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" ...

以下文章来源于洒家君泽 ，作者洒家君泽 洒家君泽 . 我了解的过去我期待的未来 讲不好中产故事了。 作者 | 洒家君泽 来源 | 洒家君泽 (ID:sajiajunze) 2 0 25 年 7 月 ， 山 姆 会 员 店 上 架 好 丽 友 派 ， 引 发 热 搜 和 不 少 负 面 评 价 ， 成 为 了 舆 论 焦 点。很快，山姆下架了好丽友派，并回应称「这次会员们的意见我们已纳入后续选品策 略的考量中」。 倘 若 缺 乏 对 山 姆 的 了 解 ， 可 能 会 觉 得 这 件 事 有 些 难 以 理 解 ： 为 什 么 一 款 日 常 的 大 众 零 食，竟然能够在山姆货架上的短暂出现与消失之间，引起如此剧烈的反应？ 用一句常见的调侃：中产破防了。 这调侃意外道出了一个关键的问题，山姆会员店在中国市场持续扩张的过程中，正在触 及 中 产 阶 级 群 体 最 为 敏 感 的 信 任 底 线 。 这 种 信 任 ， 一 旦 出 现 裂 痕 ， 便 可 能 引 发 连 锁 反 应。 社交媒体上，不少会员明确表示 「不想看到好丽友出现在山姆」，在他们看来，好丽友 这种随处可见的零食，与山姆一直以来精致、有品位的 ...

来源：全球AI脉搏 本文基于以下微博话题的智搜结果生成 山姆会员商店近期因选品策略调整引发的争议，核心在于会员制商业模式与消费者信任之间的冲突。以 下基于公开讨论和行业分析，梳理事件背后的关键问题及潜在原因： 一、争议焦点：选品"降级"与会员价值缩水 商品替换引发不满 山姆下架了太阳饼、米布丁、低糖蛋黄酥等高复购率口碑商品，转而引入好丽友派、溜溜梅、徐福记等 大众品牌产品。会员质疑： 差异化消失：支付260元/年（卓越卡680元）会费，本为购买"独家精选商品"，如今却与普通超市货架 趋同。 品质争议：低糖好丽友派虽宣传"减糖80%"，但配料含起酥油、安赛蜜等添加剂，被批"实际甜度 高""不健康；卫龙、盼盼等品牌包装被弱化（如"PANPAN"标识），被指刻意淡化品牌大众感。 情绪价值崩塌 管理层换血与战略转向 2025年1月，沃尔玛中国董事长及山姆负责人变更为Muk Sook Yee，新团队被指更侧重短期利润： 下架低毛利高口碑商品（如蛋黄酥），上架高毛利大众商品； 会员制超市的核心是提供 "身份认同"与"筛选服务"。此次调整被视作对中产消费期待的背叛——"花会 员费买便利店同款"。部分消费者称将转向盒马、Co ...

以下文章来源于洒家君泽 ，作者洒家君泽 洒家君泽 . 我了解的过去我期待的未来 本文来自微信公众号： 洒家君泽 ，作者：洒家君泽，题图来自：AI生成 2025 年 7 月，山姆会员店上架好丽友派，引发热搜和不少负面评价，成为了舆论焦点。 很快，山姆下架了好丽友派，并回应称"这次会员们的意见我们已纳入后续选品策略的考量中"。 倘若缺乏对山姆的了解，可能会觉得这件事有些难以理解：为什么一款日常的大众零食，竟然能够在 山姆货架上的短暂出现与消失之间，引起如此剧烈的反应？ 用一句常见的调侃：中产破防了。 这调侃意外道出了一个关键的问题， 山姆会员店在中国市场持续扩张的过程中，正在触及中产阶级 群体最为敏感的信任底线。 这种信任，一旦出现裂痕，便可能引发连锁反应。 社交媒体上，不少会员明确表示 "不想看到好丽友出现在山姆"，在他们看来，好丽友这种随处可见 的零食，与山姆一直以来精致、有品位的选品策略格格不入，甚至触碰到了他们对于品牌信任的敏感 神经。 换句话说，这起事件的核心，绝非商品本身， 而是围绕着商品所承载的更深层次的社会叙事——中 产阶级如何定义自己的审美标准与价值期待，以及山姆又如何在扩张的商业逻辑与维护信任 ...

Core Insights - The incident involving the brief appearance and subsequent removal of the "Haoliyou Pie" at Sam's Club highlights a significant trust issue with the middle-class consumer base in China [4][21][24] - The core of the controversy is not merely about the product itself but rather the deeper social narrative surrounding middle-class values and aesthetic standards [4][5][21] Group 1: Trust Dynamics - Sam's Club operates on a membership model that relies on long-term trust and a carefully curated selection of products [14][18] - The trust established by Sam's Club is built over time through strict product selection, scale procurement, and a robust supply chain [15][16][18] - Any deviation from the established aesthetic and quality standards can lead to significant backlash from the middle-class consumers, as seen in the "Haoliyou incident" [22][23][24] Group 2: Market Positioning - Sam's Club has been positioned in the second quadrant of a trust-efficiency matrix, aiming to expand into the first quadrant [12][30] - The company faces challenges in balancing efficiency-driven expansion with maintaining the curated experience that its members expect [31][32] - Competitors like Hema and other traditional supermarkets are not only competing on product selection but also on immediate service delivery, which poses a threat to Sam's Club's unique value proposition [34][35][38] Group 3: Social Media Impact - Social media has transformed consumer-brand relationships, amplifying any perceived missteps and turning them into collective narratives [25][27][28] - The rapid dissemination of information on platforms like Xiaohongshu can quickly escalate minor issues into significant trust crises for brands like Sam's Club [27][28] - The "Haoliyou incident" serves as a reminder of the fragility of brand trust in the current media landscape, where consumer sentiment can shift rapidly [28][42]

