「核心提示」 品控失守，山姆的护城河开始"漏水"了吗？ 10月27日，沃尔玛中国对外公布了新任山姆会员店总裁的人选——在阿里待了近10年的刘鹏。一些网友 表示不理解山姆为什么需要一位来自互联网大厂的总裁。也有山姆会员调侃："这下普通会员写周报， 卓越会员要写日报。" 《商业观察家》报道称，10月中旬，沃尔玛全球CEO董明伦曾低调到访中国，任命刘鹏的决定很可能是 当时作出的。事实上，刘鹏不是这波管理层变动中唯一被换上的大厂人。有媒体报道称，曾辗转于京 东、阿里和字节跳动的杨小梅目前回归沃尔玛中国，任山姆采购运营副总裁。 显然，沃尔玛高层希望这些深耕中国电商产业的管理者，为山姆带来新的改变。 一手精选产品，实现规模化和性价比，一手收会员费用，山姆的商业模式一直是诸多商超品牌学也学不 来的典范。 今年以来，山姆的确面临着前任CEO退休后的阵痛。选品问题被诟病、质量问题频发，不少消费者表 示，自己今年不想再续卡。另一边，山姆以前置仓为根基的电商业务占比逐渐升高，但面临的市场竞争 也愈发激烈。 山姆的老问题，能用新思路来解吗？ 选品争议 卖产品和收会员费，一直是山姆最核心的商业模式。 一方面，开发精选产品，放弃一部分市 ...

Core Viewpoint - The article discusses the recent decline in quality and safety standards at Sam's Club, which has led to a significant loss of consumer trust and a shift in the perception of its brand value among middle-class consumers [3][30]. Group 1: Safety Issues - Sam's Club has faced serious quality control issues, particularly concerning children's safety and food safety, which have become major concerns for consumers [5][11]. - Recent reports revealed that a batch of 64 FILA scooters sold at Sam's Club was found to have safety hazards, with 61 already sold, posing a choking risk to children [6][9]. - Additionally, a consumer reported finding a foreign object resembling a tooth in a cake purchased from Sam's Club, raising serious food safety concerns [11][13]. Group 2: Quality Degradation - Sam's Club, once known for its "strict selection" image, has experienced a trust crisis due to a shift in its product selection strategy, replacing high-quality items with more common brands [18][22]. - The quality of Sam's own brand products has also reportedly declined, with a specific organic soybean product's quality level dropping from 1 to 3, while the price remained unchanged [24][30]. - The company's acknowledgment of quality issues without corrective actions has further alienated consumers [26][30]. Group 3: Performance vs. Quality Control - Despite the quality control issues, Sam's Club has reported significant sales growth, with a 30.1% year-on-year increase in net sales for Walmart China, indicating a disconnect between performance and quality [28][29]. - The rapid expansion of Sam's Club in China, with plans to reach 60 stores by the end of 2025, highlights the tension between scaling operations and maintaining quality standards [29][30]. Group 4: Loss of Membership Prestige - The membership fee of 260 or 680 yuan has become less of a status symbol for middle-class consumers, as the perceived value of the membership diminishes due to quality concerns [32][38]. - The shift in consumer behavior reflects a broader change in the middle-class consumption mindset, moving from paying for status to paying for genuine value [38][39]. - The new leadership at Sam's Club is focusing on cost-cutting and efficiency, which may further exacerbate the quality issues and consumer trust crisis [36][37].

周末的上海，山姆会员店外一如既往地排着长队。 敲响了警钟 推着硕大购物车的中产父母们，熟练地将印着"会员优选"的FILA儿童滑板车放进车里——这个再平常不 过的场景，如今却蒙上了一层讽刺的意味。 谁也没想到，山姆的"塌房"来得比双十一的快递还快，且每一波都精准踩中了中产家庭最敏感的神经。 两张罚单 近日，上海市市场监管局的两则行政处罚决定书，让家长们彻底不淡定了。 据文书显示，一款FILA儿童滑板车在常规抽检中，其"用于包装或玩具中的塑料袋或塑料薄膜"不符合国 家安全标准。 图源：上海市市场监督管理局网站 专业术语的背后，是所有家长心惊胆战的事实：这些塑料薄膜可能覆盖儿童口鼻，导致窒息事故发生。 更令人不安的是披露的数据。这批问题滑板车共进货64件，截至案发已售出61件。 也就是说，仅2件报损和1件抽检备样未被售出，超过95%的问题商品早已流入市场，进入一个个信任山 姆的家庭。 与此同时，另一款兰精天丝儿童三件套也在抽检中"中招"。 该产品的"耐摩擦色牢度"不符合国家标准，意味着使用过程中容易掉色。 品控滑坡 图源：上海市市场监督管理局网站 耐摩擦色牢度不达标看似只是颜色问题，实则潜藏更多隐患。婴幼儿皮肤娇嫩 ...

