Core Viewpoint - Sam's Club is facing member dissatisfaction due to a decline in exclusive product offerings and the introduction of common brands, raising questions about the value of its membership fees [1][3][5] Group 1: Product Offering Changes - Sam's Club has removed over 200 exclusive products in recent years, with its private label product share dropping from 38% to 30% [1][3] - The introduction of popular brands like Haoliyou and Weilong has led to member complaints, as they feel they are paying high membership fees for products available in regular supermarkets [3][5] - Despite the decline in exclusive products, some private label items still rank high in sales, indicating ongoing consumer interest [3] Group 2: Member Expectations and Market Position - Members express dissatisfaction with the shift from "exclusive selection" to "ordinary supply," which undermines the perceived value of membership [5][6] - The current strategy of introducing common brands contradicts market trends, as consumer preferences have shifted towards product differentiation and exclusivity [6][9] - The competitive landscape is intensifying, with rivals like 1号会员店 and Hema actively introducing similar products, further challenging Sam's Club's market position [1][9] Group 3: Trust and Brand Loyalty - The changes in product selection have led to a trust crisis among members, who feel that the value proposition of the membership is diminishing [9] - Transparency in pricing and product sourcing, as demonstrated by competitors like Pang Donglai, is becoming increasingly important to consumers [9] - Experts suggest that the core of membership retail is not just selling products but building trust, emphasizing the need for Sam's Club to return to its roots of quality and exclusivity [9]

Core Viewpoint - Sam's Club is facing a trust crisis as it introduces common brands like Haoliyou and Weilong, which has led to dissatisfaction among members who expect premium products for their membership fees [1][4][12]. Group 1: Product Controversies - The introduction of "low-sugar" Haoliyou pie has sparked debate, with members questioning the need for such products that are readily available in regular supermarkets [4][12]. - The "special supply" version of Haoliyou pie claims to reduce sugar by 80% and increase cocoa content by 30%, but the differences from the classic version are not significant [4][8]. - The pie's ingredient list includes several artificial sweeteners, leading to consumer feedback that it remains too sweet despite the reduced sugar content [8][9]. Group 2: Brand Positioning and Changes - Brands like Weilong and Xu Fu Ji have altered their product presentations for Sam's Club, with unique packaging and formulations that differ from their standard offerings [12][23]. - The "panpan" branding for products from Panpan Food has been criticized for misleading consumers into thinking they are imported goods due to the upscale packaging [25][27]. - Sam's Club has been noted for its strategy of introducing popular brands with modified packaging, which may not always align with the premium image expected by its members [30][33]. Group 3: Sales and Market Strategy - As of April 2023, Sam's Club has 54 locations in China, with plans to exceed 60 by the end of the year, indicating a strong growth trajectory [33]. - Three stores have already surpassed annual sales of $500 million (approximately 3.67 billion RMB), with expectations for this number to increase significantly by 2025 [33].