外送平台助攻宅經濟

外送平台助攻宅經濟

楊惟雯

 

宅經濟、科技熱浪逐漸翻轉市場結構,使得近幾年來外送發展達到成熟期,越來越多餐飲業者紛紛加入外送行列。

而餐飲外送服務今年在台灣掀起熱潮,Foodpanda、Ubereats兩大業者互較高下。

 

一、外送商機有夢最美

據統計,台灣每年餐飲市場營業額約4300億元,其中外送餐點只占5%,約250億元。再依經濟部最新統計,台灣餐飲業2019年營業額創新高,最大的功臣是外送平台,因為宅經濟愈來愈夯,民眾只要動動手指頭,就可以享用美食,讓餐飲業業績節節上升。

值此外送商機席捲全台,為了增加營業額,不少餐飲業者決定與外送平台合作。

例如,台灣速食業龍頭麥當勞,投資相當多人力與物力外送自家餐點;如今,麥當勞選擇與Uber Eats合作,企圖擴展送餐服務,目標是讓餐廳增加1成左右外送訂單。

 

事實上,台灣麥當勞2018年3月,就悄悄加入Uber Eats網路訂餐服務,初期以試營運方式了解顧客需求,大台北地區、台中與高雄,目前共有51家餐廳與Uber Eats配合外送服務,未來會階段性逐步擴大服務範圍。

 

台灣麥當勞在2018年與Uber Eats配合的原因有二,一是國際間的合作;二是想要提升外送服務的多元管道。首先,台灣麥當勞不是第一個攜手Uber Eats的市場,美加、紐澳、新加坡及香港麥當勞,早與Uber Eats合作。

此外,台灣麥當勞在宣布邁入EOTF世代後,不但有全新2.0旗艦餐廳亮相,整體服務翻新也繞著「三多」(希望支付多元、點餐方式多元,取餐也要多元)走,無論是點餐機創新服務、得來速的普及,都為了符合市場需求,而外送服務也必需有所提升,所以除了原本「歡樂送」外,2018年又與第三方點餐平台合作。

 

麥當勞會找上第三方點餐平台,不外乎就是看好Uber Eats的服務範圍「浮動」,端看附近的駕駛願不願意接單,不像他們只能外送一定區域內的地點,此舉等於是幫麥當勞帶來了新的來客,可以觸及更多家庭客、上班族。

再者,許多都會區、鬧區的麥當勞,用餐尖峰時刻的外送訂單總是爆量,外送員應接不暇,現在多了Uber Eats幫忙,訂單金額依舊回到麥當勞餐廳內,對麥當勞而言只是少賺了外送服務費39元,並沒有其他損失。

 

又如知名咖啡連鎖業者星巴克近日也宣布與兩大業者合作,盼藉此提升營運表現。

 

另外,隨外送市場持續擴張,並從餐飲延伸到民生通路。量販龍頭家樂福可望攜手德商foodpanda推出店內商品外送服務,在2019年雙11正式上線;不僅如此,家樂福也可望再跟美商Uber Eats合作,一次攜手兩大外送平台,全力搶攻宅經濟,也成為國內量販超市首例!

 

據了解,家樂福跟foodpanda合作外送服務的店舖,首家先以台北東興店開始測試,該店位於北市信義區市民大道五段、東興路交叉口,鄰近統一超商總部、松山高中、松山文創園區、南京三民站等,屬於學區、商辦、住宅混合的商圈,希望能搶攻全時段外送需求。

 

據悉,雙方首波合作的外送商品超過300項,包含烤物、炸物、炒麵、炒飯等熟食,還有麵包、飲料、零食、米、麵、醬油、油品等,甚至連冷藏及冷凍生鮮(蔬菜、肉品、海產)都有,以及少量的個人衛生日用品,種類相當多元。

 

不過,目前家樂福全台已有64家量販店、69家便利購超市,合計共133店,2019年底前還將加入剛承接的5間台糖量販店,2019年營收目標上調至710億元,為何決定在此時加入外送戰局?對此,家樂福總經理王俊超認為,未來國內外送市場會越來越大,因為消費者對即時、快速、便利的需求越來越高,他並觀察,家樂福線上購物平台近年業績快速成長,顯示消費者對配送到宅的需求及使用習慣也在增加。

