目前，盒马在全国已有近500家盒马鲜生门店和400家超盒算NB门店。 "购物车不够用了。"每当盒马开进一座新城市，盒马"首店"总会引起一阵热潮。元旦前夕，在浙江衢州，伴随着盒马鲜生衢州首店开门迎客，这家3600平方 米的门店一大早就被顾客挤满，甚至火爆到了附近路段堵车，现烤牛肉串、盒马烘焙、车厘子等成为抢购热点。 这是盒马鲜生2025年在新进入40个新城市时的常态。热闹背后，盒马CEO严筱磊在近日发布的新年全员信中披露，2025年，盒马鲜生进入了40个新城市，超 盒算NB新开门店超过200家，带动2025年盒马整体营收同比增速超40%，盒马鲜生与超盒算NB双业态服务超1亿消费者。盒马成功将新店开业的"人山人 海"落到了数字增长上。 在零售行业整体承压的背景下，盒马却在加速布局全国，在零售市场的挑战中找到新需求与新机遇。奔向千亿目标。在新零售的冬天里，盒马尝试如何"穿 越周期"，仍是最值得关注的新故事。 1."盒区房"越来越多了 过去的2025年，盒马的门店扩张有序进行中。除了开店数据，盒马确定了盒马鲜生与超盒算NB"双轮驱动"的新战略，前者复制成功模式，后者打磨最优模 型，在2025年落地了以这两个业态为主的 ...

作者 | 彭倩 "双轮驱动"颇有成果，盒马加速跑 在"双轮驱动"下，盒马的业务变得更为聚焦，集中资源拓展"盒马鲜生"和"超盒算NB"两种店型。2025年，盒马鲜生进入了40个新城市，超盒算NB新开门 店超过200家。 盒马选择此时扩容"盒区房"，实际上是内外因共同作用的结果。 编辑 | 乔芊 推进"双轮驱动"的第一年，盒马交出了不错的成绩单。 2026年伊始，盒马CEO严筱磊（花名：百何）向全员发出内部信，披露了过去一年盒马的成绩。2025年，盒马实现了超40%的营收同比增速。 36氪曾独家了解到，盒马2025财年首次实现全年经调整 EBITA 盈利。在2025年8月7日盒马10周年的发布会上，首次公开亮相的盒马CEO严筱磊也提及了 该数据，她还补充了细节："盒马在过去一个财年里面，每个月都是盈利的。" 早在2024年底，严筱磊便立下了军令状：要让盒马站上千亿规模的台阶，并在未来成为中国零售第一品牌。阿里2025财年（2024年3月底至2025年3月底） 年报显示，盒马该财年GMV已达到750亿元。 也是2024年底，严筱磊在内部信中首次明确，将聚焦盒马鲜生和超盒算NB两大核心业态战略，前者负责快速复制成熟模 ...

未来消费 提前看到消费的未来 LLALL FAREERY FFFFFFF PPPFFFFF 上上大上上上上 aeKV 这一年盒马鲜生进入40个新城市，超盒算NB新开门店超过200家。（内附内部信全文） 作者 | 彭倩 推进"双轮驱动"的第一年，盒马交出了不错的成绩单。 2026年伊始，盒马CEO严筱磊（花名：百何）向全员发出内部信，披露了过去一年盒马的成绩。2025年，盒马实现了超40%的营收同比增速。 36氪曾独家了解到，盒马2025财年首次实现全年经调整 EBITA 盈利。在2025年8月7日盒马10周年的发布会上，首次公开亮相的盒马CEO严筱磊也提及了该数据，她还补充了细节："盒马在过去一个财年里面，每个月都是盈利的。" 早在2024年底，严筱磊便立下了军令状：要让盒马站上千亿规模的台阶，并在未来成为中国零售第一品牌。阿里2025财年（2024年3月底至2025年3月底）年报显示，盒马该财年GMV已达到750亿元。 也是2024年底，严筱磊在内部信中首次明确，将聚焦盒马鲜生和超盒算NB两大核心业态战略，前者负责快速复制成熟模式，后者深耕社区化服务，形成互补优势。2025年，正是执行和检验双轮驱动的一年。 ...

Core Viewpoint - The article discusses the evolution of Hema, a key player in China's retail sector, highlighting its transition from rapid expansion to a focus on profitability, organizational strength, and sustainable growth. The company aims to redefine retail dynamics in the next decade by leveraging its supply chain and product capabilities [2][27]. Group 1: Hema's Growth and Strategy - Hema has transitioned from a phase of aggressive expansion to a more stable growth model, focusing on profitability and organizational efficiency [2][6]. - The company plans to open 100 new Hema Fresh stores by the fiscal year 2025, indicating a strategic shift towards core business operations [4][6]. - Hema's CEO, Yan Xiaolei, has set a target for the company to achieve a GMV of over 100 billion yuan within three years, emphasizing a streamlined organizational structure [6][20]. Group 2: Product Strategy and Consumer Insights - Hema has adapted its product offerings to meet changing consumer preferences, such as introducing smaller cake sizes to cater to single-person households [9][11]. - The company has focused on health and quality, with plans to reduce sugar in its products and enhance nutritional transparency [12][13]. - Hema's self-branded products have gained significant traction, with a 60% sales share in its community supermarket segment, showcasing its competitive edge in product development [15][16]. Group 3: Market Position and Competitive Landscape - Hema is positioned as a key player in the hard discount market, with its new brand "Chao He Suan NB" rapidly expanding its footprint [22][24]. - The hard discount market in China is still in its early stages, with a penetration rate of only 8%, presenting significant growth opportunities [24][25]. - Hema's collaboration with Alibaba enhances its operational capabilities, making it a crucial component of Alibaba's local life services strategy [20][21]. Group 4: Future Outlook and Challenges - The retail landscape is becoming increasingly competitive, with various business models vying for market share, including Sam's Club and Aldi [28]. - Hema's focus on core competencies and supply chain efficiency will be critical in navigating the complexities of the evolving retail environment [27][28]. - The company must continue to innovate and adapt to consumer demands to maintain its competitive advantage in a diverse market [28].

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]