盒马把菊花打造成餐桌上的“爆款”

Core Insights - Hema has successfully introduced edible chrysanthemum flowers into the retail market, leveraging its extensive logistics network to reach over 40 cities [2] - The edible chrysanthemum has become a top-selling item in Hema's spring vegetable series, achieving a high repurchase rate and selling out within a week of launch [2] - Hema's sales of edible flowers are expected to increase by 70% year-on-year by 2025, indicating strong market demand [2] Group 1: Product Development and Market Strategy - Hema has been developing its spring vegetable and flower product line for four years, with over ten varieties of edible flowers now available [2] - The partnership with the Zhongshan chrysanthemum base highlights Hema's focus on the market potential of edible flowers and its commitment to its spring vegetable strategy [3] - Hema's supply chain advantages, including direct sourcing and advanced cold chain logistics, allow for rapid delivery of fresh products, reducing waste from 30% to below 8% [4] Group 2: Business Performance and Expansion Plans - Hema's recent reforms have focused on user value, development direction, and organizational structure, leading to a return to profitability and double-digit growth [6] - The company plans to open 72 new stores in 2024, reaching nearly 430 total stores across 50 cities, marking a significant expansion [6][7] - For the 2025 fiscal year, Hema aims to accelerate its expansion with nearly 100 new stores in various new cities [7] Group 3: Industry Context and Competitive Advantage - The retail industry in China is undergoing transformation, with a consensus on the need for refined operations to achieve high-quality growth [5] - Hema's unique business model, characterized by digital integration and self-branded products, sets it apart from traditional retail formats [8] - The successful introduction of edible chrysanthemum demonstrates Hema's logistical advantages and commitment to fine-tuned operations, positioning the company for stable future growth [8]