統一超整合集團實體店資源與數位轉型並行
2home.co 楊惟雯
超商雙雄的第一季財報，出現罕見的「統一超獲利衰退，全家營收、獲利、EPS（每股盈餘）卻創歷史新高」現象。為何超商老大、老二竟出現兩樣情？
截至今年5月底，統一超小金雞菲律賓7-Eleven的展店數已達台灣總店數一半；今年以來受疫情衝擊，在當地實施封城措施下，有高達 90% 的門市無法營運，相當辛苦。但統一超在台灣的本業狀況究竟如何？答案是——同樣衰退！
攤開統一超在台灣的第一季財報中的各別部門損益細項，「便利商店」淨利較去年同期大減 7％；不僅如此，去年全年其便利商店淨利122億元，也比前一年減少2億元。相較之下，全家第一季財報中的便利商店損益，竟較去年同期大幅成長 24％。去年全年稅後淨利，也較前一年增加了2億2千萬元。眼見老二成長、老大衰退，我們忍不住要問：長年位居便利商店龍頭的小七，究竟是怎麼了？
細看其今年第一季財報，營收與毛利都較去年同期成長，最大差異在於營業費用，從178億元增至186億元，進而侵蝕獲利。統一超營業費用為何大增？同業普遍認為，最大的可能是行銷廣告費用增加。
一、全家深耕「會員經營和數位布局」，給統一超帶來壓力
自疫情爆發後，便利商店也受疫情打擊，遠距工作興起、通勤人潮銳減，只會讓他們的經營更困難。因為對零售業而言，人流量乘以客單價等於營收。
但當兩家業者的進店人數都因疫情而減少，全家為何得以突圍？
最大的差別，就在全家深耕「會員經營和數位布局」！深入經營1200萬名會員，成為全家突破時間、地點限制，不碰面也能促銷並完成購買的利器。
以4月16日推出的「零確診優惠」為例。
1、下午2點，中央疫情指揮中心一宣布零確診，全家內部馬上分頭執行以下動作：優惠商品與圖片上架、系統加強測試、店鋪擔當將優惠方案傳遞給所有旗下門市。
2、下午4點整，優惠在商品預售平台上線的同時，全家的臉書發文、Line 推播，由各門市加盟主分頭管理的兩千個私密 Line 群，也同步向熟客宣傳。
3、10 分鐘後，系統瞬間被蜂擁而入的消費者流量塞爆，晚上 10 點才逐漸恢復正常。
這件事看似水到渠成，但其實背後藏有好幾個層次：
1、消費者必須會使用商品預售平台。
這個自 2016 年就開始運行的平台，靠著取代小白單的「咖啡寄杯」打響名號，從只能買咖啡，一路擴張為泡麵、鮮奶、罐頭、衛生紙等剛性需求日用品，都可以一次大量購買，再分批取貨。疫情期間，消費者急於囤貨民生用品時，該平台也發揮功效。
2、消費者必須擁有全家會員與 FamiPay 支付，而且 App 的開啟率不低。唯有如此，才能在短短不到兩小時的宣傳時間內，讓大量核心會員得知這項優惠訊息，並且透過線上金流順利下單。
3、必須對會員喜好有足夠了解，並發給正確的人，正確的資訊。例如同樣推優惠，究竟該推美式還是拿鐵？文案該寫「第二杯零元」還是「買一送一」？
上述步驟說來簡單，但其實都需要長時間的系統建置、數據分析，讓消費者養成習慣，也就是俗稱的「打地基」。唯有如此，才可能在接觸不到消費者、可擴散時間又極短的情況下，引爆話題。
二、統一超跟進「咖啡寄杯、支付優惠」衝市占
三大連鎖超商業者全家、萊爾富和OK便利商店以APP預售咖啡的寄杯服務已行之有年，統一超千呼萬喚才跟進此服務，事實上，除了超商同業競爭，隨著全聯 OFF COFFEE現煮平價咖啡2019年開賣即大打寄杯服務，加上連鎖咖啡店路易莎、cama 咖碼積極展店拉走部分客源，這是7-ELEVEN不得不走的一步棋。
小七以前一貫的核心策略就是「提價減促」，也就是提升價格並鞏固毛利。
然而，自4月初統一超跟進「買一送一、3杯咖啡100元」等優惠促銷活動，而且統一超是發送給所有消費者(全家只聚焦在經營會員) ，即便大量寄杯恐侵蝕超商「黑金」的毛利率疑慮，但若能藉此衝高銷量甚至帶動併買行為，非不可行。
隨著數位發展已成時代洪流，就連過去採傳統經營方式的超市龍頭全聯都在拚轉型，並強打分批取貨以提升到店頻率，統一超做為全台市占最高的超商更不能大意，若不跟上新消費模式，恐怕在零售高密度競爭下，終將面臨成長趨緩的壓力，而分批取貨還有個好處可綁住消費者，從咖啡分店取杯小地方看大方向，這顯然是一場超商市占的競爭。
事實上，咖啡寄杯不僅是商品銷售衝量，業者可透過消費者高頻入店領取，創造併買行為，一旦帶動具高毛利優勢的鮮食產品銷售，反而有利整體獲利。統一超眼見對手運用電商、會員彌補業績，也開始急起直追，不過半年多的時間，就祭出諸多數位改革：
1、推出可一次大量購買再跨店取的咖啡寄杯。
今年2月迅速上線，為4大超商的咖啡戰局丟下震撼彈。到5月，統一超也透過須綁定會員的「行動隨時取」App，祭出一連串優惠。
