36氪独家获悉，美团在社区折扣超市"快乐猴"之外，其前置仓业务小象超市也在筹备新的线下店项目。 新项目将采用大店模式，于今年6月正式立项，由小象超市既有团队负责，首店预计今年12月在北京开 出。 至此，美团的线下布局可以概括为"两条腿走路"：线下折扣项目"快乐猴超市"划分至社区团购业务"美 团优选"，对标盒马NB、奥乐齐等社区超市；大店项目由小象超市团队负责，跳出社区做大店，整体选 品定位也更贴近目前小象超市的中高定位。 美团的线下布局，伴随着新业务的优化与转向而生。今年4月，36氪曾独家报道小象超市即将开设线下 店，社区折扣店、大店均在考虑范围；6月下旬，美团优选宣布退出亏损区域，仅保留杭州、广东等少 数地区的业务，而小象超市从今年1月起开始酝酿的"快乐猴超市"转而交由原优选团队负责，保留了优 选仓储中心的杭州成为开店第一站；同样是在6月，小象内部将大店立项——与持续亏损的社区团购相 比，即时零售跑出了确定性需求，美团也从优选业务中离场，转而抢夺线下阵地的增量市场，这构成了 美团新业务的最新变化。 目前，快乐猴超市在杭州的筹备已经基本完成，位于杭州市拱墅区大关路的首店将于8月29日开业，门 店SKU约170 ...

是时候和这家会员店告别了！ 上海最后一家盒马X会员店——森兰商都店即将于8月31日正式关闭。记者最新探访看到，店内绝大部分区域已空空荡荡，甚至已经有关闭施工区域。还 有一些工作人员在为最后的闭店做准备。 少数剩余商品以1-3折的清仓价出售，引来市民最后一波"捡漏"。有顾客买了一车原价359.3元的商品，最后只付了32.4元。还有些顾客，不为抢购便宜货 而来，是专门前来和这家店告别的。 清仓商品价格一降再降 "这款式基础，夏天当居家服穿正好。"一位年轻女孩对同伴说，顺手将T恤放进了购物车。在一旁，一位奶奶却扶着老花眼镜看衣服材质："不是棉的，算 了。" 衣服旁边还有其他货品。KN95防护口罩从原价29.9元/盒降到了3元/盒，相当于原价的一折；新鲜生活纸茶杯（260只装）从原价69.9元降至6.3元；翼鲲飞 盘也从原价49.9元/盒降到了7.5元/盒。 一二折顾客"捡漏"忙 走进盒马X会员店森兰商都店，一股空旷感扑面而来。灯火通明依旧，却不见了人头攒动的景象，大量货架、冷柜已空空如也，只剩下几个孤零零的价格 标签，提示着这里曾经陈列过进口牛排和爆款烘焙。一些配套的门面和销售隔间也都已撤空。 "只要有的东西都能买 ...

Core Insights - The opening of Hema's first store in Zibo marks the successful expansion into Shandong's seventh city, highlighting the role of "first store economy" in stimulating regional consumption [1] - The collaboration between Hema and Zhuhai Wanda Commercial Management Group demonstrates the replicability of their commercial resource integration and consumption upgrade strategies [1][2] Group 1: Market Position and Strategy - Zhuhai Wanda Commercial Management Group has been deeply rooted in Shandong for 15 years, operating 20 shopping centers across 11 cities, with a new Wanda Plaza set to open in Jinan by December 2025 [2] - The company is actively upgrading its commercial ecosystem by tailoring strategies to customer needs, implementing structural adjustments, and enhancing operational quality [2][3] Group 2: Structural Adjustments - The company focuses on brand elevation to activate existing commercial spaces, using customer demand as a guide to redefine shopping center positioning and tenant mix [3][4] - For instance, the Jinan Weijiazhuang Wanda Plaza has successfully revitalized its offerings by introducing 48 new brands in the first half of 2025, enhancing customer engagement and driving high-quality consumption [3][4] Group 3: Experience Enhancement Strategies - The company emphasizes creating a comfortable shopping experience through operational, marketing, and service innovations, including the "one store, one color" principle for unique visual identities [5][6] - Significant upgrades to public areas and facilities have been made to improve customer experience, leading to increased dwell time and emotional connection with the space [6] Group 4: Marketing and Service Innovations - The marketing strategy has evolved from unified marketing to a multidimensional approach, integrating local cultural elements and hosting various events to enhance customer engagement [6][7] - The introduction of value-added services and training for staff and merchants aims to create a win-win ecosystem, enhancing customer satisfaction and brand loyalty [7] Group 5: Future Developments - The upcoming Jinan Century Avenue Wanda Plaza, set to open in December 2025, will feature a garden-style commercial space designed to cater to diverse lifestyles and enhance community engagement [8][9] - The company aims to replicate its successful strategies in more cities, focusing on activating regional consumption potential and evolving commercial spaces into platforms for lifestyle value creation [10]

