Core Insights - The membership model in China's retail market is undergoing significant changes, highlighted by the announcement of Hema X membership stores closing by the end of August 2025, which has garnered widespread attention in the industry [1] - Hema X membership stores, launched in October 2020, aimed to compete with international giants like Sam's Club and Costco, but have faced challenges leading to their impending closure [3] Group 1: Hema X Membership Store Developments - Hema X membership stores were ambitious in their launch, with the first store covering 6,000 square meters and offering 1,800 products, 30% of which were exclusive, leading to a peak membership of nearly 3 million and annual membership revenue exceeding 500 million yuan [1] - The decision to close Hema X stores is part of a strategic shift under new CEO Yan Xiaolei, who prioritizes profitability and focuses on Hema Fresh and neighborhood businesses, deeming the high investment in X membership stores misaligned with the new strategy [3] - Consumer feedback indicated that Hema X stores offered many of the same products as regular Hema Fresh stores but at higher prices, undermining the perceived value of the 258 yuan annual membership fee [3] Group 2: Competitive Landscape - Sam's Club continues to grow despite facing quality controversies, with membership numbers exceeding 5 million and annual membership revenue surpassing 1.3 billion yuan, although it has encountered issues such as food safety problems [3] - Costco's cautious expansion in China contrasts with its global revenue growth, facing a low membership renewal rate of 62% in China compared to the global average of 90%, indicating localization challenges [5] - The membership model in China faces several challenges, including the perception of membership value, as evidenced by Hema's failure to convey unique value and the homogenization of products, while Sam's Club's quality issues threaten its competitive edge [5] Group 3: Operational and Market Challenges - The operational efficiency of membership retail is critical, relying on supply chain efficiency and cost control, which requires long-term investment, a challenge for Hema attempting to replicate Sam's decades of supply chain expertise [6] - The rise of instant retail poses a challenge to traditional membership models, as consumer habits favor immediate delivery over bulk purchasing, necessitating membership retailers to enhance their online and instant delivery capabilities [6]

Core Insights - The closure of Hema X membership stores marks the end of Hema's attempt to create a Chinese version of Sam's Club, with the first store opening in October 2020 and all stores closing within five years [1] - Hema X membership stores initially expanded rapidly, reaching ten locations and accumulating nearly 3 million members, generating over 500 million yuan in annual membership fees [1][2] - The strategic decision to close Hema X stores is part of a broader plan to focus on Hema Fresh and neighborhood businesses, as the membership model did not align with the new strategy [2] Hema X Membership Store Performance - Hema X membership stores faced challenges as they offered many of the same products as regular Hema Fresh stores but at higher prices, undermining the value of membership fees [2] - Attempts to lower prices to attract customers led to a deviation from the high-end membership positioning, ultimately resulting in the suspension of membership renewals [2] Competitor Analysis - Sam's Club remains a leader in the industry, with membership numbers exceeding 5 million and annual membership revenue surpassing 1.3 billion yuan, despite facing quality complaints [2] - Costco's cautious expansion in China reflects challenges such as high logistics costs and poor product adaptability, resulting in a membership renewal rate below the global average [4] Industry Challenges - The development of membership retail in China faces hurdles, including consumer perception of membership value, localization issues, and operational efficiency [6] - The rise of instant retail is challenging traditional membership models, pushing retailers to enhance online capabilities and instant delivery services [6] Future Directions - The membership retail sector in China needs to reconstruct its value system, accelerate supply chain localization and digitalization, and explore diversified membership services [8] - Hema's exit serves as a warning to other players in the industry to prioritize quality and service alongside expansion efforts [8]