疫情下電商贏的策略
2home.co 楊惟雯
誠如CNBC知名財經節目主持人Jim Cramer表示，「他擔心新冠肺炎大流行造成的經濟衝擊，會讓美國之後只剩下亞馬遜、沃爾瑪和好市多3 家零售商，因美國零售業已由這 3 巨頭主宰。」其中，三分之一份額為電商。
一、宅經濟熱潮唱旺三大電商集團
台灣三大電商集團公布6月營收均繳出好成績。
富邦媒6月合併營收為54.67億元，年增 35.51%，創歷年同期新高；而網家6月合併營收為35.86億元，年增20.74%；而東森國際轉投資東森購物6月營收達16.9億元，年增21.5%，反映即便處在電商相對淡季，宅經濟效應未明顯退燒。
富邦媒表示，截至目前為止，momo會員人數已經逼近1100萬名，等於接近一半的台灣人都已是momo會員，每個月至少都有100萬筆的訂單成交。
上半年電商大檔「618 年中大促」有效為第二季底業績衝刺，為後疫情時代momo營運持續繳出亮眼成績，6月網路購物年增率高達42.8%，且行動購物年增55.9%。包括健康休閒、3C 家電、居家生活、美妝保健和流行精品類別，皆有超過30%的成長。展望7月，富邦媒表示，為滿足國人因疫情無法出國購物的需求，已規劃「全球購物祭」。
網家也指出，6月營收受惠 PChome線上購物20週年慶，帶動Dyson、碧兒泉業績倍增，而幫寶適業績年增更達3倍之多，再加上夏季多次飆出高溫，消費者仍依賴網購採買，生活用品、食品和日用品銷量激增。
網家旗下 PChome24h 購物上半年行動端已占全站流量逾60%，同時，新增會員數年增 80%、活躍行動端用戶達近百萬人，看好行動購物趨勢，網家表示 PChome24h 購物將持續優化行動端服務，力拚消費者可於60秒內快速完成購買流程，並在24小時內收到訂購商品。展望7月，則是規劃「夏季生活提案檔期」，為第三季再添新動能。
東森購物則說明，上半年民生消費習慣改變，宅經濟買氣看俏，上半年有效訂單件數逾642萬件，年增13%，累計營業額達101億元，年增18%；其中，保健食品有效訂單突破130萬件、營收年增達35%，而食品類則有30% 的成長，此兩大類別需求最熱絡。
二、線下零售龍頭爭相搶進電商，加快網購滲透率
據富邦媒統計，2019年台灣電商產值2078億元，過去5年年均複合成長率約 9.2%，成長速度大幅高於零售業 1.8%，電商滲透率則從2018年的10.5%上升至11.1%，相較中國和南韓電商滲透率28.2%，台灣顯然還有很大的成長空間。
儘管肺炎疫情蔓延，三大網購平台處在傳統淡季期間買氣仍逆勢爆增，尤其網購B2C龍頭富邦媒已開始加速發展「物流短鏈」。不過，實體零售業者也動作頻頻，包括超市零售龍頭全聯、百貨零售龍頭新光三越等，也在加快建構行動購物，網購行為長期可望更活絡。
其實，過去幾年無論是超市、百貨等實體店均積極透過導入新餐飲、娛樂等體驗型消費增加客流量，然而，這波肺炎疫情衝擊，使過往網購取代不了的「餐飲王牌」暫時失靈，也激發各大實體業者加速投入線上布局，預料在此情勢下，未來網購的滲透率將快速成長。
1、百貨龍頭新光三越綁定APP百萬會員
百貨龍頭新光三越趕在同業前發展APP提供各種服務，帶動全台200 多萬會員中，超過100萬名綁定為APP會員，在這次疫情衝擊百貨來客數之際，新光三越已藉此優勢快速應變。
新光三越規劃，大規模擴增旗下beauty STAGE美麗台商品陣容，從原有以流行彩妝、保養品為主力的「美妝保養館」，擴增 3C家電館、運動休閒館、超市保健館、兒童婦嬰館和女仕專區館，藉此快速將百萬會員直接導入自家網購。
另一方面，新光三越正與數百家餐飲業討論外送合作，在完成餐盒和食品安全措施定案後，預計月底推出。
2、連鎖超市龍頭全聯的「實體電商」優勢
