从一只张着大嘴的河马门头引发的零售革命，到如今"每5天开1家店"的狂奔；从令人瞠目的30分钟配送，到2025年接连曝出的"鸡蛋风波"与"猕猴桃膨大 剂超标"。 盒马的十年，是一部在掌声与质疑中不断突围、又不断陷入新困境的商业史诗。 这家曾被马云捧起帝王蟹而名噪一时的"新零售样板"，在尝试了超过12种业态的"广撒网"后，最终在2025年迎来了它的分水岭：全面关闭对标山姆的X会 员店，转而押注下沉市场。 新任CEO严筱磊试图用"舍车保帅"的聚焦策略，带领盒马告别"舍命狂奔"的过去，然而，战略摇摆的基因、供应链的脆弱性、与下沉市场的激烈竞争，仍 像三座大山横亘于前。 盒马自成立以来探索过的业态超过十二种，包括定位高端的盒马鲜生、盒马X会员店，聚焦社区的盒马MINI、盒马邻里，以及尝试折扣路线的盒马奥莱、 盒马菜市等，其业务范围广泛覆盖了从高端会员店到社区折扣店的各种模式。 这种"广撒网"式的多业态试错在消耗大量资源的同时，也导致企业难以在任何一个单一业态上深耕并建立起足够的竞争壁垒。 尤其能说明问题的是盒马X会员店业态的历程，该业态于2020年高调推出，明确对标山姆和Costco等国际巨头，然而其发展并未达到预期， ...

Group 1 - The article discusses the launch of a new project "Lao Cai Rui Xuan" by Hou Yi, the former CEO of Hema, marking his third entrepreneurial attempt since leaving Hema in March 2024 [4][9] - The first live broadcast of "Lao Cai Rui Xuan" attracted significant attention despite technical issues, showcasing a variety of products including baked goods, fruits, and seafood [9][12] - Hou Yi's previous ventures, including "Jin Xiao Yi Ke" and "Pai Te Xian Sheng," faced challenges, with "Pai Te Xian Sheng" closing several stores shortly after opening due to poor performance [12][14] Group 2 - Hou Yi reflects on the difficulties faced by "Pai Te Xian Sheng," acknowledging the limited market size for pet food and the challenges of operating physical stores [14][16] - His extensive retail experience spans various sectors, including his time at JD.com, where he developed logistics systems and led O2O initiatives [15][16] - Despite setbacks, Hou Yi emphasizes the importance of product innovation in retail, asserting that the future will be defined by high-quality products rather than low prices [18][19]

Core Insights - Hema X, once a promising retail format aimed at competing with Sam's Club and Costco, is closing its last store, marking the end of its operations [1][2][5] - The membership store model, which required annual fees for entry, failed to meet growth expectations and contributed less than 10% to Hema's overall sales by 2023 [4][3] - Hema's strategy of price competition, including aggressive discounts, did not resonate with consumers who prioritize quality over price [14][15] Company Overview - Hema X opened its first store in Shanghai on October 1, 2020, and expanded to 10 locations across major cities like Beijing, Nanjing, and Suzhou [2] - The business model included a membership system with annual fees of 258 RMB for gold members and 658 RMB for diamond members, alongside a promise of fast delivery services [2][3] - Hema's founder claimed that Hema X was designed to cater to Chinese consumer preferences, but it ultimately did not achieve its intended market penetration [3] Financial Performance - Hema's overall sales reached over 75 billion RMB in the fiscal year ending March 2025, while Hema X's contribution remained minimal [4] - Hema's core business, Hema Fresh, has over 420 stores, with a target daily sales of 150,000 RMB per store, indicating a strong performance in its primary operations [4] Market Comparison - In contrast to Hema X's decline, Sam's Club has seen significant growth in China, with a 22.5% increase in net sales and over 40% growth in membership revenue [6][8] - Sam's Club's strategy focuses on a limited selection of high-quality products, which has fostered strong brand loyalty among consumers [7][12] Industry Trends - The closure of Hema X reflects broader challenges faced by domestic membership-based supermarkets in China, as evidenced by similar struggles of international brands like Metro [17] - Despite the setbacks, other retail formats, such as JD's 7Fresh and local brands like Pang Donglai, continue to explore innovative business models in the grocery sector [14]

Core Insights - Hema is shifting its strategy from a broad market approach to a more focused one, aiming to optimize its operations and improve profitability [1][4][8] - The company has faced challenges in recent years, including leadership changes and a pause in its IPO plans, but is now showing signs of recovery with projected GMV exceeding 75 billion yuan for FY2025 [3][5] - Hema's new core business models will be Hema Fresh and the newly rebranded Super Hema, which will focus on hard discount retail [2][9] Group 1: Business Strategy and Changes - Hema has closed its last X membership store and plans to cease its neighborhood business by October 4, 2023, reallocating user demand to Hema Fresh and Super Hema [1] - The company is transitioning from a broad exploration of various retail formats to a concentrated effort on two main business lines, reflecting a need for clarity in its market positioning [2][4] - The previous strategy of rapid expansion and diverse offerings led to operational inefficiencies and unmet growth targets, prompting a reevaluation of its business model [6][8] Group 2: Market Context and Competition - Hema's challenges are set against a backdrop of intense competition in the retail sector, particularly in the realm of instant retail and food delivery, where it must prove its value proposition [3][14] - The hard discount model, which emphasizes low margins and high turnover, is becoming increasingly relevant, with competitors like Meituan and JD also entering this space [10][14] - Hema's ability to adapt to this competitive landscape will depend on its operational efficiency and the strength of its supply chain [14][15] Group 3: Future Outlook - Hema aims to open nearly 100 new stores and expand into over 50 new cities in the upcoming fiscal year, indicating a commitment to growth despite recent setbacks [8][16] - The company is also integrating its services with Alibaba's broader e-commerce strategy, positioning itself as a key player in the instant retail supply chain [15][16] - The success of Super Hema will hinge on its ability to establish a strong brand presence and consumer trust in a market that is increasingly price-sensitive [11][13]

