One Funder，Two Worlds

Noticed something interesting during a recent Walmart run: a product’s manufacturer looked familiar, and a quick check confirmed it’s the same as some Sam’s Club items.  Yes，makes sense, since they’re under the same parent company—founded by the same visionary, after all—and likely share supply chains and sourcing networks.

The differences? Packaging, membership models, target audiences, and portion sizes (Sam’s leans bigger, Walmart more manageable for smaller households).

For small families like mine that don’t need bulk, Walmart often works just fine.      

And if you love something from Sam’s, there might be a solid alternative at Walmart.

It got me thinking about smart brand strategy: leveraging shared resources—supply chains, sourcing networks, operational expertise—while launching distinct brands tailored to different groups.      

By tweaking details like packaging, sizing, and membership models, a parent company can effectively “cover all bases”: serving bulk buyers at Sam’s and smaller households at Walmart, without cannibalizing either.      

The result?      

Broader market reach and higher overall share, all while maximizing efficiency through shared infrastructure.

What’s fascinating is how this plays out in China.  

I think most people here know Walmart and Sam’s Club share the same roots, but there’s often a perception that Sam’s feels more premium, while Walmart is seen as the more everyday option.  Even many families who don’t need bulk sizes still flock to Sam’s—so much so that some resellers buy large quantities there, split them into smaller portions, and resell them.  And people happily buy these repackaged items, drawn by the Sam’s name, rather than opting for pre-portioned alternatives at other stores like Walmart.

Yet with so much overlap in their supply chains—same quality, same sourcing—they’re essentially cut from the same cloth, just packaged differently. That gap in perception? It’s a testament to how powerful brand positioning can be.Even with shared foundations, the way a brand is marketed and framed shapes what consumers believe—and where they choose to shop.Clever, isn’t it?

Of course, these are just my personal observations—perspectives from a consumer’s point of view, really. Small thoughts and insights that don’t claim to capture the full picture or apply to every situation. It’s just what I’ve noticed, and I find it interesting to unpack!