当信任被AI图片和电商逻辑侵蚀，山姆的会员制根基正在被动摇。 内容/刘平 编辑/咏鹅 校对/莽夫 近日，山姆会员商店因一系列离奇的商品图片陷入舆论漩涡。生肉配熟食的荒诞组合、模糊失真的食材纹理、违背常识的摆盘设计，这些明显经过AI生 成或过度修图的图片，让付费会员们忍无可忍，直斥其"像极了电商平台的牛皮癣广告"。 更值得玩味的是，这场信任危机的爆发时点，恰好与阿里系高管密集空降山姆的时间轴高度重合。从10月27日刘鹏正式出任山姆会员店业态总裁，到后续 多位阿里背景高管的陆续加入，一系列运营调整已开始渗透至商品展示等前端环节。 危机从来不会单独到来。就在AI图片问题发酵前，山姆已因下架独家选品、上架好丽友、徐福记等大众流通品牌而引发会员对品质降级的担忧。旧患未 除，新忧又至，阿里系高管带来的管理思维与传统零售业的务实基因形成了微妙而危险的对冲。 阿里系高管进入传统领域屡陷"水土不服"的魔咒，似乎正又一次悄然应验。 Part.1 阿里味"爆改"山姆，保真吗？ 在淘宝、天猫平台上，"买家秀与卖家秀"的落差早已成为消费者习以为常的调侃。近年阿里集团持续推动AI工具帮助商家提高运营效率，淘天充斥着不少 AI图，进一步模 ...

Core Viewpoint - The recent appointment of Liu Peng, a former Alibaba executive, as the new president of Sam's Club China has sparked significant backlash from members due to changes in the app's product display, which many perceive as adopting an "Alibaba flavor" [1][19][27] Group 1: Leadership Changes - Liu Peng is the first Chinese national to hold the position of president for Sam's Club China, reporting directly to Walmart China's CEO [1][19] - His appointment coincided with a controversial redesign of the Sam's Club app, leading to member dissatisfaction [1][19] Group 2: App Redesign and Member Reactions - The app's product images have been altered to include more promotional content and stylized presentations, moving away from the previous simple white-background images [3][5][10] - Members expressed confusion and frustration over the new design, which they feel complicates the shopping experience and increases selection time [5][10][13] - The redesign has been criticized for resembling tactics commonly used by e-commerce platforms, leading to concerns about transparency and product information [10][18][19] Group 3: Business Strategy and Market Position - Sam's Club is undergoing a digital transformation, with a focus on enhancing member experience and operational efficiency, as indicated by Liu Peng's background in e-commerce [19][21] - Walmart China reported a significant increase in net sales, with Sam's Club's transaction volume growing at a double-digit rate, highlighting the importance of maintaining member satisfaction [18][19] - The company aims to balance its traditional membership model with evolving digital strategies to retain its core customer base [19][27]

Core Insights - A former employee of Alibaba, Yuan An, posted a nearly 10,000-word analysis on the company's internal network, discussing its development history, existing issues, and reasons for these problems, which gained significant attention online [1] - Alibaba's founder, Jack Ma, responded to the post, indicating a willingness to address the issues raised and expressing hope for the company's future [1] Group 1 - Yuan An emphasized the importance of internal communication and urged employees to keep discussions within the internal network to avoid misinterpretations and protect the communication environment [2] - He expressed gratitude for the support from Jack Ma and highlighted the potential for positive change if the company can confront its challenges [2] - Yuan An defended Alibaba against criticism, stating that technological advancements, including the rise of e-commerce, are inevitable and that the company has a strong value system [2][3] Group 2 - The former employee urged critics to recognize that not all experiences within Alibaba represent the entire company culture, advocating for a more positive perspective [3] - He encouraged former employees to maintain hope for Alibaba's future development rather than wishing for its decline after leaving [3]