进9万人、帝王蟹成餐桌常客，盒马打通二线城市 “懂消费” “敢花钱”链条

Core Insights - The popularity of Hema Fresh in Zhuzhou has remained strong one year after its opening, with nearly 90,000 visitors during the recent holiday, surpassing even the capital city of Changsha [1] - Consumers in Zhuzhou are increasingly prioritizing quality and freshness in seafood purchases, indicating a shift towards high-quality living standards [1][2] - Hema Fresh plans to expand its delivery services in Zhuzhou, aiming to provide a similar quality of life as found in first-tier cities [1] Consumer Behavior - The trend of high-quality consumption is spreading from major cities to second and third-tier cities, with consumers now able to access premium seafood and other products without traveling to larger markets [2][5] - During the recent holiday, high-end products like king crabs and premium steaks saw significant sales increases, with king crab sales up 185% year-on-year [5][6] - The focus of consumers has shifted from gifting to personal enjoyment, reflecting a change in consumption patterns towards self-satisfaction [9] Competitive Advantage - Hema Fresh's global supply chain allows it to offer products that are either unavailable or overpriced in local markets, enhancing its competitive edge [10] - The store's ability to provide high-quality products at reasonable prices has attracted a diverse customer base, including younger consumers seeking value [11] - The rapid establishment and popularity of Hema Fresh serve as indicators of local commercial vitality and the evolving structure of the Chinese consumer market [11]