深夜十点的泰州吾悦广场依然人声鼎沸，宜宾的餐桌摆上可生食的三文鱼，石家庄的年轻人是五指毛桃 玄米水的忠实粉丝……这些散落在全国各地的消费图景，正悄然拼凑出一幅中国消费市场深刻变革的宏 大地图。1月5日，盒马发布《2025年百城"盒区房"消费力报告》用超过40个新进城市的鲜活数据，勾勒 出消费增长引擎从一线城市向新兴市场强劲"上涌"的消费新趋势。这不仅是一场地理意义上的市场拓 展，更是一场关于品质生活定义权与实现路径的"消费平权"。 新兴城市实现"消费平权" 清晨七点，石家庄的"盒区房"居民打开手机，下单了当天现做的三文鱼牛油果沙拉与冷萃咖啡。徐州一 家新开的精品咖啡馆里，几位年轻顾客正品尝着单品手冲，讨论着周末即将举行的城市马拉松赛事。这 些生活切片，正勾勒出中国新兴城市消费图景的深刻变革——健康食品、咖啡文化、户外运动与潮玩艺 术，这些曾经是一线城市的品质生活符号，如今已深深融入新兴城市的日常肌理。 过去几年，中国新兴城市的消费结构与生活方式经历了剧烈的重塑。文化和生活方式领域的市场下沉进 入高峰期，新兴城市正成为各类文娱体育活动的热土。音乐节在临沂的滨河公园掀起音浪，城市马拉松 赛让徐州充满活力，艺术展览 ...

当胖东来宣布进军郑州，且其首店位置与规划中的山姆会员店近在咫尺时，零售界的目光瞬间聚焦。一个是以"极致服务"和"人性光辉"闻名、深耕河南的区 域零售传奇；另一个则是凭借会员制与全球供应链横扫中国中产家庭的国际仓储巨头。 两者在郑州的即将相遇，被外界渲染为一场"本土情怀"与"全球模式"的正面交锋。然而，胖东来，这位被网友亲切称为"胖东来"的零售明星，其近年来在商 品策略上的某些动向，是否意味着它正在有意或无意地借鉴山姆等会员仓储店的经典打法？本文将深入剖析。 在探讨具体策略之前，必须认清胖东来与山姆的基因有着本质区别。它们的成功，源于完全不同的商业哲学和土壤。 在大包装销售方面，山姆的大包装是其商业模式的自然产物，服务于家庭每周或每月的集中采购需求，以降低单次使用成本。胖东来在部分商品（如坚果、 零食）上也提供大规格包装，但这更多是为了满足顾客的多样化需求和对高性价比的追求，并非其核心的销售模式。 胖东来的生鲜品类依然强调"日清"和高周转，与山姆仓储式的大包装囤货逻辑存在显著区别。关于爆款单品策略，山姆是制造爆款的高手，通过强大的买手 团队和供应链能力，打造出具有社交货币属性的"网红商品"。 胖东来同样不乏人气 ...

然而，越来越多商家看到会员店的潜力，于是大润发、盒马、家乐福（现已关店）都陆续"杀"入会员店赛道，大家的爆款也非常同质化，比如集中在热销 品"三件套"——麻薯、烤鸡、榴莲千层蛋糕。头部会员店品牌经历过多年试错所获得的爆款直接就被竞争对手拿来使用，这不仅加剧会员店竞争，也使商 品独家性减弱。 有业内人士向笔者透露，要研发一款市场爆款的时间很长，但被竞争对手拿去直接卖就是几天的事，这让老牌会员店们面临巨大挑战，采购人员压力非常 大。 日前有消费者投诉称，他使用山姆快递配送服务"极速达"在深圳山姆龙华店购买的麻薯中发现有活老鼠，山姆方面回应称，已第一时间联动专业虫害公司 开展全链路核查，经回溯商品制作、包装、仓库上架、拣货等环节的巡查记录与仓内监控视频，均未发现虫害痕迹或异常。就在今日，山姆会员商店宣布 位于上海浦东的最新门店将于12月16日正式开业。 这并非山姆第一次遭遇风波，从各类客户投诉、食品安全到此前的部分商品下架，山姆所经历的事件在其他零售同业者身上也时有发生。从最初大家难以 理解要付费买会员卡才能购物到如今会员店成为零售主流业态之一，会员店在中国市场经过了约20年的变迁，而各类风波频发的背后是消费者对商 ...

2025.12. 10 本文字数：1828，阅读时长大约3分钟 作者 | 第一财 经 乐 琰 日前有消费者投诉称，他使用山姆快递配送服务"极速达"在深圳山姆龙华店购买的麻薯中发现有活老 鼠，山姆方面回应称，已第一时间联动专业虫害公司开展全链路核查，经回溯商品制作、包装、仓库 上架、拣货等环节的巡查记录与仓内监控视频，均未发现虫害痕迹或异常。就在今日，山姆会员商店 宣布位于上海浦东的最新门店将于12月16日正式开业。 这并非山姆第一次遭遇风波，从各类客户投诉、食品安全到此前的部分商品下架，山姆所经历的事件 在其他零售同业者身上也时有发生。从最初大家难以理解要付费买会员卡才能购物到如今会员店成为 零售主流业态之一，会员店在中国市场经过了约20年的变迁，而各类风波频发的背后是消费者对商 品要求的变化，对性价比的追求以及会员店供应链面临的巨大挑战。 最初会员店的收费会员模式是不被广大中国消费者接受的，大家不能理解为何进店消费之前先要支付 一笔会员费，因此十几二十年前的会员店在中国市场很难铺开，较早进入中国市场的山姆、麦德龙就 经历过阵痛。 随着市场发展，更多中等收入人群的崛起，大家发现会员店的优势在于相对独家的商品、 ...

