Core Insights - The last remaining Hema X membership store in Shanghai will officially close on August 31, marking the complete shutdown of the Hema X membership store format [1] - Hema X membership stores were initially seen as a key growth strategy to compete with Sam's Club and Costco, with rapid expansion occurring shortly after the first store opened in October 2020 [2][4] - The closure of Hema X stores has been part of a planned strategy to refocus on Hema's core business areas, particularly Hema Fresh and Hema NB, as the company aims to improve profitability [4][10] Summary by Sections Closure of Hema X Membership Stores - Multiple Hema X membership stores across the country have recently closed, including locations in Beijing, Suzhou, and Nanjing, with the last store in Shanghai set to close [1][4] - The closure trend began in early 2024, with several stores shutting down due to strategic planning and lease issues [4] Strategic Shift - Hema's new CEO, appointed in March 2024, has emphasized a strategic shift towards core business areas, leading to the closure of the Hema X membership format [4] - The company has been focusing on achieving profitability, with reports indicating that Hema has been turning a profit since mid-2023 and aims to meet its annual profit targets for the fiscal year 2024-2025 [4] Impact on Membership Rights - The closure of Hema X stores will not affect existing membership rights, as Hema X membership benefits extend to Hema Fresh stores and online shopping [5] - Consumers have expressed that the impact of the closure on their membership experience is minimal, suggesting that Hema should focus on differentiating itself rather than directly competing with warehouse-style membership models [7][10] Consumer Insights and Market Position - Consumers believe Hema should prioritize product quality and adapt to local consumption habits rather than replicating the warehouse model of competitors like Sam's Club and Costco [8][10] - Hema's founder has indicated a desire to compete aggressively with Sam's Club, but the intense competition in the membership retail market has raised questions about the sustainability of this model [9][10] Future Directions - Hema is expected to focus on community penetration and fresh produce supply chain quality, moving away from the membership store model to better align with domestic consumer preferences [10] - The integration with Alibaba's 88VIP program is seen as a potential avenue for growth, providing Hema with access to a larger customer base [10]
盒马不和山姆抢中产了？
3 6 Ke·2025-08-05 10:40