Core Viewpoint - The complete closure of Hema's membership stores has sparked widespread attention in the market, reflecting a significant shift in China's retail landscape and prompting discussions on the future direction of the industry [2][3]. Summary by Sections Company Actions - Hema has announced the closure of all its membership stores, with the last remaining store in Shanghai set to close on August 31 [1][2]. - The decision to exit the membership store model is seen as a strategic move to reallocate resources to more profitable areas [2]. Market Context - The competitive landscape of the retail industry is intense, and Hema's withdrawal highlights the challenges faced by local retail enterprises in adapting to market demands [2][4]. - Hema's membership fee was set at 258 yuan, comparable to established players like Sam's Club, but failed to deliver a corresponding value proposition, leading to consumer dissatisfaction [3]. Industry Insights - The closure of Hema's membership stores should not be interpreted as a failure of the membership model in China, but rather as a rational adjustment in response to market conditions [3]. - The evolution of retail in China is driven by changing consumer demands, and successful businesses must innovate and meet these needs effectively [4]. - The case of Hema serves as a reminder that any business model must be rooted in local market conditions to achieve sustainable success [4].

Core Insights - The closure of Hema's membership stores reflects a significant shift in China's retail landscape, emphasizing the need for rational business adjustments rather than blind pursuit of scale [1][2] - The competitive landscape in retail is not solely based on pricing but also involves cost control, supply chain management, and consumer emotional value [2][3] - Hema's membership model failed to create a value proposition that matched consumer expectations, leading to a disconnect where prices in membership stores were higher than in competitors [2] Group 1: Market Dynamics - Hema's decision to exit the membership store segment is a strategic move to reallocate resources to more profitable areas, indicating a shift in focus towards more sustainable business practices [1][2] - The closure serves as a reminder that any business model must be rooted in local market conditions and consumer behavior to achieve lasting success [2][3] - The evolution of retail in China is driven by changing consumer demands, necessitating continuous innovation and precise alignment with consumer needs [3] Group 2: Competitive Landscape - The retail market in China is large enough to accommodate various business models, but success requires a focus on operational efficiency and effective supply chain support [3] - Hema's dual strategy of "Hema Fresh + Hema NB" and the shift towards "light asset + small store" models demonstrate adaptability in a rapidly changing market [2] - The contrasting fortunes of different retail models, such as Hema and the traditional home goods market, highlight the importance of understanding local consumer preferences [3]

