First of all, I don't know what other stores are like, but our Sam still found some problems. First of all, the description of this problem is not quite the same. Before entering the store, Sam asked for a "special card", which was kept in order by two staff members, and provided 1 verified membership code. But in fact, my wife borrowed a friend's membership code, gave him a look, and we both came in. What makes me laugh is that since you engage in formal censorship, what's the point of engaging in such a big battle? The only thing I can think of is that queuing itself is hunger marketing.
Let's go back to this topic. Since your entrance doesn't matter, and the export checkout is so strict, even couples can't use it. Yes, the salesperson is right, but it always gives me a feeling of "tempering justice with mercy", which makes consumers feel "cheated" when they are forced to apply for a card in the supermarket. Secondly, after entering the store, I found that this large supermarket is not all in Sam, and there are many other ordinary stores such as snack shops and tea shops. Here's a problem. If I don't go shopping in the supermarket, I'll go in and buy a cup of milk tea. When I enter this gate, do I have to spend 260 yuan to become a member of Sam? From a legal point of view, once the consumer pays the membership fee, it can be regarded as signing a contract with the merchant. The agreement in the contract that the "special card is dedicated" belongs to its independent business policy and is legal and compliant.
2. Wal-Mart is an American chain enterprise, and 1996 entered Chinese mainland. Subsequently, it won a reputation in China by focusing on the new concept of retail and "one-stop" shopping. Wal-Mart has been in China for about 25 years, and its products are very diverse, including food, beauty cosmetics, digital appliances and so on. Many people also choose Wal-Mart when shopping. Wal-Mart also owns Wal-Mart Shopping Plaza and Sam member stores. Wal-Mart Supermarket, Wal-Mart Community Store, etc.
In addition, supermarkets in Sam are also sought after by everyone for their delicious food, such as roast chicken, potatoes and cakes. Even in some places where there are no supermarkets in Sam, many people will choose to look for daigou, just to taste their delicious food. In addition, Sam supermarkets also pay attention to the membership system. When you enter a supermarket to buy things, you have to rely on the membership card of Sam Supermarket, and the annual fee of the membership card is as high as 680 yuan. Compared with the free membership points system in other supermarkets, this is also the biggest difference in Sam. In recent years, with the rapid development of network economy, the rise of some domestic supermarkets and the change of consumers' habits, the original business model is no longer loved by consumers. Wal-Mart's sales in China are declining, and there are even many rumors that Wal-Mart is about to withdraw from China.
3. Sam Supermarket belongs to Wal-Mart. As a hot-selling supermarket, it has been welcomed by countless consumers. At present, Sam member stores have opened 36 stores in 23 cities in China. Compared with other supermarkets, Sam Supermarket focuses on the concept of "high quality and good price in Sam", and all its products adopt large packaging and composite packaging. Compared with Wal-Mart's retail concept, Sam is more like a wholesale form.
Things that conform to the rules. The cashier is also from China. Just follow the rules. What's the point of competing with the cashier? Sam has a supplementary card. My wife and I must have gone to Sam together, so I gave the supplementary card to someone else. If both husband and wife want to go shopping alone, why not give the supplementary card to their wives? The reason for visiting Sam is that the quality of meat in Sam is much better than that in other places, and the price is similar or even cheaper. Some prepared dishes, drinks and cakes are also delicious. In the case of consumption degradation, few people will waste money to pretend. The reason for the high first-time consumption is not because of the high unit price, but only because of the large quantity.
As a foreign company entering China, we must first understand the important concepts of the country. Secondly, as one of the most important consumer markets in China, foreign companies should distinguish between the seriousness and right and wrong. At the same time, we should also remember that what we say is different from what we do. We are two-faced. China has always maintained an attitude of encouragement and support for foreign-funded enterprises. The outbreak of this incident and the hot search in Xinjiang remind us of the cotton incident in Xinjiang in March this year. HM Group issued a statement on its official website, accusing ethnic minorities in Xinjiang Uygur Autonomous Region of forced labor, and said that it would no longer cooperate with garment factories in Xinjiang and would no longer buy raw materials such as cotton from the region.
As soon as this statement came out, H & ampm was strongly resisted by Chinese people, and its sales volume also dropped dramatically. Compared with the same period last year, sales decreased by 28%. Through this series of events, I think foreign-funded enterprises should be vigilant and stop doing things that are harmful to national interests. At the same time, we should look at the facts correctly, open up the pattern, and don't do things that we regret.
5. See the facts clearly. There is an old saying that the customer is God. After this incident, many netizens said that if Sam didn't give an explanation, they would cancel the renewal of their membership cards. There is no individual in front of the country. Maybe it's not serious for Wal-Mart and Sam to cancel one or two renewal fees, but what if most people choose to boycott Sam? The loss must have been unbearable for Sam, just like him.
In this regard, those foreign-funded enterprises should learn from Wal-Mart and Sam, see the facts and consequences clearly, and don't harm their own interests because of their narrow vision. In the final analysis, brand reform still fails to recognize the current realistic environment. After all, for consumers, Shang Chao is not just Wal-Mart and Sam.
Foreign-funded enterprises are one of the important driving forces for China's economic development. We are familiar with companies such as Apple, Nike and Intel. With the continuous development of economy, the products of foreign-funded enterprises have penetrated into every aspect of our lives more and more. However, this does not mean that foreign-funded enterprises can gain benefits in China while boycotting China products or discriminating against China consumers. In recent years, China's comprehensive national strength has been continuously enhanced, and as consumers, we should also establish national self-confidence. Have backbone and confidence, and resolutely resist those enterprises that endanger the interests of China.