Hema adjusted the price and equity

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To match its own "high -end image", Hema also launched a member system like Sam. In the year, Hema paid membership business was officially launched, with annual fees. Pay members can enjoy designated free vegetables, and enjoy the entire discounts every Tuesday or Wednesday throughout the year. In the following years, Hema Xiansheng paid membership business has been adjusted many times, including the price rose to Yuan/year. Nian  of X members. For the first time, Diamond members were launched to pricing each year. At the same time, members of the previous pricing were retained,


which officially called gold members. Originally, there was no problem with this business model. Until the beginning of the year Hema started to implement low -cost strategies, the membership system began to "conflict" with low -cost strategies. At the end Azerbaijan WhatsApp Number of the year, Hema, which is positioned in the high -end membership users, suddenly launched a "price war" with the Sam member store, launched the "moving mountain price", and began to label themselves. Chengdu and other cities have launched "moving mountain prices"; in the month, Hema announced the start of the "discount" change, and the price of multiple goods in Hema Xiansheng Line stores was reduced. However, the effect is unsatisfactory.





According to media reports, due to the online enjoyment price and membership discounts, users said that the annual fees have become "unjust", and even some commodity members discount prices have not been cheap for offline special prices. In this regard, Pan and Lin Zeng commented on the co -director of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Commercial School of Business. "But sneaking, Hema's low -cost strategy has to do. Last month, Hou Yi also specifically emphasized at the new zero conference conference that Hema will fully implement discount reform in the future。