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盒马X会员店线下门店,停业
Zheng Quan Shi Bao· 2025-08-05 08:50
Core Insights - The closure of multiple Hema X membership stores indicates a significant shift in the company's strategy and operational focus [1][4][6] - Hema X membership stores were initially positioned as a second growth curve for Hema, aiming to compete with international retail giants like Costco [2][4] - The rapid expansion of Hema X membership stores has been reversed, with all locations now set to close, reflecting a broader strategic realignment within the company [3][4] Summary by Sections Store Closures - Hema X membership stores in cities including Beijing, Shanghai, Nanjing, and Suzhou have announced closures, with the last operational store in Shanghai set to close by August 31, 2025 [1][3] - The first Hema X membership store opened in October 2020, but by October 2023, only 10 stores had been established nationwide, highlighting limited growth [2][3] Business Strategy - The initial goal was for Hema X membership stores to become a significant revenue source, with expectations of profitability within two months of opening [4] - Following a leadership change in early 2024, the company shifted its focus away from the Hema X membership model, leading to the closure of all related stores [4][6] Market Positioning - Hema X membership stores aimed to attract middle-class and high-end consumers through a tiered membership system, but faced challenges in maintaining a clear market position [2][6] - The struggle to balance high-end positioning with aggressive market expansion led to operational inefficiencies and ultimately contributed to the decision to close the stores [6]
盒马X会员店线下门店,停业!
券商中国· 2025-08-05 08:28
多地盒马X会员店相继停业。 盒马X会员店针对会员设置了不同等级,分为每年收费258元的黄金会员和每年收费658元的钻石会员。通过收 取会员费的方式,成功筛选出了以中产家庭和高端消费群体为主要构成的目标客群。 2021年6月,盒马X会员店首次进军北京市场,自此开启了扩张之路。在2021年12月8日至2022年1月14日这短 短一个多月时间里,就有4家盒马X会员店迅速落地开业。 相关数据显示,截至2023年10月,盒马X会员店已在全国范围内开设了10家门店,分布在上海、北京、南京、 苏州等多个城市。 作为盒马打造的首个仓储式会员店,"盒马X会员店"上海浦东森兰店于2020年10月开业后,如今,宣告即将停 业。 从官网信息来看,盒马X会员店在南京、苏州、北京和上海有线下门店。不过,7月29日,盒马X会员店北京世 界之花门店的公告显示,该店将于7月31日停止营业;同在7月31日,盒马X会员店的苏州相城店、南京燕子矶 店也停止营业。 官网信息显示,盒马如今的业态以盒马鲜生店、盒马X会员店、盒马邻里店和盒马奥莱店四类为主。如今,盒 马X会员店线下门店基本全部宣告停业。 线下门店悉数停业 据盒马X会员店上海浦东森兰店门店7 ...