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（6,652条）
Hi there, everything is going well here and ofcourse every one is sharing data, that’s really excellent,
keep up writing.
Its like you read my mind! You seem to know a lot about this,
like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a bit, but other than that, this is fantastic blog.
A great read. I will definitely be back.
Thank you for sharing your info. I really appreciate your efforts and I will be waiting
for your further write ups thanks once again.
Hi there, yeah this paragraph is truly nice
and I have learned lot of things from it concerning blogging.
thanks.
thx
Excellent post. Keep posting such kind of info on your site.
Im really impressed by your blog.
Hello there, You’ve performed an incredible job. I will
certainly digg it and personally suggest to my friends. I am sure they will be benefited from this
web site.
Hello There. I discovered your blog the use of
msn. That is a very well written article. I’ll be sure to bookmark it and
return to read extra of your useful information. Thank you
for the post. I’ll certainly return.
thx
Your composing is a breath of new air. It’s excellent to go through a thing that’s not only regurgitating the same old details.
Your insights are like a flashlight inside the darkness of misinformation.
Very nice post. I just stumbled upon your blog and wished to say that I’ve really enjoyed browsing your blog posts.
After all I will be subscribing to your feed and I hope you write again very soon!
Just want to say your article is as surprising.
The clarity in your post is just great and i can assume you’re an expert
on this subject. Well with your permission allow me to grab your feed to keep updated with forthcoming post.
Thanks a million and please continue the rewarding work.
My family every time say that I am killing my time here at net, except I know I am getting experience every day by reading thes nice articles.
Thanks for finally talking about > 統一超整合集團實體店資源與數位轉型並行 | 大宅生活美學股份有限公司 < Liked it!
magnificent post, very informative. I ponder why the opposite experts of this sector don’t
realize this. You should proceed your writing.
I’m sure, you have a huge readers’ base already!
Hi there! Do you use Twitter? I’d like to follow you if that would be ok.
I’m undoubtedly enjoying your blog and look forward to new updates.
It’s very effortless to find out any topic on net as compared to textbooks,
as I found this post at this site.
Thanks for taking the time to write this. It is often great to determine well-composed material.
Hello Dear, are you in fact visiting this web site daily, if so after that you will absolutely get nice knowledge.
Nice blog right here! Also your site a lot up very fast!
What web host are you the use of? Can I am getting your affiliate
link on your host? I desire my site loaded up as fast as
yours lol
I am extremely impressed with your writing skills as well as with the layout on your blog.
Is this a paid theme or did you customize it yourself?
Anyway keep up the nice quality writing, it is rare
to see a nice blog like this one nowadays.
I’m excited to uncover this website. I need
to to thank you for your time due to this fantastic read!!
I definitely loved every little bit of it and I have you book-marked to
look at new things on your blog.
That is really fascinating, You are a very professional
blogger. I have joined your feed and look forward to seeking extra of your magnificent post.
Additionally, I’ve shared your web site in my social networks
This can be one of those posts I’ll be sharing with all my pals.
Heya! I just wanted to ask if you ever have any trouble with hackers?
My last blog (wordpress) was hacked and I ended up losing months of hard
work due to no back up. Do you have any methods to prevent hackers?
Além do Facebook Reels, os usuários podem enviar vídeos como
suas histórias do Facebook, que ficam online por apenas
24 horas.
Pretty part of content. I just stumbled upon your web
site and in accession capital to claim that I acquire actually
enjoyed account your weblog posts. Any way I will be subscribing for your feeds or even I success you get entry to consistently quickly.
As a big fan of Yeezy for a long time, I feel his
art is truly incredible.
Witnessing his evolution as an artist has been amazing.
Becoming well-known swiftly as a producer, Kanye was
recognized for his distinctive sound.
His debut album, The College Dropout, was a revolution in the hip hop industry.
Kanye has kept on to push boundaries the industry over the time, with
works like 808s & Heartbreak.
His influence in style with his Yeezy is unquestionable,
showing he is not just a creative prodigy.
Kanye’s style is bold, constantly pushing conventions.
Enhancing my room with Kanye West artwork recently, and they
look amazing.
Each piece encapsulates a chapter of his life and provides a special touch to my space.
Does your website have a contact page? I’m having a tough
time locating it but, I’d like to send you an e-mail. I’ve got some suggestions for your blog you might
be interested in hearing. Either way, great site and I
look forward to seeing it develop over time.
Hi, I do believe this is a great blog. I stumbledupon it 😉 I will come back yet again since i have book marked it.
Money and freedom is the greatest way to change, may you be rich and continue to guide others.
Hey there, I think your site might be having browser compatibility
issues. When I look at your blog in Chrome, 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, awesome blog!
I all the time used to read post in news papers but now as I am a user
of net so from now I am using net for posts, thanks to web.
I’ve been a big fan of Kanye West for ages, and I believe his work is really amazing.
Watching his growth as an creator has been astonishing.
Starting out as a beat maker, Kanye quickly rose to fame with his unique sound.
His initial album, The College Dropout, was a revolution in the rap industry.
Kanye has persisted to push boundaries music over the time, with works like Yeezus.
Kanye is not only a musical prodigy, but his
impact in style with his Yeezy line is unquestionable.
His style is bold, forever challenging conventions.
I recently adorned my space with some Kanye West artwork, and they appear fantastic.
Each piece encapsulates a chapter of his life and brings a distinctive vibe to my home.
I have proposed your website to my colleagues, they usually like it way too.
この罪で逮捕された『コアマガジン』の太田章容疑者は「わいせつにならない程度に修正した」と容疑を否認しましたが、警察による家宅捜査を受けた上逮捕のきっかけとなった月刊誌は廃刊となってしまいました
No matter if some one searches for his vital thing,
thus he/she wants to be available that in detail, thus that thing is maintained over
here.
Very nice post. I just stumbled upon your blog and wished to say that I
have truly enjoyed browsing your blog posts. In any case I’ll
be subscribing to your rss feed and I hope you write again very soon!
Its not my first time to pay a quick visit this website, i am browsing this web site dailly and get
good information from here daily.
Good post. I will be facing many of these issues as well..
I used to be able to find good information from your content.
Have you ever thought about creating an ebook or
guest authoring on other blogs? I have a blog based upon on the same information you discuss and would really
like to have you share some stories/information. I know my visitors would value
your work. If you’re even remotely interested, feel free to send me an email.
My brother recommended I would possibly like this website.
He used to be totally right. This submit actually made
my day. You can not believe just how a lot time I had spent for this
info! Thank you!
I used to be able to find good advice from your articles.
Hi, yes this post is truly good and I have learned lot of things from it about blogging.
thanks.
This website was… how do I say it? Relevant!!
Finally I’ve found something that helped me. Many thanks!
Hello, this weekend is nice in support of me, because
this moment i am reading this enormous educational piece
of writing here at my house.
thx
thx
thx
thx