全部关门停业！这个网红行当几近“全军覆没”

Core Viewpoint - The closure of Hema's last X membership store in Shanghai marks the end of its membership store experiment, reflecting a broader trend of membership store failures in China [1][4]. Group 1: Membership Store Closures - Hema's last X membership store will officially close on August 31, 2023, completing the shutdown of all 10 Hema X membership stores nationwide [1]. - Metro has also struggled with its membership model, closing four membership stores in major cities since 2024, indicating a failure to establish a sustainable membership business [3]. - Carrefour has drastically reduced its store count from over 300 to just 4, following its acquisition by Suning, which has seen little success in innovating the brand [3]. Group 2: Comparison with Established Brands - Established membership stores like Sam's Club and Costco have expanded cautiously, with Sam's Club operating around 52 stores in China since 1996, while Costco has only opened 7 stores by 2025 [4]. - In contrast, local brands have aggressively opened membership stores, which has led to high financial demands and unsustainable growth [4]. Group 3: Consumer Behavior and Market Dynamics - Chinese consumers generally prefer free entry and low-margin sales, leading to low acceptance of membership fees, even for established brands like Sam's Club and Costco [4][5]. - The primary consumer base willing to pay for membership is the middle class, but this demographic has shrunk, limiting the potential for large-scale expansion of membership stores [5]. Group 4: Supply Chain and Operational Challenges - The success of membership stores heavily relies on strong global supply chain integration and proprietary brand development, which local brands lack [6][8]. - Local brands often depend on existing supply chains for imported goods, resulting in high product homogeneity and reduced market appeal [8]. - Membership stores typically offer a limited SKU selection to control costs, which can lead to inventory issues if product selection fails [9]. Group 5: Future Outlook - The closures of various membership stores signal a need for local brands to reassess their strategies, focusing on supply chain capabilities, consumer habits, and operational models to potentially develop a successful domestic membership store brand [9].