不学山姆，盒马靠县城“翻身”？

Core Insights - The article discusses the transformation of Hema, a brand initially perceived as catering only to urban elites, as it expands into county-level markets in China, becoming a new social hub during the recent holiday season [1][2] - Hema's strategy has shifted from mimicking Sam's Club to understanding and meeting the actual needs of local consumers, leading to a significant change in its operational model [4][5] Group 1: Hema's Market Expansion - Hema plans to open 72 new stores in 2024, with 30% located in third-tier and county cities, marking a five-year high for this segment [1] - The brand's entry into county markets is not a reduction in quality but a reverse penetration of consumption upgrades, bringing high-quality products and services to these areas [7][11] Group 2: Consumer Behavior and Market Dynamics - A survey indicates that 70% of county residents own property, and 58.5% own cars, with a significant portion of families earning over 100,000 yuan annually, indicating strong disposable income and demand for quality [8] - The shift in consumer demographics, particularly with younger generations becoming decision-makers, is reshaping the commercial landscape in county areas, as they seek urban-like shopping experiences [8][9] Group 3: Strategic Shift and Operational Changes - In 2023, Hema initiated a "discount transformation," significantly lowering prices on over 5,000 products and reducing the emphasis on membership benefits, marking a departure from its previous high-threshold operational model [3][4] - The brand's previous membership model faced challenges, with only 5% of registered users becoming paying members by the end of 2022, leading to substantial losses in multiple stores [2]