北京商报讯（记者 张绪旺）10月13日，《2025亚马逊全球开店消费品类攻略手册》出炉。这是亚马逊 全球开店首次针对消费品类发布消费趋势报告，并从选品策略、合规政策、物流仓储、促销新政到卖家 服务等全链条，提供切实可行的运营洞察和建议。 业内预测，到2030年全球美容及个人护理领域的年销售规模将达到7990.7亿美元，全球婴儿用品领域的 年销售规模将达到4751.5亿美元。消费品赛道前景广阔、复杂度较高，手册围绕亚马逊美欧日等核心站 点，基于亚马逊数据，揭晓了银发、睡眠、日常美容、洗护、美妆、育儿等品类的六大消费趋势和选品 洞察。 比如，面对全球性睡眠挑战，美国消费者倾向于AI助眠，比如通过监测和调节睡眠时的体感温度来协 助自己进入深度睡眠，对于智能家居的支付意愿高达76%，也是全球智能电动床消费规模最大的地区。 日本消费者更习惯利用营养保健品助眠，超过70%的消费者会使用助眠类保健产品。欧洲消费者则对人 工合成的化学产品接受度低，以植物为基础、非药品式的产品更能吸引他们。 手册还详尽展示了美欧日各站点的细分类目和潜力选品的热门关键词、价格区间、产品卖点、消费者行 为特点等信息，以及亚马逊为卖家提供的合规支持 ...

Core Insights - The controversy surrounding Sam's Club's product selection reflects a clash between the evolving consumer psychology of China's middle class and their anxieties regarding domestic products [1][17] - Sam's Club's aggressive expansion strategy has led to significant sales growth, but recent missteps in product selection have jeopardized its core competitive advantage of high-quality offerings [3][4] Group 1: Business Performance - In fiscal year 2024, Sam's Club achieved net sales of $84.4 billion, accounting for approximately 13% of the company's total revenue [3] - As of January 31, 2024, Sam's Club operated over 600 stores globally, with plans to open 8 new stores in China by 2025, marking a record annual opening count [3][4] - Sam's Club's revenue in China surpassed 100 billion yuan in 2024, representing nearly two-thirds of Walmart's performance in the region [4] Group 2: Membership and Product Strategy - Sam's Club's membership model has been a double-edged sword; while it has driven growth, recent product controversies have led to member dissatisfaction [4][21] - The introduction of exclusive products and the Member's Mark brand has been central to Sam's Club's strategy, with Member's Mark accounting for over 20% of total sales in fiscal year 2023 [14][18] - The recent backlash against the low-sugar version of the Holleyou pie highlights a disconnect between the brand's promise of high standards and the reality of its product offerings [10][20] Group 3: Market Competition - Sam's Club faces increasing competition from both domestic and international players, including the German discount supermarket Aldi, which has expanded rapidly in China [23] - The rise of new retail formats, such as Hema, poses additional challenges to Sam's Club's traditional business model [21][23] - Consumer sentiment is shifting, with members expressing concerns over the perceived decline in product quality and exclusivity, leading to hesitations about renewing memberships [21][24]

Core Viewpoint - The controversy surrounding Sam's Club, triggered by the introduction of the low-quality Haoliyou pie, has led to a significant trust crisis, raising questions about its product selection strategy and brand positioning [1][2][5]. Group 1: Product Selection and Consumer Reaction - Sam's Club has faced backlash for replacing high-quality products with popular but lower-quality brands like Haoliyou and Pindao, leading to consumer dissatisfaction [2][3]. - Consumers have expressed concerns that the quality of products at Sam's Club is declining, which could jeopardize their loyalty to the store [1][6]. - The introduction of new products has not shown a clear price advantage compared to online platforms, raising further doubts about Sam's product selection strategy [3]. Group 2: Brand Positioning and Market Strategy - Sam's Club, as a membership-based store under Walmart, targets middle to high-income consumers who prioritize quality over price, differentiating itself from regular supermarkets [4][5]. - The store's self-proclaimed "selected" positioning is at risk as it increasingly offers third-party brands, which may not align with consumer expectations for health and quality [4][6]. - The proportion of private label products has decreased from 38% to 30%, indicating a shift away from its original strategy of offering exclusive high-quality items [5]. Group 3: Financial Performance and Growth - Despite the current controversy, Sam's Club has shown strong financial performance, with Walmart China's net sales reaching $19.975 billion in the 2025 fiscal year, a 17.4% increase year-on-year [5]. - The first quarter of the 2026 fiscal year saw a 22.5% year-on-year growth in net sales, indicating continued strong demand for Sam's Club offerings [5]. - The number of Sam's Club locations in China has been steadily increasing, with 55 stores opened as of April this year, showcasing its growth trajectory in a challenging retail environment [5].

