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11-15 07:50
垃圾阿里
阿里前高管上任山姆，会员销卡抵触“阿里味儿”
是我呀
11-01
$Meta Platforms, Inc.(META)$
是我呀
2021-01-25
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href=\"https://laohu8.com/S/09988\">阿里</a>高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。</p><p>这场风波远非一次简单的人事变动争议，其背后是会员制零售标杆与源自平台电商的“阿里味儿”商业逻辑的尖锐碰撞，深刻揭示了当下中国零售业在数字化转型十字路口的困惑与抉择。</p><p><strong>一场由人事任命引燃的“山姆信任危机”</strong></p><p>风波始于山姆APP的一次界面更新。</p><p>会员们发现，商品展示图从过去简洁的白底实物图，变成了高饱和度、过度美化的“精修图”甚至AI渲染图，部分生鲜食品则用烹饪后的成品图替代了原本状态图。</p><p>查看商品详情变得繁琐，关键的产品信息（如产地、供应商）有时被打码或模糊处理。</p><p>这些变化被会员们精准地概括为“阿里味”浓重。</p><p>尽管山姆官方紧急回应，称这些改动在刘鹏10月底到任前已于8月开始测试，并已将部分图片改回白底图，但未能平息众怒。</p><p>会员的焦虑与不满，最终汇集为对拥有深厚阿里背景的新总裁刘鹏的集体抵制。在他们看来，这位新掌舵人的到来，象征着山姆赖以成功的“会员中心制”逻辑，可能将被阿里系“流量中心制”的玩法所侵蚀。</p><p><strong>“阿里味儿”为何在山姆水土不服？</strong></p><p>要理解这场抵制，需先理解山姆会员的核心诉求。</p><p>山姆的成功，建立在与会员间一份沉甸的“信任契约”之上。会员支付260元或680元的年费，购买的不是商品本身，而是一种 “精选、省心、可靠”的承诺。</p><p>山姆通过仅提供约4000个SKU（库存单位）的极致精选策略，为追求品质和时间价值的中产家庭构建了一个“闭眼买也不踩坑”的消费避风港。</p><p>其盈利核心在于会员费的持续增长，这要求它必须死磕商品品质和会员满意度。</p><p>而“阿里味儿”所代表的平台电商逻辑，本质是流量运营和GMV（商品交易总额）增长。其特点是通过复杂的促销规则、千人千面的算法推荐、海量SKU和营造紧迫感来最大化转化率和交易规模。</p><p>然而，这套在山姆会员看来，恰恰是他们付费想要逃避的“噪音”、“套路”和“选择疲劳”。</p><p>当会员发现山姆APP开始出现“凑满减”、“先用后付”的苗头，当精选商品被好丽友、<a href=\"https://laohu8.com/S/09985\">卫龙</a>等大众市场品牌稀释时，他们敏锐地察觉到，那份核心的“信任契约”可能正在被改写。</p><p>他们恐惧的是，山姆将从一个为自己精挑细选的“全球买手”，堕落为一个用算法算计自己的“流量贩子”。</p><p><strong>风波背后的行业困境：规模扩张与定位坚守的两难</strong></p><p>这场风波也映照出山姆乃至整个会员制零售在中国市场面临的增长焦虑。</p><p>近年来，山姆在华高速扩张，门店数量迅速增加，但面临的竞争也日益激烈。同时，会员增速有所放缓。在资本市场对增长指标的持续压力下，如何进一步提升单客价值、挖掘增量成为严峻挑战。</p><p>引入擅长流量运营和规模增长的阿里系高管，或许是山姆试图破解增长难题的一步棋。</p><p>刘鹏在天猫国际期间展现的全球选品能力和数字化运营经验，确实是山姆可能需要的。然而，此举的风险在于，若在追求效率与规模的过程中，模糊了与Costco、盒马等对手的差异化定位，动摇了“会员第一”的初心，则可能摧毁其最核心的品牌资产——信任。</p><p>这深刻揭示了中国零售业的一个共性命题，当互联网的“效率逻辑”与实体零售的“信任逻辑”发生碰撞时，企业应如何取舍与平衡？数字化转型绝非简单地将平台电商的玩法生搬硬套。</p><p><strong>前路何在？在数字化与会员价值间寻找平衡点</strong></p><p>对于山姆和刘鹏而言，当下的危机也是转型的契机。</p><p>平息风波的关键，不在于彻底否定“阿里基因”或一味迎合所有用户情绪，而在于能否成功地将互联网的数字化技术、数据洞察能力，与会员制零售的本质进行深度融合与创新。