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盒马为什么全面关停会员店?
Hu Xiu· 2025-08-05 10:13
Core Viewpoint - Hema has decided to completely exit the membership store segment, with the last store in Shanghai set to close by the end of August 2023, following the closure of three other locations in July 2023 [1][3][9] Group 1: Store Closures - The last Hema X membership store in Shanghai will cease operations on August 31, 2023, marking the end of Hema's membership store strategy [1] - Other locations, including the Beijing World Flower store, Suzhou Xiangcheng store, and Nanjing Yanziji store, closed on July 31, 2023 [1] - The Shanghai Gaoqing store had already closed on April 1, 2023, indicating a trend of store closures throughout the year [3] Group 2: Strategic Shift - Hema's founder, Hou Yi, announced his retirement in early 2023, with the new CEO, Yan Xiaolei, focusing on achieving a GMV target of 100 billion yuan within three years [4][5] - The closure of membership stores aligns with Hema's strategic shift towards focusing on its core businesses, Hema Fresh and Hema NB [5] - The decision to abandon the membership store model is seen as a cost-control measure in response to intense external competition and high operational costs [6] Group 3: Financial Implications - The investment for each Hema X membership store ranged from 50 million to 60 million yuan, significantly higher than traditional fresh food stores [6] - Hema has recently achieved its first annual profit since its inception, with a projected GMV exceeding 75 billion yuan for the 2025 fiscal year [10] - The company plans to open nearly 100 new stores in the upcoming fiscal year, focusing on third and fourth-tier cities [10] Group 4: Market Position and Future Prospects - Hema's membership store model was initially seen as a potential growth avenue, aiming to compete with Costco and Sam's Club [8] - Despite the challenges faced in the membership store segment, Hema Fresh and Hema NB are expected to accelerate their expansion [9] - The upcoming launch of a new membership system by Taobao, integrating various services, is anticipated to provide Hema with a significant influx of new members, enhancing growth opportunities [11]
盒马告别会员店
经济观察报· 2025-08-04 12:27
Core Viewpoint - Hema has completely shut down all its membership stores, marking a significant strategic shift away from its previously envisioned "second growth curve" that aimed to compete with Costco [2][5][8]. Group 1: Membership Store Closure - Hema X membership stores in Beijing, Suzhou, and Nanjing ceased operations on July 31, 2023, with the last remaining store in Shanghai also set to close by August 31, 2023 [2][4]. - The closure of all membership stores indicates Hema's decision to abandon this business model amid increasing competition and a slowdown in the domestic membership store market [2][6]. Group 2: Background and Development - Hema X membership stores were launched over four years ago, with the first store opening in Shanghai in October 2020, initially seen as a promising venture to rival Costco [5][6]. - The membership model included two tiers: Gold members at 258 yuan/year and Diamond members at 658 yuan/year, targeting middle-class families and high-end consumers [5][6]. Group 3: Strategic Shift - Hema's parent company Alibaba is reducing its retail footprint, selling off assets like Gaoxin Retail and Intime Department Store, which has influenced Hema's strategic focus [2][8]. - The new CEO, Yan Xiaolei, aims to achieve profitability and has shifted focus towards Hema Fresh and Hema Neighbor Business, moving away from the membership store model [8][10]. Group 4: Market Competition - The membership store sector has seen rapid growth, with competitors like Costco and Sam's Club expanding aggressively in China, while Hema struggled to differentiate its offerings [6][9]. - Hema's membership stores faced challenges in product differentiation and pricing, leading to consumer dissatisfaction regarding the value proposition of membership fees compared to regular retail prices [11][12]. Group 5: Future Plans - Hema plans to concentrate on its core businesses, Hema Fresh and Hema Neighbor Business, which are seen as more aligned with consumer shopping habits and preferences [9][13]. - Despite the closure of membership stores, Hema continues to offer membership benefits through partnerships and online platforms, indicating a potential pivot rather than a complete abandonment of the membership concept [14].