Core Insights - Hema X membership stores, once seen as a key growth initiative, are set to close all locations by the end of the month after less than five years of operation [1][3] Group 1: Business Performance - Hema X membership stores aimed to emulate Costco and rapidly expanded, opening ten stores across major cities like Shanghai and Beijing by October last year [3] - Despite rapid expansion, Hema X membership stores failed to establish a competitive advantage in supply chain and product selection, leading to a lack of differentiation [3] - The pricing strategy of Hema X membership stores has been criticized, with some products priced higher than those in Hema Fresh, contradicting the value proposition of membership stores [3][5] Group 2: Market Position and Strategy - Hema X membership stores have not built a substantial user base, with their contribution to overall sales remaining below 10% [5] - In contrast, Sam's Club has seen significant success in China, growing its membership from 2 million in 2019 to nearly 9 million by 2024, generating annual membership revenue of 2.3 billion yuan [5] - Following the closure of Hema X membership stores, Hema is shifting focus to expanding Hema Fresh and Hema NB formats, planning to open nearly 100 new Hema Fresh stores by 2025 and aiming for 300 Hema NB stores in three years [6] Group 3: Customer Engagement - To retain customer loyalty, Hema is collaborating with Taobao 88VIP to offer a limited-time promotion for 90 days of free X membership rights [6] - The upgraded "Cloud Enjoyment Club" will continue to offer over 800 MAX products and exclusive member prices, providing consumers with more choices and discounts [6]

Core Insights - The termination of Hema's membership store business signifies a strategic shift from expansion to a focus on retail fundamentals [1][12] - The company aims to prioritize profitability under the new CEO, Yan Xiaolei, with plans to enhance its core business operations [8] Timeline of Store Closures - Hema began its store closures in March 2024, reducing its locations from 10 to 5 by April [1] - By July 31, 2025, Hema will close its last stores in Beijing, Suzhou, and Nanjing, with the final closure in Shanghai on August 31, 2025, marking the end of the membership store business [2] Membership Rights Management - Paid members can continue shopping online through the "Cloud Enjoyment Meeting" channel, retaining membership pricing and delivery services [3] - Hema collaborates with Taobao 88VIP to offer a "free 90-day membership" initiative to transition users to its core business [3] Reasons Behind Store Closures - External pressures include intense competition from Sam's Club and Costco, as well as local brands like fudi and M Membership Store, leading to a slowdown in industry growth [5] - Internal strategic misalignment is evident, with insufficient product differentiation and supply chain weaknesses [6] Cost and Positioning Imbalance - Hema faced high rental costs, with a prime location in Beijing costing 15 RMB/m²/day, while the average industry rate is 8-10 RMB/m² [7] - The target customer base was misaligned, as the membership fee of 258 RMB/year did not match the high-end product experience, resulting in low member repurchase rates [7] Management's Strategic Shift - The new CEO emphasizes a "profit-first" approach, aiming for a GMV of 75 billion RMB and the first annual profit in FY2025 [8] - Plans include opening 100 new Hema Fresh stores and expanding the Hema Neighborhood Business (NB) to 1,000 stores, focusing on community discounts [8] Industry Reflection and Future Challenges - The membership store model faces challenges in China, with long-term investments clashing with the rapid pace of the internet [9] - Hema's localization efforts have been inadequate, failing to adapt to the needs of small families in China [9] Hema's New Battlefield and Concerns - The competition in instant retail is fierce, with JD's 7Fresh offering lower prices and Meituan's penetration into lower-tier markets [10] - Concerns about product quality in Hema NB could undermine brand trust if low-price strategies compromise quality [10] Insights: Return to Retail Fundamentals - The exit from membership stores reflects a return to retail principles, focusing on effective scale and user value [11] - Hema aims to enhance the shopping experience and address cost-performance issues while navigating competitive pressures [11][12]