2、外送服務也飛速布點。
不過全家先後找上 Uber Eats 與 Foodpanda 合作，而小七卻選擇知名度相對較低的全球快遞，但短短幾個月，統一超「可外送門市」已經高達2600間，比全家的1000店多出1倍以上。
3、最關鍵的一戰：6 月初，統一超祭出被業界形容為「殺到見血」的支付工具折扣，只要使用 icash2.0、 icash pay、open 錢包等任一種支付並綁定會員，全店商品都可在平日折扣 5％，周日限定加碼折扣 10％。這個寧可犧牲利潤，也要衝刺市占率和使用率的策略，讓使用上述支付結帳的占比達到 23.5％，會員數一舉逼近 800 萬人（目前全家會員約 1200 萬人）。
上述種種，顯現統一超已放下身段追趕。
三、整合集團實體店資源與數位轉型並行策略
統一超上半年還大舉展店，包括一般門市、聯名店，結合咖啡、博客來選書與烘焙坊的Big 7複合店等，合計新增145間，持續強化實體店霸主優勢。
這種整合集團資源的策略，與日本 7-Eleven 如出一轍，也就是綁定一個會員帳號，就能在大量關係企業如西武百貨、Sogo、akachan 等使用，通路越多，越有助加速推廣會員。
在超商本業上，7-ELEVEN 以社會廚房為定位，第一季推出「就近買、安心吃」系列活動，並整合集團資源推出「Simple Fit」全新生活提案商品、開發具話題性與差異化商品，有效帶動買氣。
而 7-ELEVEN 交貨便服務內外資源整合，強調差異化，如網購平台獨家免運活動、寄件送購物金，以及賣貨便平台服務持續優化等，也成為挹注營收另一動能。
展店方面，7-ELEVEN 第一季推出全新複合型態「冷凍旗艦店」，擴大冷凍品項與生鮮結構，並於高雄開出第二家「卡娜赫拉的小動物」品牌聯名店。
至於轉投資事業，統一速達和博客來因近期消費者對網購和宅配需求增加，帶動業績較去年同期成長。
進入第二季，統一超整合集團資源的利基下，6月起將再推出「第三波振興優惠券」和「三大支付立折 5%」擴大行銷專案，為第二季業績添衝刺動能。
「第三波振興優惠券」規劃有「第二件0元」、「第三件0元」和「第二件10元」等五大省錢專區，增加泡麵、米、罐頭等民生必需品，其中，0 元商品數達26項，在搭配三大支付現折5%，估算最高可為消費者省下 4722元。
而6月1日起至6月30日止，「3 大支付立折 5%」活動也擴大至全台超過5700 家門市，並新增CITY CAFE等人氣商品系列，共有超過6000款商品可使用 icash2.0、icash Pay和 OPEN錢包支付享有 5% 折扣優惠，還可同步累積OPEN POINT 點數。
但值得留意，這波疫情使超商業發生兩個根本改變：
1、疫情正在改變消費者行為，且可能會「永久性改變」。
當人們在家工作、減少通勤時間，對過去自詡為「賣便利（地點）」的便利商店而言，將是很大的震撼，因為你原本的便利將不再是便利。
2、會員與數位布局將成為超商主戰場。
因為，擁有主動接觸會員的能力，將比你坐擁更多店數，卻只能被動等待客人上門更有效果。這場疫情，意外給了實體店數少於統一超的全家機會；然而，現在就看統一超能調整多快？如何在數位新戰場中急起直追？
四、統一超推出小型超市複合型態店—-「冷凍旗艦店」
7-ELEVEN 複合型態店目前已有超商、咖啡、閱讀、烘焙和生啤酒等不同業態，業績平均可較一般門市至少成長 10-20%。
為了不讓超商同業全家的超市型複合店專美於前，統一超2月13日發表第11款全新複合型態店「冷凍旗艦店」，除了首創超商業者將海島型冷凍冰箱搬進門市，甚至開設料理教室，統一超期以小型超市定位搶下更多傳統超市的客群。
7-ELEVEN 表示，近年台灣冷凍與冷藏調理食品銷售總額超過460億元，商機龐大，而 7-ELEVEN 冷凍品業績也逐年穩定成長，尤其在住宅區、醫院型門市的冷凍品業績表現較一般門市高出近3倍，因此，正積極擴大冷凍品項與生鮮結構，並首度結盟崇越集團旗下安永鮮物，一口氣導入其30款產品。
7-ELEVEN 冷凍旗艦店特別規劃 6 大區域，包括個人化冷凍食品、素食專區、家庭用冷凍食品、氣炸專區、安永鮮物區和台塑有機蔬菜專區。
7-ELEVEN 強調，其冷鏈規模已為業界最成熟完備，早在 2018 年底開始擴增門市冷凍空間，目前雙門冷凍櫃的門市近3000家，新開幕的冷凍生鮮旗艦店，冷凍食品品項數較一般門市多1倍，並進駐4台的雙門立式冷凍冰箱和海島型冷凍冰箱。
五、統一超耕耘商場經營
