Source | FBIF Food and Beverage Innovation Little Red Book @采蘑菇的小米虫
As discussions intensified, on November 17, 2025, Walmart China announced a comprehensive upgrade of its private brand '沃集鲜' (Wojixian), with the concept upgraded to '简单为鲜,沃集鲜' (Simple for Freshness, Wojixian), and emphasized that Wojixian will adhere to three core principles: 'simple ingredients, cooperation with leading brands, and stable value-for-money.' [4]
Furthermore, Walmart China stated that Wojixian has launched nearly a thousand new products (including upgraded items) over the past year, covering core categories such as fresh food, groceries, and beverages, and clarified that it will continue to increase investment in store renovations and omnichannel construction for Walmart supermarkets. [4]
The frequent new product launches, ongoing store renovations, and the previously mentioned 'hero product' strategy are all part of Walmart's structural adjustments in its hypermarket business in recent years. On one hand, Walmart has once again clarified its target demographic. In a report titled 'Small, Precise, and Convenient Community Stores Reshape Shopping Experience, Walmart Accelerates Upgrade and Transformation' published on Walmart's official website, it states: In recent years, Walmart has continuously focused on upgrading and transformation, clearly targeting mass-market urban middle-class families and single individuals as its core customer groups. Based on their real needs, it has established three core strategic directions: 'providing high-quality fresh food and groceries, curated FMCG and non-food items; stable everyday low prices; and convenient omnichannel services.' [7]
Middle-class families also overlap with Sam's Club's target customers. It is reported that Sam's Club's core consumer base is primarily middle-class families aged 25-40 (with mothers accounting for 52% and middle-level corporate managers 35%). [8]
Additionally, Walmart China has explicitly stated on its official WeChat account: In recent years, Walmart hypermarkets have been accelerating transformation and upgrading. Through 'leapfrog' cost-effectiveness, distinctive differentiated product strength, and a store-centric omnichannel retail model, Walmart is redefining the development model of the hypermarket format with a 'curated one-stop omnichannel shopping experience.' This transformation contrasts sharply with the traditional logic of 'comprehensive and large' that conventional supermarkets have long followed. In the past, a Walmart hypermarket store typically had over 20,000 SKUs, with the core goal of covering as many daily needs as possible. However, in the new-generation stores unveiled at the end of 2024, Walmart proposed to streamline its product structure and concentrate more resources on hero products.
It is against this backdrop that the 'Sam's Club flavor' is no longer just a subjective perception by consumers on social platforms, but rather a result of Walmart's proactive transformation within its hypermarket system.
References: [1] Huo Dongyang, 'The Dual Sides of Walmart China: Sam's Club Races Ahead with Hidden Concerns, Supermarket Transformation Seeks New Paths,' November 2025, Observer Network; [2] Zhu Xiaojing, Walmart China, CCFA Speech Transcript | 'In the Transformation and Upgrading of Physical Retail, Do the Difficult but Right Things,' November 2021, Walmart China; [3] 'Walmart's New-Generation Stores Debut, Focusing on Customers and Building Long-Term Trust,' December 2024, Walmart China; [4] 'Simple for Freshness, Wojixian' - Walmart Private Brand Revamp and Upgrade, November 2025, Walmart China; [5] 'Walmart Recreates Walmart,' November 2025, Economic Observer; [6] Gina Logan, 'Walmart and Sam's New Supply Chain Synergies,' KANTAR RETAIL IQ; [7] 'Small, Precise, and Convenient Community Stores Reshape Shopping Experience, Walmart Accelerates Upgrade and Transformation,' September 2025, Walmart China; [8] 'Analyzing the User Demand Logic Behind 2024 Mainstream Supermarket Hero Product - Sam's Club Swiss Roll,' April 2025, Heilongjiang Chain Operation Association.
**【Moving Towards the C-End】******The 11th China FMCG ConferenceTime: March 16-18, 2026Location: Chengdu, China**