</p><p>这意味着，山姆的数字化升级不应着眼于制造更多“套路”，而应致力于让“精选”更智能、让“省心”更极致、让供应链更高效透明。</p><p>例如，利用大数据更精准地预测会员需求，优化选品；通过数字化技术提升库存管理和配送效率，进一步降低运营成本，让利会员；增强商品信息透明度，建立更坚实的信任背书。</p><p>刘鹏的使命，是领导山姆完成一场 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n阿里前高管上任山姆，会员销卡抵触“阿里味儿”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-11-05 19:50 北京时间 <a href=https://tech.ifeng.com/c/8o2VmYzbhJa><strong>新知财商早观</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近期，山姆会员店（Sam's Club）一项人事任命在社交平台掀起巨大波澜。2025年10月27日，沃尔玛中国宣布，前阿里巴巴集团副总裁刘鹏出任山姆会员店中国业态总裁。这项常规的高层调动意外触发了山姆会员的强烈抵触情绪，短短几天内，“退卡、差评、开除阿里高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。这场风波远非一次简单的人事变动争议，其背后是会员制零售标杆与源自平台电商的“阿里味儿...</p>\n\n<a href=\"https://tech.ifeng.com/c/8o2VmYzbhJa\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0067412154.USD":"UBS (LUX) EQUITY FUND - CHINA OPPORTUNITY \"P\" (USD) ACC","BABA":"阿里巴巴","LU0501845795.SGD":"瑞银大中华区股票基金P Acc SGD","LU0052756011.USD":"TEMPLETON GLOBAL BALANCED \"A\" (USD) INC","LU1008478684.HKD":"UBS (LUX) EQUITY FUND - CHINA OPPORTUNITY \"P\" (HKD) ACC","09988":"阿里巴巴-W","BK4504":"桥水持仓","LU0651947912.USD":"BGF EMERGING MARKETS EQUITY INCOME \"A5G\" (USD) INC","BK4538":"云计算","BK4614":"Manus概念股","BK4579":"人工智能","BK4588":"碎股","LU0072462343.USD":"贝莱德亚洲巨龙基金","BK4548":"巴美列捷福持仓","LU1823568750.SGD":"Fidelity Global Technology A-ACC SGD","LU1688375341.USD":"贝莱德中国灵活股票基金","LU0949170772.SGD":"Blackrock Global Equity Income A6 SGD-H","LU0072913022.USD":"UBS (LUX) EQUITY FUND - GREATER CHINA \"P\" (USD) ACC","BK4565":"NFT概念","LU0918141705.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AM\" (HKD) INC","LU1515016050.SGD":"Blackrock Emerging Markets Equity Income A6 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ACC","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","BK4585":"ETF&股票定投概念","LU0821914370.USD":"贝莱德亚洲成长领袖A2","BK4558":"双十一","LU1267930227.SGD":"TEMPLETON GLOBAL BALANCED \"AS\" (SGD) ACC A","LU1046422090.SGD":"Fidelity Pacific A-SGD","BK4122":"互联网与直销零售","LU1152091168.USD":"UBS (LUX) EQUITY FUND - CHINA OPPORTUNITY (USD) \"PM\" INC","BK4575":"芯片概念","BK4587":"ChatGPT概念"},"source_url":"https://tech.ifeng.com/c/8o2VmYzbhJa","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2581729476","content_text":"近期，山姆会员店（Sam's Club）一项人事任命在社交平台掀起巨大波澜。