Core Viewpoint - Hema X membership stores, once seen as a significant growth opportunity for Alibaba, are closing down due to strategic shifts and intensified competition in the membership store sector [5][17]. Group 1: Store Closures - Hema X membership stores in Beijing, Suzhou, and Nanjing will cease operations on July 31, leaving only the Shanghai Senlan store, which is also set to close on August 31, resulting in a complete shutdown of Hema X stores nationwide [2][5]. - The closure of Hema X membership stores reflects a broader strategic retreat by Alibaba, focusing resources on core businesses like Hema Fresh and Hema NB [5][17]. Group 2: Strategic Shifts - Hema X was initially positioned to compete with Sam's Club and Costco, but after Alibaba's divestment from other retail entities, the expansion of Hema X has significantly slowed [5][17]. - The closure of Hema X membership stores is part of Alibaba's strategy to consolidate its membership offerings and enhance the overall customer experience across its platforms [17]. Group 3: Financial Impact - Following the announcement of Hema X store closures, Alibaba's stock price experienced fluctuations, opening at $122.49 on July 29 and closing at $117.04 on August 5, marking a 16.4% decline from its peak earlier in the year [5][17]. - Despite the closures, Hema's main business, Hema Fresh, reportedly achieved profitability, indicating a potential shift in focus towards more sustainable business models [14][15]. Group 4: Leadership Changes - The departure of key figures from Hema's founding team, including co-founder Hou Yi and public affairs head Shen Li, marks a significant transition in leadership as the company moves towards a new management structure [11][14]. - The new CEO, Yan Xiaolei, who has a financial background but lacks retail experience, is expected to implement a flatter management structure, which may influence Hema's operational strategies moving forward [11][14]. Group 5: IPO Prospects - Hema's plans for an initial public offering (IPO) have been postponed, with the company's valuation dropping from $10 billion to under $4 billion, reflecting a cautious market environment for consumer-focused businesses [13][15]. - The company faces challenges in proving the sustainability of its high-cost business model, which has led to skepticism regarding its long-term competitiveness and potential for future growth [15].

Core Viewpoint - Hema X membership stores, once seen as a significant growth opportunity for Alibaba, are closing down, indicating a strategic shift and challenges in the retail sector [2][5][18] Group 1: Store Closures - Hema X membership stores in Beijing, Suzhou, and Nanjing will cease operations by July 31, leaving only the Shanghai Senlan store, which is also set to close by August 31, resulting in a complete shutdown of Hema X stores nationwide [2][5] - The closure of Hema X membership stores reflects a broader trend of Alibaba consolidating its retail strategy and focusing on core businesses like Hema Fresh and Hema NB [5][18] Group 2: Strategic Shifts - Hema X was initially positioned to compete with Sam's Club and Costco, but increased competition and a slowdown in expansion have led to its decline [5][11] - Alibaba's decision to close Hema X stores is part of a larger strategy to integrate resources across its platforms, such as Taobao and Ele.me, and to streamline its membership offerings [18] Group 3: Financial Performance - Following the announcement of Hema X store closures, Alibaba's stock experienced fluctuations, opening at $122.49 and closing at $117.04 on August 5, reflecting a 16.4% decline from its peak earlier in the year [5] - Despite the closures, Hema Fresh has reportedly achieved profitability, with annual sales reaching 61 billion yuan, indicating that the core business remains strong even as Hema X falters [9][15] Group 4: Leadership Changes - The departure of Hema's founding team, including CEO Hou Yi, marks a significant transition for the company, with new leadership under financial expert Yan Xiaolei, who lacks retail experience [10][12] - The management shift coincides with the closure of Hema X stores, suggesting a potential reevaluation of Hema's business model and operational strategies [12][18] Group 5: IPO Prospects - Hema's plans for an IPO have been put on hold, with its valuation dropping from $10 billion to under $4 billion, reflecting market skepticism about its business model and growth potential [14][16] - The overall market sentiment towards consumer-facing businesses has become cautious, impacting Hema's ability to attract investment and achieve its ambitious sales targets [14][16]

