BABA(US:BABA) 36氪·2025-08-27 11:28Core Viewpoint - Hema NB has achieved significant growth in revenue and store expansion, indicating a successful strategy in the competitive retail market [6][9]. Group 1: Financial Performance - In the first half of the year, Hema NB's revenue reached approximately 8 billion yuan, showing a double-digit growth compared to the same period last year [6]. - The total number of stores has nearly doubled to around 300 within just six months, primarily concentrated in core urban and suburban areas of East China [6]. Group 2: Brand Strategy and Market Positioning - Hema NB is undergoing a rebranding process, with plans to change its name to "Super Box Calculation NB," reflecting its maturity and market readiness [7]. - The brand aims to differentiate itself from Hema Fresh, targeting a different consumer segment that prefers lower-priced, community-oriented shopping experiences [7][9]. Group 3: Product Offering and Pricing Strategy - Hema NB focuses on a simplified supply chain and a high proportion of private label products, which helps maintain low prices [8]. - For example, Hema NB offers a 450g grain-fed beef roll for 19.9 yuan, significantly lower than competitors [8]. Group 4: Operational Strategy - Hema NB has opened online delivery services, with an expected online sales contribution of around 30% [7]. - The company is actively recruiting sorting staff in multiple cities to enhance its delivery capabilities [7]. Group 5: Future Growth and Expansion Plans - Hema aims to achieve a GMV of 100 billion yuan by the end of 2024, with an annual GMV of 75 billion yuan reported as of March this year [9]. - The company plans to continue expanding both Hema Fresh and Hema NB stores while ensuring a balance between the two formats to avoid competition for customer traffic [9].