全家超商沒有飽和問題
2home.co 楊惟雯
目前台灣的便利商店總量已超過1萬家，每走幾步路就可以看到便利商店，密度堪稱全球之最，不過，全家便利店認為企業只要具有變形蟲的能力，沒有飽和這件事情。全家便利店要做的是，培養因應商圈需求的高度彈性化。
全家便利店公布6月合併營收達72.98億元，年增10.1%，創單月次高紀錄，第二季合併營收更寫新高，達211.11億元，年增10.03%，上半年合併營收409.02億元，年增9.43%，無畏新冠肺炎疫情。
全家便利店今年本業仍維持三大既定發展策略—-會員點數經濟、鮮食座位經濟和電商網購經濟，且全年將投入35億元資本支出，用以擴大物流和新設備布局，蓄積業績動能。
一、實體店的轉型再生
截至6月底，全家便利店總店舖數達3675家。全家便利店認為實體店只要具有變形蟲的能力，沒有飽和這件事情。全家要做的是，培養實體店因應商圈需求的高度彈性化。其主要觀點如下：
1、標準店的時代已經過了
全家便利店表示，標準店的時代已經過了，不再是標準店快速複製，而是要改採「大同小異」原則，因應不同商圈的需求去調整任何服務和商品組合。
2、複合店型的發展趨勢成形
全家複合店型的開展方向呈現多元，例如有藥局型、超市型、生活機能型。
接下來將積極開出「咖啡旗艦店」，主要是因觀察到消費者不僅僅是需要購買咖啡，同時還需具備優質的休憩空間。
此外，也朝健康和美麗、或是支援家庭廚房的商業模式邁進。
3、科技概念店導入
科技概念店導入的機器設備因可節省店舖人力，自助結帳機、智能咖啡機確定會量化設置，而智能販賣機將會依不同的店鋪需求做不同的組合，而夜間營業或封閉商圈則會設置無人機台。
4、將交通據點做為戰略口岸
全家拿下台鐵標案後，做生意的方法就不一樣了，例如在台北車站的4家店，由於具有高人流、多元的來客組成，因此商品和店型設定均不同，全家已擬定將交通據點做為戰略口岸，近期進駐蘇澳服務區，都是為了觀察不同來客的消費行為。
二、冷凍冷調食品是未來的大商機
全家便利店看好冷凍冷調食品是未來的大商機，對此，未來將提供更豐富的鮮食產品。
同時，為因應台灣的老年化趨勢，「少添加物」概念貫穿鮮食產品，也成為新趨勢，加入clean label的鮮食比例達70%。
這裡，值得一提的是，從未跨入工廠生產的全家便利店，為何跨入「福比麵包」管理生產，不僅量產第2年就轉虧為盈，還帶動全家便利店2019年麵包業績成長1成5，他們怎麼做到的？
2015年，全家便利店咖啡、麵包單店銷售額都遠不及統一超商，統一超商咖啡賣100杯，全家便利店就是50杯；統一超商麵包賣100個，全家就是60個。
全家便利店表示自己做麵包的好處，即打造差異化麵包，創造產品區隔；同時麵包也是很好的帶路商品，消費者買麵包再買其他商品的併買率很高，整體來說有助於提升來客數、客單價，對於營收、獲利都有正面加分。
全家便利店門市數已達3675家，自己投入麵包生產製造，只要能維持一定產品水平，能獲得的利潤一定較高，所以投入麵包生產是很自然的策略。
現在，麵包已繼咖啡商機後，成為全家便利店鮮食熱賣商品。光一款日式鬆餅，可年銷8百萬袋，甚至賣到缺貨；背後功臣，就是全家便利店4年前自營的子公司「福比麵包」。
目前「福比麵包」生產的麵包全部供應給全家便利店，貢獻全家便利店麵包業績約一半比重，且2018年開始穩定獲利，還帶動全家便利店麵包銷售額。
而「福比麵包」2018年就轉虧為盈，除3675家門市店長願意買單之外，關鍵還有新推出的日式鬆餅、匠吐司等明星商品。
三、會員點數經濟
會員點數經濟是全家便利店2020年本業維持三大既定發展策略之一。
(一)超商會員戰開打
台灣超商密度在高度飽和下，近年來可看到超商業者不斷創新，2020年超商雙雄的搶客大戰，戰場將正式從實體門市延伸到數位會員服務。進入2020年後，超商雙雄均將會員經營視為業務發展重點。
依統一超統計，2019年OPEN POINT APP年度開啟率提升，躍升為7-ELEVEN行動支付條碼刷工具排行第三名，每3名來客就有1人使用 OPEN錢包，2019年創造逾1.3億人次使用，OPEN錢包客單價也較其他支付工具高出40%。
另一方面，「OPEN POINT點數流通平台」，一年吸引超過300萬人次累兌換點，總市場流通量高達1500億點，價值等同5億元，其中有40萬人次是將外部點數轉入換成 OPEN POINT點數，相當於兌換300萬杯 CITY CAFE美式咖啡。
