盒马告别会员店

Core Viewpoint - Hema has completely abandoned its membership store model, which was initially seen as a "second growth curve" to compete with Costco, following the closure of all its membership stores across China [1][2][5]. Group 1: Business Strategy and Adjustments - Hema's parent company Alibaba is shrinking its retail footprint, selling off subsidiaries like Gao Xin Retail and Intime [1]. - The competitive landscape for membership stores in China has intensified, leading to a slowdown in overall expansion [1][4]. - Hema is reallocating resources to focus on its core businesses, Hema Fresh and Hema Neighbor Business (NB) [1][7]. Group 2: Membership Store Development and Closure - Hema X membership stores were launched over four years ago, with the first store opening in Shanghai in October 2020 [2][3]. - By October 2023, Hema had opened a total of 10 membership stores across major cities, including Shanghai, Beijing, Nanjing, and Suzhou [3]. - The closure of Hema X membership stores aligns with a management transition, as new CEO Yan Xiaolei aims for stable development and profitability [6][7]. Group 3: Market Competition and Consumer Response - The membership store sector in China saw rapid growth with the entry of Costco and Sam's Club, prompting local retailers to follow suit [4]. - Hema's membership store model faced challenges in differentiating its product offerings and maintaining competitive pricing, leading to consumer dissatisfaction [8][9]. - Despite the closure of physical membership stores, Hema continues to offer membership benefits through online platforms and promotional activities [10].