远山/文 近日，山姆会员店突然将太阳饼、米布丁、低糖蛋黄酥等原本高复购率的商品下架，取而代之 的是普通商超常见的溜溜梅果脯、好丽友派蛋糕、卫龙辣条等普通零食品类。部分新上架商品被贴 上"会员特供"的标识。此举引发了不少会员的质疑与不满。突如其来的商品结构调整，不仅触动了消费 者对山姆独特性的认知根基，更暴露出会员制商超在保持调性与扩大客群间的平衡困境。 山姆会员店作为国内会员制超市的代表之一，其成功的关键在于构建了一种独特的消费文化。其仓储式 陈列节省成本、自有品牌强化控制力、会员活动增强黏性，上述策略共同构建出"会员制+高品质"的商 业闭环。 但这种闭环依赖有一个隐性前提：会员对其选品能力的绝对信任。山姆通过Member's Mark的40%销售 额占比，证明其自有品牌能有效替代第三方商品，同时维持"质价比"优势。会员支付260元至680元的年 费，不仅是为了获取商品折扣，更是为了购买一种"生活方式"。 此次山姆会员店大规模更换选品，虽然在价格上更具亲和力，却打破了其长期以来构建的"高品质、高 性价比"的商品符号体系。选品策略的转变，模糊了山姆与其他大众零售渠道的差异化定位。 更深层的矛盾在于，会员期待的" ...

Core Insights - China's consumption growth is significantly lagging behind its large population and economic growth, raising questions about the underlying reasons for this consumption shortfall [1][2][4] Group 1: Current State of Consumption in China - The definition and measurement of consumption shortfall are established, with China's resident consumption rate at 37.2% in 2022, significantly lower than the global average of 53.8% [2][3] - The final consumption rate for China in 2023 is reported at 55.64%, which is still below the approximately 80% seen in developed countries [3] - A notable slowdown in consumption growth is observed, with a projected 3.5% increase in retail sales for 2024, contrasting sharply with historical growth rates that often exceeded 8% [2][4] Group 2: Multi-Dimensional Analysis of Consumption Shortfall - Low consumption propensity is identified as a core issue, with China's consumption propensity at 62% in 2022, compared to an average of 92.3% across 38 countries [6][8] - High housing prices contribute to consumer debt, with urban residents' real estate debt reaching 137.9% of household income, limiting their consumption capacity [9] - Income inequality is highlighted, with the top income group accounting for 46% of total income, leading to lower overall consumption rates [10] - An inadequate social security system is noted as a fundamental cause of low consumption, with high contribution rates and limited coverage increasing financial burdens on households [11] - Traditional consumption culture emphasizes saving over spending, which continues to influence consumer behavior [12] Group 3: Consumption Differences Across Demographics and Regions - Significant consumption behavior differences exist among income groups, with middle-income households contributing nearly 50% of total consumption [13] - Generational differences in consumption attitudes are emerging, particularly among the Z generation, who exhibit distinct purchasing behaviors [17][18] - Regional consumption disparities are noted, with consumption in central regions expanding while eastern and western regions show a trend towards balance [19] Group 4: International Comparisons and Lessons - China's service consumption accounts for approximately 46% of total spending, lower than that of the US (68.5%) and Japan (57.7%), indicating room for structural improvement [20][21] - Successful international experiences in enhancing consumption rates suggest that comprehensive policies are needed to boost service consumption and overall consumer confidence [22] Group 5: Future Consumption Trends - Predictions indicate that by 2030, service consumption levels in China could exceed 20,000 yuan, positioning it as a key growth driver [25][27] - The expansion of the middle-income group, projected to surpass 50% of the population by 2030, is expected to significantly enhance consumption potential [27]

前几天，一个读者朋友苏瑶想和我主动聊聊她在家乡五星酒店工作的感受。 疫情后，苏瑶带着几分迷茫和期待回到老家，进入了一家县城的国际五星连锁酒店担任市场公关传讯。 在这个新的舞台上，她目睹了县城五星酒店背后的光鲜与不堪，见识了不同阶层消费者如何在这座三线 城市构建自己的小镇贵族生活。 在我们的多日交流中，苏瑶和我讲述的不仅是一个职场女孩的蜕变，也是五星酒店与县城消费文化之间 的碰撞。 以下是她的亲身经历。 01 两年前，我29岁，单身，刚从一家旅游新媒体离职。 曾经的日子像一道绷紧的弓，我是那根搭上去的箭，每天早出晚归，做着别人眼中"没有前途"的内容运 营，深夜再回到合租房，总觉得自己像个城里漂着的外人。 辞职时，恰逢疫情后第一个春天，白色柳絮漫天飞舞，我鼻炎又犯了，坐在CBD写字楼15层往外看， 心里只蹦出一句话："回家吧。" 但回老家搞钱，是不是一定得脱下孔乙己的长衫？这是我一直困惑的事情。 果不其然，回家第一个月，我刷遍了招聘网站，发现除了房产销售，就是电信营业员，当然还有一些本 地事业单位的岗位，能投的都投了，石沉大海。 而我们县城这家酒店全靠其他工作衬托，职业体面、环境舒适、看样子还很稳定，我决定试试。 ...