統一超整合集團實體店資源與數位轉型並行

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。

 

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