全家超商尬推社群電商平台
2home.co 楊惟雯
依據公平會統計顯示，台灣便利商店密集度世界排名第二，國人平均每3天就會走進便利商店一次。
全家便利商店品牌于1972年創立於日本，目前已是日本第二大連鎖便利店，擁有超過1.5萬家門店。
而截至110年9月30日止，台灣全家便利商店(5903-TW)總店舖數達3932家。
值得注意的是，大陸的全家是由頂新集團授權運營，2004年全家便利店在大陸的合資公司——上海福滿家便利有限公司獲商務部批准成立，全家品牌正式進入大陸市場。截至目前，全家在大陸共計超過2500家門店。
一、全家超商靠1450萬人「會員數」，尬贏統一超
2020年疫情爆發期間，連鎖超商全家(5903-TW)咖啡和電商銷售成長優於同業，競爭力逐漸增強。
值得一提的是，全家會員數已達1450萬人，優於同業，搭配全家於每月固定推出咖啡和茶飲寄杯活動，推升2020年上半年咖啡同店成長近20%，而單店單日銷售杯數已從6年前60杯提升至目前120杯，隨著全家推出限時寄取商品服務，未來將推廣至更多品項，後續會員貢獻持續提高可期。
尤其，由於2020年上半年宅商機爆發，帶動全家電商手續費收入年增率提升到30%；上半年日件數年增45%至約23萬件；隨著全家新推出「好開店、好店 + 平台」上線，預估年底日件數有望達30萬件；另外全家也正逐步建置溫層EC設備，電商手續費收入長期成長看俏。
二、全家超商2020年三大熱銷商品
全家連鎖超商在2020年發布的年度趨勢商品調查報告中，呈現出三大消費趨勢，包括「代償性消費」興起、健康意識產品需求熱，以及社群炫耀型商品崛起。
尤其2020年疫情爆發，便利商店成為民眾就近購物的重要據點，並出現「代償性消費」的宅居購物型態，也就是冷凍美食、湯品等媽媽煮藝系列商品，以及名店聯名商品成為熱銷趨勢。
另依全家統計，健康趨向的商品也出現熱銷，雞胸肉成另類白金夯品，尤其距離健身房較近的店舖，購買雞胸肉的消費較一般店鋪多出4-5倍，而濃厚系豆漿年銷500萬瓶。
而 IG打卡帶動霜淇淋變色餅皮成為拍照新寵，全家霜淇淋2020年共推出15種口味，其中，以仙人掌霜淇淋銷售破百萬支最暢銷。
三、強化鮮食產品線
■全家超商結盟餐飲知名品牌，強化鮮食銷售動能
由於2020年外帶、外送餐飲趨勢崛起，更出現餐飲A級軍藉由推出冷凍微料理、便當等多樣商組，積極開拓多元銷售管道，外食市場戰國時代已來臨。
全家超商積極與餐飲知名品牌合作，包括台鐵便當、山海樓跨界共組美食隊，推出各式聯名鮮食，成功帶動鮮食相關品類業績成長 20%。
另外，全家在2020年初即搶先運用店舖 Line群組團購販售鼎泰豐紅油炒手、水餃、牛肉麵和流沙包等冷凍商品試水溫，開賣一周即銷售超過 8000盒；因此，雙方擴大合作耗費半年研發，2020年9/8日更宣布獨家與鼎泰豐結盟，由鼎泰豐主廚首度走出餐廳指導監製三款鮮食，全家樂觀看待，透過與餐飲品牌的策略合作將持續增添鮮食的銷售動能。
■全家超商開賣「現做便當」
疫情期間消費者在實體通路購物更注重可快速入店、快速結帳，加上外帶需求增加，線上點餐、訂餐也成為近3成消費者關注的數位服務。
「全家國際餐飲」標榜以雲端廚房概念推出的「享吃便當」系列。
其中，由大戶屋餐點開發團隊操刀，集結旗下日式定食品牌「大戶屋」、韓式炸雞「bb.q CHICKEN」，發展無國界料理，每月都有新菜色，並且注重營養均衡，不定時更換配菜，至今推出過牛肉、雞肉、海鮮、沙拉等超過20款商品，售價120～165元，目前依各商圈評估分別導入7間全家便利商店門市販售，各店會不定時更換菜單，例如近期於全家中賓店獨家販售「bb.q七肯辣妹雞」、「bb.q起司炸雞辣炒義大利麵」，以店內受歡迎的炸雞搭配炸年糕或義大利麵，創造特色韓食，售價150元，人氣商品還有「蝦蝦乾爹飯」、「好想鯖鯖魚」、「薑薑好炒D肉」等。
