Red Star Capital Bureau reported on December 28 that today, the X member of the Hema offline APP will handle the entrance and renewal entrance, but the offline Hema X member stores in various cities can still open and renew cards.
Hema told Red Star Capital that the current paid members can enjoy membership benefits until the end of their membership. After all products achieve "low prices every day, explosive items" and the same price online and offline, Hema will launch a new membership system.
At present, the reason why Hema has not yet achieved the same price online and offline is because of the discount transformation since October this year, and the implementation of offline exclusive prices. On October 13, Hema launched a discount reform, first lowering the prices of more than 5,000 products in Hema Fresh offline stores, a decrease of about 20%. In other words, these products that can only be bought in Hema offline stores are about 20% off, which is 8% higher than that of membersThe 20% discount is even lower, and the offline discount and the membership discount cannot be stacked.
This means that a consumer spends at least 258 yuan a year to set up a membership in Freshippo, which may be 8The goods bought after 20% off are more expensive than the discount price that consumers who do not have a membership buy offline. In order to solve this problem, Hema will implement a new simplified membership system, and the details are still being optimized. A person close to Hema once told the Red Star Capital Bureau that it is not ruled out to launch a membership for online shipping, and the specific landing time and other details are uncertain.
Hou Yi, CEO of Freshippo, said that in the new year, Hema will "focus on commodity power and simplify everything else".
Red Star News reporter Cheng Luyang.
Edited by Xiao Ziqi.
*Red Star News, Prizes for Reporting!）