 

二、外送成本是理想與現實的距離

不過,TVBS新聞台報導,基隆一家知名麵店自7月加入外送平台後,獲利反而下滑,已於上月底收掉店面,老闆韓先生表示,外送平台抽高達3成,而一碗麵的獲利也才4成,加上房租、水電、瓦斯,「根本負擔不起」。該店面已經收掉,剩下廚房改作專接調理包生意。

 

東森新聞則指出,餐飲業者與外送平台合作,月領2次在平台的營業額,且結算區間要往前推2周,最久會被押到一個月,目前兩大外送平台抽成30%,另有維護費、簽約費等。由於店家現金流都卡在外送平台手上,如果沒有足夠的周轉金,恐怕吃不消。

 

三、日本Uber Eats調降外送報酬

 

由日本 Uber Eats 外送員所組成的工會組織「Uber Eats Union」,於2019年12月5日前往 Uber 的日本分公司遞交陳情書,抗議該公司片面調降外送員的收入所得。

 

日本的 Uber Eats 在 11 月 29 日的時候,針對日本部分地區的外送費用進行調降。由於 Uber Eats 的外送員們,是根據他們的外送距離來賺取薪資,而這回 Uber 就是針對這項費用來進行調降。例如原本每公里的配送距離可賺取 150 日圓,而在調降後只剩下 60 日圓。

 

而日本 Uber宣稱,在預扣手續費方面,也從原本的 35% 調降至 10%,並認為不會對外送員夥伴們的收入造成影響。

 

截至目前,工會曾要求 Uber 就補償制度等問題作出說明,也曾經要求進行團體談判。不過日本 Uber 則表示從工會法來看,他們的身分並不屬於雇用勞動者,拒絕了他們的要求。

 

四、無人配送的時代悄悄來臨

 

這個時代變化之快讓人無法想像。一個個腦洞大開的創新,讓人眼花繚亂,目眩神迷。

 

前些日子,大陸京東劉強東突然扔出一枚超級核彈,炸的整個物流業措手不及,炸得快遞員膽戰心驚:京東的智慧配送機器人正式上路,這是全球首次全場景常態化配送運營!

 

一早的北京市海澱區,20多台京東配送機器人整裝待發。隨著調度平臺發出命令,首批載有618訂單的配送機器人自動發出。這些配送機器人可以識別、躲避障礙物辨別紅路燈,還能自動駕駛、路線規劃、主動換道、車位識別、自主泊車……

 

配送機器人快到目的地時,後臺系統將取貨資訊發送給使用者。
—-“我是京東智慧配送機器人,已順利抵達您的樓下,請憑提貨碼提取商品。”

 

消費者可自由選擇人臉識別、輸入取貨驗證碼、點擊手機App連結等三種方式取貨,十分方便。

 

說到無人送貨車,僅僅是京東物流革命的一小步。京東除地上跑的是智慧化的,天上飛的,一樣是無人。

 

在京東618促銷創造1600億元新高之後,劉強東卻宣佈:今年618最讓他高興的,是京東第一架重型無人機正式下線。這輛無人機,目標有效載重量達到1-5噸,飛行距離超過1000公里,100%自主智慧財產權。

 

更牛的,是京東剛剛正式立項的超重型無人機項目。這個超重型無人機目標有效載重量達到40-60噸,飛行距離超過6000公里。

 

是的,你沒看錯,這就是京東想要幹的超重型無人機,綜合指標甚至超過運20、西飛,可怕吧?這種戰時可充當軍用機功能,包括攜帶導彈。

 

但為什麼要用無人機送貨呢?因為,無人機是最佳運貨工具,它可以飛直線,不用受地形的影響,更不用像汽車一樣走彎路兜圈子。

 

現在,劉強東已經拿到了無人機空域批文。也就是說,無人機送貨,不是天方夜譚,而是隨時可以開展的!

 

現在,京東的無人“機、車、倉、配送站”已經實現無縫銜接。也就是說,消費者在京東購物,從下單到配送的全流程無人化,已然實現。

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