全聯左攻咖啡、右守生鮮
楊惟雯
全聯表示，始終以消費者的需求為出發點，這才造就了現在的深入大街小巷的全聯版圖。
2019 年是全聯發展咖啡的重要元年，而全聯已預告，今年將陸續推電商平台、整買零取、店到宅、5 成店鋪設置停車場，甚至是自有支付工具等新服務，且全台總店數突破千店，年營業額衝 1300 億元新猷。
一、全聯社左攻咖啡市場
連鎖超市龍頭全聯正邁向下一個20年里程碑，設定許多新發展計畫，2019亮劍，左攻咖啡黑金版圖布局，顯然，面對密度高的超商和其他超市同業夾擊，全聯已經準備好進入巷戰了。
目前，全聯在全台近千家的通路中，2019年目標是要導入現沖咖啡機器到 500家店鋪中，而屆時也將損益兩平，並成為下一個年度重要的成長動能。
全聯現沖咖啡，是採用星巴克等級的機器，成本很高，而原物料則是使用伯朗咖啡豆和光泉鮮奶，目的要做的是「讓消費者知道，便宜還是有好貨」。
一旦全聯咖啡做起來了，被超商視為「黑金」的現沖咖啡版圖會怎麼變化？可預期，超商單品咖啡將往更高階方向去發展，而近來的確見到超商開始推動精品咖啡銷售，以做出差異化。
全聯5 月咖啡豆再升級，同樣採用伯朗咖啡豆，但升級成更優質的咖啡豆，售價僅 25 元，此定價是「破台灣紀錄」。而為什麼能定如此便宜的價格？全聯想的是，只要不賠錢賣，帶動併買效益就是達成目標。
別忘了，全聯正快速開展烘培事業，甚至為了完成現烤麵包的布局買下白木屋的工廠，當咖啡加上麵包併買，甚至是與生鮮和乾貨商品一站購足，就有機會快速取得早餐、下午茶版圖，到店率也可望再提升。
顯然，就算超商求新求變不斷開複合店，全聯同樣走在快速創新的道路上，而即便穩居超市龍頭，2019 年全聯仍有不少任務要完成。
二、全聯社右守生鮮市場
連鎖超市龍頭全聯董事長林敏雄曾說過，賣生鮮超過10年還沒有賺錢，但2019年以來卻看到各大網購業者已爭相投入被視為網購藍海的生鮮市場，然而，網購業要搶的生意，是與店點密度高的超市、超商業者抗衡，生鮮市場真能成為網購業者下一塊淘金地？
從網購發展趨勢可觀察到，2018年熱銷品以大包裝的生活用品成長最快，各大網站多由衛生紙拿下熱銷冠軍，也有越來越多消費者網購罐裝飲料、礦泉水，如此，逐漸侵蝕量販通路以往銷售優勢。
到了2019年，在站穩生活電商市場後，越來越多業者將觸角伸到生鮮市場，富邦媒宣示，2019年後發展重點是短鏈物流，有了越來越密集的短鏈，就可大幅縮短到貨時間，並成為發展生鮮網購的重要利器。
所以，富邦媒2019下半年開始賣生鮮，由 momo 購物網提供平台給生鮮合作廠商，力拚 3 小時送達，先以大台北地區為主，希望藉此搶到超市、甚至是超商的生意，將全聯、7-ELEVEN 視為主要對手。
而網家其實在2018年就開始為銷售生鮮暖身，2018年雙 11 大檔網家董事長詹宏志甚至現身親自示範如何煎牛排， 當時和牛、海鮮高檔食材相當熱銷。
網家2019年生鮮服務其實已處在強化倉儲和物流端階段，下半年生鮮相關服務逐步上線，先切入冷凍商品，並主打名人、名菜等來做出差異化。
創業家近日也宣告推旗下第 4 個電商平台「365 超市」，目前已提供約 7000 個品項，與一般超市約 5000-8000 個旗鼓相當，目標是在2019年底前達 10 萬個品項，屆時將完全超越量販店約 3 萬個，高度看好食品是台灣電商的最後一塊藍海。創業家的說法是，目前食品網購僅占 10%。但食品卻是每天都需要購買的品類，因此食品電商未來有很大的發展空間。
不過，由於冷鏈物流和倉儲是龐大的投資，各家業者做法不同，富邦媒開始密集布建各地的衛星倉，創業家則是採取輕資產模式，以 B2B2C 的定位，讓廠商自行負擔配送相關的成本。
但是，全聯作為生鮮銷售的老大哥已直言，電商要做生鮮不簡單，的確，要冷鏈運送，還得快速到貨，自建生鮮倉還要負擔龐大電費成本，出貨規模若拉不起來，獲利就非常困難，這也是為什麼即便背後擁有龐大金控資源的富邦媒，切入生鮮第一步也是採 B2B2C─讓合作業者自行出貨，未來，網購業將如何在藍海中淘金成功，值得觀察。
三、全聯推出行動支付PX Pay
連鎖超市龍頭全聯2019年也推出自家行動支付 PX Pay，除了原本已有合作的中信和台新的信用卡，此次一口氣加入一銀、玉山、台北富邦、永豐、國泰世華和聯邦等 6 家銀行的卡友也可綁定使用，等於是將信用卡使用範圍增至 8 家；全聯目標今年底前下載會員數達 320 萬。
據資策會資料顯示，目前全台消費者使用行動支付的比率已超過 40%，其中 18–45 歲的青壯年用戶普及率達 60% 以上，而 56-65 歲用戶普及率也有 40%，顯示消費者對行動支付的接受度逐漸升高。
而目前全聯在全台擁有近千間門市，會員人數超過 900 萬，是使用行動支付的最佳場域之一，隨著時代的進步，PX Pay 的導入是全聯邁向數位化最重要的一步。全聯執行長謝健南進一步說明，PX Pay 的導入是數位化的核心基礎，未來到全聯消費只要帶手機，就可以達成快速結帳的目的，並藉此增加使用黏著度，甚至可進一步提升客單價。
目前除了現金支付，全聯已提供 Apple Pay、Samsung Pay 和 Google Pay 的感應支付，以及中信、台新兩家實體信用卡，實體福利卡儲值金、一卡通和悠遊卡和紙本禮券等支付方式，此次 PX Pay 綁定信用卡掃碼付款，一口氣將合作銀行增至 8 家，有利更多的民眾使用。
依全聯統計，在全聯的非現金支付占比已逾 26%，預計 PX Pay 上線後，非現金支付占比將翻倍成長上看 50% 以上。
微信 相關文章
-
全家提超零售概念解決缺工問題
全家已意識到，未來台灣平均每年短少勞動人口近16萬人，對於各種服務尤其收銀和補貨上架都必須有人手的超商而言，受影響恐是越來越顯著。
甚至，外送平台快速崛起，外送員的增加恐怕也侵蝕部分超商人力。據勞動部調查，目前台灣有7家食物外送平台業者，共聘用 8 萬名外送員，雖然超商業者尚不因此明顯受到人力不足衝擊，但可觀察到，日本 7-ELEVEN 2018年起已因缺工開始討論放棄 24 小時營業，並在近期宣布關閉 1000 家低獲利門市，這樣的趨勢是否漫延到台灣的超商業？
留言列表（20条）
Hi there! Someone in my Myspace group shared this site with us so I came to take a look. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Superb blog and fantastic style and design.
Thanks for the various tips contributed on this weblog. I have noticed that many insurance firms offer customers generous reductions if they elect to insure a few cars with them. A significant variety of households have several autos these days, particularly those with old teenage young children still residing at home, and also the savings in policies can soon begin. So it pays to look for a great deal.
It is perfect time to make some plans for the future and it is time to be happy. I have read this post and if I could I want to suggest you few interesting things or advice. Maybe you could write next articles referring to this article. I wish to read even more things about it!
okmark your blog and check again here frequently. I am quite certain I will learn lots of new stuff right here! Good luck for the next!
Thank you for the auspicious writeup. It in fact was a amusement account it. Glance complicated to more added agreeable from you! By the way, how could we be in contact?
Wow that was odd. I just wrote an very long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Regardless, just wanted to say wonderful blog!
Yesterday, while I was at work, my sister stole my iPad and tested to see if it can survive a thirty foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views. I know this is totally off topic but I had to share it with someone!
