会员制零售中国路：盒马谢幕，山姆争议，Costco本土化难题待解

Core Insights - The membership model in China's retail market has faced significant challenges, highlighted by the impending closure of Hema X membership stores, which were launched with high expectations but are now set to end within five years [1][3] - Hema X aimed to create a Chinese version of warehouse membership stores, competing directly with Sam's Club and Costco, but has struggled with operational issues and consumer perception of value [1][5] Group 1: Hema X Membership Store - Hema X membership stores were launched in October 2020 with ambitious plans, including a 6,000 square meter store featuring 1,800 selected products, 30% of which were exclusive [1] - The membership store quickly expanded, amassing nearly 3 million members and generating over 500 million yuan in annual membership fees, putting pressure on competitors like Sam's Club [1] - However, by early 2024, Hema X began closing stores, with the last one set to close by August 31, 2025, as the new CEO prioritized profitability and shifted focus to Hema Fresh and neighborhood businesses [3] Group 2: Consumer Perception and Market Challenges - Consumers reported that Hema X offered many of the same products as regular Hema Fresh stores but at higher prices, undermining the perceived value of the 258 yuan annual membership fee [3] - Hema attempted to address declining customer traffic with permanent price reductions, but this conflicted with the high-end positioning of the membership store [3] - In contrast, Sam's Club continues to grow despite facing quality issues, with membership numbers exceeding 5 million and annual membership revenue surpassing 1.3 billion yuan [3] Group 3: Costco's Cautious Expansion - Costco's cautious approach in China contrasts with Sam's Club's growth, as it faces localization challenges, reflected in a low membership renewal rate of 62% compared to the global average of 90% [5] - High logistics costs and poor product adaptability are significant hurdles for Costco in the Chinese market [5] Group 4: Broader Industry Insights - The membership model in China is not without its challenges, including issues with perceived membership value and the need for better localization [5][6] - Hema's failure highlights the importance of unique value perception, as consumers found little differentiation between Hema X and regular stores [5] - The rise of instant retail poses a challenge to traditional membership models, necessitating a shift towards online capabilities and instant delivery [6] - Future success in the membership retail sector in China will require a balance between quality and cost, standardization and localization, as well as innovative membership services and market segmentation [6]