最后一家盒马X会员店本月底将停业，曾计划3年开100家店

Core Insights - Hema has decided to close its X membership stores, with the last store in Shanghai set to shut down on August 31, 2024, following the closure of three other locations on July 31, 2024 [1][2] - The X membership store concept was initially launched in 2020 as a second growth curve for Hema, with plans to open 100 stores within three years, but only 10 stores were opened by October 2023 before the decision to close began [1][4] - Consumer feedback indicates that the X membership stores were perceived as inferior to competitors like Sam's Club, leading to a loss of trust in the membership system due to inconsistent value offerings [1][2][5] Store Closures - The last X membership store in Shanghai, located in Senlan Mall, will close on August 31, 2024, following the closure of stores in Beijing, Suzhou, and Nanjing on July 31, 2024 [2] - Consumer reports from the Shanghai store indicate a lack of inventory and chaotic clearance sales, with no preferential treatment for members during the liquidation process [2] Membership Structure - The X membership program offered two tiers: Gold members at 258 yuan per year and Diamond members at 658 yuan per year [2] - Initial comparisons were made between Hema's X membership stores and Sam's Club, but many consumers found the product quality and delivery speed lacking compared to competitors [2][5] Strategic Shift - By the end of 2024, Hema's CEO announced a strategic focus on its core business lines, Hema Fresh and Hema NB community stores, indicating a shift away from the X membership model [5] - Hema has experimented with various store formats over the years, but the X membership store model has not resonated with consumers as effectively as Hema Fresh [5] Industry Context - The rise of membership stores in China has seen competitors like Sam's Club expand significantly, with their store count increasing from 36 to 47 between 2021 and 2023 [5] - Industry experts emphasize that successful membership models require more than just a fee structure; they must build trust and offer unique value to members [6]