2025年10月27日，沃尔玛中国宣布，前阿里巴巴集团副总裁刘鹏出任山姆会员店中国业态总裁。这项常规的高层调动意外触发了山姆会员的强烈抵触情绪，短短几天内，“退卡、差评、开除阿里高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。这场风波远非一次简单的人事变动争议，其背后是会员制零售标杆与源自平台电商的“阿里味儿”商业逻辑的尖锐碰撞，深刻揭示了当下中国零售业在数字化转型十字路口的困惑与抉择。一场由人事任命引燃的“山姆信任危机”风波始于山姆APP的一次界面更新。会员们发现，商品展示图从过去简洁的白底实物图，变成了高饱和度、过度美化的“精修图”甚至AI渲染图，部分生鲜食品则用烹饪后的成品图替代了原本状态图。查看商品详情变得繁琐，关键的产品信息（如产地、供应商）有时被打码或模糊处理。这些变化被会员们精准地概括为“阿里味”浓重。尽管山姆官方紧急回应，称这些改动在刘鹏10月底到任前已于8月开始测试，并已将部分图片改回白底图，但未能平息众怒。会员的焦虑与不满，最终汇集为对拥有深厚阿里背景的新总裁刘鹏的集体抵制。在他们看来，这位新掌舵人的到来，象征着山姆赖以成功的“会员中心制”逻辑，可能将被阿里系“流量中心制”的玩法所侵蚀。“阿里味儿”为何在山姆水土不服？要理解这场抵制，需先理解山姆会员的核心诉求。山姆的成功，建立在与会员间一份沉甸的“信任契约”之上。会员支付260元或680元的年费，购买的不是商品本身，而是一种 “精选、省心、可靠”的承诺。山姆通过仅提供约4000个SKU（库存单位）的极致精选策略，为追求品质和时间价值的中产家庭构建了一个“闭眼买也不踩坑”的消费避风港。其盈利核心在于会员费的持续增长，这要求它必须死磕商品品质和会员满意度。而“阿里味儿”所代表的平台电商逻辑，本质是流量运营和GMV（商品交易总额）增长。其特点是通过复杂的促销规则、千人千面的算法推荐、海量SKU和营造紧迫感来最大化转化率和交易规模。然而，这套在山姆会员看来，恰恰是他们付费想要逃避的“噪音”、“套路”和“选择疲劳”。当会员发现山姆APP开始出现“凑满减”、“先用后付”的苗头，当精选商品被好丽友、卫龙等大众市场品牌稀释时，他们敏锐地察觉到，那份核心的“信任契约”可能正在被改写。他们恐惧的是，山姆将从一个为自己精挑细选的“全球买手”，堕落为一个用算法算计自己的“流量贩子”。风波背后的行业困境：规模扩张与定位坚守的两难这场风波也映照出山姆乃至整个会员制零售在中国市场面临的增长焦虑。近年来，山姆在华高速扩张，门店数量迅速增加，但面临的竞争也日益激烈。同时，会员增速有所放缓。在资本市场对增长指标的持续压力下，如何进一步提升单客价值、挖掘增量成为严峻挑战。引入擅长流量运营和规模增长的阿里系高管，或许是山姆试图破解增长难题的一步棋。刘鹏在天猫国际期间展现的全球选品能力和数字化运营经验，确实是山姆可能需要的。然而，此举的风险在于，若在追求效率与规模的过程中，模糊了与Costco、盒马等对手的差异化定位，动摇了“会员第一”的初心，则可能摧毁其最核心的品牌资产——信任。这深刻揭示了中国零售业的一个共性命题，当互联网的“效率逻辑”与实体零售的“信任逻辑”发生碰撞时，企业应如何取舍与平衡？数字化转型绝非简单地将平台电商的玩法生搬硬套。前路何在？在数字化与会员价值间寻找平衡点对于山姆和刘鹏而言，当下的危机也是转型的契机。平息风波的关键，不在于彻底否定“阿里基因”或一味迎合所有用户情绪，而在于能否成功地将互联网的数字化技术、数据洞察能力，与会员制零售的本质进行深度融合与创新。这意味着，山姆的数字化升级不应着眼于制造更多“套路”，而应致力于让“精选”更智能、让“省心”更极致、让供应链更高效透明。例如，利用大数据更精准地预测会员需求，优化选品；通过数字化技术提升库存管理和配送效率，进一步降低运营成本，让利会员；增强商品信息透明度，建立更坚实的信任背书。刘鹏的使命，是领导山姆完成一场 “有温度的数字化”转型。