全聯變身全台最大超市
2home.co 楊惟雯
1998年，元利建設董事長林敏雄花了6億元，買下全聯前身「中華民國合作社聯合社」66個據點。
全聯一向堅持「低價」、「微利」的經營策略，以土法鍊鋼方式，從早期 66家門市，20多年來發展至今已超過1000家，逐步建立起「全民超市」的地位。
林敏雄沒有料到，全聯今日會成為坐擁全台1000家店，2019年營收1280億元的第一大超市；而林敏雄也搖身成為擁有「金牛Cash Cow」級事業的零售流通大亨。
一、在「行動支付」的布局
■以PX Pay 數位轉型上路
連鎖超市龍頭全聯從2019年吹起數位轉型風，推出支付工具 PX Pay。
2019年5月全聯推出自家 PX PAY 後快速累積下載數，至今已突破500萬次，已成為台灣第三大行動支付工具，緊追著 LINE Pay 跟街口支付，甚至贏過 Apple Pay，顯見全聯在超市市占率最高的優勢上，已創造會員高黏著度。
其實 PX Pay推出前，外界並不看好，因為全聯主要的客群是 40～60歲的消費者，對於手機支付相對陌生、不見得願意嘗試。
但 PX Pay上線至今註冊數破500 萬人，只有200萬人是既有福利卡舊會員，另外 6成都是 PX Pay 新觸及到的會員。
全聯2019年推出PX Pay後，就以店員作為超級推銷員，來直接現場教導較不熟悉行動支付的中高齡消費者，如何用手機結帳，成功拉升該工具的使用率。
目前非現金支付包含信用卡、行動支付等，已占全聯營收5成，其中，PX Pay就占了25%。
全聯數位轉型不只推出服務，更要說服消費者使用，很難一步到位，當時全聯將轉型拆分為3個階段：第一階段在 2019年5月推出的行動支付服務「PX Pay」；第二階段的「PX Go! 全聯線上購」；電商平台於 2019年11月上線，2020年則推出「實體電商」。
二、在「實體電商」的布局
■「PX GO 全聯線上購」行動購物系統上路
全聯自 PX PAY達成首波數位轉型目標後，接著打造第二支 APP「PX GO 全聯線上購」進入第二波電商轉型。即
全聯第二款 APP「PXGo! 全聯線上購」上線後，消費者可以較划算的價格大量購買，再分批到門市取貨，或透過 LINE轉贈親友，也可箱購生活日用品並宅配到家。
■「實體電商」服務上路
在電子支付、線上購陸續上線後，全聯已發展電商的最後一哩路─「實體電商」，也就是，依托全台近1000家據點加入電商布局的一環，預計2021年完成。
可預想，全聯可能成為全台取貨最快，甚至是送貨最快的電商界巨獸。
全聯要做的「實體電商」，是有別傳統電商服務，即在既有1000家門市基礎上，主打相對其他電商業者更具優勢的品項─「生鮮冷藏冷凍類」，這一哩路難度高，需精準掌握店內即時庫存，並建立退換貨和調貨系統。
在此，所謂「實體電商」服務是，消費者可透過手機 app掌握全聯線上商品在3 公里店內的即時庫存，即時訂購後可直接到附近店點取貨；由於門店點密度高，全聯甚至與物流業者合作，不排除2小時內消費者訂購商品就會送到家，可想而知，一旦完成這項服務的布局，絕對是下一頭電商巨獸。原因在於，全聯出貨是從密度高的店點直接出貨。
■全聯「實體電商」新戰略，整合第三方電商和外送平臺資源
全聯發展「實體電商」的策略，即以各門市為核心，讓消費者先於線上下單，再進到實體門市內取貨，且消費者在出發前，可先線上查看各門市的庫存狀況，打造「線上訂購、到店取貨」的虛實整合購物模式。
另外，全聯也與第三方電商平臺合作，接受外送平臺的訂單。換句話說，除了「線上訂購、到店取貨」外，全聯也推出「線上訂購、宅配到府」的服務。
全聯以區域為單位，來與電商平臺合作線上購物服務，更不排除與多家平臺合作的可能性。林敏雄表示，將一區一區發展，只要整個作業流程試成功就可以很快地擴展出去。與電商平臺間的合作，全聯先在雙北推行。
發展「線上訂購、宅配到府」的電商服務，全聯除了將與「電商平臺」合作外，另一方面，他們也將通過與「外送平臺」的合作來實現。全聯利用超過1千間超市的資源加入零售業外送市場，最快今年底開始可以接外送訂單。一開始，全聯先在雙北設定100家店試營運外送，接著再推展到其他縣市。
另外，全聯擁有第三大行動支付PX Pay，也將走出全聯，跨入電支市場。
林敏雄透露全聯已向金管會提出電子支付執照的申請，目前正在等待審核中。
