前阿里高管刘鹏接任山姆会员店业态总裁过去了快一个月，关于"山姆变了"的争议至今未停。会员们陆续发掘出了"山姆淘系化"的更多新证据： 先是App上的白底商品图片换成了电商风宣传图和AI图，接着付款页面出现了"省心带一件"功能；随后，山姆App里出现支付宝绑定会员卡的推广页面， 线下门店里也都安装上了支付宝"碰一下支付"设备。 "真当自己是淘宝了。" 但在前阿里人张焕看来，"阿里文化入侵"和"山姆电商化"是两码事。关于阿里味儿怎么改变了山姆，在互联网从业者的视角里，不是一种阿里对山姆的污 染，而是山姆需要阿里"。 不可否认的是，中国已经成为山姆业务中相当重要的版图：2024年，山姆中国销售业绩突破1000亿元，占沃尔玛中国整体业绩近三分之二。 但在近两年，迅速扩张的山姆频繁遇到"供应链管理压力"和"会员体验波动"，反映在会员的吐槽里，就是水果不新鲜了、选品品质下降了、售卖"阴阳日 期"的卤菜。这些问题都构成了山姆的本土增长焦虑。而阿里带来的"运营导向"的经验，被认为比山姆原本的"买手制"更加高效，也更适应当前山姆在中 国的发展速度。刘鹏履历最大优势，就在于构建一套"互联网流量运营+传统零售供应链"的模式，《南方都 ...

Core Viewpoint - The article discusses the recent changes at Sam's Club in China, particularly the appointment of Liu Peng, a former Alibaba executive, as the new president, and the subsequent reactions from loyal members who fear a shift in the brand's identity and values [1][2][4]. Group 1: Member Reactions - Members are expressing concerns over changes in product quality and marketing strategies, indicating a strong loyalty to the current Sam's Club experience [1][2][4]. - The loyalty of members is highlighted as a double-edged sword; while it shows commitment, it also restricts the company's ability to innovate or change its business model without facing backlash [4][5][6]. Group 2: Business Model Comparison - The article contrasts the operational strategies of Sam's Club in the U.S. and China, noting that the U.S. model focuses on suburban expansion and a strong in-store experience, while the Chinese model has adapted to urban environments and e-commerce [11][12][13]. - In the U.S., Sam's Club has a mature network with plans for both new store openings and renovations, while in China, the focus has shifted to online sales, which now account for over 50% of gross merchandise volume (GMV) [11][13]. Group 3: Competitive Landscape - The competitive landscape for Sam's Club in China is evolving, with new rivals emerging from e-commerce giants like Alibaba and Meituan, shifting the focus from traditional competitors like Costco [15][17]. - The article suggests that Sam's Club must adapt to this new competition by incorporating elements of "Alibaba culture," which emphasizes efficiency and aggressive sales strategies [19][20]. Group 4: Strategic Dilemmas - The introduction of "Alibaba flavor" into Sam's Club's operations raises concerns about the potential erosion of the brand's core values and member trust [22][23]. - The article posits that the company is at a crossroads, needing to balance innovation with the preservation of its original identity to maintain member loyalty [23][24].

Core Insights - The article discusses the significant changes in Alibaba's employee dynamics since Jack Ma's departure as chairman, highlighting the rapid increase in talent outflow from the company, which has exceeded the initial goal set by Ma [2][5] - The perception of former Alibaba employees has shifted from being highly valued to facing criticism and negative sentiment on social media, indicating a decline in the company's cultural reputation [2][6] - The appointment of Liu Peng as the new president of Sam's Club has sparked controversy, with members expressing concerns about the potential "Alibaba flavor" infiltrating the brand, reflecting broader anxieties about corporate culture and management practices [3][6] Talent Outflow - Since Jack Ma's announcement, Alibaba has sent over 130,000 employees into the job market, far exceeding the target of 1,000 over 30 years, with a reduction of over 80,000 employees in the last fiscal year alone [2] - The article notes that the once-coveted "10-year Alibaba employees" are now viewed negatively, with many expressing dissatisfaction with the company's culture on social media [2][6] Cultural Shift - The term "Alibaba flavor," once a badge of honor, has become a derogatory term associated with negative workplace practices such as internal competition and excessive work hours [2][6] - Social media commentary reflects a growing disdain for the corporate culture associated with Alibaba, with members of Sam's Club fearing that the company's management style will negatively impact their shopping experience [6][8] Liu Peng's Appointment - Liu Peng's recent appointment as president of Sam's Club has led to backlash from members who fear the brand will adopt Alibaba's controversial practices, with calls for his removal circulating on social media [3][6] - Despite the criticism, Liu's prior experience at Alibaba is seen as a potential asset for Sam's Club, with expectations for strategic upgrades and digital transformation [5][6] Corporate Response - Following the backlash, Sam's Club issued an apology and committed to improving the app experience, indicating a shift in public relations strategy to address member concerns [7] - The article concludes with a reflection on how the perception of former Alibaba employees has changed, from being celebrated to being reduced to mere identifiers in the corporate landscape [8]