北京最后一店或将关闭 盒马会员店再失“城池”

Core Insights - The remaining Hema X membership stores are facing significant challenges, with reports indicating potential closures in Beijing and Shanghai, leading to a further reduction in the number of stores nationwide [1][4][6] Store Performance - The last Hema X membership store in Beijing, located in Wangfujing Outlet, shows a noticeable decrease in product availability, with many shelves empty and some areas closed off [2][3] - Consumer traffic in the store is low, and there are no longer checks for membership upon entry, indicating a shift in operational strategy [2][3] National Store Count Reduction - Hema has reduced its X membership stores from a peak of 10 to just 5, with closures already occurring in Shanghai and potential future closures in Beijing [4][5] - The operational strategy has shifted from rapid expansion to a focus on core business areas, with plans to open nearly 100 new Hema Fresh stores in the upcoming fiscal year [7][8] Shift to Online Services - Hema is transitioning some membership benefits to online platforms, launching the "Cloud Enjoy Club," which offers exclusive products and discounts for members [5][6] - This shift allows consumers in cities without Hema X stores to access Hema MAX private label products, although it diminishes the in-store experience [6] Industry Context - The membership store model is expanding in China, with competitors like Sam's Club and Costco increasing their presence, highlighting the competitive landscape [7] - Experts suggest that Hema's focus on its strengths in fresh food and immediate service is a strategic move to differentiate itself from competitors [8]