Core Viewpoint - Hema's X membership stores are set to close, marking a significant shift in the company's strategy as it focuses on its main store formats and discount models [1][2][4]. Group 1: Closure of Hema X Membership Stores - Hema has begun shutting down its X membership stores, including locations in Beijing, Suzhou, and Nanjing, with the last store in Shanghai set to close on August 31, 2025 [1][3]. - The closure aligns with Hema's strategic focus on its main store formats and discount stores, as indicated by industry insiders [2][4]. - Hema X membership stores were launched in 2020, aiming to compete with Costco's membership model, but have not met growth expectations [3][4]. Group 2: Industry Context and Challenges - The membership store model in China has faced challenges, with Costco experiencing low membership renewal rates of 62% compared to a global average of 90% [5][6]. - Other retailers, such as Metro, are attempting to differentiate themselves by increasing the proportion of unique products offered [5]. - Hema's exit from the membership store segment reflects a broader trend where traditional retailers are moving away from membership models in favor of more established formats [7]. Group 3: Hema's Strategic Shift - Hema is pivoting towards hard discount formats and targeting lower-tier markets to create a new growth avenue [8]. - The company has merged its neighborhood and outlet stores into the "Hema NB Division," focusing on low-cost, high-frequency essential goods [8]. - Hema aims to open nearly 100 new fresh stores in 2025, primarily in third and fourth-tier cities, while expanding its neighborhood and outlet store presence [9].

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 ...

" 盒马转舵，驶向下沉市场。 " 作者丨陈嘉欣 编辑丨代聪飞 "我从来没有吃过这么好吃的东西。" 八年前，马云在张勇、侯毅的陪同下参观上海盒马金桥店，他抓起巴掌大的帝王蟹开怀大笑，用餐时还不 停称赞盒马的产品。 此次盒马之行后，张勇彻底在集团站稳脚跟，以盒马为代表的新零售成为阿里战略重心。 2025年，马云再临盒马，来的是盒马的长沙门店，而非北上广深这样的一线城市。当年的左膀右臂均已不 在身边，盒马从"傲视群雄"变得"如履薄冰"。 过去的一段时间，阿里出售盒马的传闻一度甚嚣尘上。马云的站台也许在某种程度上算是一种间接回应： 在大润发、银泰先后被卖出后，至少到目前为止，盒马还没有成为阿里弃子的风险。 一年前的3月18日，侯毅卸任盒马CEO，原CFO严筱磊走马上任。 过去的365天，严筱磊对盒马的战略方向进行了重大调整：陆续关闭X会员店，聚焦盒马鲜生和盒马奥莱 店，放弃对标山姆，有意开拓下沉市场。2025财年，盒马预计将开100家鲜生门店。 另一面，随着传统零售门店纷纷向胖东来靠齐，新零售的下沉战事对盒马而言亦不容易。 01 放弃山姆模式，盒马选择「认命」 折腾五年后，盒马终于认命了。 2020年，盒马喊出要做" ...