盒区房“西进南下”：解码江苏消费升级的地理密码

Core Insights - The opening of Hema's first store in Lianyungang marks the entry of the "Hema Zone" era in Jiangsu, with Lianyungang being the 12th city in the province for Hema's expansion [1][3] Group 1: Market Expansion - Hema has made significant moves in Jiangsu in 2025, entering six new cities including Taizhou, Huai'an, Xuzhou, Suqian, Lianyungang, and Zhenjiang, along with several county-level markets [3] - The "Hema Zone" is indicative of a broader restructuring of consumer geography across Jiangsu [3] Group 2: Consumer Behavior and Purchasing Power - Hema's "Hema Zone Index" measures regional consumption activity, with Xuzhou's index at 141, significantly above the national benchmark of 100, reflecting strong sales performance prior to the store's opening [5][7] - Structural changes in consumer demographics and purchasing power are driving consumption, with more young consumers choosing to stay in their hometowns rather than migrate to larger cities [7] Group 3: New Retail Dynamics - Hema's presence is reshaping consumer habits, particularly in terms of shopping times and methods, with a notable increase in nighttime economic activity [8] - The opening of Hema stores has led to significant increases in foot traffic in shopping centers, with some locations seeing visitor numbers rise by over 400% [9] Group 4: Product Localization and Supply Chain - Hema's expansion is supported by a robust supply chain that delivers global products efficiently to local consumers, exemplified by the simultaneous arrival of products from various regions [10] - Hema also integrates local flavors into its offerings, sourcing local products to meet consumer demand for quality and variety [10] Group 5: Community Engagement and Employment - Hema's strategy includes a dual approach of catering to premium consumer needs through Hema Fresh and addressing everyday needs through "Super Hema," enhancing community engagement [11] - The opening of new stores has created numerous job opportunities, contributing to local economic vitality [11] Group 6: Future Prospects - Hema's expansion continues with plans to enter Yancheng, indicating ongoing growth and the potential for further market penetration in Jiangsu [12] - The evolution of the "Hema Zone" reflects a significant shift in consumer behavior and market dynamics, highlighting the potential for continued growth in China's retail landscape [12]