在全家進駐國道蘇澳服務區後，統一超也不落人後，強調同樣積極耕耘商場經營，宣告「日月潭水社綜合商場」試營運，旗下國道仁德服務區將於農曆年前全面改裝完成。
7-ELEVEN 指出，看好國內交通路網持續擴大，積極耕耘車站周邊商場經營，全台台鐵、高鐵、機場、捷運、交通轉運站和周邊商場等，共設置有近 50 家 7-ELEVEN 門市，2020年也陸續在高雄車站新站、花蓮車站內商場以及微風台北車站 1 樓商場等設立新據點。
統一超「日月潭水社綜合商場」加入營運後，目前經營的商場已達 53 個，統一超說明，旗下商場類型包括觀光景點、交通轉運、大專院校、醫療院所、科技廠辦、國際機場、商辦大樓共七大類，一年服務人次約超過6000萬，其中，國道服務區有泰安服務區、仁德服務區兩大據點。
統一超表示，7月起泰安服務區已全新改裝開幕，首創引進服務大客車駕駛人的膠囊休息區和國道自助餐，而仁德服務區的7-ELEVEN門市已開放營運，商場預計將於2020年農曆年前全面改裝完成。
另外，統一超說明，業界唯一位於東部的鮮食廠─統一超食代花蓮鮮食廠，已開始稼動投產，預計未來一日最高產能可望達8萬份，東部逾220間門市鮮食到店時間由過去2日縮短為1日，為東部消費者提供更全面的鮮食服務。
六、統一超強化熟客圈經營，7月起開放集團多通路集點
統一超6月22日宣布，集點平台 OPENPOINT 整合多元品牌和通路，自7月1日起將啟動「多通路積點」服務，力拚集結集團資源，強化經營熟客生態圈。
統一超說明，「多通路積點」服務即消費者只要以1組會員帳號即可跨品牌累積並折抵點數當現金使用，未來OPEN POINT會員到7-ELEVEN、網購、藥妝和加油站消費，報手機電話或出示OPEN POINT APP會員條碼可快速累積OPEN POINT點數，首波加入通路包含康是美、統一精工速邁樂加油中心。
7-ELEVEN 進一步表示，自6月1日起整合集團資源推「3 大支付立折 5%」活動後，透過 icash2.0、icash Pay、OPEN 錢包三大支付工具有效帶動業績成長，目前整體支付占比達 23.5%，並帶動整體非現金支付占比進 35%，會員數已來到近800 萬人，再加上電商成長、強化會員經營有利拉升客單價等，有助持續利潤率。
七、統一整合集團內物流業務，全台將砸逾百億元投資
統一企業公告將買進台南的土地設立物流園區，進行集團內物流業務的整合。
統一投入在台南的土地費用高達18億元，整體北中南物流投資規模初估達100 億元以上，未來將先以集團使用為思考，有必要的話也許可開放社會使用。
微信 
留言列表（5,526条）
If you are going for most excellent contents like myself,
only pay a visit this website daily since it presents feature
contents, thanks
Ridiculous quest there. What occurred after?
Thanks!
I do believe all the ideas you have presented for your post.
They’re really convincing and can certainly work.
Still, the posts are too quick for beginners. Could you please prolong
them a little from subsequent time? Thanks for the post.
I do not even know how I ended up here, but I thought this post was good.
I don’t know who you are but definitely you’re going to a
famous blogger if you are not already 😉 Cheers!
Hello there! I could have sworn I’ve been to this
web site before but after looking at many of the posts I realized it’s new to me.
Nonetheless, I’m definitely happy I discovered it and I’ll
be book-marking it and checking back frequently!
