盒马会员体系“破价”，X会员店关停，大量用户忙退费，咨询实时排队超200位

Core Viewpoint - The recent promotional activities surrounding the 88VIP anniversary have led to confusion among Hema's paid members, resulting in a surge of refund requests due to pricing discrepancies and the closure of Hema X membership stores [1][3]. Group 1: Membership Pricing and Refund Issues - Hema's existing paid membership system faced disruption as 88VIP members could access Hema's services at a significantly lower price, leading to dissatisfaction among current members who paid higher fees [1][3]. - Hema announced the closure of its last Hema X membership store by August 31, further reducing the benefits for existing members and prompting many to seek refunds [1][3]. - The company has started offering refund services for remaining benefits to some members, with a notable increase in customer service inquiries regarding refunds [1][3]. Group 2: Strategic Shift and Membership Operations - Hema's paid membership was a significant revenue source, contributing approximately 588 million yuan annually from nearly 3 million members at the end of 2022 [3]. - The company has experienced strategic fluctuations in its membership approach, halting new memberships in December 2023, only to reassess and reintroduce membership renewals four months later [3][4]. - The closure of Hema X membership stores raises questions about how Hema will manage member operations within its existing framework, especially under Alibaba's broader strategy to integrate various platforms [4][5]. Group 3: Market Position and Competitive Landscape - Hema's decision to close the X membership stores reflects challenges in positioning between its premium offerings and fresh produce, alongside supply chain disadvantages compared to competitors like Sam's Club [4][12]. - The competitive landscape is intensifying, with other membership models like Sam's Club and Costco performing well, putting pressure on Hema's membership strategy [12][13]. - Hema's shift away from the membership store model is part of a broader strategy to focus on more profitable ventures, such as Hema Fresh and Hema NB, which require less capital investment and offer quicker returns [11][12].