熬过至暗时刻，这次盒马终于能松口气了。 过去十年，盒马大半时间都在创新与狂奔中度过，一度被贴上"网红新零售"的标签。今年二月，马云再度 现身时，盒马在新帅严筱磊的带领下，已步入更稳健的发展阶段。 这也意味着，它将彻底告别依靠扩张和增速掩盖问题的阶段，转而直面 盈利、组织力和可持续 的真正考 验。 十年前，盒马用帝王蟹掀起新零售浪潮；十年后，它用供应链与商品力重塑行业规则。当 750 亿 GMV 与全年盈利成为新起点，盒马新十年究竟会给中国零售带来哪些新变革？谁又能为盒马继续买单？ 01 从攻到守：趟过十年成长阵痛期 " 东风破，战鼓擂，中国零售业形成新一轮的竞争。 " 作者丨 王薇 编辑丨 董子博 2016 年，盒马以 "盒马鲜生" 开创新零售样本，首店低调落子上海金桥。 次年，马云到访该店，海鲜档口徒手拎起帝王蟹的画面刷爆全网，背后蓝色牌匾上的 "盒马鲜生"四字， 也就此进入大众视野。 盒马作为"阿里新零售一号工程"，在短短几年密集孵化了盒马mini、盒马里、盒马小站、盒马邻里等多种 业态，但随着时间推移，"如何盈利"成了它绕不开的现实难题。"盒马摸着石头过河，中国零售摸着盒马 过河"。有媒体曾经这样写到。 ...

Core Insights - Hema celebrated its 10th anniversary in Shanghai, with CEO Yan Xiaolei highlighting key operational metrics and the company's evolution in the retail landscape [1][3] - The company has shifted its strategic focus towards product strength and consumer trends, moving away from traditional supermarket classifications [1][3] Financial Performance - Hema's GMV for the fiscal year 2025 is projected to exceed 75 billion yuan, marking its first year of adjusted EBITA profitability [3] - The store closure rate is reported to be below 2%, which is considered ideal in the retail industry [3] - Hema ranked among the top three in the 2024 Chain Store Top 100 list, achieving double-digit growth in sales and store count [3] Business Strategy - Hema has streamlined its operations, focusing on Hema Fresh and Hema NB, following the closure of Hema X membership stores [2] - The company emphasizes a consumer-centric approach, prioritizing product development and iteration based on consumer feedback [5][7] Product Development - Hema has increased its product launch frequency, averaging over 20 new items monthly, while reducing the total SKU count in its bakery segment from around 300 to 150 [7][8] - The bakery category has become a strategic focus for Hema, with new store openings leveraging popular products to attract customers [8] Market Trends - Hema has identified consumer trends such as the demand for smaller packaging, catering to the needs of smaller households [8] - The company has seen significant growth in its HPP juice sales, doubling year-on-year for the past three years, with 90% of HPP juice products being private label [9] Expansion Plans - Hema plans to open nearly 100 new stores within the fiscal year, aiming to exceed a total of 500 locations [9] - The integration of Hema's membership system with Taobao's has resulted in a rapid increase in membership numbers, enhancing customer engagement [10]