JD.com's 7Fresh Beijing HuiJu store officially opened on the morning of February 1st. An investigation revealed that the store is located just one street away from the warehouse club giant Sam's Club, and its prices and product quality are now fully benchmarked against Sam's.

In the bakery section, for example, the JD 7Fresh Beijing HuiJu store features an open kitchen design, allowing customers to directly observe the entire process of pastries being freshly made. Simultaneously, the pricing strategy emphasizes high quality at low cost; items like the same lace-edged egg tarts sold at Sam's Club are priced at just 2.5 yuan per piece at 7Fresh, which is less than half the price of Sam's.

In the alcoholic beverages section during the new store's opening period, a 53-degree Feitian Moutai bottle is prominently displayed in the center of the counter, priced at 1,699 yuan per bottle. The cheapest price for the same product at Sam's Club is 1,798 yuan, creating a price difference of nearly one hundred yuan between the two retailers.

According to data, the latest average terminal transaction price for Feitian Moutai is 1,730 yuan per bottle. By comparison, the price at the new 7Fresh store is not only better than Sam's Club but also surpasses most other retail terminals.

Some consumers have commented that "7Fresh's prices are indeed impactful; just for the Moutai deal, this trip was worth it."

In the essential goods category, 7Fresh's prices demonstrate an even greater advantage. Taking currently popular fruits as an example, the price for Hongyan strawberries under 7Fresh's exclusive "rock-bottom" offline promotion has been driven down to 49.9 yuan per kilogram, whereas Sam's Club sells strawberries for 169.9 yuan per 1.5kg. For daily high-frequency purchase items like fresh eggs, fresh milk, fresh pork ribs, and blueberries, 7Fresh maintains a price advantage ranging from a few yuan to over ten yuan. Even for products with minimal price differences, such as salmon, 7Fresh offers more flexible, smaller packaging sizes to better meet the needs of smaller households.

In the rice, flour, and edible oil category, even when prices are sometimes identical, 7Fresh achieves higher cost-effectiveness through different package sizes. For instance, both 7Fresh and Sam's Club price the Huji Ancient Method Peanut Oil at 139.9 yuan, but the container size at 7Fresh is 6.18 liters compared to 5.68 liters at Sam's.

In the realm of branded standard products, including Fenjiu Qinghua 20, Shuijingfang Zhenniang No. 8, Gujinggongjiu Gu 16, and Heineken beer, 7Fresh ensures its prices are more competitive than Sam's Club through either lower listed prices or lower final "out-the-door" costs for consumers.

Furthermore, regarding product quality, 7Fresh also maintains strict controls to provide consumers with superior merchandise. Previously, Sam's Club faced controversy over incidents such as "a mouse found in a mochi box," concealing product information, delisting major brands, and "stealthily reducing product weight."

Some users have pointed out that "Sam's Club is secretly cutting costs on paper towels, making consumers foot the bill," having weighed the same model of paper towels from 2024 and 2025 and discovered the weight per pack decreased from 138g to 132.9g.