Core Viewpoint - The recent appointment of Liu Peng, a former Alibaba executive, as the new president of Sam's Club China has sparked significant backlash from members due to changes in the app's product display, which many perceive as adopting an "Alibaba flavor" [1][19][27] Group 1: Leadership Changes - Liu Peng is the first Chinese national to hold the position of president for Sam's Club China, reporting directly to Walmart China's CEO [1][19] - His appointment coincided with a controversial redesign of the Sam's Club app, leading to member dissatisfaction [1][19] Group 2: App Redesign and Member Reactions - The app's product images have been altered to include more promotional content and stylized presentations, moving away from the previous simple white-background images [3][5][10] - Members expressed confusion and frustration over the new design, which they feel complicates the shopping experience and increases selection time [5][10][13] - The redesign has been criticized for resembling tactics commonly used by e-commerce platforms, leading to concerns about transparency and product information [10][18][19] Group 3: Business Strategy and Market Position - Sam's Club is undergoing a digital transformation, with a focus on enhancing member experience and operational efficiency, as indicated by Liu Peng's background in e-commerce [19][21] - Walmart China reported a significant increase in net sales, with Sam's Club's transaction volume growing at a double-digit rate, highlighting the importance of maintaining member satisfaction [18][19] - The company aims to balance its traditional membership model with evolving digital strategies to retain its core customer base [19][27]

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]