他需要证明，自己带来的不是稀释山姆核心价值的“阿里套路”，而是能够强化其“会员第一”承诺的“阿里技术”与“阿里效率”。结语山姆的“阿里味儿”风波，是中国中产消费者用脚投票的一次集中体现。它清晰地传递出一个信号，在消费回归理性的时代，信任已成为最宝贵的商业资产。任何商业模式的创新和数字化转型，一旦动摇了信任的基石，无论其技术多么先进、模式多么新颖，都难以获得消费者的长久青睐。对于中国的零售企业而言，这场风波是一面镜子也是一个启示。在追逐流量和效率的同时，必须时刻审视自己的商业行为是否巩固了与用户之间的那份“信任契约”。未来的竞争，将是谁能更好地守护这份信任的竞争。","news_type":1,"symbols_score_info":{"09988":0.6,"BABA":1.5,"ALBmain":0.6}},"isVote":1,"tweetType":1,"viewCount":24,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":495203112607744,"gmtCreate":1761930217907,"gmtModify":1761930747154,"author":{"id":"3479798003419082","authorId":"3479798003419082","name":"是我呀","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3479798003419082","authorIdStr":"3479798003419082"},"themes":[],"title":"","htmlText":"<a href=\"https://laohu8.com/S/META\">$Meta Platforms, Inc.(META)$ </a><v-v data-views=\"1\"></v-v> ","listText":"<a 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19:50","market":"hk","language":"zh","title":"阿里前高管上任山姆，会员销卡抵触“阿里味儿”","url":"https://stock-news.laohu8.com/highlight/detail?id=2581729476","media":"新知财商早观","summary":"2025年10月27日，沃尔玛中国宣布，前阿里巴巴集团副总裁刘鹏出任山姆会员店中国业态总裁。这项常规的高层调动意外触发了山姆会员的强烈抵触情绪，短短几天内，“退卡、差评、开除阿里高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。山姆的成功，建立在与会员间一份沉甸的“信任契约”之上。同时，会员增速有所放缓。结语山姆的“阿里味儿”风波，是中国中产消费者用脚投票的一次集中体现。","content":"<html><body><p><img src=\"https://x0.ifengimg.com/ucms/2025_45/40EA5EB93669E436AAC051CC20743B663191A0DA_size147_w1080_h720.jpg\"/></p><p>近期，山姆会员店（Sam's Club）一项人事任命在社交平台掀起巨大波澜。</p><p>2025年10月27日，<a href=\"https://laohu8.com/S/WMT\">沃尔玛</a>中国宣布，前<a href=\"https://laohu8.com/S/BABA\">阿里巴巴</a>集团副总裁刘鹏出任山姆会员店中国业态总裁。</p><p>这项常规的高层调动意外触发了山姆会员的强烈抵触情绪，短短几天内，“退卡、差评、开除<a href=\"https://laohu8.com/S/09988\">阿里</a>高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。</p><p>这场风波远非一次简单的人事变动争议，其背后是会员制零售标杆与源自平台电商的“阿里味儿”商业逻辑的尖锐碰撞，深刻揭示了当下中国零售业在数字化转型十字路口的困惑与抉择。</p><p><strong>一场由人事任命引燃的“山姆信任危机”</strong></p><p>风波始于山姆APP的一次界面更新。</p><p>会员们发现，商品展示图从过去简洁的白底实物图，变成了高饱和度、过度美化的“精修图”甚至AI渲染图，部分生鲜食品则用烹饪后的成品图替代了原本状态图。