PX Pay目前僅次於Line Pay和街口支付，為臺灣第三大行動支付工具，也是三個支付工具中，唯一的封閉式支付工具，僅能在全聯使用。待全聯日後拿到電支執照後，PX Pay將可走出全聯，有機會在其他場域使用，像是利用PX Pay搭乘大眾運輸工具等。全聯發展電支跨業，讓消費者更為方便使用PX Pay，並希望吸引年輕消費族群。
總之，推動數位轉型、電商、支付是全聯轉型的重中之重。除持續推動數位轉型之外；全聯也將透過改變商品結構，引進更多元化的商品；還有改變商店形象，來三方滿足消費者的需求，希望能吸引不同族群的消費者，特別是年輕族群，朝全客層發展。
三、全聯開出結合各種「生活產業」的新型態店型
■全聯跨出「智慧超市」第一步
智慧零售店早在2018年已被全家 (5903-TW) 率先提出，但至今並未明顯普及；隨著家樂福併下頂好，全聯、家樂福二大連鎖超市「社區布局」競賽白熱化；而全聯再次出新招，在台北內湖推出首間智慧超市新店型。
事實上，超商業者導入精品咖啡、自助洗衣店型已行之有年，全家在 2018年推出科技概念 1號店，隔年又開 2號店持續測試，設置有螢幕型智販機、雙溫層智販機和可微波鮮食便當的智販機，藉此優化工作流程、降低店員工作量。
由於單單一家科技概念店建置成本高達千萬以上，全家主要是透過技術測試後，將合適的智慧設備導入合適的店點，而非全店完整複製展店。
這次，全聯開出結合各種生活產業的新型態智慧超市，不排除將再掀起一波零售界進化的新潮流？
全聯這家瑞光智慧超市占地 391坪，設計初期即採用 VR虛擬實景提案，優化門市購物動線，並因應疫情帶來的無接觸趨勢，規劃設有自助結帳機台，並支援現行門市既有的非現金支付工具。
全聯也在此次的智慧超市首店中導入14組多媒體貨架標籤、10組 7.4吋大型電子標籤，以及 1.5萬個電子標籤省力化裝置，以現行門市每 2周更換一次紙本檔期價卡計算，設置電子紙和電子標籤的智慧店型，平均至少可節省單店每次約 8000張紙張浪費和人力更換標籤時間。
不僅如此，全聯也導入黑沃咖啡、Ucity wash 等生活產業，各占地約 20坪並設置約 30個座位，提供 AI智慧咖啡販賣機、AI手沖咖啡機和 AI真空冷萃機，以及自助洗烘衣、智取櫃送洗等服務，目標讓超市成為社區住戶休憩新空間。
全聯認為，期望結合各種生活產業的新型態智慧超市，後續可複製到目前全台興建的社宅或集合式住宅中，未來也不排除與任何生活產業合作的可能性，積極深入社區。
整體來看，即便早有大型零售業者提出智慧概念店，全聯並非先驅，不過，全聯全為直營店，且全台超過千家，在家樂福超市進逼下，全聯率先提出「超市版智慧店」，宣示領先地位濃厚，甚至可能將成為推廣智慧店最迅速的零售業者，不排除進而促使其他同業跟進，引發一波開智慧店的新潮流。
■全聯第1,070店鳳山海洋門市正式開幕
全聯高雄鳳山區鳳山海洋門市正式開幕，恰巧的是，隔壁鄰居正是統一集團首家「優質生活館」，兩大零售霸主之爭，正飄起一股煙硝味……。
全聯鳳山海洋門市賣場約216坪，屬於全聯的標準店（約200-300坪），新門市附有停車場已成為標配。今日強碰300坪統一集團優質生活館，開幕首日吸引大批民眾前來採購。
從兩家銷售的品項來看，統一優質生活館除了賣7-11、康是美的商品外，也可以買到星巴克、Mister Donut、COLD STONE、博客來、21世紀風味館、聖德科斯等商品，光是咖啡就有5種咖啡品牌可挑選，是7-11、康是美的大型複合店。
羅智先提到，開300坪大型店，主要是希望讓消費者一次購足；對公司來說，人力不足是未來趨勢，開大型店所使用人力，會比開兩家店的人力來得精簡。
且南部對於接受新觀念、土地取得較容易，未來大型店南部較有機會，「經營生活產業，不像工業品比規格就好，人跟人要多互動、多看看，就會有很多靈感。」
而全聯主要販售乾貨、生鮮品類，生鮮品類佔3成，還有自有品牌阪急麵包、OFF COFFEE等。未來是否會因應統一優質生活館調整賣場品項？全聯表示，「會先以消費者的需求為主，才看競爭對手」，總之，商圈會更熱鬧。
■全聯砸逾5億開旗艦店，總坪數1500坪創東台灣最大
全聯台東中山旗艦店1月22日開幕，董事長林敏雄親自出席剪綵儀式；全聯表示，此店標地加上建造內裝費用，共投入資金逾新台幣5億元，總坪數達1500坪，是全聯東部最大據點。
