盒马X会员店黯然退场，中国定位专家顾均辉：定位失误的必然结果

Group 1 - The core strategy of Hema has been clarified as a dual-line approach focusing on Hema Fresh and Hema NB, with Hema Fresh leading the market and Hema NB expanding its market share in the community supermarket sector [1] - Hema X membership store is set to close its Shanghai Senlan store, marking its complete exit from the retail stage, less than five years after its first store opening [4] - The failure of Hema X is attributed to a fundamental misalignment in positioning rather than just market environment changes, highlighting the importance of brand perception in consumer behavior [4][5] Group 2 - The primary challenge for Hema X is the difficulty in cultivating consumer awareness of the paid membership model, which is not well established in the Chinese retail market compared to competitors like Sam's Club [5] - Hema X's contribution to Hema's overall sales is less than 10% as of 2023, indicating a severe imbalance between investment and returns due to its high-cost, asset-heavy positioning [7] - Hema X lacks a differentiated product system, with its offerings closely resembling those of Hema Fresh, failing to provide unique and attractive products that meet consumer expectations [8] Group 3 - Successful positioning requires a deep understanding of target consumer perceptions and needs, which Hema X failed to achieve by attempting to cover a broad market, including lower-tier cities with less consumer awareness of membership value [9] - The high barriers to entry in the membership warehouse sector and the need for unique value recognition in consumer minds are critical lessons from Hema X's failure [12]