You could certainly see your expertise in the work you write. The sector hopes for more passionate writers like you who are not afraid to say how they believe. Always follow your heart.
Thanks for the new things you have discovered in your article. One thing I’d like to reply to is that FSBO interactions are built after a while. By bringing out yourself to owners the first end of the week their FSBO can be announced, before the masses start out calling on Mon, you generate a good connection. By mailing them resources, educational materials, free reports, and forms, you become an ally. If you take a personal interest in them and also their problem, you build a solid interconnection that, most of the time, pays off as soon as the owners decide to go with a realtor they know along with trust — preferably you actually.
hello there and thank you for your info ? I have definitely picked up anything new from right here. I did however expertise several technical issues using this web site, since I experienced to reload the web site many times previous to I could get it to load properly. I had been wondering if your web hosting is OK? Not that I’m complaining, but slow loading instances times will often affect your placement in google and can damage your quality score if advertising and marketing with Adwords. Well I?m adding this RSS to my email and could look out for a lot more of your respective interesting content. Ensure that you update this again soon..
Greetings! I know this is somewhat off topic but I was wondering which blog platform are you using for this site? I’m getting tired of WordPress because I’ve had issues with hackers and I’m looking at options for another platform. I would be awesome if you could point me in the direction of a good platform.
I have realized that car insurance firms know the cars which are at risk of accidents along with other risks. In addition, they know what kind of cars are given to higher risk as well as the higher risk they may have the higher your premium fee. Understanding the easy basics with car insurance just might help you choose the right form of insurance policy that could take care of your requirements in case you happen to be involved in an accident. Thanks for sharing your ideas for your blog.
It’s going to be finish of mine day, but before finish I am reading this wonderful piece of writing to increase my experience.
Good day! This post couldn’t be written any better! Reading through this post reminds me of my good old room mate! He always kept talking about this. I will forward this write-up to him. Fairly certain he will have a good read. Thank you for sharing!
Hey! This is my first visit to your blog! We are a team of volunteers and starting a new initiative in a community in the same niche. Your blog provided us useful information to work on. You have done a wonderful job!
I have read so many articles or reviews concerning the blogger lovers but this piece of writing is truly a good post, keep it up.
Thanks for helping me to attain new suggestions about pcs. I also have the belief that certain of the best ways to keep your notebook computer in prime condition is to use a hard plastic-type case, or even shell, that fits over the top of your computer. A majority of these protective gear are usually model unique since they are manufactured to fit perfectly across the natural covering. You can buy all of them directly from owner, or through third party sources if they are available for your laptop computer, however not every laptop may have a covering on the market. Just as before, thanks for your ideas.
WONDERFUL Post.thanks for share..more wait .. ?
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
After I originally commented I clicked the -Notify me when new comments are added- checkbox and now every time a remark is added I get four emails with the same comment. Is there any method you’ll be able to take away me from that service? Thanks!