{"id":3604,"date":"2025-07-25T08:27:48","date_gmt":"2025-07-25T00:27:48","guid":{"rendered":"https:\/\/bccmedianews.com\/?p=3604"},"modified":"2025-07-25T08:33:51","modified_gmt":"2025-07-25T00:33:51","slug":"%e5%b1%b1%e5%a7%86%e6%b2%a1%e5%a1%8c%ef%bc%8c%e4%b8%ad%e4%ba%a7%e7%9a%84%e5%b9%bb%e8%a7%89%e5%a1%8c%e4%ba%86","status":"publish","type":"post","link":"https:\/\/bccmedianews.com\/?p=3604","title":{"rendered":"Sam\u2019s Club Didn\u2019t Collapse\u2014The Middle-Class Illusion Did"},"content":{"rendered":"\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">In June, reports of widespread &#8220;Sam\u2019s Club membership cancellations&#8221; circulated on Chinese social media, following a notice from a Beijing Sam\u2019s Club store that limited free sample availability to 15 minutes. The announcement became a flashpoint, leading to significant backlash from China\u2019s middle class. On platforms including Weibo, Douban, and WeChat Moments, users expressed their frustration:<br>\u201cI pay an annual membership fee, I queue up to enter Sam\u2019s, and now you\u2019re telling me there\u2019s a time limit to sample a tiny piece of cake?\u201d<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">Observers noted that members\u2019 frustrations intensified as these changes seemed indicative of a broader shift. Reports emerged of popular items disappearing from shelves and mass-market brands, such as Orion Choco Pies, replacing established favorites. For many, Sam\u2019s\u2014a retailer once perceived as emblematic of a &#8220;quality lifestyle&#8221; for the middle class\u2014appeared to be losing its appeal.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">However, broader analysis indicates that the underlying issue may be a shift in middle-class perceptions, rather than a failure by Sam\u2019s itself.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" data-attachment-id=\"3605\" data-permalink=\"https:\/\/bccmedianews.com\/?attachment_id=3605\" data-orig-file=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/1.jpg?fit=600%2C400&amp;ssl=1\" data-orig-size=\"600,400\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"1\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/1.jpg?fit=600%2C400&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/1.jpg?resize=600%2C400&#038;ssl=1\" alt=\"\" class=\"wp-image-3605\" srcset=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/1.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/1.jpg?resize=300%2C200&amp;ssl=1 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\"><strong>Once Upon a Time, Sam\u2019s Was a Projection of Middle-Class Belonging<\/strong><\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">When Sam\u2019s first gained traction in China, its appeal went beyond cost efficiency, product selection, or its signature oversized American packaging. For many, it represented an aspirational lifestyle:<\/p>\n\n\n\n<ul style=\"font-size:20px\" class=\"wp-block-list has-open-sans-font-family\">\n<li>You didn\u2019t have to work 996 and could still stock a month\u2019s worth of household goods in one trip.<\/li>\n\n\n\n<li>You didn\u2019t have to own a home, but could still enjoy a \u201clife with daily warmth\u201d in a rented apartment.<\/li>\n\n\n\n<li>You didn\u2019t have to go to America, but you could still feel a sliver of consumer dignity between shopping carts and freezer aisles.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">Sam\u2019s success, similar to brands such as HeyTea, Nayuki, and Lululemon, as well as lifestyle trends like frisbee or camping, reflected cycles of middle-class aspiration and self-projection.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">\u201cOne year of powering it with love, and I finally canceled my membership.\u201dThis line, though delivered with sarcasm, reflects a common sentiment among many middle-class families.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">They supported Sam\u2019s with real purchasing power, treating it as a symbol of a lifestyle rooted in price comparison, stockpiling, and refined shopping.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">But as patterns like \u201cOrion Choco Pies replacing Ferrero,\u201d \u201cdisappearance of bestsellers,\u201d and \u201cstandardized items replacing cult favorites\u201d became increasingly common, people started to feel it was no longer worth it.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">One netizen wrote:\u201cIt\u2019s not that I\u2019ve downgraded my consumption\u2014it\u2019s that Sam\u2019s no longer lives up to me.\u201dThat hit a nerve.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">Sam\u2019s rapidly attracted Chinese consumers by cultivating perceptions of \u201ccurated quality\u201d and \u201csocial segmentation\u201d through its membership model.