另一份行政处罚决定书显示，山姆超市销售的60支兰精天丝儿童三件套因质量问题被处罚。2024年3月29日，上海市市 场监督管理局对该产品进行抽样检测，初检报告显示"印花面料耐摩擦色牢度"不符合GB31701-2015标准要求。山姆超 市对结果提出异议并申请复检，但复检结论仍维持不合格判定。 经查，山姆超市共购进该批次儿童三件套98件，销售12件(含抽检用2件)，退回85件，丢失1件。该批次产品货值金额为 22530.2元，违法所得为510.96元。青浦区市场监督管理局依法对山姆超市作出没收违法所得0.051096万元、罚款 1.126510万元，并责令停止违法行为。 近期，山姆(上海)超市有限责任公司因销售不合格FILA牌滑板车、兰精天丝儿童被三件套，被上海市青浦区市场监督管 理局处罚。 根据行政处罚决定书显示，2024年5月21日，上海市市场监督管理局对山姆超市青浦店销售的规格型号为FM105的FILA 牌滑板车进行抽样检测。检验报告显示，该产品"用于包装或玩具中的塑料袋或塑料薄膜"项目不符合国家标准 GB6675.12-2014《玩具安全第12部分：玩具滑板车》的要求，可能导致儿童窒息风险。 经查，山姆超市 ...

Core Viewpoint - Sam's Club, once regarded as a "beacon of quality living" for middle-class families, is experiencing a gradual erosion of trust among its members due to pricing discrepancies and quality issues [1][4]. Pricing and Quality Trust Issues - A recent incident where a popular snack was priced at 99.9 yuan at Sam's Club but only 39.9 yuan at a discount channel has raised concerns among members about the value of their membership fees [2][3]. - Members are increasingly vocal about their dissatisfaction, with complaints about significant price drops shortly after purchases and a lack of notification regarding discounts [6][12]. - Quality issues have also surfaced, with reports of spoiled products and discrepancies in product quality, leading to a growing sense of betrayal among consumers [12][14][20]. Management Changes and Strategic Adjustments - The recent controversies have been attributed to changes in the management team, particularly the departure of former president Wen Andhuai and the appointment of Jane Ewing as acting president [26][27]. - Ewing has initiated strategic adjustments focusing on rapid expansion, data-driven operations, and cost reduction, which have led to a significant shortening of the product development cycle from 12-18 months to 3-6 months [28][33]. - Despite impressive sales figures, the core issue remains the trust that members place in the brand, which is essential for long-term stability and growth [42]. Performance Metrics - In 2024, Sam's Club's market revenue exceeded 100 billion yuan, accounting for nearly two-thirds of Walmart China's overall performance [37]. - The sales figures for 2025 show continued growth, with net sales reaching 6.7 billion USD (approximately 48.2 billion yuan) in the first quarter, a year-on-year increase of 22.5%, and 5.8 billion USD (approximately 41.6 billion yuan) in the second quarter, a 30.1% increase [39]. - The aggressive store expansion strategy is evident, with plans to open 8 new stores in 2025, marking a record number of openings since entering the Chinese market [41].

Core Viewpoint - The controversy surrounding Sam's Club, triggered by the introduction of the low-quality Haoliyou pie, has led to a significant trust crisis, raising questions about its product selection strategy and brand positioning [1][2][5]. Group 1: Product Selection and Consumer Reaction - Sam's Club has faced backlash for replacing high-quality products with popular but lower-quality brands like Haoliyou and Pindao, leading to consumer dissatisfaction [2][3]. - Consumers have expressed concerns that the quality of products at Sam's Club is declining, which could jeopardize their loyalty to the store [1][6]. - The introduction of new products has not shown a clear price advantage compared to online platforms, raising further doubts about Sam's product selection strategy [3]. Group 2: Brand Positioning and Market Strategy - Sam's Club, as a membership-based store under Walmart, targets middle to high-income consumers who prioritize quality over price, differentiating itself from regular supermarkets [4][5]. - The store's self-proclaimed "selected" positioning is at risk as it increasingly offers third-party brands, which may not align with consumer expectations for health and quality [4][6]. - The proportion of private label products has decreased from 38% to 30%, indicating a shift away from its original strategy of offering exclusive high-quality items [5]. Group 3: Financial Performance and Growth - Despite the current controversy, Sam's Club has shown strong financial performance, with Walmart China's net sales reaching $19.975 billion in the 2025 fiscal year, a 17.4% increase year-on-year [5]. - The first quarter of the 2026 fiscal year saw a 22.5% year-on-year growth in net sales, indicating continued strong demand for Sam's Club offerings [5]. - The number of Sam's Club locations in China has been steadily increasing, with 55 stores opened as of April this year, showcasing its growth trajectory in a challenging retail environment [5].

Group 1 - The core issue revolves around the downgrade in quality of organic soybeans sold at Sam's Club, which has sparked consumer concerns about price versus quality [1][3] - Sam's Club responded by stating that the organic soybeans have been replaced with high-protein soybeans, meeting national standards for protein content, but this explanation did not fully alleviate consumer doubts [3] - The incident reflects a broader trend in the supermarket industry where intense competition and cost pressures lead to changes in product quality, as retailers seek to control procurement costs [3][4] Group 2 - Competitors like Pang Donglai and JD Seven Fresh are maintaining quality standards by prioritizing product quality over profit, implementing strict quality control measures throughout their supply chains [4][5] - JD Seven Fresh has reported significant growth in organic product sales, with a twofold increase in transaction volume and a threefold increase in user numbers for its private label organic products [5] - The Sam's Club incident serves as a reminder for industry players to balance cost control with consumer expectations for quality, emphasizing the importance of maintaining product integrity [5]