</p><p>查看商品详情变得繁琐，关键的产品信息（如产地、供应商）有时被打码或模糊处理。</p><p>这些变化被会员们精准地概括为“阿里味”浓重。</p><p>尽管山姆官方紧急回应，称这些改动在刘鹏10月底到任前已于8月开始测试，并已将部分图片改回白底图，但未能平息众怒。</p><p>会员的焦虑与不满，最终汇集为对拥有深厚阿里背景的新总裁刘鹏的集体抵制。在他们看来，这位新掌舵人的到来，象征着山姆赖以成功的“会员中心制”逻辑，可能将被阿里系“流量中心制”的玩法所侵蚀。</p><p><strong>“阿里味儿”为何在山姆水土不服？</strong></p><p>要理解这场抵制，需先理解山姆会员的核心诉求。</p><p>山姆的成功，建立在与会员间一份沉甸的“信任契约”之上。会员支付260元或680元的年费，购买的不是商品本身，而是一种 “精选、省心、可靠”的承诺。</p><p>山姆通过仅提供约4000个SKU（库存单位）的极致精选策略，为追求品质和时间价值的中产家庭构建了一个“闭眼买也不踩坑”的消费避风港。</p><p>其盈利核心在于会员费的持续增长，这要求它必须死磕商品品质和会员满意度。</p><p>而“阿里味儿”所代表的平台电商逻辑，本质是流量运营和GMV（商品交易总额）增长。其特点是通过复杂的促销规则、千人千面的算法推荐、海量SKU和营造紧迫感来最大化转化率和交易规模。</p><p>然而，这套在山姆会员看来，恰恰是他们付费想要逃避的“噪音”、“套路”和“选择疲劳”。</p><p>当会员发现山姆APP开始出现“凑满减”、“先用后付”的苗头，当精选商品被好丽友、<a href=\"https://laohu8.com/S/09985\">卫龙</a>等大众市场品牌稀释时，他们敏锐地察觉到，那份核心的“信任契约”可能正在被改写。</p><p>他们恐惧的是，山姆将从一个为自己精挑细选的“全球买手”，堕落为一个用算法算计自己的“流量贩子”。</p><p><strong>风波背后的行业困境：规模扩张与定位坚守的两难</strong></p><p>这场风波也映照出山姆乃至整个会员制零售在中国市场面临的增长焦虑。</p><p>近年来，山姆在华高速扩张，门店数量迅速增加，但面临的竞争也日益激烈。同时，会员增速有所放缓。在资本市场对增长指标的持续压力下，如何进一步提升单客价值、挖掘增量成为严峻挑战。</p><p>引入擅长流量运营和规模增长的阿里系高管，或许是山姆试图破解增长难题的一步棋。</p><p>刘鹏在天猫国际期间展现的全球选品能力和数字化运营经验，确实是山姆可能需要的。然而，此举的风险在于，若在追求效率与规模的过程中，模糊了与Costco、盒马等对手的差异化定位，动摇了“会员第一”的初心，则可能摧毁其最核心的品牌资产——信任。</p><p>这深刻揭示了中国零售业的一个共性命题，当互联网的“效率逻辑”与实体零售的“信任逻辑”发生碰撞时，企业应如何取舍与平衡？数字化转型绝非简单地将平台电商的玩法生搬硬套。</p><p><strong>前路何在？在数字化与会员价值间寻找平衡点</strong></p><p>对于山姆和刘鹏而言，当下的危机也是转型的契机。</p><p>平息风波的关键，不在于彻底否定“阿里基因”或一味迎合所有用户情绪，而在于能否成功地将互联网的数字化技术、数据洞察能力，与会员制零售的本质进行深度融合与创新。</p><p>这意味着，山姆的数字化升级不应着眼于制造更多“套路”，而应致力于让“精选”更智能、让“省心”更极致、让供应链更高效透明。</p><p>例如，利用大数据更精准地预测会员需求，优化选品；通过数字化技术提升库存管理和配送效率，进一步降低运营成本，让利会员；增强商品信息透明度，建立更坚实的信任背书。</p><p>刘鹏的使命，是领导山姆完成一场 “有温度的数字化”转型。他需要证明，自己带来的不是稀释山姆核心价值的“阿里套路”，而是能够强化其“会员第一”承诺的“阿里技术”与“阿里效率”。</p><p><strong>结语</strong></p><p>山姆的“阿里味儿”风波，是中国中产消费者用脚投票的一次集中体现。</p><p>它清晰地传递出一个信号，在消费回归理性的时代，信任已成为最宝贵的商业资产。任何商业模式的创新和数字化转型，一旦动摇了信任的基石，无论其技术多么先进、模式多么新颖，都难以获得消费者的长久青睐。</p><p>对于中国的零售企业而言，这场风波是一面镜子也是一个启示。在追逐流量和效率的同时，必须时刻审视自己的商业行为是否巩固了与用户之间的那份“信任契约”。</p><p>未来的竞争，将是谁能更好地守护这份信任的竞争。