今年統一超積極透過OPEN POINT擴展會員生態圈，營運重點方向之一是OPEN POINT熟客生態圈，將以「集團會員整合」、「雙APP功能二合一」和「會員優先」作為三大發展策略，目標力拚將目前的會員數由約650萬人一口氣拉升至1000 萬人。
今年3月中，在台北統一時代百貨、統一佳佳的BEING spa、BEING sport健身房，及統一超的健身房複合超商，都可使用統一超會員系統「OPEN POINT」App平台來累積點數、兌換點數，是台灣第一個超商業者跨多元業態整合的會員系統。
對比全家便利商店在2017年7月就推出線上咖啡寄杯服務，有人說統一超會員策略走太慢；但對統一超而言，他們想的比別人更多，特別是集團旗下還有美妝通路康是美、星巴克、統一時代百貨等不同業態，怎麼建構跨業態的會員系統，才是他們的目標。
因為要做到跨業態整合並不容易，每個業態的會員需求不同、期待的會員服務也不同，如何符合不同業態的消費者體驗，又維持財務穩定、消費者權益不受損，這些都要兼顧。像超商是高頻率消費、以日常用品為主，但百貨公司消費頻率較低、客單價較高，怎樣將這些族群整合進一套系統，推出符合不同族群需求的會員活動，就是困難之處。
另外，7ELEVEN也將整合旗下二大 APP─ibon APP、OPEN POINT APP，預計「雙APP 功能二合一」正式上線，未來只要啟用 OPEN POINT APP，即可使用約115項服務與功能。
展望後市，統一超強調，今年會員活動強打「心占率」、「尊榮感」和「好感度」3 大方向，並將串聯旗下近20家關係企業會員系統，整合集團資源推升級版「OPEN POINT 集團會員點數生態圈」。
而全家便利店則表示2019年會員數正式突破千萬大關，並藉此培養出高客單的會員族群，會員消費占整體營收的比重已近40%，2020年隨著會員數提升已擁有1200萬名會員，下一步目標是將進一步提升強化經營會員，並將開通全家便利店會員點數可折抵消費的新服務。
全家便利店過去透過與HAPPY GO和UUPON合作已提供有點數折抵服務，此次全家便利店將進一步擴大自家的會員點數也可折抵超商內消費，藉此進一步鞏固會員黏著度。
全家董事長葉榮廷說，會員數是基本的利基，現階段要努力的是以服務為出發點，透過實體店和 APP服務為消費者解決生活各種問題，且關鍵在於「消費者還沒想到需要服務前就提出」，也就是從供給創造需求，並以創新服務來「攔截」消費者。
全家便利店表示，未來會將會員經濟視為必須高度發展的重點。近期在 APP也啟用「智能記帳本」功能，讓會員更方便管理點數、甚至透過串接財政部電子發票整合平台，同步紀錄其他消費，藉此強化 APP使用率。
（二）全家便利店點數折現服務跨界生態圈加入Line Store、屈臣氏
全家便利店會員經營策略再進化，點數折現服務4月22日起將再加碼推異業跨界兌換功能，包括 Line Store、屈臣氏、亞洲萬里通、KKBOX 和 iRent 等均加入，完成會員跨界生態圈，未來預計將再擴展至銀行、壽險和線上通路，成為會員經營的新里程碑。
全家便利店會員數近1200萬名，2019年點數兌換超過150億點，顯示會員點數流通性和黏著度均高；據全家內部統計，2019年會員點數約有60%作為商品兌換，兌換前三類別為民生用品類 (杯裝飲料、牛奶、衛生紙)、全店行銷和家電精品，另外40%為遊戲兌點。
為擴大會員服務並提升點閱價值，全家便利店點數將重新累計，以「點數銀行」為概念推出兩大機制，第一階段是點數折現機制，消費者結帳時可透過 APP 完成 300 點折抵 1 元，第二階段預計於 22 日起加入 Line Store、屈臣氏、亞洲萬里通、KKBOX、iRent 等五大業態通路商品，未來雙方系統串接後將可直接進行點數交換，後續也將拓展不同通路。
全家便利店會員暨電商推進部部長黃士杰進一步說明，點數運用如現金存於銀行概念，並藉由與不同業態的合作，提升生活服務覆蓋率，預計將成為全家便利店推升會員黏著度的催化劑。
全家便利店2019年會員貢獻營收占比達 40%，隨著零售市場進入會員爭奪戰國時代，全家便利店強調，支援顧客全方位生活的服務覆蓋範圍已成為心占率決勝點，將會員跨界生態圈視為會員經營下一階段里程碑。
