赚塔尖之上的钱，瞄准5%的人群。 在北京，有个新开业没几年的仓储超市，一直自称年轻人自己的山姆，又号称超市里的北京之光、美学天花板，还有人说它是最经常偶遇明星的超市。 这个超市就是FUDI，2021年才在北京开出第一家门店；最近它又开出一个高端有机生鲜品牌，AW超市。 那么问题来了，FUDI的高端超市到底好逛、好买吗？不止FUDI，从华润万家到永辉超市，为什么那么多超市品牌，都在拼命做高端呢？FUDI的成功，又 能否复制到AW呢？ 刺猬公社（ID：ciweigongshe）去AW超市看了看。它不是北京最贵超市，但隐藏着下一轮零售竞争的商业密码。 FUDI高端品牌，AW超市好逛吗？ 我们在工作日下午来到AW超市位于朝阳区太阳宫凯德Mall的门店， 超市的面积并不大，不是山姆那样的超大规模仓储超市；也不算拥挤，20分钟就能逛 完。 最吸引人注意的有三个地方。 图源：AW超市小红书 首先是精致的货架，所有商品的摆放都非常整齐，就连袋装有机蔬菜也横平竖直地放在一起，深得母品牌FUDI超市摆放商品的精髓； 第二就是齐全的生鲜商品，除了常规的蔬菜水果生鲜，熟食、现制烘焙、牛排、刺身、寿司等产品占据了超市相当大的面积。 生 ...

7月21日，有网友发帖称，山姆会员商店的MM芥味籽肉松面包，以前的外包装上标注了配料表， 现在改用新配方后， 线下售卖的该产品的外包装上，配料表都被隐去了，仅标注：配料成分见散装 食品标签或线上产品信息 。 而网友之前线下售卖的该商品的配料表中，并不包含线上配料表中所展示的"转基因大豆油"成分 等。 图/网络截图 山姆会员商店小程序购物平台显示，该款MM芥味籽肉松面包的配料表中，确有"转基因大豆油"成 分。 据经视直播报道，山姆工作人员回应称，目前该产品包装就是这样的，尚不清楚该线下产品 为何未标注具体配料成分，他们将会向相关部门反馈情况，并进行改进，后续会继续将配料 表详情标注在外包装上。 至于有网友质疑，山姆故意隐去线下配料表中的"转基因大豆油"成分信息，工作人员表示不知具体 原因，将向上面反馈这一情况。"含转基因大豆油的MM芥味籽肉松面包商品符合售卖标准，有质量 保证，可正常销售。"针对消费者对转基因大豆油的担忧，客服解释称， "没有非转基因就好、转基 因就一定坏的说法，两者没有好坏之分"，并建议若消费者对转基因商品不接受，可选择不购买。 此事引发网友热议。 01 山姆近期争议频频，网友：今年不续费了 ...

7月21日，有网友发帖称，山姆会员商店的MM芥味籽肉松面包，以前的外包装上标注了配料 表，现在改用新配方后， 线下售卖的该产品的外包装上，配料表都被隐去了，仅标注：配料 成分见散装食品标签或线上产品信息 。 而网友之前线下售卖的该商品的配料表中，并不包含线上配料表中所展示的"转基因大豆油"成 分等。 图/网络截图 山姆会员商店小程序购物平台显示，该款MM芥味籽肉松面包的配料表中，确有"转基因大豆 油"成分。 据经视直播报道，山姆工作人员回应称，目前该产品包装就是这样的，尚不清楚该线下产品为 何未标注具体配料成分，他们将会向相关部门反馈情况，并进行改进，后续会继续将配料表详 情标注在外包装上。 至于有网友质疑，山姆故意隐去线下配料表中的"转基因大豆油"成分信息，工作人员表示不知 具体原因，将向上面反馈这一情况。"含转基因大豆油的MM芥味籽肉松面包商品符合售卖标 准，有质量保证，可正常销售。"针对消费者对转基因大豆油的担忧，客服解释称， "没有非 转基因就好、转基因就一定坏的说法，两者没有好坏之分"，并建议若消费者对转基因商品不 接受，可选择不购买。 21热点观察室发现，近期山姆频频引发争议。 7月14日， "山 ...

Core Viewpoint - The article discusses the recent backlash from Sam's Club members regarding changes in product selection, which has led to concerns about quality and brand trust among its members [2][4][9]. Group 1: Membership and Sales Performance - Sam's Club has over 5 million active members in China, generating annual membership revenue exceeding 1.3 billion yuan, with a high renewal rate of 92% for premium members [6][8]. - Walmart's Q1 report indicated that Sam's Club and e-commerce are significant growth drivers, contributing two-thirds of Walmart China's performance, with net sales reaching $6.7 billion, a 22.5% year-on-year increase [6][9]. Group 2: Product Selection Controversy - Members have expressed dissatisfaction over the replacement of popular products with mainstream brands, perceiving it as a decline in quality [4][12]. - The introduction of products like "减糖·好丽友派" faced criticism for not meeting quality expectations, leading to its temporary removal from shelves [14][20]. - Consumers feel that the new product offerings do not align with their expectations of premium quality, leading to a loss of trust in the brand [18][39]. Group 3: Management and Strategic Changes - The article highlights a management transition at Walmart China, with Jane Ewing taking over as acting president of Sam's Club, emphasizing supply chain efficiency [27][31]. - The rapid expansion of Sam's Club, with plans to open 6 new stores in 2024, has raised concerns about maintaining product quality and supply chain management [35][37]. - Analysts suggest that the quality issues may be linked to the accelerated growth and the need for a more robust logistics and quality control system [37][46]. Group 4: Consumer Sentiment and Future Outlook - Long-time members are reconsidering their membership due to perceived declines in product quality and benefits, with some opting to downgrade their membership [18][21]. - The article concludes that while Sam's Club has made adjustments in response to member feedback, the long-term impact on brand perception and member loyalty remains uncertain [47][48].

Core Viewpoint - The controversy surrounding Sam's Club's product selection strategy has raised concerns among consumers regarding the quality and uniqueness of its offerings, leading to questions about the value of the membership fee paid by consumers [2][4]. Group 1: Product Selection and Quality Concerns - Sam's Club has faced criticism for replacing popular products with more mainstream brands like Haoliyou, leading to perceptions of homogenization in its product offerings [2][3]. - Consumers have reported quality issues with certain products, indicating a potential shift in supplier relationships that may affect product standards [3][6]. - The core of the controversy lies in the expectation that consumers pay a premium membership fee for unique and high-quality products, which may not be met if product differentiation diminishes [4][5]. Group 2: Membership Value Proposition - The membership fee is perceived as a "selection premium" that consumers expect to be matched with high-quality products and services [3][4]. - Sam's Club has emphasized its commitment to quality and member satisfaction, stating that it will consider member feedback in future product selection strategies [5][6]. - The trust established between Sam's Club and its members is crucial for its competitive advantage, as consumers believe they are getting quality products at competitive prices [3][5]. Group 3: Expansion and Financial Considerations - Sam's Club has been rapidly expanding in mainland China, opening 32 new stores from 2016 to 2023, with plans for continued growth in 2024 [6]. - Despite strong sales growth, the high cost of store openings and operational expenses poses challenges for maintaining cash flow and profitability [6][7]. - The overall performance of the supermarket sector in mainland China is underwhelming, raising questions about Sam's Club's ability to sustain its growth trajectory without facing increased competition and market saturation [7].