</p></body></html>","source":"fenghuang_stock","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>阿里前高管上任山姆，会员销卡抵触“阿里味儿”</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n阿里前高管上任山姆，会员销卡抵触“阿里味儿”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-11-05 19:50 北京时间 <a href=https://tech.ifeng.com/c/8o2VmYzbhJa><strong>新知财商早观</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近期，山姆会员店（Sam's Club）一项人事任命在社交平台掀起巨大波澜。2025年10月27日，沃尔玛中国宣布，前阿里巴巴集团副总裁刘鹏出任山姆会员店中国业态总裁。这项常规的高层调动意外触发了山姆会员的强烈抵触情绪，短短几天内，“退卡、差评、开除阿里高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。这场风波远非一次简单的人事变动争议，其背后是会员制零售标杆与源自平台电商的“阿里味儿...</p>\n\n<a href=\"https://tech.ifeng.com/c/8o2VmYzbhJa\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0067412154.USD":"UBS (LUX) EQUITY FUND - CHINA OPPORTUNITY \"P\" (USD) ACC","BABA":"阿里巴巴","LU0501845795.SGD":"瑞银大中华区股票基金P Acc SGD","LU0052756011.USD":"TEMPLETON GLOBAL BALANCED \"A\" (USD) INC","LU1008478684.HKD":"UBS (LUX) EQUITY FUND - CHINA OPPORTUNITY \"P\" (HKD) ACC","09988":"阿里巴巴-W","BK4504":"桥水持仓","LU0651947912.USD":"BGF EMERGING MARKETS EQUITY INCOME \"A5G\" (USD) INC","BK4538":"云计算","BK4614":"Manus概念股","BK4579":"人工智能","BK4588":"碎股","LU0072462343.USD":"贝莱德亚洲巨龙基金","BK4548":"巴美列捷福持仓","LU1823568750.SGD":"Fidelity Global Technology A-ACC SGD","LU1688375341.USD":"贝莱德中国灵活股票基金","LU0949170772.SGD":"Blackrock Global Equity Income A6 SGD-H","LU0072913022.USD":"UBS (LUX) EQUITY FUND - GREATER CHINA \"P\" (USD) ACC","BK4565":"NFT概念","LU0918141705.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AM\" (HKD) INC","LU1515016050.SGD":"Blackrock Emerging Markets Equity Income A6 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ACC","LU1242518857.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"I\" (USD) ACC","BK4585":"ETF&股票定投概念","LU0821914370.USD":"贝莱德亚洲成长领袖A2","BK4558":"双十一","LU1267930227.SGD":"TEMPLETON GLOBAL BALANCED \"AS\" (SGD) ACC A","LU1046422090.SGD":"Fidelity Pacific A-SGD","BK4122":"互联网与直销零售","LU1152091168.USD":"UBS (LUX) EQUITY FUND - CHINA OPPORTUNITY (USD) \"PM\" INC","BK4575":"芯片概念","BK4587":"ChatGPT概念"},"source_url":"https://tech.ifeng.com/c/8o2VmYzbhJa","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2581729476","content_text":"近期，山姆会员店（Sam's Club）一项人事任命在社交平台掀起巨大波澜。