Sam's Club China Brand Re-Positioning

Wallmart China

Brand Strategy

Creating a new brand positioning to help the American retail giant to differentiate and compete for the Chinese market by empowering its women.

In recent years, retailers have been feeling pressure in China on all fronts. On one side, local tech companies are entering retail, offering fast delivery and strong data-driven e-commerce experiences. On the other side, newcomers like Costco are entering the competition. Walmart China needed to future proof its Sam’s Club brand and build stronger relationships with its customers.

While Chinese people are being spoiled with instant delivery and online shopping, one influential target audience cares most for quality and shopping experience – women.

We narrowed down the brand appeal from families to women – moms & mom’s moms. Sam’s Club is to focus its communication and services on the women of China.

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