盒马会员店全部关停，马云的新零售赛道已经失败

Core Insights - Hema has decided to completely shut down its membership store format, marking the end of its attempt to establish a second growth curve that aimed to compete with Costco [2][4] - The closure of all Hema X membership stores indicates a strategic shift towards focusing on its core business of Hema Fresh and outlet formats [4] Summary by Sections Store Closures - Hema X membership stores in Beijing, Suzhou, and Nanjing will cease operations on July 31, 2023, leaving only one store operational, which is also set to close on August 31, 2023 [2][4] - The first Hema X membership store opened in Shanghai in October 2020, and by October 2023, a total of 10 stores had been established across major cities [4] Customer Experience - Observations from the Beijing store indicated that most shelves were empty, with only a few items left for sale, and minimal customer traffic was noted [4] Membership Structure - Hema X offered two membership tiers: a gold membership at 258 yuan per year and a diamond membership at 658 yuan per year, targeting middle-class and high-end consumers [4] Strategic Shift - The decision to close all membership stores is described as a proactive business adjustment by Hema, focusing on enhancing its fresh produce supply chain and delivery capabilities [4]