Core Insights - Hema's CEO Yan Xiaolei announced plans to open nearly 100 new Hema Fresh stores in the upcoming fiscal year, expanding into over 50 new cities [1] - Since its first store opening in January 2016, Hema Fresh is projected to exceed 420 stores by March 31, 2025 [1] - Hema has established 8 supply chain centers, over 300 direct sourcing bases, and 8 logistics transfer warehouses over the past 10 years [1] - Alibaba Group's fiscal year 2025 report indicates that Hema's GMV (Gross Merchandise Volume) for the fiscal year from April 2024 to March 2025 is expected to exceed 75 billion yuan, marking the first year of adjusted EBITDA profitability [1]

近期，国内零售业界传来了一则令人瞩目的消息：盒马鲜生宣布，其旗下的会员店业务将全面终止运营。这一突如其来的变动迅速引起了市场的广泛讨论 与关注。 对于会员店停业的决定，盒马方面并未给出明确的解释。但有业内人士透露，此次关店是盒马主动进行的业务调整，旨在通过聚焦盒马鲜生及奥特莱斯等 核心业务，进一步强化其高品质生鲜供应链和即时配送能力，从而打造更具竞争力的业务模式。 7月29日，盒马X会员店北京世界之花店贴出告示，宣布将于两天后的7月31日正式关闭。与此同时，苏州相城店和南京燕子矶店也同步停止了营业。这一 系列关店动作，使得业界对盒马会员店的未来走向充满了猜测。紧接着，上海森兰店的客服也确认，该店将于8月底停止营业。 至此，盒马在全国范围内原本为数不多的会员店已全部关闭。这也意味着，盒马正式舍弃了曾被寄予厚望的会员店业务，这一业务曾被视为其对标国际零 售巨头Costco的重要布局。 回顾盒马X会员店的发展历程，其起点可追溯到2020年10月，首家门店在上海开业，标志着盒马正式进军会员店市场。作为盒马鲜生之外的又一全新业 态，X会员店承载着盒马拓展业务版图、寻找新的增长动力的期望。当时，盒马方面明确表示，X会员店 ...

Core Insights - Hema X membership has seen a doubling in user numbers within three days of integrating into the Taobao 88VIP system, exceeding expectations [1] - The membership program offers various benefits such as discounts, exclusive coupons, and free vegetables, aimed at enhancing customer loyalty [1] - A promotional campaign allows Taobao 88VIP users to receive a 90-day trial membership for Hema X, with the initiative running until September 10 [1] Membership Program Details - Hema X membership was launched in 2018 and provides paid members with benefits like 12% off on member days and exclusive coupons [1] - Starting August 4, Taobao 88VIP users can obtain a trial membership, and they can also convert to an annual Hema membership for 88 yuan [1] - Existing Hema members are offered quick refunds to transition to the 88VIP membership at a better price, while non-88VIP members receive free upgrades and extended membership periods [1]

Group 1 - The core viewpoint is that Hema plans to open nearly 100 new stores within the fiscal year, aiming to exceed a total of 500 stores, reflecting confidence in the domestic consumer market [1] - Hema's rapid expansion includes nearly 70 new stores opened in the previous fiscal year, with 27 new cities covered, indicating strong consumer interest as evidenced by long queues at openings [1] - Hema's CEO emphasizes that opening more stores will enhance consumer service and leverage technology and innovation to improve product offerings and shopping experiences [2] Group 2 - Hema's GMV for the fiscal year 2025 is projected to exceed 75 billion yuan, marking the first year of adjusted EBITA profitability [2] - Hema has achieved double-digit growth in sales and store numbers, ranking among the top three in the 2024 Chain Top 100 list by the China Chain Store & Franchise Association [2] - The launch of "Cloud Enjoy Club" allows non-members to access nearly 4,000 products online, expanding Hema's service reach nationwide [5]

Core Insights - Hema Fresh plans to open nearly 100 new stores within the fiscal year, expanding to over 50 additional cities, resulting in a total of more than 500 stores [1] Company Strategy - Hema's CEO, Yan Xiaolei, expresses confidence in the vast potential of China's domestic consumption market, focusing on continuous store openings to reach more customers [1] - The company aims to leverage Alibaba's large consumer platform to expand its service reach [1] Membership Integration - Recently, the 88VIP membership program has been integrated with Hema's membership system for the first time [1]

