中产为什么还没放弃山姆？

Core Viewpoint - The article discusses the competitive landscape of the food delivery and instant retail market in China, focusing on Sam's Club's rapid expansion and the challenges it faces amid rising consumer expectations and scrutiny [4][5][12]. Group 1: Market Competition and Expansion - The food delivery market in China is experiencing a cooling phase, with the State Administration for Market Regulation investigating the competitive status of delivery platforms [4]. - Major players in the instant retail sector, including Meituan, Taobao Shanguo, and JD, are heavily investing in this space, indicating a shift from traditional food delivery to broader instant retail opportunities [5][6]. - Sam's Club, a subsidiary of Walmart, has significantly contributed to Walmart China's growth, achieving strong performance with double-digit growth in transaction volume in 2025 [9][12]. Group 2: Consumer Trust and Brand Image - Despite facing multiple controversies, including product quality issues and negative media coverage, Sam's Club has maintained a strong brand image and consumer loyalty among the middle-class demographic [11][22]. - The willingness of consumers to pay membership fees reflects their trust in Sam's product selection and quality assurance, with annual fees ranging from 260 to 680 yuan [15][17]. - The article highlights that the middle-class consumers' attachment to Sam's Club is reinforced by its ability to meet their quality and identity needs, making it difficult for them to switch to competitors [18][23]. Group 3: Challenges of Rapid Expansion - Sam's Club has accelerated its expansion, opening 10 new stores in 2025, a significant increase compared to previous years [9][32]. - The rapid growth has led to quality control issues, as the supply chain struggles to keep pace with the increased demand, resulting in product quality concerns [32][34]. - The management changes, including the appointment of a former Alibaba executive as CEO, are part of a strategy to achieve scale, but they also bring scrutiny and challenges in maintaining quality standards [33][34].