Walmart China has announced that Liu Peng has joined the company as president of Sam's Club China, its membership-store format, highlighting the retailer's push to integrate digital innovation with the in-store experience as it accelerates growth in the Chinese market.

Liu will report directly to Zhu Xiaojing, president and CEO of Walmart China.

The appointment marks the continuous efforts in Walmart's continued investment in China and its commitment to advancing its retail strategy in one of the company's most dynamic global markets, said the company.

Jane Ewing, who has been serving as interim president of Sam's Club China, will conclude her assignment and return to Walmart International at the end of the year as planned.

Liu brings more than two decades of experience in China's retail and internet sectors. He previously held senior leadership roles at Alibaba Group, including general manager of Tmall Global, president of Tmall import and export business, vice-president of Alibaba, and president of its B2C retail business unit.

Prior to joining Alibaba in 2015, Liu held leadership positions at retail companies, including Suning.com and Haier Group.

In a statement, CEO Zhu said: "We believe that with his international perspective, deep integration capabilities in global supply chains and rich experience in Chinese retail and omni-channel operations, Liu will lead the Sam's Club China team in driving strategic upgrades, strengthening member-centric capabilities and advancing digital transformation and technological innovation — ultimately delivering better products and experiences for our members."

Walmart said that talent attraction and leadership development remain central to its goal of becoming "the most trusted omni-channel retailer in China".

Sam's Club has maintained rapid growth in recent years, operating nearly 60 clubs in over 30 cities across China. The company plans to open about five new stores by the end of 2025.

Membership renewal and engagement rates continue to rise, while e-commerce channels now account for more than 50 percent of the business. The membership unit's progress has driven the retailer's business in China.

According to market researcher Kantar Worldpanel, in the first three quarters of 2025, Walmart Group's overall market share in China's modern trade sector rose by 1 percentage point to 5.8 percent, largely driven by Sam's Club's strong performance.

However, the retailer has recently faced a consumer backlash over product curation. Earlier this summer, online users on social media platforms criticized the inclusion of mass-market snacks such as Orion pies, Weilong Konjac treats and Panpan walnut puffs — items widely available in regular supermarkets. Many consumers questioned whether these products aligned with Sam's Club's premium brand image and stringent quality standards.

The controversy highlights the growing tension between Sam's Club's high-end positioning and evolving consumer expectations in China's rapidly changing retail landscape.

With a minimum annual membership fee of 260 yuan ($36.62), the chain has long marketed itself as a destination for exclusive, imported, and high-quality goods.

Industry observers view Liu's appointment as a timely move to address both brand perception challenges and intensifying competition from China's booming online grocery and instant retail platforms.

The instant retail market surpassed 1.4 trillion yuan in the first half of 2025, with a projected compound annual growth rate of 25 percent over the next five years.

Jason Yu, general manager of CTR Market Research, said: "The Chinese market has unique dynamics and faces fierce omni-channel competition. Executives with a deep understanding of local consumer behavior and experience in both offline and instant retail are best positioned to drive innovation and sustainable growth for Sam's Club."