Core Insights - Hema Fresh plans to open nearly 100 new stores within this year, expanding to over 50 additional cities, resulting in a total of more than 500 stores [1] - Over the past year, Hema has shifted its focus to Hema Fresh and community discount stores, while exiting exploratory projects like X membership stores [1] - In the first half of this year, Hema opened its first stores in multiple cities including Taizhou, Suzhou, Tianjin, Tangshan, and Suining [1] - Alibaba Group's fiscal year 2025 report indicates that Hema's GMV for the fiscal year 2024-2025 will exceed 75 billion yuan, marking its first year of profitability, with over 420 Hema Fresh stores in operation [1]

Group 1 - The core viewpoint of the article is that Hema plans to open nearly 100 new stores within the fiscal year, expanding its presence to over 500 stores across more than 50 cities in China [2] - Hema's CEO, Yan Xiaolei, expresses confidence in the vast potential of China's domestic consumption market [2] - Over the past year, Hema has shifted its focus to its main business formats, Hema Fresh and community discount stores, while discontinuing exploratory projects like the Hema X membership stores, with the last one set to close by the end of August [2] Group 2 - According to Alibaba Group's fiscal year 2025 report, Hema's GMV (Gross Merchandise Volume) is projected to exceed 75 billion yuan for the fiscal year from April 2024 to March 2025, marking its first year of profitability [2] - Hema Fresh is expected to operate over 420 stores by the end of the fiscal year [2]

Core Insights - The article highlights the emergence of live-streaming e-commerce as a crucial strategy for businesses to overcome growth bottlenecks, with Linyi's "Fresh Fruit Community" setting a benchmark for transformation through innovative practices [3][8]. Transformation Pathway - The transformation of "Fresh Fruit Community" is structured around three key steps that have been effectively implemented [3]. Step 1: Upgrading Community Leaders to "Live Streaming Intelligence Officers" - The company strategically upgraded 43 community leaders to "live streaming intelligence officers," leveraging their local trust and networks to capture consumer preferences and needs, enhancing user engagement and content relevance [4]. Step 2: Transforming Distribution Points into "Life Theater" Live Streaming Rooms - Distribution points were redesigned as "life theater" live streaming rooms, creating an engaging shopping atmosphere that encourages consumer interaction and enhances the viewing experience [5]. Step 3: Collaborating with Tertiary Hospitals for "Health Management Specials" - The partnership with tertiary hospitals to offer "health management specials" capitalizes on rising health awareness, with live streaming sessions led by medical experts achieving sales exceeding one million yuan per session [7]. Performance Metrics - Post-transformation, "Fresh Fruit Community" reported a significant increase in annual user spending from 436 yuan to 2,189 yuan, with high-net-worth users constituting 39% of the customer base, indicating strong market acceptance of its innovative model [8]. - The redefined role of live streaming rooms as "trust spaces" rather than mere sales channels has led to a 40-minute average daily viewing time per user and a conversion rate 2.3 times higher than traditional live streaming setups [8]. Industry Implications - The transformation practices of "Fresh Fruit Community" provide a replicable model for the industry, emphasizing the importance of scenario-based live streaming and refined user relationship management as essential components for building competitive advantage in the context of consumer upgrades [8].

Group 1 - The core viewpoint of the article is that Hema plans to open nearly 100 new stores within the fiscal year, expanding its presence to over 500 stores across more than 50 cities [2][4]. - Hema's CEO, Yan Xiaolei, expresses confidence in the vast potential of China's domestic consumption market [3]. - Over the past year, Hema has shifted its focus to its main business formats, Hema Fresh and community discount stores, while discontinuing exploratory projects like the X membership stores, with the last one set to close by the end of August [4]. Group 2 - According to Alibaba Group's 2025 fiscal year report, Hema's GMV (Gross Merchandise Volume) is projected to exceed 75 billion yuan for the fiscal year from April 2024 to March 2025, marking its first year of profitability [4]. - Hema Fresh is expected to operate over 420 stores by the end of the fiscal year [4].

Core Insights - Hema Fresh plans to open nearly 100 new stores within the fiscal year, expanding to over 50 additional cities, resulting in a total of more than 500 stores [1] - The CEO of Hema, Yan Xiaolei, expresses confidence in the vast potential of China's domestic consumption market, emphasizing the mission to meet consumers' growing desire for a better life [1] - Hema has shifted its focus to its main business formats, Hema Fresh and community discount stores, while gradually exiting exploratory projects like X membership stores [1] Company Strategy - Hema Fresh is committed to a user-centric business philosophy, prioritizing good products and services as the foundation for sustainable future growth [1] - The company has actively opened its first stores in multiple cities, including Taizhou, Suzhou, Tianjin, Tangshan, and Suining, in the first half of the year [1]