Nice post. I was checking constantly this blog and I’m impressed!
Extremely helpful information particularly the last part 🙂
I care for such information much. I was seeking this certain information for a very long time.
Thank you and good luck.
Good post! We are linking to this great article on our website.
Keep up the good writing.
Ye is a creative force in the world of hip hop.
His tracks consistently push boundaries and showcase his
talent.
Starting with his debut album, he’s set the bar high. His beats are thought-provoking.
He mixes different sounds in a way that is unmatched.
Additionally, his contributions goes beyond the studio.
His clothing line has made waves. He’s a design innovator as well as a producer.
Kanye’s personal journey adds to his mystique. Even with the ups and downs, he stays relevant in the music scene.
Whether you love him or hate him, his contributions is undeniable.
His art will be celebrated for years to come.
Hey I am so excited I found your website, I really found you
by error, while I was looking on Digg for something else, Regardless I am here now and would
just like to say thanks a lot for a tremendous post and
a all round interesting blog (I also love the theme/design), I
don’t have time to read it all at the minute but I have saved
it and also added your RSS feeds, so when I have time I will be
back to read much more, Please do keep up the fantastic work.
Hello mates, nice post and fastidious arguments commented at this place, I am
in fact enjoying by these.
Have you ever considered creating an ebook or guest authoring on other sites?
I have a blog based upon on the same topics you discuss and would really like to
have you share some stories/information. I know my readers would enjoy your work.
If you’re even remotely interested, feel free to send me an e mail.
What i don’t realize is in reality how you’re now not
really much more well-preferred than you may be right now.