連鎖超市龍頭全聯今年積極發展電商最後一哩路「實體電商」，將全台千家據點加入電商一環，未來消費者可透過全聯APP掌握鄰近門市的即時庫存，除可自行到店取貨，全聯也評估與物流業者合作，目標2小時內將商品送達。
全聯是以千家店點的優勢串聯起短鍊物流，並主攻目前電商平台較難使力的生鮮電商，除生鮮優勢，也可望帶動其他生活快銷品的併買效益，有助提高客單價，可預見今年開始，全聯勢將對其他同業更具威脅性。
3、量販雙雄愛買和家樂福則加入外送服務
此外，量販雙雄發展同樣不容小覷，在發展線上平台有成之下，遠百旗下愛買線上購物網 2月以來訂單大增90%。
而愛買和家樂福則加入外送服務，愛買與 Foodpanda合作上線近900項生鮮，服務範圍從雙北擴及桃園和台南；家樂福則是全台超過一半的分店均與Foodpanda合作，同時有5家店攜手UberEats提供配送服務，兩大業者同樣未在網購大戰中缺席。
三、富邦媒聯手全家，首創超商「冷凍店取」服務
台灣B2C網購平台龍頭 momo 富邦媒為反擊全聯是以千家店點的優勢串聯起冷鍊物流，宣布聯手連鎖超商全家，於電商同業中獨家推便利商店冷凍店取服務，再添冷鏈服務營運新動能。
富邦媒總經理谷元宏指出，受新冠肺炎疫情影響，冷凍宅配需求大增，據 momo 購物網銷售統計，上半年冷凍食品銷售年增1.5倍、新來客數也較去年大增超過1.5 倍。
富邦媒看準冷凍食品於電商市場的成長潛力，此次打破消費者冷凍包裹取貨的時空限制，攜手全家便利商店全台店舖 (離島、特殊店舖除外)，獨家推冷凍即食品、生鮮肉品、水產海鮮、冷凍滴雞精、冷凍水果和甜點冰品等逾500件指定商品便利商店「冷凍店取」服務。富邦媒強調，超商冷凍店取上路後，可解決許多消費者購買冷凍包裹取貨卻無法即時冰存、無法配合物流配送時間等限制，進而提升購物體驗。
谷元宏進一步說明，疫情促使許多消費者開始嘗試透過網購採買冷凍食品及冷凍生鮮食材，而 momo購物網看準此新商機，已積極網羅優質冷凍食品，至今上架冷凍食品超過2萬件，每年品項數維持50%以上的成長幅度。
四、富邦媒推「網路直播」電商，耕耘美妝版圖
受疫情影響，電商業富邦媒宣布，運用旗下通路momo電視購物節目資源，將推出全新「網路直播」主題節目，並針對毛利相對高的美妝業種強化布局，有助提昇獲利。
富邦媒看好影音成長空間，首度打造主題節目「絲棋大 Suki」，以電視購物製作資源切入打造直播的主題節目，富邦媒表示，節目主打美學生活、流行時尚和美容保養等主題，鎖定25至44歲的小資族、粉領族和輕熟女，藉此鞏固美妝電商龍頭地位。
富邦媒早在2016年雙11購物節起即跨入「網路直播」行列，找來網紅與電視購物專家在節目中進行 PK 叫賣活動打響討論度，而隨著直播風潮盛行，2018 年第一季正式推全天候「網路直播」節目，至今已累積播出超過 2000 檔直播節目，每檔節目約有 2-3 萬的觸及人數，不重複觀看人次平均約達 8000 人，龍頭領先地位持續擴大，
展望今年，富邦媒可望持續受惠電商滲透率提升，以及產品種類增加，估其未來3年營收可達年複合成長率 25-30% 的目標。
五、富邦媒推網路「週期購精耕計畫」
富邦媒指出，旗下通路 momo 購物網自2019年推出「週期購」服務，在疫情影響下，居家日用、保養洗沐、飲食生鮮和保健食品類商品大受歡迎，服務上線至今，繳出月均訂單約2,000筆成績，有效鞏固固定客源，近期將進一步推出「週期購精耕計畫」。
富邦媒看好此商機，最新規劃的「週期購精耕計畫」，亦即加碼指定商品 5% 回饋，預計藉由帶來新客源，業績可較原服務推出初期再成長3倍，又以食品為掃貨大宗。富邦媒進一步說明，週期購熱銷品類包括有尿布、衛生紙、洗衣精等，而食品類則顯示出兩大購買趨勢，包括需定期補貨的米汗水，以及生鮮直送的蔬果箱、雞蛋盒等。
六、富邦媒創大宗採購服務，估業績年增5成
