会员制零售中国路：盒马败退，山姆争议，Costco何去何从？

Core Insights - The closure of Hema X membership stores marks the end of Hema's attempt to create a Chinese version of Sam's Club, with the first store opening in October 2020 and all stores closing within five years [1] - Hema X membership stores initially expanded rapidly, reaching ten locations and accumulating nearly 3 million members, generating over 500 million yuan in annual membership fees [1][2] - The strategic decision to close Hema X stores is part of a broader plan to focus on Hema Fresh and neighborhood businesses, as the membership model did not align with the new strategy [2] Hema X Membership Store Performance - Hema X membership stores faced challenges as they offered many of the same products as regular Hema Fresh stores but at higher prices, undermining the value of membership fees [2] - Attempts to lower prices to attract customers led to a deviation from the high-end membership positioning, ultimately resulting in the suspension of membership renewals [2] Competitor Analysis - Sam's Club remains a leader in the industry, with membership numbers exceeding 5 million and annual membership revenue surpassing 1.3 billion yuan, despite facing quality complaints [2] - Costco's cautious expansion in China reflects challenges such as high logistics costs and poor product adaptability, resulting in a membership renewal rate below the global average [4] Industry Challenges - The development of membership retail in China faces hurdles, including consumer perception of membership value, localization issues, and operational efficiency [6] - The rise of instant retail is challenging traditional membership models, pushing retailers to enhance online capabilities and instant delivery services [6] Future Directions - The membership retail sector in China needs to reconstruct its value system, accelerate supply chain localization and digitalization, and explore diversified membership services [8] - Hema's exit serves as a warning to other players in the industry to prioritize quality and service alongside expansion efforts [8]