You’re so intelligent. You understand thus considerably relating to this topic,
made me individually imagine it from a lot of numerous angles.
Its like men and women don’t seem to be fascinated except it’s one thing to accomplish with Lady gaga!
Your individual stuffs nice. Always take care of
it up!
Definitely believe that which you said. Your favorite justification appeared to be on the net
the simplest thing to be aware of. I say to you, I certainly
get irked while people think about worries that they plainly do
not know about. You managed to hit the nail upon the top
and also defined out the whole thing without having side effect
, people could take a signal. Will likely be back to get more.
Thanks
Definitely consider that which you said. Your favourite reason appeared to be at the net the simplest factor to take
note of. I say to you, I certainly get annoyed at the same time as people consider
issues that they plainly do not know about. You controlled to hit
the nail upon the top and defined out the whole thing without having side
effect , other people could take a signal. Will likely
be again to get more. Thank you
Hi there to all, how is all, I think every one is getting
more from this site, and your views are good
designed for new visitors.
Really when someone doesn’t be aware of after that its up to other viewers that they will assist, so here it happens.
Hello mates, fastidious post and nice urging commented at this
place, I am truly enjoying by these.
Hello, of course this article is in fact nice and
I have learned lot of things from it on the topic of blogging.
thanks.
Good write-up. I definitely appreciate this website. Stick with it!
It’s actually a great and useful piece of information.
I’m happy that you shared this useful information with us.
Please keep us up to date like this. Thank you for
sharing.
Hello, I do believe your website could possibly be having internet browser compatibility problems.
When I take a look at your web site in Safari, it looks
fine however, when opening in IE, it’s got
some overlapping issues. I merely wanted to provide you
with a quick heads up! Apart from that, fantastic blog!
West is a trailblazer in the world of hip hop. His music never fail to impress and demonstrate his genius.
Starting with his debut album, he has been a game changer.
His production never disappoint. He blends genres in a way that no one else does.
Furthermore, Kanye’s influence is not limited to his albums.
His clothing line is groundbreaking. He’s a design innovator as
well as a musician.
Kanye’s personal journey is also intriguing. Despite the controversies, he continues to influence in the entertainment
world.
No matter your opinion of him, his genius is undeniable.
His art will be celebrated for decades.
Hello just wanted to give you a brief heads up and let you know
a few of the images aren’t loading properly. I’m not sure why but I think its a linking issue.
I’ve tried it in two different browsers and both show the same outcome.
thx
Kanye West is a visionary in the entertainment world.
His records consistently push boundaries and highlight his creativity.
Ever since The College Dropout, he’s set the bar high. His production are thought-provoking.
He mixes different sounds in a way that is unparalleled.
Moreover, his impact goes beyond the studio. His fashion line is groundbreaking.
He’s a cultural icon as well as a producer.
Kanye’s personal journey is just as fascinating. Even with the ups and downs, he stays relevant in the entertainment world.
Whether you love him or hate him, his influence is undeniable.
His work will be celebrated for years to come.
I just could not leave your site prior to suggesting that I actually enjoyed the standard info a person supply on your visitors?
Is gonna be again frequently to check out
new posts
Hi there Dear, are you actually visiting this web page regularly,
if so afterward you will absolutely take pleasant knowledge.
Hello there, You’ve done an incredible job. I’ll definitely digg
it and personally recommend to my friends. I am confident
they’ll be benefited from this website.
Hello there! I just wish to offer you a huge thumbs up for your excellent
information you’ve got right here on this post. I will be coming back to your web site for
more soon.
Excellent blog here! Also your web site loads up very fast!
What host are you using? Can I get your affiliate link to
your host? I wish my website loaded up as fast as yours lol
This design is incredible! You most certainly know how to keep a reader entertained.
Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Excellent job.
I really enjoyed what you had to say, and
more than that, how you presented it. Too cool!
You have made some really good points there. I checked on the net for more info about the
issue and found most individuals will go along with
your views on this site.