Group 1 - The Hema Neighborhood self-pickup service will cease operations on October 4, 2023, while gift cards and flowers can still be used at other Hema stores to protect consumer rights [1] - Hema Neighborhood self-pickup service, launched in 2021, reached a peak of 1,500 stores but is now shifting focus to other business formats due to market changes and strategic adjustments [4] - Hema plans to concentrate resources on the "Fresh + NB" business model, aiming to open nearly 100 new stores in the fiscal year, expanding to over 50 new cities, with total stores exceeding 500 [4] Group 2 - The last Hema X membership store in Shanghai closed at the end of August, indicating a strategic contraction for this business model, which was designed to compete with international giants like Costco and Sam's Club [4] - Hema is innovating with its hard-discount community supermarket format, now rebranded as "Super Box NB," which will launch on Taobao Flash Sale, marking a shift from purely offline to fully instant retail [4] - This transition reflects Hema's quick response to changing consumer demands and ongoing exploration in retail models [4]

Group 1 - Hema has recently made significant strategic adjustments, including the closure of its neighborhood pickup service and the abandonment of its membership store model, indicating a shift in focus towards core business operations [2][12][16] - The neighborhood pickup service, launched in July 2021, was intended to enhance community retail engagement but has now been deemed unsuccessful, leading to its complete shutdown by October 4 [6][12][16] - Hema's recent performance shows promising growth, with a reported GMV exceeding 75 billion yuan for the fiscal year 2025, marking its first year of adjusted EBITA profitability [13][14] Group 2 - The rise of instant retail and improved delivery efficiencies have diminished the appeal of community pickup models, as consumers increasingly prefer home delivery options [12][17] - Hema's strategic pivot towards its fresh food and discount store formats aims to capitalize on the growing demand in lower-tier markets, particularly in the Yangtze River Delta region [14][16] - The competitive landscape is intensifying, with major players like JD and Meituan entering the discount supermarket sector, posing challenges for Hema's new discount store format [17]

Group 1 - The core viewpoint of the article is that Hema Neighborhood Pickup service will cease operations on October 4, and users can still use their gift cards and flowers at other Hema stores [1] - Hema Neighborhood Pickup was launched in 2021, and there have been frequent adjustments in Hema stores, including the closure of Hema X membership stores at the end of August [1] - Hema plans to focus on the "Hema Fresh + NB" business model, with a goal to open nearly 100 new stores and expand to over 50 cities within the fiscal year, resulting in a total of more than 500 Hema Fresh stores [1]

Core Viewpoint - Hema Neighborhood Pickup service will cease operations on October 4, with users able to continue using gift cards at other Hema stores [1] Group 1: Business Operations - Hema Neighborhood Pickup was launched in 2021 and peaked at 1,500 locations [1] - Frequent adjustments have been made to Hema stores, including the closure of all Hema X member stores in late August [1] Group 2: Future Strategy - Hema will focus on the "Fresh + NB" business model moving forward [1] - Hema Fresh plans to open nearly 100 new stores within the fiscal year, expanding to over 50 new cities, resulting in a total of more than 500 Hema Fresh stores [1]

Core Insights - Hema Neighborhood Pickup service will cease operations on October 4, with users able to continue using gift cards and flowers at other Hema stores [1] - The Neighborhood Pickup service was launched in 2021 and peaked at 1,500 locations [1] - Hema is shifting focus to the "Hema Fresh + NB" business model, planning to open nearly 100 new stores within the fiscal year, expanding to over 50 cities, resulting in a total of over 500 Hema Fresh stores [1] Summary by Categories Business Operations - Hema Neighborhood Pickup service will stop operations on October 4 [1] - The service reached a peak of 1,500 locations since its launch in 2021 [1] Strategic Focus - Hema is prioritizing the "Hema Fresh + NB" business model for future development [1] - Plans to open nearly 100 new Hema Fresh stores in the fiscal year, expanding to over 50 cities [1] - The total number of Hema Fresh stores is expected to exceed 500 [1]

Core Insights - The decision to shut down all Hema X membership stores represents not only a business contraction but also a strategic correction [1] - In the increasingly clear landscape of "consumer stratification," Hema's attempt to cover multiple consumer segments with a single value proposition reflects a misunderstanding of the consumer market and its own core competitiveness [1] - The lessons learned from Hema's experience are valuable for other retail companies [1]