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死磕山姆无果盒马抉择:收缩X会员店转身社区折扣店,中国式会员制归宿?
Hua Xia Shi Bao· 2025-05-10 07:12
Core Insights - The contraction of Hema X membership stores reflects intense competition in the retail sector and signals a shift towards cost-effectiveness in response to changing economic conditions [2][4][8] Group 1: Store Performance and Closure - Hema X membership store in Daxing, Beijing, has seen empty shelves and reduced product offerings, indicating a decline in customer traffic [3][4] - The Daxing store is the only Hema X location in Beijing, and it has not received any closure notifications despite the ongoing shrinkage of the membership store format [3][4] - Hema X membership stores have closed multiple locations, including three in Shanghai as of April 1, leaving only five stores nationwide [4][5] Group 2: Strategic Shift and Market Position - Hema X was initially viewed as a significant growth driver for Hema, but the rapid expansion has not met expectations, leading to a reevaluation of its business model [4][6] - The shift towards discount stores aligns with current consumer trends favoring cost-effectiveness, as Hema seeks to enhance its market presence amid increasing competition from established players like Sam's Club and Costco [5][7][8] - Hema's CEO has indicated a focus on core business areas, particularly Hema Fresh and Hema Neighborhood (NB), aiming for significant growth and expansion in these segments [6][8] Group 3: Competitive Landscape - Competitors like Sam's Club and Costco continue to expand aggressively in China, with Sam's Club planning to open eight new stores this year [5][6] - The membership store model's challenges stem from a mismatch between Hema's original online-focused strategy and the offline experience demanded by membership store customers [5][6][8] - The retail landscape is evolving, with a clear need for Hema to adapt its strategies to meet diverse consumer demands across different market segments [8]