对于会员店而言，会员费和商品销售是两大收入来源，既然收取了会员费且客单价高于普通超市卖场， 那么会员店就必须提供更好的货品。所以对山姆、COSTCO这类会员店而言，比拼的是商品研发和采购 能力，会员店的SKU（商品品类）必须精简，比如普通卖场的单店SKU在1万多，而同面积的会员店 SKU仅4000个左右，这就要求会员店运营者付出大量时间和试错成本去挑选最精准的热销货品。 为了能直击消费者购物喜好，会员店会研发更多自有品牌或与大牌定制独家商品，自有品牌商品具有很 高的性价比，而定制化商品的独家性也是吸引消费者的卖点。 然而，越来越多商家看到会员店的潜力，于是大润发、盒马、家乐福（现已关店）都陆续"杀"入会员店 赛道，大家的爆款也非常同质化，比如集中在热销品"三件套"——麻薯、烤鸡、榴莲千层蛋糕。头部会 员店品牌经历过多年试错所获得的爆款直接就被竞争对手拿来使用，这不仅加剧会员店竞争，也使商品 独家性减弱。 有业内人士向笔者透露，要研发一款市场爆款的时间很长，但被竞争对手拿去直接卖就是几天的事，这 让老牌会员店们面临巨大挑战，采购人员压力非常大。 商品供应的挑战使得部分会员店的商品差异化减少，加上如今的消费者越来 ...

Core Viewpoint - The article discusses the decline of Sam's Club in China, highlighting consumer dissatisfaction due to perceived quality control issues and management changes, particularly the appointment of a new president from Alibaba, which has led to a loss of trust among members [4][6][20]. Group 1: Consumer Trust and Experience - Sam's Club has faced backlash from consumers after controversial product listings and changes to its app, which led to accusations of misleading marketing practices [5][11]. - The shift from real product images to AI-generated images has raised concerns about transparency, with consumers feeling deceived regarding product quality and information [5][13]. - Members who paid annual fees of 260 to 680 yuan have expressed feelings of betrayal as they perceive a decline in product quality and service [11][13]. Group 2: Management Changes and Internal Culture - The appointment of Liu Peng, a former Alibaba executive, as the new president has sparked criticism and led to a perception that Sam's Club is shifting towards a more data-driven, less customer-focused approach [6][20]. - Internal reports suggest a cultural shift towards a "KPI-first" mentality, resulting in overworked employees and a decline in service quality [14][16]. - The management style change after Andrew Miles' retirement has been linked to a deterioration in product quality and customer service, as the focus has shifted away from member value [16][22]. Group 3: Financial Performance and Market Position - Despite the decline in consumer trust, Sam's Club has reported a 5.9% increase in sales for the second quarter of fiscal year 2025, with membership fee revenue growing over 40% [19]. - The company plans to open eight new stores in 2025, aiming to capitalize on its position as a core growth engine for Walmart in China [24]. - Sam's Club's revenue in China surpassed 100 billion yuan in 2024, accounting for nearly two-thirds of Walmart China's performance [24]. Group 4: Competitive Landscape - Sam's Club faces significant competition from Alibaba's Hema and Costco, with Hema's innovative strategies posing a particular threat [25]. - A price war initiated by Hema has impacted Sam's Club's product offerings and market share, highlighting the competitive pressures in the retail sector [25][27]. - The article suggests that Sam's Club's previous dominance in the market is being challenged by competitors who are more agile and responsive to consumer needs [25][28].

Core Insights - In 2024, competition among large supermarkets in China has intensified, with Sam's Club achieving an annual revenue exceeding 100 billion yuan, significantly outperforming local competitors like Hema, Yonghui, and RT-Mart by over 20 billion yuan each [1][3] Company Strategy - Sam's Club, a membership-based store under Walmart, has a unique operational model that has contributed to its success in China since its first store opened in Shenzhen in 1996 [3] - The membership system, with an annual fee of 260 yuan, allows Sam's Club to precisely target middle-class families in China, who are willing to pay for quality and have higher consumption capabilities [4] - By leveraging membership fees as a significant source of profit, Sam's Club can focus less on product markups and more on understanding customer preferences through big data, leading to tailored product offerings [6] Pricing and Product Strategy - Sam's Club utilizes bulk purchasing and strong bargaining power with suppliers to offer competitive prices, often 20% lower than traditional supermarkets, while maintaining high quality through exclusive or custom products [8][9] - The store adopts a "few but excellent" product strategy, offering around 4,000 carefully selected items compared to the 30,000-40,000 items typical of traditional supermarkets, which reduces customer choice fatigue and enhances word-of-mouth marketing [8] - Sam's Club's commitment to quality and differentiation creates a strong barrier against competition, fulfilling the core needs of middle-class families for high-quality products at lower prices [9] Customer Experience - Sam's Club promotes a lifestyle brand by offering high-end products and a unique shopping experience, including generous sampling, which enhances customer enjoyment and engagement [11] - The average annual spending per member at Sam's Club is 13,000 yuan, with a renewal rate exceeding 60%, indicating strong customer loyalty compared to traditional supermarkets [11] Industry Implications - The success of Sam's Club in China highlights the importance of understanding consumer needs and providing targeted services, rather than merely selling products [13]

