山姆还是比盒马更懂中产

Core Viewpoint - Hema X membership stores in Beijing will cease operations by July 31, 2025, indicating a strategic retreat from the membership-based supermarket model, while Sam's Club continues to expand aggressively in the same market [1][7][9]. Group 1: Store Operations and Membership Model - Hema X membership stores, similar to Sam's Club, required a membership fee for entry, with initial fees set at 218 yuan per year, later adjusted to 258 yuan for gold members and 658 yuan for diamond members [1][2]. - As of the end of 2022, Hema X had nearly 3 million paid members, while Sam's Club had around 4 million, showing a competitive landscape [2]. - The closure of the last Hema X store in Beijing follows a trend of declining membership and customer engagement, with reports of reduced product offerings and customer visits [3][5][6]. Group 2: Market Dynamics and Competitive Landscape - Hema's retreat from the membership model contrasts sharply with Sam's Club's expansion, which plans to open 8-10 new stores annually starting in 2025, significantly increasing its market presence [11][12]. - Hema's strategic shift is attributed to a broader focus on its core businesses, leading to the closure of multiple Hema X locations and a pivot towards profitability in its remaining operations [9][12]. - The differences in membership service structures and product offerings between Hema and Sam's Club have contributed to Hema's struggles, with Hema's membership benefits perceived as less valuable compared to Sam's [12][14]. Group 3: Product Quality and Supply Chain Issues - Hema X has faced criticism regarding product quality and value, with customers noting a decline in the quality of fresh produce and an increase in prices, leading to a loss of competitive edge [5][6][16]. - The shift in Hema's pricing strategy has resulted in the removal of many SKUs and a focus on lower-cost suppliers, which has negatively impacted product quality and supplier relationships [16][17]. - In contrast, Sam's Club maintains a strong emphasis on quality control and supplier relationships, which has helped it retain customer loyalty and market share [16][17].