Core Viewpoint - The recent changes in product selection at Sam's Club have raised concerns among consumers about the perceived decline in the quality and uniqueness of offerings, shifting from "global premium goods" to more common supermarket brands [3][4][10]. Group 1: Product Selection Changes - Sam's Club has removed several popular items, including Haldirams and Wei Long products, from its shelves, leading to consumer dissatisfaction and inquiries about the rationale behind this shift [3][4]. - The removal of these items has sparked discussions on social media, with many consumers questioning the value of their membership fees due to the perceived decline in product quality [3][4]. - Despite the removal of certain products, other items from traditional domestic brands remain available, indicating a potential shift in product strategy [5][6]. Group 2: Strategic Implications - The change in product selection may be linked to a recent management shift within Sam's Club China, with new leadership potentially influencing the direction of product offerings [12][13]. - The company has been expanding rapidly, opening 6-7 new stores annually, which may necessitate a broader range of products to cater to a more diverse membership base [14]. - The competitive landscape in the retail sector is evolving, with many traditional supermarkets looking to Sam's Club for lessons in quality retailing and membership models [14][15]. Group 3: Market Positioning - Sam's Club's unique selling proposition relies on a strong supply chain and stringent product selection standards, which are crucial for maintaining its competitive edge in the membership retail market [14]. - The company has historically emphasized differentiation in its product offerings, avoiding common items found in other stores to maintain its premium positioning [10][11]. - As consumer preferences evolve, the company may need to adapt its product development strategy to include both premium and popular domestic brands to meet diverse consumer demands [11][12].

Core Viewpoint - The recent controversy surrounding Sam's Club's product selection has led to significant backlash from members, who feel betrayed by the introduction of mainstream brands and the removal of high-repurchase items, impacting the perceived value of their membership [3][12][23]. Group 1: Product Selection Changes - Sam's Club has recently removed popular items such as Sun Cakes and Rice Puddings, replacing them with mainstream products like low-sugar Holley’s cakes and other widely available brands [3][8]. - The introduction of low-sugar Holley’s cakes, which claimed to reduce sugar by 80% and increase cocoa content by 30%, has received negative feedback from consumers who found them overly sweet [10][21]. - The trust crisis surrounding Holley’s brand, stemming from a previous controversy over ingredient transparency, has exacerbated member dissatisfaction with Sam's Club's current product offerings [12][21]. Group 2: Member Reactions - Members expressed their frustration on social media, feeling that their membership fees are no longer justified as the unique product selection diminishes [5][15]. - Complaints about the perceived decline in product quality and the shift towards more generic offerings have become common, with some members reconsidering their renewal decisions [12][15]. - The sentiment that the membership fee has become an "intelligence tax" reflects a growing discontent with the value proposition of Sam's Club [15][23]. Group 3: Management and Strategy - The timing of the product selection controversy coincides with a leadership change at Sam's Club, as the long-serving president Andrew Miles retires and is succeeded by Jane Ewing, who has a background in supply chain management [17][19]. - Despite rumors suggesting that the management change has led to a decline in product quality, it has been clarified that the new leadership still includes foreign executives [18][19]. - Sam's Club is undergoing aggressive expansion in China, with projected revenues exceeding 100 billion yuan in 2024, which raises concerns about maintaining product quality amid rapid growth [19][21]. Group 4: Competitive Landscape - The shift in Sam's Club's product strategy comes at a time when competitors like Costco and Hema are aggressively expanding their market presence with differentiated product offerings [28][29]. - The emergence of local brands like Pang Dong Lai, known for high service standards, poses a challenge to Sam's Club's value proposition, as consumers begin to compare membership benefits across different retailers [29][31]. - The decline in unique product offerings at Sam's Club could diminish the appeal of its membership model, as consumers seek out alternatives that provide better value and exclusivity [31].