另與屏東發跡的便當專賣店「𡘙師傅」合作開發6款便當，售價89～109元，例如以人氣雞腿入菜推出「秘滷雞腿飯」售價99元、「呷霸大雞腿」售價109元、「和風雞腿飯」售價89元，另外還有滷排、雞肉排等主餐選擇，搭配3樣季節蔬菜及指定配菜，以份量足、多樣化、每日新鮮現做的美味便當為特色。
依商圈評估分別導入雙北、高雄、台南等地的商辦商圈地區近20間門市，於每日中午限定時段販售多款「現做便當」，主打當日新鮮現做，消費者可直接到門市購買，或於當日早上9點前與店長或門市LINE群組預訂當日中午想吃的品項，就能享有VIP等級的快速外帶服務，大幅降低於店內選購的時間。
■全家超商與富邦媒合作「低溫店取服務」，並打造「冷凍店型3.0 」
對應小家庭和單身族忙碌的生活型態，全家超商早在6年前即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。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。
2020年以來受到疫情帶動在家自煮風潮，全家超商再與富邦媒電商合作，推出獨家的「超商低溫店取服務」。
2020年全家超商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，全家看好冷凍商品的銷售商機，因此，宣布將再陸續投資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。
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，全家力拚在高度競爭的零售市場中透過新服務，再做出差異化。
四、搶進社群電商平台，力拚多元銷售管道
■全家超商推「全 + 1行動購」社群電商平台
全家表示，便利商店陳列空間有限，因此自2017年開始經營Line社群群組，透過群組互動導入來客，並有效強化顧客黏著度，發展至今已有超過3000間店舖經營Line社群。全家並指出，Line 社群提供群友限定購買、一般實體店舖不會陳列的熱銷夯品，經營成效佳者甚至可增加店舖近10%業績，效益顯著。
而此次全家超商新推「全 + 1行動購」社群電商平台，消費者只要透過Line帳號加入好友，再綁定「全家會員」，即可加入鄰近全家店舖的 Line群組，此平台上可使用 My FamiPay線上支付，且在完成會員綁定後，可自動累積會員點數，並將電子發票自動存入會員載具，無須另外下載 APP，可望藉此吸引未下載全家 APP 的更多新客，帶動消費者團購體驗再升級，全家正積極建立虛實二路多元銷售管道邁進。
■全家超商再推「好賣＋」、「好開店」、「好店＋」三大社群開店平台
臉書、LINE、直播平台購物蔚為風潮，超商雙雄都看上社群小賣家愈趨蓬勃商機，繼小七2019年5月正式發布「賣貨便」平台後，全家8月6日也悄悄上線「好賣＋」，雙方都主打金流、物流、資訊流一條龍服務，且不僅免年費、免上架費、免抽成，全家初期更打出免運補貼措施，雙雄戰火從線下打到線上！
全家超商推出「好賣＋」C2C電商平台，提供社群賣家簡單的接單平台，目前已有超過12萬賣家使用。而交易筆數突破300萬件，細究賣家輪廓，多以主攻母嬰市場的社群團購賣家為主，反應在熱銷前三名分別為生活用品、兒童服飾與兒童玩具。
瞄準新電商時代來臨，全家便利商店近期再推出全新零成本、分眾化的升級版本開店平台─「好開店」、「好店＋」兩個新平台，滿足運營階段不同的開店需求，鎖定已在 LINE好友圈、Facebook社團、直播頻道累積人氣的賣家，更適合自帶流量的微型電商與品牌電商，可至「好開店」與「好店＋」兩個新平台開設商店，並訴求免成本、免租金、免成交手續費，並在推廣期享有免運的優惠，吸引賣家進駐開店，預計三年將助攻1萬家商家，補助總價值高達10億元。
通常在小賣家累積既有客群，逐步想擁有初創的品牌官網，就可透過「好開店」平台，快速開設線上商店，讓賣場商品可被搜尋，擴大客群觸及性。
當小賣家累積龐大客群為大賣家後，或是實體店家想跨足網路的商家們，旗艦款的「好店＋」平台，可提供會員分級制度、多元行銷模組、營銷報表分析。