中元節一向是為台灣零售業第三季最重要的檔期，每當進入農曆7月，零售業者皆積極布局第三季最大檔期中元普渡，2020年量販實體業者包括愛買、家樂福的戰線也積極拉到線上，要與來勢洶洶的網購業者搶客；而富邦媒則規劃住宅社區或公司行號皆提供專人服務大宗採購，目標今年中元檔期要成長 50%。
隨著消費者越來越習慣網購大包裝生活用品，富邦媒今年規劃近百款的中元拜拜箱，相關商品備貨量較去年同期成長 2-3 倍，甚至推出針對住宅社區或公司行號提供專人服務和快速配送，樂觀估中元業績年增幅可達 50%。
七、電商搶年菜銷售版圖
每年距離農曆年僅剩一個月餘，各大通路已開始銷售年菜，電商業者更是積極加入戰局搶市，富邦媒表示，早鳥年菜買氣暢旺，尤其2019年加強網羅知名飯店年菜，預估全檔期業績將年增 20%，而東森購物則看好銷售量將可較去年再成長超過 30%，並創歷年新高業績。
富邦媒表示，網購年菜的市場規模連年上升，momo 購物網今年除了有歷年銷售基本盤老字號名店，預估將持續占整體年菜銷售比重 40%，同時，為推升成長動能，已大幅網羅知名飯店年菜，包括六福皇宮、王品集團和亞緻天香樓，還有新興網路店家聖凱師、鮮味達人等年菜品牌。
momo 購物網預估，年菜採買潮將在春節前三周進入高峰期，而隨著整體市場規模持續成長，樂觀看業績將較去年同期成長 20%。
八、富邦媒布局短鍊物流
坐穩台灣電商一哥的momo，當年從電視購物頻道起家，在富邦集團裡比起同集團裡的金控、電信，只是一家微不足道的小公司。沒人多加看顧，竟然自己長大了。momo 如何做到？它憑藉的是「天下武功，唯快不破」，下單快、出貨快、到貨要更快，速度，是決定電商經營的關鍵因素。
所以，現在作為網購 B2C龍頭，富邦媒已提列2020年資本支出為8.5億元，其中2.25億元用以完成20座以上衛星倉建置，年底全台共將超過40座，在短鍊物流布局完成後，快速到貨的服務將可遍及西部。
富邦媒過去各大平台的24小時到貨、12小時到貨甚至6小時到貨的服務多半僅侷限在雙北市，不過，富邦媒今年將投入2.25 億元用以完成衛星倉建置，2020年底全台共將超過40座。尤其富邦媒在南區打造全新物流中心，規模更甚北區，預計2021年啟用，隨著短鍊物流陸續完成布局，快速到貨的服務未來將可遍及西部，預料 momo 購物在網購市場屆時競爭力將更強大，大者恆大的地位可望更加穩固。
九、富邦媒成立物流子公司富昇，穩定24小時到貨服務
富邦媒近年積極加速擘劃物流服務的藍圖，2017年北區物流中心正式竣工營運、2018年啟動衛星倉綿密網絡布建計畫、2019年著手規劃南區物流中心，截至2020年底朝向40座衛星倉邁進。
同時，富邦媒成立百分百持股子公司「富昇物流」，強化物流短鏈布局，可更提升物流營運效能，初步業務是穩定提供六都當日配送服務；而富昇物流董事長將由富邦媒總經理谷元宏出任。
富邦媒說明，電商業務年年雙位數成長，成立物流子公司富昇是為補足市場服務，車隊規模含貨車和機車已破百輛，物流配送士共200人，預計未來一年將再持續擴增配送運能需求，初期業務是穩定提供六都當日配送服務。
富昇物流也將協同既有14家運輸公司策略合作，強化「物流中心」、「衛星倉」和「客戶」間的運能串連。
為了讓物流服務品質持續升級， momo 透過數據分析將客戶訂單從指定區域倉出貨外，更搭配「電子地圖」應用規劃最佳配送路線，以及結合「二程接駁」深入各城市中的大街小巷，可降低物流車的往返耗時，並提升配送效能。
而富昇物流也納入專屬開發運輸配送系統，並精進優化「車機系統」，以監控累積車輛行駛軌跡等相關數據建置配送知識庫，提供運輸物流更可實行配送調度管理、即時異常警示風險管控。
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