - Internal reports suggest a cultural shift towards a "KPI-first" mentality, resulting in overworked employees and a decline in service quality [14][16]. - The management style change after Andrew Miles' retirement has been linked to a deterioration in product quality and customer service, as the focus has shifted away from member value [16][22]. Group 3: Financial Performance and Market Position - Despite the decline in consumer trust, Sam's Club has reported a 5.9% increase in sales for the second quarter of fiscal year 2025, with membership fee revenue growing over 40% [19]. - The company plans to open eight new stores in 2025, aiming to capitalize on its position as a core growth engine for Walmart in China [24]. - Sam's Club's revenue in China surpassed 100 billion yuan in 2024, accounting for nearly two-thirds of Walmart China's performance [24]. Group 4: Competitive Landscape - Sam's Club faces significant competition from Alibaba's Hema and Costco, with Hema's innovative strategies posing a particular threat [25]. - A price war initiated by Hema has impacted Sam's Club's product offerings and market share, highlighting the competitive pressures in the retail sector [25][27]. - The article suggests that Sam's Club's previous dominance in the market is being challenged by competitors who are more agile and responsive to consumer needs [25][28].