賣家可自行將其會員分級設定優惠方式；另外也提供線上折價券、紅利積點、線上活動等行銷模組供賣家使用；而營運報表則提供賣家銷售、訂單等數據供營運使用。
根據「全家」內部資料發現，以拍賣類型為主的C2C交易件數占整體店取包裹7成以上，且此類賣家數有逐年成長的趨勢，顯示C2C電商時代來臨。
而全家電商平台相比，有整合金流、物流、資訊流，優勢如下：
金流：提供賣家多種付款方式與帳單串接的查詢與彙整；
物流：整合全台約4000家店舖優勢，全台皆可寄取件；
資訊流：綁定全家1400萬會員系統，只要開啟App就可在「我的包裹」即時顯示動態。
另外「賣＋補給站」則是提供包裹備品線上購服務，賣家可以6~7折購入多入數的備品，未來也將持續擴增品項，滿足賣家需求；另針對有大量寄貨需求的賣家，也將提供「收貨通」服務，預計Q3上線。統整前端交易平台與後端支援平台，「全家」積極深耕賣家服務，期望建構一條龍服務的「賣家生態圈」。
總之，「全家」推出「好賣＋」、「好開店」、「好店＋」三大自有EC網路開店平台，為打造全方位的賣家生態圈，提供從前台交易介面到後台支援系統的一條龍服務。藉此，「全家」將扮演EC包裹最後一哩路，運用既有優勢，整合金流、物流、資訊流相互整合的「三流服務」。
■全家再推出「Shoplus 商店家」直播電商平台
據 KPMG報告顯示，全球直播電商今年整體規模將突破新台幣 6兆元，又以線上體驗和即時互動特性的「直播電商」高速成長。
看準疫情帶動網購市場快速成長，全家宣布攜手AI行銷科技專家 iKala推出「Shoplus 商店家」社群電商平台，以「AI接單系統」、「AI客群分層管理」、「零成本直播銷售」三大功能全面支援 FB賣家，直播時可即時快速接單，後台系統自動化分群顧客讓 CRM變簡單，且無須支付使用費、成交手續費。
預計將推升包裹件數再增20%，全家也預計3年後打入東南亞跨境物流版圖，建構完整服務電商產業生態圈。
此次推出的「Shoplus 商店家」平台由全家和iKala雙方共同經營，借重iKala深耕東南亞社群電商多年經驗，加上全家金流和物流系統整合優勢，初期服務為到店付款取貨、常溫商品配送，第三季將陸續新增買家線上支付、貨件宅配到府、冷凍商品寄件等新服務。未來全家便利商店近4000家店點方便24小時寄貨、供買家取貨，並階段性提供多元金流服務和全溫層的物流配送，賣家如果有大量出貨需求，只要滿50件即可線上免費申請到府收件的「收貨通」服務，服務範圍擴展至北、中、南16都、310個行政區皆可使用，提供賣家更省時便利的到府收件服務。
iKala是跨國AI公司，旗下有雲端及商務兩大事業群，服務超過400家企業和 15000家廣告主和品牌主，服務範圍跨越台灣、新加坡、泰國、越南、日本、香港、菲律賓、馬來西亞等第，旗下的 Shoplus 2018年起在東南亞推出的社群電商軟體服務，每年完成 450萬筆交易、累積超過 17萬社群商家註冊，看好直播電商在台灣的發展，將海外成功經驗導入台灣市場。
五、跋尾—搶進社群電商平台，通路虛實整合
全家表示，全家看好社群媒體帶動的「微型電商」商機，已陸續推出開店平台服務」如「好賣+、好開店、好店+ 和好生凍」，上線至今總計已吸引超過 40萬賣家使用、交易筆數破2000萬。
對全家來說，全家店取包裹件次過去5年平均年增兩到三成，2018年全年店取包裹達1億件次；另全家2021年來也陸續推出「店到店當日配」、「郵局便利包店寄宅」等差異化物流服務，基本上都是瞄準「全民電商」時代的小賣家需求而生。
展望2021年，全家在持續展店下，成長動能主要來自，透過預售平台活動鞏固會員忠誠度；旗下福比麵包工廠自給率有望提升，預計將從目前52%提高至長期目標70%；再加上全家新推出「好賣＋、好開店、好店 +」平台吸引賣家，可望帶動電商手續費持續成長。
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