另外，全家便利店也指出，由於一年約有 40%閒置點數，為了擴大點數應用範圍，開放會員點數應用到公益，在經過去年測試有成後，今年最新推出「讓愛多一點」點數做公益平台，建構起公益生態圈。
四、鮮食座位經濟
鮮食座位經濟是全家便利店2020年本業維持三大既定發展策略之一。
全家便利店本業表現穩健，來客數成長，帶動整體鮮食業績年增15%。
其中，黑金 (以咖啡為主的現煮飲料) 與白金 (麵包、吐司、三明治等) 品群為鮮食雙引擎，前者透過會員商品預售寄杯服務、咖啡旗艦店、單品咖啡銷售擴大，帶進新來客和黏著既有客；後者則在「匠吐司」明星商品帶動下，整體烘培業績年增近 10%。
全家便利店更與富邦媒合作推出電商獨家的超商低溫店取服務後，全家便利店也看好冷凍商品的銷售商機，宣布將再陸續投資約1億元於鮮食廠進行冷凍產線改建，並推出冷凍店型 3.0。
全家便利店鮮食部部長黃正田表示，對應小家庭和單身族忙碌的生活型態，全家便利店早在 6年前布局三大冷凍基礎建設，包括鮮食廠冷凍食品產線、冷鏈物流和店舖前後場冷凍空間擴充。
今年以來受到疫情帶動在家自煮風潮，上半年全家便利店的冷凍食品需求狂飆，銷售年增超過 50%，顯示簡單覆熱即食的冷凍食品已改變餐桌的樣貌，因此，全家便利店宣布，今年將再陸續投資1億元改建鮮食廠冷凍產線，並擴建店舖冷凍商品陳列和儲存空間，全力打造生活體驗型冷凍店型3.0，首店選在台北市新店慶民店推出，與永豐餘生技合作打造冷凍食品販售專區。
全家便利店進一步說明，冷凍店型從2015年與天和鮮物展開複合店起，至今已發展成可複製的超市型複合店，全台店鋪數達400家，而此次新推出的冷凍店型3.0，主要開設在住宅型商圈中，店內冷凍櫃設置多達10門，品項更多，價格帶約65-380元。
針對宅在家的客群，全家新店慶民店也提供 foodpanda 24小時的外送服務，除常態性販售的店內商品和永豐餘冷凍商品外，每日上午11點至晚間19點間還有代客料理、FAMI HOT食堂外送服務，全家便利店力拚在高度競爭的零售市場中透過新服務，再做出差異化。
五、電商網購經濟—-進化為「消費者手上的超商」
電商網購經濟是全家便利店2020年本業維持三大既定發展策略之一。今年將加快數位轉型的速度和廣度，並擴大會員跨界生態圈，朝科技零售業發展。
（一）進化為「消費者手上的超商」
電商網購經濟方面，於2019年中開設「好賣＋」接單平台，提供物流、金流、資訊流整合的一條龍服務後，有效帶動新一波的成長動能，2019年EC件數較往年成長超過10%。
至於支援本業的轉投資部分，日翊文化因應EC市場擴大高雄專倉稼動後，EC包裹物流需求增加，至今年第一季表現處成長趨勢；而轉投資中國全家，至去年底展店達 2801 店、淨增加 230 店，已進入 9 個地區。
全家董事長葉榮廷指出，過去傳統行銷方式是大眾行銷，亦即「做出一個東西後想辦法賣給很多人」，然而，處在虛實混和的數位環境中，「已不能在實體店內等著消費者上門，而是要透過數位化的優勢，在消費需求發生前即和客人有接觸，創造需求」。亦即，現階段要努力的是以服務為出發點，透過實體店和 APP 服務為消費者解決生活各種問題，且關鍵在於「消費者還沒想到需要服務前就提出」，也就是從供給創造需求，並以創新服務來「攔截」消費者。
全家便利店統計，來客與 7-ELEVEN 重疊數達 70%，與全聯重疊也達 60%， 顯然，消費者並沒有絕對的黏著度，葉榮廷直言，光是擁有多達千萬的會員數還是不夠，必須搭配數位轉型，讓全家「在消費者的手上」。
同時，隨著數位工具的發展，全家「要想辦法對一個會員賣很多的東西」，例如，消費者也可以來超商買衛生紙。
為此，全家便利店近幾年對APP功能下了很大功夫，並開創許多領先的應用，包括首創預售咖啡和寄杯制，而在去年的「衛生紙之亂」發生時，以APP預售系統釘住價格，帶動全家便利店衛生紙一口氣賣掉一年份，顯示預售功能可有效帶動消費。
另一方面，在會員數千萬的利基下，全家將進一步著眼於大數據技術的發展，藉此了解會員消費行為並拓展新服務。
葉榮廷指出，全家便利店會員系統可偵測消費行為後，拆解不同客群的行為模式，並找出多數消費者可能的食衣住行育樂需求和全家未觸及的經營型態，進而發展出導流議價和點數議價等生態圈，目標是在空間上─「360 度包圍顧客的需求」，並在任何時間點都能提供消費者服務。
