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扫码加钉群 十万创业者 与你为伴

中产拥趸的山姆为何这么嚣张?

中产们拥趸的山姆「又双叒叕」上热搜了,「又双叒叕」是食品安全问题。

中产们拥趸的山姆「又双叒叕」上热搜了,「又双叒叕」是食品安全问题

2月26日,有顾客去去山姆买了一份鸡爪,买完后,定睛一看,神奇一幕发生了,这鸡爪的上市日期显示为2月27日。


也就是,这个鸡爪「明天」才上市!

这事一出,关于山姆超市买到一天后上市的鸡爪的话题快速冲上热搜,阅读量突破1.6亿。

不过,有网友认为,这事或许也并不算大问题,毕竟生鲜类的产品,主要看生产日期,如果在生产日期没问题的情况下,当天库存卖完了,提前卖第二天的也可以理解。‍‍‍‍‍‍‍‍‍‍‍‍‍‍


但也有网友表示:如果只看生产日期的话,那这个上市日期岂不是多此一举,用来忽悠部分用户?

还有用户则表示:这类生鲜不是当天鲜货吗 如果提前生产后冷冻到了标签日期后再销售 那还叫冰鲜?


这个角度也挺有道理,为何同一批次生产的商品,又要打上不同的上市日期,意义在哪里?除了「障眼法」作用,实在是想不出这个操作的理由。

目前,针对山姆这一操作,不少网友开始了对超市贴标的套路大讨论。比如就有人不由的联想起了科技与狠活,换标贴标这事,在超市的操作空间可真是非常大了……‍‍‍‍‍‍‍


但还是那句话,这个买到未来商品的事,实际也算不上大事,而让消费者窝火的则是山姆的态度。‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

这次买到未来鸡爪的消费者表示,由于担心食品安全,他电话联系超市沟通退货问题,但超市方强调产品没有问题,可以放心吃,如果消费者不满意可以向有关部门投诉。

「产品没问题,不满意可以去有关部门投诉……」???


作为一家消费品牌,售出的产品存在明显的争议,不该是好好跟消费者解释清楚,退货或者换一袋吗?但为何山姆偏偏能强势到这个地步?

当然,更重要的是,顾客也只是质疑鸡爪本身,并未提出过分要求,为了山姆最终丢下一句,你去投诉吧!?

当这事上了热搜,山姆终于憋不住公开回应了,其公关部表示:上市日期是为了让会员了解上架日期而标注的,周日门店有销售高峰期,上市日期26日及以前的鸡爪卖完了,为了满足顾客的需求,门店提前将27日上市的鸡爪摆上货架,产品是没有问题的。‍‍‍‍


是啊!明明可以好好说话的,如果当时这么好好说话,解释给当时的消费者,还能有这档子事吗?

是不是在山姆这里,他尊重的只有媒体和汹涌的舆论,对于个体消费者,就算自己卖了问题产品,也是爱咋咋地?‍‍‍‍‍‍

当然,这事还没完,毕竟互联网是有记忆的。‍‍‍‍‍‍


不少网友也扒出了山姆的食品安全问题说事:食品安全问题山姆不是第一次了。然后,又一个话题窜上热搜。‍‍‍‍‍‍


过期奶粉、草莓霉烂、杂粮面有头发丝?小柴家门口的杂牌超市,也很少干这样的是啊。

毕竟作为线下零售,做的是街坊、半熟人生意,口碑烂了,打算卖给谁去?‍‍‍‍‍‍

然而,山姆偏偏可以在这个问题上接连翻车,这到底是为什么?或许这次山姆针对消费者的强势态度里面藏着那么点答案。‍‍‍

在过期奶粉事件中,据媒体报道,涉案商品生产日期为2020年4月6日的产品,保质期至2021年10月6日。‍‍‍‍


但是到了2021年12月2日,山姆以不同的价格,在其经营场所内全部销售。

据举报人表示,当时,他是以临保价83.77元的价格买到的奶粉,也就意味着,山姆对这一批过期奶粉的保质期是知晓的。‍‍‍

那么咱也不知道,这些过期奶粉,到底被多少婴儿喝进了肚子。‍‍

在山姆店外,沃尔玛门店食品安全问题也时有发生,比如在去年,其一家门店被爆出涉嫌销售超出食品安全国家标准中,有关农药最大残留限量的「樟树港辣椒」。

同样在去年,沃尔玛被爆在促销面包中发现了一只活蟑螂。‍


食品安全问题的罚单,沃尔玛更是一张接着一张,比如仅在去年,5月份沃尔玛五角场分店因销售过保奥利奥饼干和元气森林饮品,被罚五万;6月,上海顾村分店,因售卖过期牛奶,被罚三万;