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]

近日，山姆会员商店因上架好丽友派引发一些会员强烈不满。 据湖北经视《经视直播》报道，近日，山姆会员商店的选品问题引发广泛关注，不少网友吐槽山姆 下架了太阳饼、米布丁、低糖蛋黄酥等回购率高且性价比高的商品。同时，对其新上架的低糖好丽 友派、溜溜梅等商品表示不满意，质疑山姆选品质量下滑。 有网友直言："我花钱办卡进会员超市，你卖我家门口就能买到的东西，把我们消费者当韭菜是 吧。" 记者在山姆会员商店App搜索发现，网友热议的太阳饼、米布丁和低糖蛋黄酥确实未显示相关商品 信息。7月14日上午，记者以消费者身份拨打山姆会员商店客服电话反映此事，工作人员表示，商 品下架信息以山姆会员商店 App 提示的信息为准，对于选品的问题，后续会尽力改善商品品质。 社交媒体上被质疑的"低糖好丽友派"，于今年6月在山姆上新。新品在原有配方上进行了创新，减 少了80%的糖分，同时增加了30%的可可含量，售价为49.9元一盒，内含48枚。 在商品评论区，这款好丽友派有300多人打出了差评，有消费者称："看到低糖才买的，但实际吃起 来太甜。" 据蓝鲸新闻报道，从产品定位来看，低糖配方本应契合山姆会员店一贯倡导的健康理念，也符合其 目标客群 ...

Core Viewpoint - The recent controversy surrounding Sam's Club's decision to remove several popular products while introducing items from the brand Hollys has sparked widespread consumer dissatisfaction and raised questions about Sam's product selection standards [1][3][4]. Group 1: Company Overview - Sam's Club, a high-end membership-based supermarket under Walmart, has established a strong presence in the Chinese market since its entry in 1996, focusing on providing high-quality and cost-effective products to middle and high-end consumers [4][5]. - The brand's target demographic consists of consumers who prioritize quality and are willing to pay a premium for superior products [4]. Group 2: Product Selection Standards - Sam's Club has historically maintained strict product selection criteria, emphasizing high quality, uniqueness, and cost-effectiveness [5]. - The selection process involves rigorous evaluation of suppliers to ensure that products meet high-quality standards, particularly for fresh items like meat and seafood [5]. - The introduction of Hollys products, which are perceived as lower quality and more common, conflicts with Sam's traditional selection standards, leading to consumer disappointment [7][12]. Group 3: Consumer Sentiment and Brand Image - The removal of well-regarded products such as sun cakes and low-sugar egg yolk pastries has led to consumer dissatisfaction and a decline in trust towards Sam's product selection decisions [12][13]. - Consumers expect Sam's Club to uphold its reputation for high-quality offerings, and the introduction of Hollys products has raised concerns about a potential decline in product standards [12][14]. - The power of social media has amplified consumer voices, resulting in significant public backlash against Sam's Club for its recent product choices [12][13]. Group 4: Recommendations for Improvement - To address consumer concerns, it is recommended that Sam's Club reassess its product selection standards to ensure alignment with high quality, uniqueness, and cost-effectiveness [14]. - Enhancing communication with consumers through feedback mechanisms and surveys can help Sam's Club better understand customer needs and adjust its product offerings accordingly [14]. - Improving supply chain management can help reduce procurement costs while ensuring product quality and safety, thereby enhancing overall consumer satisfaction [14].

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 - Recent concerns have arisen regarding the product selection at Sam's Club, with many customers expressing dissatisfaction over the removal of popular items and the introduction of new products that do not meet their expectations [1][4][5]. Product Selection Issues - Customers have criticized the removal of high-repurchase-rate items such as sun cakes, rice puddings, and low-sugar egg yolk pastries, while expressing disappointment with newly introduced products like low-sugar Holiland cakes and Lulumei [1][4]. - The customer service response indicated that product removal information is based on the Sam's Club app, and they will strive to improve product quality in the future [4]. Brand Perception and Membership Value - Members feel that the introduction of mainstream brands like Holiland, Xu Fu Ji, and Weilong is diluting the unique value proposition of Sam's Club, which was originally perceived as a premium shopping experience [5][8]. - A member expressed that if Sam's Club's product selection becomes similar to that of regular supermarkets, the justification for paying the annual membership fee diminishes [5][8]. Customer Feedback and Concerns - There has been significant feedback from members on social media regarding the perceived decline in product quality, with some even writing to the headquarters to express their concerns [5][8]. - The core competitiveness of Sam's Club in China is believed to lie in its food safety standards and product differentiation, which are at risk if the store continues to homogenize with ordinary supermarkets [8].