Since the beginning of this year, Hema has frequently appeared on the hot search, causing consumers to continue to pay attention: cancel the membership system, increase the freight, cancel the offline preferential price, and now that April is coming, the new news is coming, and Hema is going to change again, this time it is changed back! But compared with the past, the new membership rights and interests are still different from the past.
According to Freshippo, this time the resumption of the membership system is the opening and renewal of the membership system, not the restoration of the membership system itself, and the original Hema members can be used normally in the previous months. After a period of adjustment, it is planned to resume the card opening and renewal services for X Gold and X Diamond members from April 24, and at the same time upgrade and adjust the rights and interests of the original members. The free shipping threshold is unified at 49 yuan, which will also take effect on April 24.
In late December last year, some consumers found that they could not open a new paid membership in the Hema app. At that time, Hema adjusted its membership policy and stopped opening new paid members, and paid members who had not expired could still renew their subscriptions through the APP.
For a while, there was a lot of talk about Hema being about to cancel the membership system.
In addition to the shopping qualifications of X member stores, members are most concerned about whether the 8.8% discount membership day of the Hema Fresh store will survive one day a week.
Now, almost four months later, Hema is about to "change back" again - it plans to resume the card opening and renewal services for X Gold and X Diamond members from April 24.
In this regard, some netizens ridiculed it as "repeated horizontal jumping". Why was it canceled and now reinstated?
Hema refers to this change as "resuming renewal and card opening", rather than resuming membership. In addition, after the resumption of the card opening and renewal services for X Gold and X Diamond members, the original membership rights and interests will be upgraded and adjusted, and on the basis of the original rights and interests, the optional dates of the weekly membership day, the X member store shopping rebate and birthday gifts will be added.
For example, in the past, consumers in Shanghai could not choose every Monday as their weekly membership day, but after the resumption of renewal and card opening, "every Monday" has been added as an option in Shanghai, that is, X Gold or X Diamond members can choose any day from Monday to Thursday as a membership day and enjoy 88% off.
In addition, Gold members have added a 1% discount on purchases at X member stores, and gold and diamond members (principal card) can get birthday gifts at X member stores. At the same time, Hefei has been added as a service area for X Gold/X Diamond members.
During the previous suspension of card renewal, in order to facilitate consumers to continue to open and shop at X member stores, X member stores temporarily launched VIP cards. From April 24th, all X Club VIPs will be seamlessly upgraded to X Gold members and enjoy corresponding benefits, which can be used in ordinary stores and X member stores.
Since the beginning of this year, many consumers have worried about the "free shipping threshold" of Freshippo.
On January 31, Hema issued an announcement to raise the free shipping threshold in 25 cities including Beijing, Shanghai and Guangzhou, from the original 39 yuan or 49 yuan to 99 yuan, which attracted widespread attention, but later the solicitation announcement was changed, and the number of cities with the increase in the free shipping threshold will be reduced from 25 to Beijing, Changsha and Nanjing. In February, the free shipping threshold in these three cities was raised to 99 yuan, while the Shanghai Hema fresh store remained at 49 yuan, and the Hema mini store started at 39 yuan.
Since then, many consumers in Shanghai have been worried: Is this the difference between rising first and rising later? Will Shanghai rise?
Now, here's what's new. The reporter learned from Hema that after a period of pilot, combined with consumer feedback, actual operation, etc., Hema unified the free shipping threshold to 49 yuan in this adjustment, which took effect on April 24.
That is to say, the national free shipping threshold is 49 yuan across the country, and Shanghai's 49 yuan will naturally not change.
In addition to the opening of the membership system and the resumption of renewal, the most concerned thing is naturally the price of goods.
In October last year, Hema began to implement a new procurement model and launched a "discount" reform. For consumers, the most intuitive feeling is that Hema physical stores have "offline exclusive prices", and many products have different prices online and offline, and shopping in stores is more discounted. Recently, some consumers have found that there is no sign of "offline exclusive price" in physical stores. Is this a change in the discount transformation strategy of Freshippo?
The reporter learned from Hema that the "offline exclusive price" is one of the products in the process of supply chain optimization. In February this year, Beijing, Nanjing, and Changsha took the lead in canceling the "offline exclusive price" and piloting the same price online and offline. After a round of adjustments in April, Hema will achieve the same price online and offline nationwide. In other words, customers who don't have time to visit physical stores don't have to worry about getting more expensive prices than offline.
However, what makes consumers concerned is whether the final price is close to the original "online price" or "offline price" at the same price online and offline? It is reported that the price of a considerable number of goods will "be on par with the downward or centered."
For example, the 80 grams of AGF instant coffee (blue bottle) imported from Japan was previously priced at 39.9 yuan online and 29.5 yuan offline, and was unified online and offline at 25.9 yuan after adjustment, and the 500ml 6-bottle of San Pellegrino aerated natural mineral water imported from Italy was previously 39.9 yuan online and 35.1 yuan offline, and 34.9 yuan after adjustment The 500ml 4-bottle bottle was previously priced at 22.8 yuan, which was adjusted to 19.9 yuan for the offline exclusive price, and the Arowana zero trans fat pressed sunflower kernel oil 2.68L was adjusted to be 39.9 yuan for the offline exclusive price......
It is worth mentioning that the weekly "88% off member day" for X gold/diamond members and "88% off under the day line" for X diamond members can also be used together.