Someone asked, why is Sam's Club so popular in China? Many Chinese consumers’ enthusiasm for Sam’s is not, in essence, praising Sam’s—it’s complaining about other systems, because consumers have experienced too much: pictures that don’t match the real items, additive levels that are too high, ingredient lists playing word games, the same products priced wildly differently across channels, quality control that’s bad at one moment and even worse the next, advertising budgets far exceeding product budgets, and shopping that feels like doing detective work, and so on. And Sam’s success doesn’t come from the products themselves; in reality, Sam’s isn’t just selling goods—it’s selling a kind of certainty and trust that can be outsourced. It’s like someone who has lived in noise for a long time—when they first step into a quiet room, they think they’ve entered a high-end place. In Chinese society, when normalcy becomes scarce, normal itself is often mistaken for excellence.