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（5,210条）
Pretty nice post. I just stumbled upon your weblog and wished to say that I have truly loved surfing around your weblog posts. In any case I’ll be subscribing for your feed and I am hoping you write again soon!
Hey there! Do you know if they make any
plugins to safeguard against hackers? I’m kinda paranoid about losing everything
I’ve worked hard on. Any recommendations?
I am genuinely pleased to glance at this website posts which consists of tons of helpful data, thanks for providing such data.
It’s going to be finish of mine day, however before finish I am reading
this impressive article to increase my know-how.
I blog quite often and I really thank you for your information. This great article has truly
peaked my interest. I will book mark your site and keep checking for new details about
once a week. I opted in for your RSS feed too.
What’s Taking place i am new to this, I stumbled upon this
I have found It positively helpful and it has helped me out loads.
I’m hoping to contribute & assist other customers like its helped me.
Great job.
Ye is really a remarkable artist. His influence on the music industry cannot be overstated.
From the beginning with his first album, he has repeatedly pushed boundaries.
His music are not just songs; they are a mix of creativity and sound.
Each release he drops is a reflection his growth
as an artist. Take, for instance, MBDTF, which many call a groundbreaking
work in hip hop.
Apart from his music, Kanye West is noted for his bold statements.
No matter how you feel about him, you can’t ignore his impact on the music scene.
Moreover, his pursuits outside of music are equally impressive.
His Yeezy brand to his art installations, Kanye remains at the forefront.
In summary, Ye is an incredibly versatile artist who is leaving an unforgettable legacy on music.
His work will always be celebrated for generations.
I think the admin of this site is in fact working hard in support of his web page,
as here every data is quality based information.
There’s certainly a great deal to know about this topic.
I love all of the points you have made.
Hi, just wanted to tell you, I loved this blog post.
It was funny. Keep on posting!
Do you have any video of that? I’d love to find out more
details.
Woah! I’m really digging the template/theme of this blog.
It’s simple, yet effective. A lot of times it’s hard to get that “perfect balance” between user friendliness and visual
appearance. I must say you have done a superb job with this.
Additionally, the blog loads extremely quick for me on Safari.
Outstanding Blog!
Today, I went to the beach front with my kids.
I found a sea shell and gave it to my 4 year old daughter and
said “You can hear the ocean if you put this to your ear.”
She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear.
She never wants to go back! LoL I know this is totally off
topic but I had to tell someone!
I know this web site offers quality depending articles and extra material, is there any other site which gives these
things in quality?
I have learn a few excellent stuff here. Definitely price bookmarking
for revisiting. I surprise how a lot effort you put to create such a magnificent informative website.
No matter if some one searches for his essential thing, thus he/she wishes
to be available that in detail, therefore that thing is maintained over here.
Spot on with this write-up, I really think this web site
needs far more attention. I’ll probably be back again to read
more, thanks for the advice!
I am not sure where you’re getting your information, but good topic.
I needs to spend some time learning more or understanding more.
Thanks for fantastic information I was looking for this info for my mission.
Sweet blog! I found it while surfing around on Yahoo News.
Do you have any suggestions on how to get listed
in Yahoo News? I’ve been trying for a while but I never seem to
get there! Many thanks
all the time i used to read smaller articles that as well
clear their motive, and that is also happening with this article which I am reading now.
Thanks to my father who stated to me about this webpage, this website is in fact awesome.
Hi would you mind letting me know which web
host you’re utilizing? I’ve loaded your blog in 3 completely different internet browsers and I must say this
blog loads a lot faster then most. Can you suggest a good internet hosting provider at a reasonable price?
Thank you, I appreciate it!
I love your blog.. very nice colors & theme. Did you make this website yourself or did you hire someone to do
it for you? Plz reply as I’m looking to create
my own blog and would like to find out where u got this from.
thanks a lot
As the admin of this web site is working, no doubt very shortly it will be well-known, due to
its feature contents.
Wow! Finally I got a blog from where I be able to really
get valuable data regarding my study and knowledge.
Howdy! Someone in my Facebook group shared this website with us so I came to give it a look.
I’m definitely enjoying the information. I’m book-marking and will be tweeting
this to my followers! Outstanding blog and excellent design.
Woah! I’m really enjoying the template/theme of this site.
It’s simple, yet effective. A lot of times it’s very hard to
get that “perfect balance” between superb usability and visual appearance.
I must say you have done a amazing job with this.
Also, the blog loads very fast for me on Firefox.
Excellent Blog!
After going over a handful of the articles on your site, I
seriously like your technique of blogging. I added it
to my bookmark website list and will be checking back
soon. Take a look at my web site as well and let me know
what you think.
Hello there! I just want to offer you a big thumbs up for the
excellent information you have here on this post. I am coming back to your blog for more soon.
Normally I do not learn article on blogs, but I would like to say that this write-up
very compelled me to check out and do it! Your writing style has
been amazed me. Thank you, quite great post.
Hello, I want to subscribe for this web site to get latest updates, thus where can i do it
please assist.
دیزل ژنراتور
I’ve been browsing online more than 3 hours today, yet I never found any interesting article like
yours. It’s pretty worth enough for me. In my view, if all webmasters and bloggers made
good content as you did, the internet will be a lot more useful than ever before.
You can certainly see your enthusiasm in the article you write.
The arena hopes for more passionate writers like you who are not afraid to say
how they believe. At all times go after your heart.
For that reason, the size of a gas fire place also impacts the warm outcome.
This is very interesting, You’re an excessively skilled blogger.
I have joined your rss feed and look ahead to in search of more of your great post.
Additionally, I’ve shared your website in my social networks
Great delivery. Outstanding arguments. Keep up the
amazing work.
What’s up to every body, it’s my first go to see of this
blog; this webpage carries amazing and genuinely excellent stuff in favor of readers.
That is a really good tip particularly to those fresh to the blogosphere.
Brief but very accurate information… Thanks for sharing this
one. A must read article!
Hi to every body, it’s my first pay a quick visit of this web site; this website includes remarkable and genuinely good stuff in favor of
visitors.
Hi, I read your new stuff on a regular basis. Your writing style is witty, keep doing what you’re doing!
This text is invaluable. When can I find out more?
Heya i’m for the primary time here. I found this board
and I to find It really useful & it helped me out
a lot. I’m hoping to present something back and aid
others such as you helped me.
Thanks for ones marvelous posting! I quite enjoyed reading it, you’re a great author.
I will be sure to bookmark your blog and will come back from now on. I want to encourage that you continue your great posts, have a
nice weekend!
My brother suggested I might like this web site. He was entirely
right. This post actually made my day. You can not imagine just how much time I
had spent for this information! Thanks!
I have read so many posts regarding the blogger lovers but this paragraph is genuinely a pleasant article, keep it up.
Hey would you mind sharing which blog platform you’re working with?
I’m looking to start my own blog in the near future but I’m having a difficult time choosing
between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your design and style
seems different then most blogs and I’m looking for something completely unique.
P.S My apologies for getting off-topic but I had to ask!
Great post! We are linking to this particularly great post on our site.
Keep up the great writing.
Why viewers still use to read news papers when in this technological globe everything is existing on net?
Whoa! This blog looks exactly like my old one! It’s on a totally different topic but it has
pretty much the same layout and design. Excellent choice
of colors!