整體而言，全家便利店不僅是超商業者，也將力拚進化成生活雜事的代理業者。
（二）搭網購高成長趨勢，實體店鋪將進化成物流密集網絡
全家便利店在全台雖擁有3675家店，全家董事長葉榮廷仍直言，零售業若沒有做數位轉型，幾乎不可能找到下一個機會點，因此，必須打破以實體店為主的思維，在這樣的趨勢中，全家便利店每年約投資35億元，一方面用以改裝店鋪以維持競爭力，更積極增加資訊硬體設備、物流中心投資，讓店鋪成為電商發展的關鍵最後一哩路。
葉榮廷強調，物流永遠無法被網路取代，尤其物流是電商的最後一哩路，具高度的發展利基，而零售業中，真正能做到最後一哩路的幾乎只有超商，全家便利店看準這塊商機，積極強化電商布局。
全家便利店也觀察到電商產業發展新趨勢已進化成社交電商、人人都是賣家，也就是說，電商物流使用的對象將更廣泛，此趨勢有助推升超商經手的包裹量，隨著小賣家的寄件需求大增，全家便利店已預計規畫發展出「上收服務」，派員直接到賣家家裡收包裹，以及推小賣家冷凍冷藏服務。
全家便利店在超商 APP 的領先程度明顯，據其統計，在 APP集點、支付和預售功能完成建置後，不僅成為企業 APP下載第一名，一年累計被使用者開啟達1.2 億次，近期將記帳本納入、甚至強化提醒帳單繳費的功能，也有效多帶動開啟率。
葉榮廷說明，1988-1998年全家便利店處在1.0時代，獲利來源為買賣業，進入2.0時代後，帳單代收和包裹代收的服務費收入已占獲利比重約25-30%，目前正處在全家便利店2.5階段，實體再加上線上電商、服務收入營收，線上平台提供了買賣業務更廣泛的銷售空間，甚至活用團購拉高營收。
葉榮廷再次強調，消費者絕非一個業者和一種產品可滿足，全家便利店必須「跑在前面」。
（三）攜手foodpanda推店到宅服務
全家便利店為快速對應外送需求成長，與全台最大美食外送平台 foodpanda 攜手合作，首階段雙北146間店舖投入服務，5月初達500店並擴展至台中、高雄等19個縣市，6月前店到宅服務店舖將達1000家，讓全台90%的縣市可享全家便利店商品送貨到府。
據全家便利店經營企劃本部副本部長李慶賢說明，全家店到宅小時外送服務為凌晨5點30分至凌晨2點，平均可帶動店舖大夜業績成長約10%，而近期在疫情影響下，2月店到宅新客激增15%，因此，看好與 foodpanda 合作後可挹注千家店點新成長動能。
全家便利店規劃，全家商城提供近200項商品，除了受歡迎的複合店套餐組合、零食、飲料和民生用品，較以往增加 60% 冷凍品項 (微波小吃、主食、冷凍鮮物)。
全家便利店早在 2018 年已展開店到宅服務測試，發現主要客群集中於 25-35 歲年齡層，並約略可分為「嘗鮮衝動」、「健康補給」和「箱購防疫」三種購物行為。
（四）全家便利店自有Fami錢包開通信用卡儲值
全家便利店表示，非現金支付已逐漸成為消費者生活行為之一，為強化零接觸支付，目前Fami錢包再開通線上消費付款、信用卡儲值功能，預估2020年使用 My FamiPay、Fami錢包的人數將倍增，而非現金使用率成長可望上看25%。
全家便利店指出，2020年上半年比起去年同期，消費者透過非現金支付作為結帳工具的使用次數成長30%，即使目前疫情趨緩，使用次數仍持續成長。
據資策會調查2019年民眾曾使用的前5大行動支付，全家便利店自有支付工具 My FamiPay 名列第5名，也是通路自有品牌首度擠進前5大。
全家便利商店E-Retail 事業部部長王啟丞說明，全家積極發展非現金支付政策，現已有28種非現金支付，平均每月使用超過600萬次、平均支付金額高於現金支付客單價4倍，其中，全家便利店自有的支付工具 My FamiPay、Fami錢包，累積使用人數已超過100萬人。
全家便利店進一步表示，Fami錢包已成為全家便利店非現金支付最常使用的前3名，平均儲值金額為50元以下、支付金額在百元以下，在民眾逐漸養成消費找零轉儲並作為小額支付的習慣下，此次針對不想綁卡的消費族群，再提升消費支付體驗，目前再新增 Fami錢包線上消費付款、8家信用卡儲值功能，單一帳戶最高可儲值5000元。
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