Core Insights - The article discusses the competitive dynamics between Hema and Sam's Club, highlighting Hema's aggressive pricing strategy in 2023 and the subsequent challenges faced by Hema as it attempts to pivot towards profitability by 2025 [2][3] - The resistance from Sam's Club members towards the new leadership under former Alibaba executive Liu Peng reflects deeper concerns about the potential shift in supply chain strategies and the perceived value of membership [9][10] Pricing Strategy - In 2023, Hema launched a pricing campaign called "Move the Mountain Price," undercutting Sam's Club on popular items, such as a durian cake priced at 99 yuan compared to Sam's 128 yuan, and beef brisket at 79.9 yuan compared to Sam's 99.8 yuan [2] - This aggressive pricing strategy indicates Hema's willingness to invest heavily to capture market share from Sam's Club [2] Supply Chain Concerns - Sam's Club members are expressing skepticism about the transition to a new supply chain under Liu Peng, questioning the quality and value of products they receive compared to previous offerings [4][9] - A specific example highlighted is the difference in product sizes, where a pack of wet wipes purchased from an e-commerce platform was found to be half the size of the same product sold at Sam's Club, raising concerns about transparency and value [4] Cultural and Psychological Factors - The article suggests that the resistance from Sam's Club members is rooted in a broader cultural context, where the growth culture associated with Alibaba is being questioned as it reaches its limits [10][12] - The narrative around former Alibaba employees and their perceived quirks has gained traction on social media, reflecting a collective skepticism towards the new management and operational strategies [6][9] Market Dynamics - The article posits that the competitive landscape is influenced by a shift in consumer expectations, where members desire quality and service over mere efficiency and scale [12] - The resistance from Sam's Club members can be seen as a reaction to the changing nature of business practices, where the focus is shifting from growth to maintaining quality of life and service [12]