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盒马会员与88VIP合作,盒马会员被消费者吐槽会员权益变相大缩水
Sou Hu Cai Jing·2025-08-05 02:05

Core Viewpoint - The collaboration between Hema and 88VIP has led to a perceived reduction in member benefits, raising concerns among consumers about the value of membership versus product profitability [1][3][5] Group 1: Membership Benefits - Hema and 88VIP launched a series of activities to celebrate Hema's 10th anniversary, including a promotion where 88VIP members can receive 90 days of free Hema X membership [2] - Many Hema X members feel that the benefits have been diminished, as they compare the cost of their membership (256 yuan) to the lower cost for 88VIP members (88 yuan) [3] - Consumers reported that the conditions for discounts, such as the 88% off, have become more restrictive, with limitations on when these discounts can be applied [3] Group 2: Consumer Sentiment - There is growing dissatisfaction among consumers regarding the perceived reduction in membership benefits, with reports of misleading promotions and unmet expectations [3][5] - Adjustments made by 88VIP in 2025, such as limiting free returns and increasing spending thresholds for discounts, have further fueled consumer frustration [3] Group 3: Business Model Implications - The current membership model relies on generating revenue from membership fees rather than product sales, which may require a reevaluation due to the lowered membership thresholds [4] - The dual approach of offering both membership and non-member pricing complicates Hema's ability to balance member benefits with product pricing effectively [4] - The future of the collaboration between Hema and 88VIP will depend on the response and performance data from the current promotional activities [5]