Core Viewpoint - Hema has completely shut down all its membership stores, marking a significant strategic shift away from its previously envisioned "second growth curve" that aimed to compete with Costco [2][5][8]. Group 1: Membership Store Closure - Hema X membership stores in Beijing, Suzhou, and Nanjing ceased operations on July 31, 2023, with the last remaining store in Shanghai also set to close by August 31, 2023 [2][4]. - The closure of all membership stores indicates Hema's decision to abandon this business model amid increasing competition and a slowdown in the domestic membership store market [2][6]. Group 2: Background and Development - Hema X membership stores were launched over four years ago, with the first store opening in Shanghai in October 2020, initially seen as a promising venture to rival Costco [5][6]. - The membership model included two tiers: Gold members at 258 yuan/year and Diamond members at 658 yuan/year, targeting middle-class families and high-end consumers [5][6]. Group 3: Strategic Shift - Hema's parent company Alibaba is reducing its retail footprint, selling off assets like Gaoxin Retail and Intime Department Store, which has influenced Hema's strategic focus [2][8]. - The new CEO, Yan Xiaolei, aims to achieve profitability and has shifted focus towards Hema Fresh and Hema Neighbor Business, moving away from the membership store model [8][10]. Group 4: Market Competition - The membership store sector has seen rapid growth, with competitors like Costco and Sam's Club expanding aggressively in China, while Hema struggled to differentiate its offerings [6][9]. - Hema's membership stores faced challenges in product differentiation and pricing, leading to consumer dissatisfaction regarding the value proposition of membership fees compared to regular retail prices [11][12]. Group 5: Future Plans - Hema plans to concentrate on its core businesses, Hema Fresh and Hema Neighbor Business, which are seen as more aligned with consumer shopping habits and preferences [9][13]. - Despite the closure of membership stores, Hema continues to offer membership benefits through partnerships and online platforms, indicating a potential pivot rather than a complete abandonment of the membership concept [14].
盒马告别会员店
经济观察报·2025-08-04 12:27