全面停止运营！上海又一知名商超…

Core Viewpoint - Hema's neighborhood self-pickup service will cease operations on October 4, marking a significant shift in its business strategy following the closure of all X member stores in late August [1][2]. Group 1: Business Operations - Hema's neighborhood self-pickup service was launched in July 2021, adopting a "pre-sale + self-pickup" model, allowing customers to place orders by 9 PM for next-day pickup [1]. - Initially, Hema aimed to establish 10,000 self-pickup points, with over 400 stores opened within six months, expanding to cities like Beijing, Guangzhou, Wuhan, and Xi'an [1][2]. - However, by November 2021, Hema began withdrawing from cities like Shenzhen, Guangzhou, and Suzhou, ultimately retaining operations only in Shanghai, which has now also ended [2]. Group 2: Market Challenges - The self-pickup model faced challenges as it required customers to order in advance, which did not align with the typical consumer behavior for fresh produce [2]. - Competing with instant retail models like Hema Fresh and Xiao Xiang Supermarket, which offer 30-minute delivery, the self-pickup stores lacked a competitive edge [2]. - The intensifying competition among major players like JD, Meituan, and Alibaba in the instant retail space further pressured the community group buying and self-pickup models [2]. Group 3: Strategic Focus - Hema's recent closures reflect a strategic refocus, with CEO Yan Xiaolei indicating a shift towards developing "Hema Fresh" and "Super Hema" as the two core business lines [2]. - The closure of Hema's neighborhood service signifies not just the end of a business model but also highlights broader changes within the Chinese retail industry [3].