盒马会员店将全部停业

Core Viewpoint - All Hema X membership stores will cease operations, indicating a strategic shift towards focusing on Hema Fresh and Hema NB (Neighbour Business) as core business models [1][3][4]. Group 1: Store Closures - Hema X membership stores in Beijing, Suzhou, and Nanjing closed on July 31, 2023, leaving only one store operational, which is also set to close on August 31, 2023 [2][3]. - The closure of all Hema X membership stores marks the end of this business model, which was initially launched in October 2020 with high expectations [3][4]. Group 2: Strategic Focus - Hema's internal communications indicated a shift in focus towards Hema Fresh and Hema NB, moving away from the membership store model to concentrate on its main business [3][5]. - The company aims to enhance its competitive edge by strengthening its high-quality fresh supply chain and instant delivery capabilities [5]. Group 3: Membership Model - Hema X membership offered two tiers: Gold members at 258 yuan/year and Diamond members at 658 yuan/year, targeting middle-class families and high-end consumers [3][4]. - The membership model was initially seen as a way to compete directly with Costco and Sam's Club, but has since been deemed unsustainable [3][4]. Group 4: Expansion and Performance - Hema X membership stores expanded rapidly, with 10 locations established across major cities by October 2023, but growth slowed significantly post-2023 [4]. - The company has announced plans to refocus on Hema Fresh and Hema NB, which are seen as more viable business models moving forward [4][5].