Core Insights - The retail industry in China is undergoing significant transformation, focusing on smaller, fresh, and discount-oriented formats as indicated by the report "2025 China Retail Channel Evolution Trends" [1] - Major players like Yonghui Supermarket and AEON are adapting their business models to meet changing consumer demands, with AEON launching a new format and Yonghui implementing the "Fat Donglai" model [1][4] - The ongoing adjustments in the retail sector are not just about survival but also about innovation and enhancing customer experience, as emphasized by industry leaders [5][6] Group 1: Industry Trends - The retail landscape is shifting towards smaller and more specialized formats, with a notable increase in fresh produce and discount offerings [1] - The "invisible commercial war" is exemplified by AEON's new store format, which is significantly smaller than its predecessor, reflecting a trend towards compact retail spaces [1] - Yonghui Supermarket's recent performance shows a remarkable increase in sales and customer traffic, indicating a successful adaptation to the new retail environment [4] Group 2: Company Strategies - Yonghui Supermarket is actively eliminating underperforming stores and optimizing its supply chain, which has led to a substantial increase in sales during the recent holiday period [4] - The introduction of self-branded products in revamped stores is a key strategy for Yonghui, aiming to enhance product development and customer engagement [5] - Industry leaders stress the importance of innovation and customer-centric approaches, with a focus on creating a more enjoyable shopping experience [6]

Core Insights - The retail industry in China is undergoing significant transformation, with a shift towards smaller, fresh, and discount-oriented formats as indicated by the report "2025 China Retail Channel Evolution Trends" [3] - Major players like AEON and Yonghui Supermarket are adapting their business models to meet changing consumer demands, with AEON launching a new format and Yonghui implementing the "Fat Donglai" model for store adjustments [3][6] - The success of these transformations is reflected in impressive sales growth, with Yonghui's adjusted stores seeing over 100% year-on-year sales increase during the recent holiday period [7] Retail Industry Trends - The trend towards smaller retail formats is accelerating, with a focus on fresh produce and discount offerings [3] - The "invisible commercial war" among retailers is intensifying, as seen with AEON's new store opening and Yonghui's strategic adjustments [3] - The retail landscape is increasingly competitive, with companies needing to innovate continuously to survive [8] Company Strategies - Yonghui Supermarket is actively optimizing its supply chain and store formats, having eliminated 28% of inefficient suppliers and focusing on long-term partnerships with core enterprises [6][7] - The introduction of proprietary brands and products is a key strategy for Yonghui, aiming to enhance customer experience and drive sales [7] - The emphasis on product development and design capabilities is becoming crucial for retailers to differentiate themselves in a crowded market [7] Leadership Perspectives - Industry leaders like Ye Guofu and Ye Zhijian emphasize the importance of innovation and adaptation in the retail sector, viewing it as a continuously evolving field [6][8] - The upcoming "2025 China Supermarket Adjustment Conference" highlights the industry's focus on aligning with global best practices and enhancing customer convenience [8]

Core Insights - Hema Fresh has opened its first store in Linyi, Shandong, marking its entry into the eighth city in the province, with a store size of 3,000 square meters offering a full range of products including fresh produce, baked goods, organic vegetables, seasonal fruits, and flowers [1][5] Group 1: Store Opening and Customer Response - The opening day saw enthusiastic customer turnout despite rainy weather, with long queues forming before the store opened [1] - Popular items included baked goods such as Earl Grey tea-flavored Swiss rolls and durian mille-feuille, indicating strong consumer interest in trendy products [1][3] Group 2: Product Offerings and Services - The store features a dedicated area for fresh durians with a year-round stable supply, ensuring customers can access high-quality products [3] - The seafood section includes live Boston lobsters and king crabs, with a dining area offering freshly prepared dishes like steamed crabs and spiced shrimp [3] Group 3: Online and Delivery Services - Hema Fresh initiated online delivery and pop-up stores in Linyi prior to the official opening, with a delivery radius of 3 kilometers from the store [3] - Popular items during the trial period included Norwegian salmon slices and various flavored Swiss rolls, leading to increased stock to meet customer demand [3] Group 4: Strategic Rationale for Expansion - Linyi is identified as a significant logistics hub and has a high frequency of online shopping among consumers, making it an ideal location for Hema Fresh [5] - The company has accelerated its store openings in Shandong this year, with multiple cities now served, enhancing customer access to global quality products and quick delivery services [5]