正值盒马十周年和88VIP周年庆，相关的市场活动却让盒马付费会员陷入了混乱之中。 盒马X会员店的关闭背后，网经社电子商务研究中心特约研究员、新质生产力产业联盟秘书长段积超分析，盒马在会员店轻奢属性和生鲜基 因之间的定位撕裂，供应链采购端较山姆等存在的规模劣势以及过往会员权益专属价值和信任感严重透支，是盒马的问题所在。 这让部分此前购买了盒马会员的用户感到不满，许多付费用户涌入盒马客服要求退款。盒马目前向部分会员提供了剩余权益退费服务，8月5 日下午，一位准备联系盒马咨询退费问题的会员告诉记者，客服实时排队人数达到202位，排队时间远超平时。 盒马正在推出相应措施挽回付费会员。对于想要退费的会员，客服回应称，盒马黄金会员将于25年8月8日上线家庭卡权益，用户将获得一张 同效期副卡，并主动提出可为愿意保留会籍的会员申请30元无门槛红包，请消费者"再用用看"。但88VIP带来的会员价格差之下，许多用户 仍选择退费。 付费会员曾是盒马的重要收入来源之一，盒马曾披露，2022年末，付费会员规模接近300万名，每年仅会员费就可为盒马贡献营收达5.88 亿元。然而，近年来，盒马在付费会员战略上摇摆不断。2023年12月，盒 ...

Core Insights - The recent promotional activities for the 88VIP anniversary have caused confusion among Hema's paid members, leading to a surge in refund requests [1][3] - Hema's membership pricing strategy has been disrupted, as the 88VIP membership offers significant savings compared to Hema's traditional membership fees [1][3] - The closure of Hema X membership stores has further diminished the value of existing memberships, prompting dissatisfaction among users [1][3] Membership Pricing and Strategy - Hema's paid membership was a significant revenue source, contributing approximately 588 million yuan annually with nearly 3 million members by the end of 2022 [3] - The company has experienced strategic shifts regarding its membership offerings, including a halt on new memberships in December 2023, followed by a reevaluation and resumption of membership renewals [3][4] - The introduction of the 88VIP membership has created a competitive pricing environment, potentially increasing user engagement and membership scale for Hema [4][5] Operational Challenges - The closure of Hema X membership stores highlights issues in Hema's positioning between premium offerings and its fresh produce roots, as well as supply chain disadvantages compared to competitors like Sam's Club [4] - Hema faces the challenge of maintaining member loyalty and protecting existing member benefits while aligning with Alibaba's broader strategy to integrate various platforms [4][5] - The company must address the confusion in its pricing strategy and ensure that existing members receive adequate compensation or upgraded services to maintain brand integrity [5]