On January 26, Hema NB (Hema Ole) opened its first store in Hangzhou. As a hard discount store brand of Hema, Hema Ole mainly focuses on "low price every day, explosive items" and "extreme cost performance". At the end of last year, Hou Yi, CEO of Hema, mentioned that in 2024, Hema NB Ole stores will be fully launched nationwide, entering Jiangsu, Zhejiang, Beijing and Shanghai, and 500 Hema NB Ole stores will be opened in 2024. The first store of Hema Ole opened in Shanghai in October 2021, and then quickly spread to Guangzhou, Shenzhen, Chengdu, Guiyang and other places.