山姆站在十字路口：更便宜，还是更稀缺？

Core Viewpoint - The article discusses the structural changes in Sam's Club China, highlighting a shift in consumer perception and trust due to changes in product selection and brand identity [5][10]. Group 1: Consumer Experience and Trust - Sam's Club in China has built its success on providing a unique shopping experience characterized by trust and reliability, allowing consumers to shop with low decision-making costs [7][8]. - The recent changes in product offerings have led consumers to question the stability of Sam's Club's selection mechanism, which is critical for maintaining trust [9][10]. - The brand's value is not just in the products sold but in the assurance that consumers can rely on Sam's Club to filter out uncertainties in the market [20][21]. Group 2: Changes in Product Selection Logic - The recent shift in product selection has eroded the uniqueness of Sam's Club, moving from a "quality over quantity" approach to a more commercial "sell what sells" strategy [11][12]. - The introduction of more mainstream and inconsistent products has disrupted the aesthetic and quality standards that consumers associated with Sam's Club [12][14]. - The expansion of private label products, while beneficial for supply chain control, has led to a perception of diminished uniqueness among consumers [12][18]. Group 3: Market Expansion and Core User Impact - As Sam's Club expands its footprint in China, it faces the challenge of balancing growth with the need to maintain its core user base, which values a curated shopping experience [16][17]. - The shift towards a more generalized product offering may alienate high-end consumers who seek a distinct lifestyle brand rather than a typical retail experience [17][18]. - The brand risks losing its identity as a trusted quality agent if it continues to prioritize expansion over maintaining its unique value proposition [18][21]. Group 4: Strategic Dilemma - Sam's Club is at a strategic crossroads, needing to decide whether to continue as a high-standard quality agent or shift towards a more mass-market retail model [20][21]. - This decision will significantly impact its growth potential and its ability to maintain an irreplaceable position in the Chinese market [21].