去年9月月,重庆某分店,销售的黑麦沙拉汉堡面包菌落总数项目不符合要求,被罚款5000;同月,北京某分店,因经营的散装鱿鱼污染物超标,被罚款5.1万元……‍‍

而如今,升级成会员店的山姆,接过了沃尔玛吃罚单的大棒,连续多次因食品安全问题被罚。


其中有海带芽铅含量超标、混合杂粮类产品在包装外明显可见有头发丝、产经营腐败变质、油脂酸败、霉变生虫、污秽不洁、混有异物、掺假掺杂或者感官性状异常的食品、食品添加剂。

……

除了食品安全问题,山姆还因收费混乱上过热搜,并被消保委点名

据上海松江消保委,在通过山姆APP下单极速达时发现,原本1元的包装袋费用变成2元,但付款界面并未有任何关于包装袋涨价的通知,仅显示包装费为2元。

令人不解的是,虽然包装袋费用有所上涨,但是山姆用于包装的袋子并未进行任何升级,且加装冰袋的产品,也不是消费者认为需要加装的产品。


而为了验证包装配置是否弄错,上海市松江区消保委再次下单时,结果发现不同类别的商品收费标准不一且混乱,有的商品收1元,有的商品收2元

对此上海市松江区消保委称,商家应保证商品安全,而不是以限塑令为名将责任转嫁给消费者,将外卖做成了卖包装的生意。

而事实上,包装费问题,在消保委点名之前,市场上已经有了大量争议,但据媒体报道,山姆一直未取消改进。‍‍‍‍

除此之外,山姆会员商店App还因默认五星好评,存在虚假用户评价欺骗消费者的行为,被罚30万元


不评价就是五星好评,这操作比请水军还节省成本,一个字,绝!

去年,山姆还深陷顾客隐私却无端泄露争议,比如不少会员发现自己的会员卡副卡被陌生人绑定。

还有争议更大的就是山姆曾以「货源不足」为由下架所有新疆产品,被质疑「吃奶骂娘」在山姆身上上演,当时退卡成为热议话题。


山姆对外称终秉承“会员第一”经营理念,但一直以来接连被曝出食品安全问题,收费不一争议,以及虚假用户评价……‍‍

当然,更重要的是,山姆对待消费者的态度,更是让人难以理解,那么对于山姆来说,到底谁才是会员呢?


这些年,线下大卖场生意节节败退,最终的原因无非是成本高涨以及无法跟上消费者的诉求。

而线下商超卖场给出的解决方案是发展会员店,会员店对于线下零售来说,有很多优势。

最明显的就是将用户长期绑定,通过提升粘性与复购率,去平摊高昂的运营成本。同时会员费也成为一大收入来源。

然而要实现这一点,就需要不断为「会员」提供更多差异化、优质的商品和服务,那么如今的山姆有吗?


事实上,会员店模式经过在国内市场这些年的发展,也不难发现,在这片土地上,这种模式越来越呈现出一种伪命题的趋势。

除了消费习惯问题,中国零售市场与大部分以会员店发达的国家地区不同,一方面有着非常强势的社区零售体系,日用百货可以说出门可得。

另一方面,如今的电商,尤其在即时零售趋势下,几乎所有需求都可以实现次日达、当日达、甚至小时达已经成为常态。

而山姆这类会员店,无论是在消费方式,还是价格等等方面,都不具备长期优势。

从产业角度来看,无论是电商,还是即时零售,都有更多的消费触点去平摊运营成本,这也意味着利润与效率都远远强于会员店模式。

所以综合来看,会员店模式在大众市场的渗透率是非常有限的,以至于市场上大量的声音认为,中国的会员店,就是收割中产这一群体,但国内所谓的中产,到底是什么成色呢?

尤其在各大商超都在布局会员店的情况下,有多少中产可以分食呢?

当然更重要的是,所谓的中产,讲究的是消费、服务的品质,而现在看来,这些在山姆都是打了折的。

而更让小柴不理解的是,对待消费者强势的态度,山姆的底气到底来自哪里呢?

山姆方面曾表示,“我们的顾客,是一群愿意付费进入卖场的人”