Source: Life Good Choice
How many people saw bloggers taking photos and checking in on Sam on social platforms, showing off many large-scale and high-value delicacies. After being successfully recommended by Amway, they wanted to go on a one-day trip to Sam, but when they learned that Sam needed to apply for a membership starting from 260 yuan, they embarrassingly took back their pace of going out without any hesitation. The membership fee starting from
is not much more, but it has indeed become a threshold for entering Sam.
▲Photo source mini program Sams Member Store SamsClub
While Sam is sought after by some people as a "Internet celebrity check-in point", Sam is also criticized by many people for being too high in Sam's posture. No matter what, it is just a supermarket, and there is no need to deliberately charge the membership fee to go shopping.
Discussions about Sam's membership system have been controversial, and Sam, who claims to be a high-end membership store, has recently failed again. The reason for this crash is that it has started selling "counterfeit" toys?
Sam, who sells "counterfeit" toys, are you still going?
Recently, a joint toy priced at 399 yuan in Sam's membership store has attracted a lot of attention.
According to Beijing Business Daily, this joint children's toy marked with the trademark "Dior", contains DIY-able necklaces, bracelets, ear bone clips, etc., and its product packaging is also marked with the words "Dior Jewelry Designer " and "Dior-authorized Sam's first release".
▲Photo source Weibo @Beijing Business Daily Video screenshot
The eye-catching reminder of the word "Dior" made many consumers subconsciously think of the French luxury brand Kristin Dior .
However, this Dior is not the same Dior. Although it is very similar, the toys jointly signed with Sam this time are products produced by Zhejiang Jiandong under the authorization of Dior trendy toys from Gaodele (France) Commercial Co., Ltd.
In other words, this toy has nothing to do with the big brand Christine Dior we are familiar with.
Although Sam chose to remove the relevant products as public opinion gradually fermented, it still attracted a lot of doubts.
Speaking of Sam, many people's first reaction is to have high-end and members to enter.
Not only in the public's perception, Sam is a high-end membership supermarket, Sam's own official introduction also states that "Sam's membership store is a high-end membership store under Walmart , a Fortune 500 company."
▲Photo source Sam's official website
It is also the image of a high-end supermarket that Sam has always created that makes consumers feel trust in Sam: the things Sam sells will never be fakes.
Although this time it is indeed not a fake, it also makes consumers misunderstand the Dior joint toys placed in Sam's store . After all, no one expected that Sam, who is taking the high-end route, would sell Dior, which is not Dior.
Whether it is deliberately "striking" or making mistakes in product selection, Sam's wave has ruined a lot of consumers' favorability and has also triggered a controversial discussion about Sam. Is it worth it to spend a few hundred yuan to get a card into Sam?
html membership fee starting from 2260 yuan, is Sam worthy?
Sam, who entered the consumer market with a high-end positioning, generally spends hundreds of thousands of dollars when choosing a location away from the city center, and the membership system that non-members are not allowed to enter, all point to Sam's main audience is the middle class who pursues high-end quality life.
. Among them, Sam's product selection mechanism, which is said to be a strict product selection mechanism, has become an important factor that can attract consumers to go shopping.
According to official introduction and media reports, Sam's products are 3,000-4,000 high-quality products carefully selected from high-quality production areas in different countries. In the process of product selection, the products must not only be screened by the procurement department, but also by the supplier qualification certification of the factory inspection department and the product quality review of the inspection department before they can be put on the shelves in Sam's store.
▲Photo source mini program Sam Membership Store SamsClub
This product selection mechanism is still trusted by consumers today. However, among the consumers who were willing to open Sam Members to enter the market to consume at that time, many people came for its quality assurance and cost-effectiveness.
and . Some of the large-scale and high-quality products sold in in of have also given them a sense of exquisite life experience and a sense of fulfillment in storage items.
In recent years, people who have experienced the epidemic and have experienced the shortage of materials have also developed an interest and desire to buy large-packaged products mainly in large-scale storage supermarkets. These storage-style home-packaged products suitable for stocking give people a certain sense of security in specific periods.
plus the overwhelming Amway and strategy posts about Sam on social platforms, which also links Sam with the keyword "Internet celebrity".
▲Screenshot of Xiaohongshu
Internet celebrity effect has made more and more people begin to become interested in the products of Sam's own brand Member's Mark, which cannot be entered without a membership card and can only be bought by Sam. However, using a membership fee of 260 yuan as an entry ticket is not very cost-effective for people who are on the whim. Therefore, driven by the demand that non-members want to enter Sam to visit, has also spawned the sub-card transactions on Taobao, Xianyu, Sam's purchasing agents and other businesses.
In this way, Sam did attract most people to become interested and favorable to it with his unique advantages. However, when measuring the pros and cons of paying membership fees to visit Sam, it is often impossible to avoid the question of whether they will spend money in Sam after paying the membership fees.
After all, Sam, which focuses on large packaging and large portions, is not friendly to many people living alone. because large amounts not only bring about price increases, but also resource waste.
Some netizens said that because they followed Sam, they bought the very popular mochi and Swiss rolls , but they couldn't finish it alone and didn't know how to deal with it.
In addition to being attracted by bloggers on social platforms to visit the shop and take photos, many young people actually do not have the rigid demand to buy Sam's products.
, and Sam, who claims that the membership system is to give members high-quality and cost-effective products, actually has not achieved real high quality in product quality.
Search for "Sam Membership Store" on the Black Cat Complaint Platform, and the number of complaints is as high as 2,812, of which many of them involve "product deterioration" and "eating foreign objects". The online Speedda delivery service has also been criticized.
Search for the keyword "Sam's Speedy" on Xiaohongshu can also see several notes about Sam's Speedyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyy
▲Screenshot of Xiaohongshu
, and the membership fee starts at 260 yuan, Sam has not provided consumers with a good service experience. In addition to the quality of service of employees that often make consumers feel dissatisfied with, Sam himself has not done it well.
In the Xinjiang cotton incident last year, Sam was on the list of public criticism. At that time, Sam's membership store removed all Xinjiang products and became a hot search. Although Sam's membership store stated that "Xinjiang products are out of stock", it inevitably triggered a wave of card refunds caused by public indignation.
Whether the people who visit Sam are checking in for the sake of following the trend or real life needs, Sam's evaluation can always be polarized.
For example, some people think that Sam's membership system is reasonable. Only by raising the entry threshold can members better enjoy the services they deserve; some people think that the membership system is really unnecessary. A supermarket has so many fancy ones, let alone that they have never even entered, so how do you know if it is necessary to apply for a card?
Some people think Sam is expensive, and some people will object, saying that Sam is just a big deal, and the average cost-effectiveness is quite high. They also say that Sam's product quality is higher than that of ordinary supermarkets, and the goods are worth it; and if someone says Sam's affordable price, some people will stand up and shout against him, thinking that how can a supermarket that can't be found without spending hundreds or thousands of dollars can be considered affordable?
From membership to price and even product quality, the controversy about Sam never seems to stop.
. Whether Sam can retain consumers in the end depends on whether it can continue to provide product quality and services that can match membership fees in the future.
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