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Why Hema is pushing into county towns for its next growth market
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Why Hema is pushing into county towns for its next growth market
Once seen as a premium supermarket built for urban professionals, Alibaba-backed Hema (河马) is now gaining momentum in county-level markets – places not previously considered its natural territory. The shift marks a decisive break from Hema’s earlier strategy. The company has long positioned itself as something of a domestic answer to Sam’s Club, experimenting with paid memberships and targeting middle-class consumers in top-tier cities. That a…
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