Core Insights - Hema, a retail giant, announced the closure of all its warehouse-style membership stores, which has garnered significant attention in the market [1] - The CEO, Yan Xiaolei, stated that the closures represent less than 2% of the total stores, as the company aims to focus on its core business and has implemented various store optimization measures since last year [1] - Hema plans to open nearly 100 new stores and expand into over 50 new cities within the current fiscal year [1] - The last Hema X membership store will close on August 31, marking the company's complete exit from the membership store sector [1] - Hema achieved a milestone of profitability for the first time in the last fiscal year [1] - As of March 31, 2025, Hema Fresh is expected to have over 420 stores, ranking third in China's supermarket industry with a GMV of 75 billion yuan [1] Strategic Adjustments - Experts interpret Hema's decision to exit the membership store business as part of a strategic shift towards a dual-line layout, focusing on Hema Fresh for community fresh produce and Hema NB for hard discount models [5] - The closure of Hema X membership stores aligns with the company's previously stated strategy to concentrate on its main store formats and discount stores [5] - This move reflects a broader trend in the retail industry, shifting from "scale expansion" to "efficiency first," as membership stores require larger spaces and higher investments, leading to longer investment return cycles [5] - Hema Fresh and Hema NB have smaller store sizes and lower capital requirements, allowing for quicker profitability, which aligns with the company's current strategic goals [5]

Group 1 - The core point of the article is that Hema's membership store model, Hema X, is officially declared a failure after nearly five years of trial, leading the company to shift focus towards Hema Fresh and Hema NB formats, targeting lower-tier markets instead of the middle-class consumer segment [1][2][4][5] - Hema X membership stores, which aimed to compete with Costco and Sam's Club, are closing down, with the last store in Shanghai set to cease operations on August 31, 2023. The initial expansion phase from 2021 to 2022 saw the opening of 10 stores and nearly 3 million members, but the model failed to deliver sufficient differentiation and value to customers [2][3][4] - Analysts suggest that Hema X faced a positioning dilemma, trying to be both a premium supermarket and a warehouse discount store, which led to a lack of clear target audience and ineffective supply chain management, resulting in high costs and low customer loyalty [4][6] Group 2 - Hema is now focusing on expanding its Hema Fresh and Hema NB formats, with plans to open nearly 100 new stores in over 50 cities within the fiscal year, aiming for a total of over 500 Hema Fresh stores [1][6] - The new strategy emphasizes smaller store formats and high-density locations, aligning with the "instant retail" model that combines offline presence with efficient logistics, particularly in lower-tier cities and communities [5][6] - Hema's goal is to achieve a total merchandise transaction volume of 100 billion yuan over the next three years, with a projected 2025 fiscal year merchandise transaction volume of 75 billion yuan, indicating a shift towards profitability and operational efficiency [6]

Core Viewpoint - Hema X membership stores are undergoing a complete shutdown as part of a strategic focus shift, with all physical locations ceasing operations by August 31, 2025 [5][6][8]. Summary by Sections Store Closures - All Hema X membership stores will stop operations, with the last store closing on August 31, 2025. The stores will continue to offer online ordering and home delivery services through the Hema app [6][8]. - The closure includes multiple locations across major cities such as Shanghai, Beijing, and Suzhou, with the first store opening in October 2020 [12][13]. Business Adjustments - Hema X membership stores have faced continuous shrinkage since May of the previous year, with several locations closing in July 2023 [12]. - The membership model was initially inspired by international giants like Costco and Sam's Club, but Hema has struggled to establish a sustainable competitive advantage in this segment [14][19]. Strategic Focus - Following the appointment of a new CEO, Hema is shifting its strategy to focus on Hema Fresh and Hema NB (Neighborhood) stores, aiming for refined operations and product offerings [15][24]. - Hema has reported significant growth, with 72 new Hema Fresh stores opened in 2024, marking the fastest expansion in five years [28][29]. Market Dynamics - The membership store model has proven challenging, with many players exiting the market. Hema's decision to close its membership stores reflects a broader trend of consolidation and resource optimization in the retail sector [30][32]. - The competitive landscape for membership stores is evolving, with established players like Sam's and Costco maintaining a strong presence while new entrants explore the market [33][34]. Future Outlook - Hema's strategic pivot towards its core business and the successful integration of online and offline retail is expected to drive future profitability and growth [29][34]. - The company aims to continue expanding its footprint in lower-tier cities and enhance its product offerings to meet changing consumer preferences [26][28].