硬折扣赛道加速赛马，盒马NB升级为“超盒算NB”

Core Insights - Hema is shifting its strategic focus towards community consumption as it phases out its Hema X membership stores, with a significant acceleration in the upgrade and expansion of its hard discount format [1][2] Group 1: Brand and Market Positioning - Hema's budget community supermarket brand "Hema NB" has been officially renamed to "Chao He Suan NB," where "NB" stands for "Neighbor Business," maintaining its core positioning to serve community customers [1] - The rebranded "Chao He Suan NB" launched with 17 new stores across 10 cities in Jiangsu, Zhejiang, and Shanghai, marking its entry into new markets like Ningbo [1] - The brand aims to provide a cost-effective shopping experience through a simplified business model, with a name that is easier for consumers to remember [6] Group 2: Product Offering and Sales Performance - The product structure of "Hema NB" has evolved to include fresh produce, meat, and a proprietary product line, with self-branded products now accounting for 60% of sales in the upgraded "Chao He Suan NB" [2] - As of the end of August, the total number of "Chao He Suan NB" stores, including those that have been renamed from Hema NB, has approached 300 [6] Group 3: Strategic Goals and Leadership - Since its establishment in 2015, Hema has employed a multi-format expansion strategy, operating various formats from high-end supermarkets to community discount stores [6] - In March 2024, a new CEO, Yan Xiaolei, took over and set a goal for Hema to achieve a GMV of 100 billion yuan within three years, focusing on Hema Fresh and Hema NB as core business lines while scaling back non-core operations [6]