Today, Sam's Club announced full upgrading of its private brand Member's Mark. As the pioneer and leader of membership  retail, Member's Mark has penetrated into the lives  of Chinese members for more than 20 years. Even in the current trend of "every retailer developing their own brands", Member's Mark can still become an evergreen benchmark in the industry for its "high quality and differentiation" strategy.

Sam's Club announces full upgrading of Member's Mark 

Not just private brands, being in a rapidly  changing market, Sam's Club always has the stamina to expand business on its own pace . On one hand, Sam's Club can not only leverage its world-leading sourcing resources and supply chain, but has also gathered a team of buyers who understand local markets and have a global vision. These, along with a solid e-commerce foundation and expanding offline stores, constitute the "core strength " of Sam's Club. On the other hand, after 24 years of growing with members, Sam's Club well knows their preferences and lifestyles, and can even predict their needs in advance.

Those core strengths  mark the past 24 years of Sam's Club in China a non-replicablejourney. Sam's Club itself attributed it to a few simple words: "no compromise, no following  like sheep," andstick into these principles..

No compromise: "meticulous attention to detail + hard core strength" ensure high quality goods 

Sam's Club describes its members as a group of "uncompromising" people who pursue premium lifestyles. To meet or even surpass their needs, "achieving ultimate differentiation" is the criterion for Sam's buyer team to selectitems.

Meat mooncake is the product after merchandisers’ multiple visits to time-honored brands in Shanghai and numerous formula adjustments and blind tests. The dough for Sam's croissants is imported from France.The stores are equipped with fermentation room that ensures constant temperature and humidity, the chef constantly measures the dough height to capture the right moment of "fermentation". Sam's Club isthe first retailer in China to import fresh cold chained beef and sell in stores across the country. Besides making daily household items "extraordinary", Sam's Club can also give members exclusive products - such as the Johnnie Walker Blue Label Blended Scotch Whiskey whose bottle can make up the famous painting Dwelling in the Fuchun Mountains, and a famous giant panda doll of a man's size. Sam's Club is now not only a shopping place, but also a venue for members to hunt for treasures.

Sam's Club is now not only a shopping place, but also a venue for members to hunt for treasures

Sam's Club’s sku is only ¼  compared to supermarkets with same size, yet this does not prevent it from making hot items that generate over RMB100 million revenue. By all analysis, it's because Sam's Club can get close enough to members’ lives. When founded the company, , Sam's Walton put forward the principle of "Customers First". Ater half a century, Members First runs throughout the development and selection of all commodities at Sam's Club.

No doubt, conviction alone is not enough to ensure presenting high quality goods to members. Sam's Club holds in a more “hard core" weapons – the  world-leading food safety management system, which can conduct quick quality control test at distribution centers and synchronize the results with stores nationwide; high-standard cold chain logistics, with real-time freezer and vehicle temperature monitoring; top-class distribution centers, with many "firsts" in China. With these core strengths, Sam's Club can truly achieve good quality control "from the field source to the dining table". 

Not following suit: keep the spirit of "pioneering" and continue to “lead”

When Sam's Club entered China in 1996, the concept of " membership club" was totally unfamiliar to most people. Sam's Club created and nurtured the market. As the "No. 1 player", it also well knows that its mission is not only adhering to the foundation of club system , while constantly infusing new vitality into it and, most importantly, to stick to the "Sam's philosophy" and not follow suit.

For example, Sam's Club will not follow such so-called “trendy” and “popular” things as impractical decorations and displays, ‘fleeting” marketing gimmicks, and neck-breaking expansion. It will never let these things disrupt its own pace. For a true club store like Sam's, discipline, namely whether it can bring tangible value to members, is the only consideration.

For a true club store like Sam's, discipline, namely whether it can bring tangible value to members, is the only consideration.

On the other hand, Sam's Club, with its vigorous emphasis on discipline, is also making continuous breakthroughs. For example, offline stores are turned into "leisure places" suitable for family shopping, and interactive areas such as Sam's Kitchen are set up - these areas are not tasked to make sales. Rather, they only serve as a window to strengthen communication with members, so that Sam's Club can stay close to their life infinitely. In addition, “1 hour Delivery” service covering all Sam's Clubs nationwide and the Shanghai flagship store under preparation are the embodiment of Sam's Club's continuous innovation in leading the club store system in China. 

Sam's Club develops its offline stores into "leisure places" suitable for family shopping, and sets up interactive areas such as Sam's kitchen

The success of Sam's such unique business logic is directly reflected in members' recognition - in the current "touch-the-heart" voting event, Member's Mark grain-fed beef, Member's Mark strawberry and Member's Mark egg yolk puff are all the favorite items of members... This showcases the real performance of Sam's Club to turn its own brand into something "members only" - not only let members directly select their favorite Member's Mark products, but also constantly make adjustments according to changes in their lifestyle.

In the future, Sam's Club will adhere to the spirit of "no compromise and no following suit". It will always grasp the principle of meticulous goods selection, strictly control the pace of expansion, and make millions of members feel the continuously rising membership value and experience "Life is better in the Club".