人去楼空！盒马“弃子”X会员店：豪言对战山姆，5年黯然退场

Core Viewpoint - Hema has decided to close all its X membership stores due to business adjustments, with the last remaining store in Shanghai set to cease operations on August 31, 2023 [2][4][5]. Store Closures - Hema X membership stores have been gradually closing since early 2023, with multiple locations in Shanghai, Beijing, Suzhou, and Nanjing shutting down [5][11]. - The last operational store, Shanghai Senlan Shangdu, will close on August 31, 2023, marking the end of the Hema X membership store format [4][8]. Customer and Employee Impact - Customers can refund their Hema X membership cards or transfer them to other Hema formats, such as Hema Fresh and Hema Mini, maintaining some benefits like discounts [8][9]. - Employees have reportedly been forced to transfer to other stores, with claims of contract changes and potential termination for non-compliance [3][13]. Business Model and Competition - Hema X membership stores were designed to compete with established brands like Sam's Club and Costco, featuring a warehouse-style layout and integrated online-offline services [11][15]. - Despite rapid expansion, Hema X faced intense competition and quality control issues, leading to a decline in customer satisfaction and store performance [10][13]. Future Strategy - Hema plans to focus on its core businesses, Hema Fresh and Hema NB, shifting away from the X membership store model [15]. - The company aims to open nearly 100 new Hema Fresh stores in the upcoming fiscal year, indicating a strategic pivot towards community-oriented retail [15].