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">However, as product offerings increasingly mirrored those of ordinary supermarkets and the shopping experience lost its sense of novelty, Sam\u2019s shifted from being viewed as \u201cthe ideal retail partner\u201d to \u201ca store with decent value.\u201d<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\"><strong>The High Wall of Membership Is Starting to Crumble<\/strong><\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">This wave of cancellations didn\u2019t happen overnight. Since the second half of last year, many members have noted a clear decline in Sam\u2019s product appeal. Many bestsellers were removed from shelves and replaced with standardized products.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">The reasons aren\u2019t mysterious. First, global supply chain disruptions drove up the costs of many high-value imported products that Sam\u2019s relied on. Second, local competitors like Freshippo began copying Sam\u2019s model\u2014and even overtaking it in categories such as frozen food and prepared meals, thereby encroaching on Sam\u2019s advantages. Third, Sam\u2019s internal quality control system struggled to keep pace with the rapidly growing number of members. A surge in membership necessitated more standardized product offerings, which sacrificed the ability to create viral bestsellers.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">More notably, Sam\u2019s faces increasing difficulty in balancing cost-effectiveness with a sense of exclusivity.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">For example, in an effort to maintain low prices, Sam\u2019s introduced additional mass-market brands, which diluted its differentiation. Members began to question the value of their annual fees. From an industry perspective, Sam\u2019s appears to be encountering the first significant bottleneck for high-end retail membership models: Once growth slows and negative sentiment accumulates, minor flaws can be magnified into a broader brand crisis.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\"><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"480\" data-attachment-id=\"3607\" data-permalink=\"https:\/\/bccmedianews.com\/?attachment_id=3607\" data-orig-file=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?fit=1440%2C1080&amp;ssl=1\" data-orig-size=\"1440,1080\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"2\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?fit=640%2C480&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=640%2C480&#038;ssl=1\" alt=\"\" class=\"wp-image-3607\" srcset=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=1024%2C768&amp;ssl=1 1024w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=768%2C576&amp;ssl=1 768w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=1200%2C900&amp;ssl=1 1200w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=800%2C600&amp;ssl=1 800w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=600%2C450&amp;ssl=1 600w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=400%2C300&amp;ssl=1 400w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?resize=200%2C150&amp;ssl=1 200w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?w=1440&amp;ssl=1 1440w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/07\/2-1.png?w=1280&amp;ssl=1 1280w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\"><strong>Canceling Is Easy\u2014Replacing Sam\u2019s Is Not<\/strong><\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">What\u2019s interesting is that despite the complaints, there\u2019s no significant data indicating a decline in Sam\u2019s membership. In fact, many people who canceled their cards ended up signing up again in a different city, because they realized there were no better options. Costco hasn\u2019t rolled out nationwide. Freshippo can\u2019t match the speed of new product updates. Aldi is too niche. Yonghui lacks a down-to-earth vibe.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">While Sam\u2019s may have lost some of its appeal, it remains, in the view of many middle-class consumers, the most viable option available.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">It\u2019s like complaining that Starbucks waters down its drinks, or that Lululemon is too expensive. But after walking around, you\u2019ll find there are very few viable alternatives. Their success doesn\u2019t lie in perfection, but in structural and systematic advantages.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">This type of brand positioning makes LABUBU (a collectible toy) more than just a figure\u2014it becomes a vessel for youth culture and emotion. Fans willingly invest time and money, even participating in user-generated content and secondary creation, creating a positive feedback loop in marketing.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">Has the middle class become disillusioned? Perhaps.