China: Hema NB outlet store launches nationwide store opening, planning to open 500 stores
- DRC Discount Retail Consulting GmbH
- 15 hours ago
- 2 min read
Discount Retail Chain Hema's NB outlet stores will be fully launched nationwide, entering Jiangsu, Zhejiang, Beijing, and Shanghai. The plan is to open 500 Hema NB outlet stores in 2024. "The model has been implemented. With over 2,800 county-level cities and around 290 prefecture-level cities in China, opening 10,000 Hema NB outlet stores is not a dream, it will definitely come true," mentioned Hou Yi, CEO of Hema, posted on his WeChat Moments in 2024.
It is understood that Hema Outlet mainly targets community customers and implements a sales method mainly based on hard discounts, with a focus on high cost performance. In October 2021, the first Hema Fresh Outlet store opened. After Hema's organizational restructuring last year, Hema Outlet was classified as the Hema NB business unit.
It is worth noting that recently, several Hema Outlet discount stores have opened in Shanghai. Compared with the previous Hema Outlet stores, the full name of the store is Hema NB Outlet discount store. The emphasis is on "Hema" and "NB" elements, and the number of Hema discount stores is indicated in the lower right corner.
In terms of model, there is not much difference between it and the outlet stores previously opened by Hema. The main focus is on updating the store signs, highlighting the importance of the outlet format in Hema's NB business unit. In addition to the outlet discount stores that have already officially opened, there are also stores under preparation. Hema outlet discount stores are continuously expanding.
In fact, at the 2022 Hema New Zero Supply Conference, Hou Yi clearly stated that "starting next year, the outlet store will be Hema's most important strategic project, without a doubt. Its role far exceeds that of Hema Fresh and Hema X member stores today." As of November 22, 2023, the number of Hema outlet stores in Shanghai has exceeded 56.
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