记者观察 盒马十周年：网红公司转身“盈利”公司

Core Insights - Hema, Alibaba's new retail experiment, celebrates its 10th anniversary, with CEO Yan Xiaolei announcing plans to open nearly 100 new Hema Fresh stores in the upcoming fiscal year while maintaining a store closure rate of no more than 2% [3][6] - The company achieved profitability every month in the past fiscal year, marking a significant milestone for its 10th birthday [3][7] - Yan Xiaolei's leadership transition comes as Hema aims to refocus its business strategy and address recent public speculation regarding its membership store model [3][6] Company Developments - Hema has experimented with approximately 12 different business formats over the years, including Hema Fresh, Hema Mini, and Hema Pick'n Go [5] - The company has established itself as a lifestyle brand, symbolizing quality living despite facing intense competition and challenges in the market [6] - The shift in leadership to Yan Xiaolei is seen as a strategic move to enhance profitability and adapt to the changing economic landscape [7] Market Position - Hema's innovative delivery model, promising delivery within 30 minutes, has become a significant competitive advantage in the fresh e-commerce sector [6] - The company is now focusing on two core business models, Hema Fresh and Hema NB, to better align with market consumption trends and drive profitability [6] - The transition from a "star company" to a "successful company" reflects Hema's commitment to sustainability and long-term growth rather than short-term hype [7]