左手鲜生右手NB 盒马更聚焦了

Core Insights - Alibaba's Hema has successfully established a profitable and sustainable path after 10 years of exploration, with the closure of its last Hema X membership store in Beijing signaling a strategic focus on its core business [1][2] - Hema is expanding its Hema Fresh and Hema NB formats into new first-tier and lower-tier cities, while enhancing its online and offline integration through the Hema App and the newly launched "Cloud Enjoy Club" [1][3] Group 1: Business Strategy - The closure of Hema X membership stores is part of a broader strategy to align with consumer needs, focusing on Hema Fresh and Hema NB to cater to the demand for fresh, convenient products [2][6] - Hema Fresh targets middle to high-end consumers, while Hema NB focuses on community needs with cost-effective private label products, with plans to open nearly 100 new Hema Fresh stores by March 2025 [3][6] Group 2: Supply Chain and Product Development - Hema's competitive edge lies in its self-operated products that are "safe, delicious, and affordable," supported by strong supply chain management and product development efforts [4][5] - The company has established numerous direct sourcing bases, including over 100 "Hema Villages," and has built a comprehensive logistics network to reduce transportation costs [5][6] Group 3: Market Adaptation - The shift from warehouse membership stores to Hema Fresh and Hema NB reflects changing consumer preferences towards smaller, fresh, and convenient packaging, addressing the issue of waste associated with bulk purchases [6][7] - Hema's transition signifies a broader transformation in the retail industry, adapting to the evolving landscape of consumer behavior and market conditions [7]