Core Viewpoint - Sam's Club is facing a significant backlash from consumers due to a major shift in its product selection strategy, which has undermined the trust in its membership value system [1][3][11] Group 1: Membership Value Crisis - The removal of popular products such as sun cakes and low-sugar egg yolk pastries has led to a trust crisis among members, as these items were key drivers of consumer loyalty [1] - New products introduced, like low-sugar snacks from mainstream brands, have been criticized for lacking differentiation and quality compared to previous offerings [2] - Members are questioning the justification of the annual membership fee of 260 yuan (or 680 yuan for premium cards), feeling that they are no longer receiving unique or high-quality products [3][4] Group 2: Strategic Shift and Trust Erosion - A change in management has led to a focus on short-term profits, with a shift towards lower-cost products at the expense of previously popular, high-quality items [5][6] - The rapid expansion of Sam's Club in China, with 48 stores and over 5 million members, has resulted in quality control issues, including over 10,000 complaints about product quality in 2024 alone [7] - The core competitive advantage of Sam's Club, which relied on exclusive supply chains and health labels, is diminishing as the introduction of controversial brands raises concerns [8] Group 3: Consumer Reactions and Company Response - Many members are expressing their dissatisfaction on social media, with some opting to switch to competitors like Costco or Hema, and group cancellations of memberships are occurring in cities like Hangzhou and Chongqing [10] - The company's official response has been vague, attributing product removals to packaging issues without addressing the underlying selection logic, and denying reports of membership cancellations [10] Group 4: Industry Implications - The struggle of Sam's Club highlights the critical balance between targeting different consumer segments, as the attempt to cater to both middle-class elites and price-sensitive customers has led to a loss of core clientele [11] - Competitors like Costco maintain their reputation through unique offerings and customer engagement, while Hema captures market share with competitive pricing on fresh produce [12] - The crisis at Sam's Club underscores the need to rebuild a value proposition centered on exclusive products, quality, and stable supply to restore member trust and justify membership fees [13]

Core Viewpoint - The recent controversy surrounding Sam's Club's product selection, particularly the introduction of low-sugar products like the Haoliyou Pie, has led to significant dissatisfaction among members, who feel that the quality of offerings has declined and that they are being treated as mere consumers rather than valued members [1][8][12]. Product Selection Issues - Members have expressed strong discontent over the removal of popular items such as Sun Cake, Rice Pudding, and Low-Sugar Egg Yolk Pastry, while new products like Low-Sugar Haoliyou Pie and Liuliu Mei have been criticized for not meeting expectations [1][3]. - The Haoliyou Pie, which was launched in June, claims to have reduced sugar by 80% and increased cocoa content by 30%, priced at 49.9 yuan for a box of 48 pieces [3][8]. Brand Image Concerns - The Haoliyou brand has faced scrutiny since 2022 due to a "double standard" controversy regarding its ingredient list, which has negatively impacted its image among consumers [8]. - Despite the brand's clarification that its global product formulations are consistent, consumer skepticism remains [8]. Member Trust and Expectations - Many members feel that Sam's Club is becoming increasingly similar to regular supermarkets, undermining the value of their membership fees, which are intended to provide access to carefully curated products [9][12]. - There is a growing sentiment among members that the trust in Sam's product selection team is waning, with some even writing to the headquarters to express their concerns [9][12]. Financial Performance Context - Walmart reported strong growth in its first quarter, with Sam's Club in China contributing significantly to this performance, including a 40% increase in membership revenue and a 35% rise in membership fees during the Chinese New Year sales season [13].