2025年10月27日，沃尔玛中国宣布，前阿里巴巴集团副总裁刘鹏出任山姆会员店中国业态总裁。这项常规的高层调动意外触发了山姆会员的强烈抵触情绪，短短几天内，“退卡、差评、开除阿里高管”的呼声在其官方社交媒体评论区刷屏，相关话题迅速升温发酵。这场风波远非一次简单的人事变动争议，其背后是会员制零售标杆与源自平台电商的“阿里味儿”商业逻辑的尖锐碰撞，深刻揭示了当下中国零售业在数字化转型十字路口的困惑与抉择。一场由人事任命引燃的“山姆信任危机”风波始于山姆APP的一次界面更新。会员们发现，商品展示图从过去简洁的白底实物图，变成了高饱和度、过度美化的“精修图”甚至AI渲染图，部分生鲜食品则用烹饪后的成品图替代了原本状态图。查看商品详情变得繁琐，关键的产品信息（如产地、供应商）有时被打码或模糊处理。这些变化被会员们精准地概括为“阿里味”浓重。尽管山姆官方紧急回应，称这些改动在刘鹏10月底到任前已于8月开始测试，并已将部分图片改回白底图，但未能平息众怒。会员的焦虑与不满，最终汇集为对拥有深厚阿里背景的新总裁刘鹏的集体抵制。在他们看来，这位新掌舵人的到来，象征着山姆赖以成功的“会员中心制”逻辑，可能将被阿里系“流量中心制”的玩法所侵蚀。“阿里味儿”为何在山姆水土不服？要理解这场抵制，需先理解山姆会员的核心诉求。山姆的成功，建立在与会员间一份沉甸的“信任契约”之上。会员支付260元或680元的年费，购买的不是商品本身，而是一种 “精选、省心、可靠”的承诺。山姆通过仅提供约4000个SKU（库存单位）的极致精选策略，为追求品质和时间价值的中产家庭构建了一个“闭眼买也不踩坑”的消费避风港。其盈利核心在于会员费的持续增长，这要求它必须死磕商品品质和会员满意度。而“阿里味儿”所代表的平台电商逻辑，本质是流量运营和GMV（商品交易总额）增长。其特点是通过复杂的促销规则、千人千面的算法推荐、海量SKU和营造紧迫感来最大化转化率和交易规模。然而，这套在山姆会员看来，恰恰是他们付费想要逃避的“噪音”、“套路”和“选择疲劳”。当会员发现山姆APP开始出现“凑满减”、“先用后付”的苗头，当精选商品被好丽友、卫龙等大众市场品牌稀释时，他们敏锐地察觉到，那份核心的“信任契约”可能正在被改写。他们恐惧的是，山姆将从一个为自己精挑细选的“全球买手”，堕落为一个用算法算计自己的“流量贩子”。风波背后的行业困境：规模扩张与定位坚守的两难这场风波也映照出山姆乃至整个会员制零售在中国市场面临的增长焦虑。近年来，山姆在华高速扩张，门店数量迅速增加，但面临的竞争也日益激烈。同时，会员增速有所放缓。在资本市场对增长指标的持续压力下，如何进一步提升单客价值、挖掘增量成为严峻挑战。引入擅长流量运营和规模增长的阿里系高管，或许是山姆试图破解增长难题的一步棋。刘鹏在天猫国际期间展现的全球选品能力和数字化运营经验，确实是山姆可能需要的。然而，此举的风险在于，若在追求效率与规模的过程中，模糊了与Costco、盒马等对手的差异化定位，动摇了“会员第一”的初心，则可能摧毁其最核心的品牌资产——信任。这深刻揭示了中国零售业的一个共性命题，当互联网的“效率逻辑”与实体零售的“信任逻辑”发生碰撞时，企业应如何取舍与平衡？数字化转型绝非简单地将平台电商的玩法生搬硬套。前路何在？在数字化与会员价值间寻找平衡点对于山姆和刘鹏而言，当下的危机也是转型的契机。平息风波的关键，不在于彻底否定“阿里基因”或一味迎合所有用户情绪，而在于能否成功地将互联网的数字化技术、数据洞察能力，与会员制零售的本质进行深度融合与创新。这意味着，山姆的数字化升级不应着眼于制造更多“套路”，而应致力于让“精选”更智能、让“省心”更极致、让供应链更高效透明。例如，利用大数据更精准地预测会员需求，优化选品；通过数字化技术提升库存管理和配送效率，进一步降低运营成本，让利会员；增强商品信息透明度，建立更坚实的信任背书。刘鹏的使命，是领导山姆完成一场 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