Definitely consider that which you said. Your favorite reason seemed
to be at the net the simplest thing to take note of.
I say to you, I definitely get annoyed at the same time as other people consider concerns that they just
do not know about. You controlled to hit the nail upon the
top as smartly as outlined out the whole thing without having side-effects ,
other folks can take a signal. Will probably be again to get more.
Thank you
Hello, i feel that i saw you visited my website
thus i got here to go back the want?.I’m attempting to find issues to improve
my web site!I guess its ok to make use of some of your ideas!!
Yeezy is a trailblazer in the music industry. His records always innovate and reflect his artistic evolution.
From The College Dropout, he’s revolutionized the industry.
His lyrics are thought-provoking. He blends genres in a way that is
unmatched.
Moreover, his impact is not limited to his albums.
His fashion line has set trends. He’s a trendsetter as well as
a artist.
His life story adds to his mystique. Even with the ups and downs,
he continues to influence in the music scene.
Regardless of how you feel about him, his genius cannot be
denied. His art will last for decades.
magnificent issues altogether, you just received a new reader.
What could you suggest in regards to your post that you just made
some days in the past? Any certain?
We stumbled over here different page and thought I
might as well check things out. I like what I see so now i am following you.
Look forward to going over your web page repeatedly.
When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each time
a comment is added I get several e-mails with the same comment.
Is there any way you can remove people from that service?
Thanks a lot!
I’m not sure why but this site is loading extremely slow for me.
Is anyone else having this problem or is it a issue on my end?
I’ll check back later and see if the problem still exists.
Good site you’ve got here.. It’s difficult to
find excellent writing like yours nowadays.
I seriously appreciate people like you! Take care!!
Ye is a genius in the world of hip hop. His music never fail to impress and demonstrate his genius.
Since his first album, he’s changed the music landscape.
His production never disappoint. He blends genres in a way that no one else does.
Furthermore, his contributions goes beyond the studio.
His ventures in design has made waves. He’s a fashion mogul as well as
a producer.
His personal life is also intriguing. In spite of the headlines,
he stays relevant in pop culture.
Regardless of how you feel about him, his genius is clear. His music will
last for decades.
Removals Blackpool by Cookson & Son Moving
Removals In Blackpool Made Easier
Are you looking for a friendly, reliable and affordable
removals company near you? Cookson and Sons offer a high quality service that specialises in removals in Blackpool, Preston, Wrea Green, Garstang, Kirkham and Lytham.
Moving house can be stressful and exhausting. With us you can organise your storage
and removal service right now. Contact us today to make an enquiry.
I’m amazed, I have to admit. Seldom do I come across a blog that’s equally educative and entertaining, and without
a doubt, you have hit the nail on the head. The problem is something too few folks are speaking intelligently about.
Now i’m very happy that I stumbled across this in my search
for something concerning this.
Hello, I think your site might be having browser compatibility issues.
When I look at your blog site in Ie, it looks fine but when opening in Internet Explorer,
it has some overlapping. I just wanted to give you a quick heads up!
Other then that, very good blog!
May I simply just say what a relief to discover a person that actually
understands what they’re discussing over the internet.
You definitely know how to bring a problem to light and make
it important. More people should check this out and understand this side of your
story. I can’t believe you aren’t more popular
since you most certainly possess the gift.
Why people still make use of to read news papers
when in this technological world the whole thing is accessible on web?
It’s hard to come by experienced people about this subject, but you sound like you know
what you’re talking about! Thanks
I was pretty pleased to discover this site. I need to to thank you for ones time for this fantastic read!!
I definitely savored every little bit of it and I have you bookmarked to see
new stuff on your website.
It’s the best time to make some plans for the future and it is time to be happy.
I’ve read this post and if I could I want to suggest you few interesting things or advice.
Perhaps you could write next articles referring to this article.
I want to read even more things about it!
Valuable information. Fortunate me I found your site by chance, and I’m shocked why this
twist of fate didn’t happened earlier! I bookmarked it.