全聯表示，這是台東首間大型的複合式旗艦店，樓高共5層樓，1樓主打生鮮、烘焙熟食、冷凍品等，2樓則販售休閒食品、五金，超市面積占地385坪。
3至5樓則由無印良品承租並開設櫃位，預計最快7月正式開幕。另外，地下規劃2層停車位，提供近54個停車位。
全聯補充，台東現有9家全聯，原本台東中山店只販售乾貨，移點改建後由無印良品設計部門規劃風格，以簡約的白色系定調整棟建築立面，室內明亮的空間感凸顯商品、魚肉蔬果、小農專區的特色，同時規劃咖啡休憩座位區，是屬於台東地區商品最齊全的全聯門市。
四、電商決戰「短鍊物流」
■全聯三座物流園區到位
全聯目前在桃園觀音、台中梧棲、高雄岡山擁有三座物流園區。全聯表示，至目前為止，物流方面投資已約 250億元。
其中，觀音物流廠的高速自動分貨系統，規模號稱全亞洲最大。其中，觀音物流廠的高速自動分貨系統是全台最大，共有 96個分貨滑道以及 93個出貨碼頭，每小時可處理 1.5萬箱貨品，平日每日處理達 13萬箱作業量，容納更多供應商貨品，以及更有效率的出貨速度。
位於高雄岡山的首座高科技自動倉儲，7月底也正式啟動，是台灣零售業最大的自動倉儲，並讓全聯 4成的配送做到「今早訂貨、今晚到貨、明天到店」的流程。此次花費 9.8億元將岡山廠打造成全台第一座擁有八位一體的高科技倉儲，是台灣零售業最大自動倉儲，結合包括越庫倉、棧式立庫、整箱寄庫倉、拆箱寄庫倉、棧板設備、箱式立庫、分揀機和卸棧設備等。
全聯引進日本先進物流系統，岡山自動倉儲啟動後，自動化過程只需 3分鐘，不僅提升 10倍以上的人效，從進貨到出貨更可在 24小時內完成，且超市產業的機器設備與電商產業所需的物流設備並不相同。
岡山物流園區的滑道數共 81條，並具有 72個出貨碼頭，每小時可處理 1萬箱貨品，平日每日可處理達 10萬箱作業量。
梧棲物流園區則擁有滑道數共 66條，以及 57個出貨碼頭，每小時可處理 1萬箱貨品，平日每日可處理達 8萬箱作業量。
為因應每年最大檔期中元節到來，全聯三大物流廠已準備完成，預計觀音物流廠一天的吞吐量最高將達約 25萬箱、岡山物流約 22萬箱、梧棲約 20萬箱；其中，岡山物流廠的備貨儲位已達 88%以上，預計 7月底將會滿儲達到 85萬箱，在新設施投入的帶動下，較去年增加超過 1倍。
■配送物流車隊約 340輛
全聯強調，目前配送物流車隊約 340輛，每車可配送 2-3家門市，相較過去賣場商品由代送商送貨，運輸車輛數已降至原來的 6分之1，配送效率大幅提升，門市也更能精準掌握進貨的時間跟成本，讓全聯的優質商品，快速深入台灣每個鄉鎮。
■全聯投資高雄冷鏈物流中心
甫斥資9.8億在岡山打造全台最大自動倉儲的超市龍頭全聯，預計將再加碼投資打造冷鏈物流中心。因為全聯品項眾多，同時有許多生鮮冷藏及冷凍產品，因此於高雄加碼，投資冷鏈物流中心，補足目前物流缺口。
全聯岡山自動化倉儲系統，是透過程式運算，串連收貨、儲存、揀貨及出貨等環節，一步接一步，進而達成自動化倉儲，並運用機械手臂運作支援重物搬運、軌道運送自動存放等，可提升10倍人力運用能效，實踐「今天訂貨、今晚到貨」的最終目標。
全聯導入自動化倉儲系統，除了增加5倍用地坪效外，對人力的需求，也從傳統勞力提升到技術人力，又被媒體稱為「零售物流界的半導體」，可說是傳統產業升級轉型的最好示範。
■比較國內三大電商集團的物流布局
先來看目前國內前二大電商集團的物流布局，網家 (8044-TW) 目標在開通雙北 6小時到貨服務，終極目標是做到六都 6小時到貨。
富邦媒更是早已將超市龍頭全聯、超商龍頭 7-ELEVEN 視為最大敵手，正積極強化短鍊物流布局，至2020年全台衛星倉達30個，藉此構建起快速的短鍊物流，未來全台各地區可陸續實現3小時到貨、6小時到貨，最慢也可在24小時內到貨。
不過，全聯利用近千店高密度據點的優勢下，消費者自行取貨更快速，甚至可能在2小時直接送貨到家，尤其還是針對目前電商平台較難以使力的生鮮電商。
當然，全聯一開始服務上線也僅從都市開始，但一旦其短鏈物流發展起來，一口氣串起民眾住家附近的全聯生活圈，搖身一變成為串聯線上線下的大型通路業者，勢必更鞏固消費版圖，並快速成為電商界的巨獸。
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