<\/p>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\">Despite this sense of disillusionment, daily life and consumer habits persist. For now, Sam\u2019s has shifted from an idealized status to a more pragmatic role. The question of which retailer will ultimately become the \u201cideal supermarket for the middle class\u201d remains open.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"261\" data-attachment-id=\"1056\" data-permalink=\"https:\/\/bccmedianews.com\/?attachment_id=1056\" data-orig-file=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?fit=1168%2C476&amp;ssl=1\" data-orig-size=\"1168,476\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"introduce_Hannah Zhang\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?fit=640%2C261&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?resize=640%2C261&#038;ssl=1\" alt=\"\" class=\"wp-image-1056\" srcset=\"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?resize=1024%2C417&amp;ssl=1 1024w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?resize=300%2C122&amp;ssl=1 300w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?resize=768%2C313&amp;ssl=1 768w, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2024\/10\/introduce_Hannah-Zhang.png?w=1168&amp;ssl=1 1168w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n\n\n\n<p class=\"has-open-sans-font-family wp-block-paragraph\" style=\"font-size:20px\"><strong>[Disclaimer]<\/strong>: The above content reflects analysis of publicly available information, expert insights, and BCC research. It does not constitute investment advice. BCC is not responsible for any losses resulting from reliance on the views expressed herein. Investors should exercise caution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In June, reports of widespread &#8220;Sam\u2019s Club member [&hellip;]<\/p>\n","protected":false},"author":256241814,"featured_media":3609,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[132842,132876,132862,132846,132848,132882],"tags":[],"class_list":["post-3604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-economy","category-china-focus","category-corporate-insights","category-global-markets","category-consumer-lifestyle","category-retail-fb"],"jetpack_publicize_connections":[],"jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pg46U3-W8","jetpack-related-posts":[{"id":2359,"url":"https:\/\/bccmedianews.com\/?p=2359","url_meta":{"origin":3604,"position":0},"title":"Strategic Adjustment: Freshippo Optimizes X Membership Store Layout, Focuses on Fresh and NB","author":"revieweditor","date":"2025\u5e7403\u670811\u65e5","format":false,"excerpt":"Introduction In March, Freshippo(Hema) X Membershi\u2026","rel":"","context":"\u5728\u201cBusiness\u201d\u4e2d","block_context":{"text":"Business","link":"https:\/\/bccmedianews.com\/?cat=132842"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/%E6%88%AA%E5%B1%8F2023-09-11-%E4%B8%8B%E5%8D%884.09.36.webp?fit=790%2C502&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/%E6%88%AA%E5%B1%8F2023-09-11-%E4%B8%8B%E5%8D%884.09.36.webp?fit=790%2C502&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/%E6%88%AA%E5%B1%8F2023-09-11-%E4%B8%8B%E5%8D%884.09.36.webp?fit=790%2C502&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/03\/%E6%88%AA%E5%B1%8F2023-09-11-%E4%B8%8B%E5%8D%884.09.36.webp?fit=790%2C502&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":3761,"url":"https:\/\/bccmedianews.com\/?p=3761","url_meta":{"origin":3604,"position":1},"title":"&#8220;Hema&#8221;(\u76d2\u9a6c) Membership Stores Shut Down Entirely! Burning Through 10 Billion Yuan, the Ambition to Rival Sam\u2019s Ends in Vain","author":"revieweditor","date":"2025\u5e7408\u670813\u65e5","format":false,"excerpt":"At the basement level of Shanghai\u2019s Senlan Shangdu\u2026","rel":"","context":"\u5728\u201cBusiness\u201d\u4e2d","block_context":{"text":"Business","link":"https:\/\/bccmedianews.com\/?cat=132842"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/08\/hema-x-e1755507672679.webp?fit=1176%2C661&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/08\/hema-x-e1755507672679.webp?fit=1176%2C661&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/08\/hema-x-e1755507672679.webp?fit=1176%2C661&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/08\/hema-x-e1755507672679.webp?fit=1176%2C661&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/08\/hema-x-e1755507672679.webp?fit=1176%2C661&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4069,"url":"https:\/\/bccmedianews.com\/?p=4069","url_meta":{"origin":3604,"position":2},"title":"Why Hema Shut Down Hema X Membership Stores: From &#8220;Benchmarking Sam&#8217;s Club&#8221; to Strategic Withdrawal","author":"revieweditor","date":"2025\u5e7409\u670817\u65e5","format":false,"excerpt":"From the opening of its first Shanghai store in 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