We reported on it during the Qingming period
Hema Fresh Supermarket
The "Offline Exclusive Rate" has been cancelled
At that time, there was speculation among professionals
Hema may resume its membership
On April 10, Hema issued an announcement for public comment, saying that it intends to resume the card opening and renewal services of X Gold members and X Diamond members on April 24, 2024, and the original Hema X Club VIP will be upgraded to Hema X Gold membership, and the original membership rights and interests have been adjusted.
According to consumer feedback, this announcement has added some new membership benefits: "every Monday" and "every Thursday" have been added as options for weekly membership days, and Hema X Gold/X Diamond members can choose any day from Monday to Thursday as a membership day to enjoy 88% off; Gold members have added a 1% discount on purchases at X member stores, and gold and diamond members (main cards) can get birthday gifts from X member stores.
Hema said that during the suspension of member card opening and renewal, Hema has been collecting user feedback, combined with consumer feedback, actual operation, etc., before deciding to resume member card opening and renewal services, and adjust the free shipping threshold to 49 yuan.
The adjustment took less than half a year
The above adjustment comes less than half a year after Hema suspended the opening of its membership. On October 13, 2023, Hema began to implement a new procurement model and launched a "discount" reform. Nearly 5,000 products in Hema physical stores have "offline exclusive prices", and the prices are significantly lower than online. Two months later, the entrance to apply for a paid membership on the personal account management page of the Hema App also disappeared.
Hema members originally had free shipping rights and 8.8% off on member days. After the launch of the "Offline Exclusive Rate", it cannot be combined with member discounts, and online orders are not eligible for low prices. Some consumers complained on social media: 258 yuan/year membership is meaningless.
According to public data, as of the end of 2022, the scale of Hema paid members is close to 3 million, accounting for only 5% of registered members, but the annual membership fee alone can contribute 588 million yuan to Hema revenue.
Netizens have different opinions
For Hema so "listen to persuasion"
Membership is reinstated
Some netizens said they could understand
"Always allow others to adjust"
Some netizens also said
"Can you take care of quality control first?"
"The order is changing, there is no way to trust"
After the adjustment of Freshippo's new rights and interests
Would you consider buying a membership?
Welcome to leave a message to share~
The chatterbox is synthesized from The Paper, Shangguan News, Hema App, etc
Editor: Wang Zheyan
Editor in charge: Rose Sand