Core Viewpoint - The trust crisis at Sam's Club arises from the introduction of common brands, leading to member dissatisfaction and a decline in perceived value of the membership [1][3][10] Group 1: Membership and Brand Perception - Sam's Club has positioned itself as a symbol of middle-class identity in China, with over 5 million effective members and annual membership revenue exceeding 1.3 billion yuan [2] - The introduction of common brands like Holley Friend and Xu Fu Ji has sparked outrage among members, who feel deceived by the perceived downgrade in product quality [1][3][4] Group 2: Product Quality and Consumer Trust - The launch of the "low-sugar special edition" Holley Friend cake, which was criticized for its taste, has further damaged the brand's image and member trust [3][5] - Reports of food safety issues, such as suspected worm eggs in pork and live insects in milk, have raised concerns about product quality and safety [7][9] Group 3: Management and Strategic Changes - A shift in management has led to a significant reduction in the proportion of imported goods from 42% to 28%, raising concerns about quality in favor of cost-cutting [6][10] - The cancellation of member benefits, such as the right to purchase premium products and changes in cashback rules, has contributed to a sense of diminished value among members [8][9] Group 4: Social Media and Public Response - The hashtag Sam's Selection Downgrade has garnered over 10 million views on social media, indicating widespread discontent among members [1] - Sam's Club's response to the backlash has been criticized for lacking empathy, further alienating its customer base [9][10]