Core Viewpoint - The recent product selection changes at Sam's Club have sparked significant consumer dissatisfaction, raising concerns about the quality and value of its membership offerings [1][4][5] Group 1: Product Selection Issues - Sam's Club has faced backlash for removing popular items like sun cakes and low-sugar egg yolk pastries while introducing more common brands, leading to perceptions of declining product quality [1][4] - The introduction of brands with questionable reputations, such as Holley, has further fueled consumer distrust regarding Sam's Club's product selection standards [4][5] Group 2: Membership Value Perception - The membership fee at Sam's Club is seen as a promise of quality and exclusivity, and the recent changes have led some members to feel that their investment is no longer justified [4][6] - There is a growing sentiment among consumers that the changes have diminished the perceived value of the membership, with some members expressing intentions not to renew their subscriptions [4][5] Group 3: Business Performance Context - Despite the current controversies, Sam's Club has shown strong business growth in China, with projected revenues exceeding 100 billion RMB in 2024, and its parent company Walmart achieving sales of 158.8 billion RMB [4] - The retail industry often faces challenges when reaching significant sales milestones, as operational complexities and quality control issues can arise, potentially hindering further growth [4][5] Group 4: Consumer Sentiment and Market Behavior - The backlash against Sam's Club reflects deeper consumer expectations for differentiated services that align with the premium nature of membership offerings [6] - The emotional response from consumers indicates that perceived breaches of trust can significantly impact brand loyalty and consumer behavior, emphasizing the importance of maintaining a strong brand identity [5][6]

Core Viewpoint - Recent product adjustments at Sam's Club have sparked widespread consumer concern, with members questioning the quality of selected products as popular items are being replaced with lower-rated alternatives [1][2]. Group 1: Product Changes and Consumer Reactions - Sam's Club has removed high-repurchase items such as sun cakes and low-sugar egg yolk pastries, replacing them with products like low-sugar Holi-Ryu pies, which have received significant negative feedback from consumers [1][2]. - The low-sugar Holi-Ryu pie, launched in June 2025, claims to reduce sugar by 80% and increase cocoa content by 30%, but has been criticized for its actual sweetness and controversial ingredients [2]. - The brand image of Holi-Ryu has been tarnished due to past controversies regarding ingredient transparency, leading to consumer skepticism despite official clarifications [2]. Group 2: Membership and Brand Positioning - Sam's Club's membership fee remains stable at 260 yuan for regular members and 680 yuan for premium members, a pricing strategy that has been in place since 2016 [4]. - The store's branding as a "middle-class supermarket" is challenged by recent product selections that align more closely with ordinary supermarkets, leading to a perception of decreased exclusivity [3][4]. - Despite the controversies, Sam's Club reported strong financial performance in Q1 2025, with net sales reaching $6.7 billion, a 22.5% year-on-year increase, and a 40% growth in membership numbers [5]. Group 3: Quality Control Issues - Sam's Club has faced multiple quality control issues over the past year, including reports of moldy cakes and spoiled milk, resulting in over 10,000 complaints on consumer platforms [6]. - The ongoing product selection controversy adds to the challenges faced by Sam's Club in maintaining its high-end positioning while expanding its membership base [6].

Core Viewpoint - The recent product selection changes at Sam's Club have led to significant dissatisfaction among members, particularly regarding the removal of popular items and the introduction of new products perceived as lower quality [1][10]. Product Selection Issues - Members have expressed frustration over the removal of high-repurchase items like Sun Cakes, Rice Pudding, and Low-Sugar Egg Yolk Pastries, while new products like Low-Sugar Holi-Ryu Pie and Liu Liu Mei have been criticized [1][10]. - The Low-Sugar Holi-Ryu Pie, launched in June, claims to reduce sugar by 80% and increase cocoa content by 30%, priced at 49.9 yuan for 48 pieces, but has received over 300 negative reviews for being too sweet [5][7]. Brand Image Concerns - The Holi-Ryu brand has faced scrutiny due to a "double standard" controversy in 2022, which has negatively impacted its image among consumers, despite the brand's clarification that global product formulations are consistent [9]. - Other popular brands like Wei Long and Xu Fu Ji have also entered Sam's shelves, while previously popular items like Egg Yolk Pastries and Mango Sago have been quietly removed [9]. Member Expectations and Trust - Members expect Sam's Club to provide a curated selection of quality products, differentiating it from regular supermarkets. The introduction of mainstream brands has led to a perception of diminishing exclusivity [10][13]. - There is a growing sentiment among members that if Sam's product selection becomes similar to that of regular supermarkets, the value of paying the membership fee is questioned [13]. Financial Performance - Walmart reported strong growth in China, with Q1 net sales reaching $6.7 billion, a 22.5% year-over-year increase, driven by Sam's Club and e-commerce [15]. - Membership revenue for Sam's Club in China grew over 40%, with a 35% increase in membership fee income during the Chinese New Year sales season, indicating robust business activity [15].