“X会员店”仅剩3家，盒马不与山姆硬刚了

Core Viewpoint - Hema has officially abandoned its membership store model, which has been deemed a failure, and is now focusing on lower-tier markets and discount retailing, marking a strategic shift away from competing with Sam's Club [8][12][13]. Group 1: Store Closures and Membership Model - Hema has closed multiple Hema X membership stores, including locations in Beijing and Shanghai, leaving only three operational stores nationwide [2][3][4]. - The initial plan to open 100 Hema X membership stores within three years has been abandoned, with the membership store model now considered a failure [4][11]. - The closure of Hema X stores signifies a broader trend of Hema's retreat from the middle-class market, as it shifts focus to more accessible retail formats [8][12]. Group 2: Financial Performance and Strategic Shift - Hema has ended a seven-year period of losses, achieving its first annual profit from April 2024 to March 2025, with a GMV exceeding 59 billion, up from 55 billion the previous year [15][17]. - The strategic pivot under CEO Yan Xiaolei, who took over after founder Hou Yi's retirement, has led to a focus on Hema Fresh and Hema NB, targeting previously overlooked lower-tier markets [18][19]. - Hema Fresh is positioned as a high-end community fresh supermarket, while Hema NB targets price-sensitive consumers in lower-tier markets, effectively catering to daily basic consumption needs [20][23]. Group 3: Competitive Landscape - Hema NB is now competing directly with Aldi, a well-established discount supermarket, which has gained popularity for its low prices and quality products [35][46]. - Aldi's rapid expansion and strong market presence pose a significant challenge to Hema NB, which is also expanding aggressively, with plans to reach 300 stores by the end of 2025 [32][55]. - The competition between Hema NB and Aldi highlights a shift in the retail landscape, where both companies aim to provide quality products at competitive prices, appealing to both budget-conscious and quality-seeking consumers [66][68].