高端会员超市走到了十字路口丨回车键

Group 1 - The membership-based supermarket model in China is facing challenges, with Hema deciding to withdraw from this model by the end of 2024 and focus on its core businesses, Hema Fresh and Hema Neighborhood [1] - Sam's Club has successfully targeted high-net-worth consumers in China, achieving rapid growth by meeting the emotional value of mid-to-high-end consumers, but now faces a decision point regarding its future strategy [2] - Hema's membership store has struggled with positioning, attempting to compete with Sam's Club and Costco while also managing its existing businesses, leading to inconsistent membership policies [1] Group 2 - The membership growth for Sam's Club is nearing its limit, creating pressure to either expand further into the high-end market or adopt a more niche approach to retain loyal customers [2] - The decision to exit the membership supermarket model by Hema is seen as a realization of the difficulties in this market rather than a simple retreat [1]