實體零售店跨入「外送」的新藍海
2home.co 楊惟雯
目前，台灣實體零售店競爭越來越激烈，光是7-11已超過6000多家、全家也逐漸朝4000店靠攏；全聯全台布點超過千家；美廉社全台店數約 800家；而家樂福超市也突破350家，等於多數住在都會區的消費者在社區方圓 500公尺到 1公里內，多半可抵達超商和超市。
一、便利店、大型複合店M型化發展
進入2021年第四季後，零售界新消息不斷，三商家購 (美廉社)(2945-TE) 成為首家掛牌上市的超市業者，並將透過加盟快速拓點，跨界分食超商版圖，
不同於三商家購大打游擊戰，已擁有超過 6200家 7-ELEVEN 門市的統一集團，則是集結旗下品牌龐大資源，首次開出近300坪大的優質生活館，跨界複合大店經營；而超市龍頭全聯日前也開出超過 4000坪的超大旗艦店。
7-ELEVEN 提供購買鮮食和急需品的便利性；而統一「優質生活館」則是以康是美為主軸，甚至導入統一夢時代百貨的部分日系雜貨和專櫃產品，做出不同於以往的康是美，以「讓消費者慢慢逛，一條龍購足」為定位，統一集團將持續找尋合適的地點繼續拓展。
尤其，近年來7-ELEVEN積極開設多元型態複合店型，除了 Simple-Fit 概念店、Big7、X-STORE 等複合店型，更與世界知名品牌、肖像的聯名主題店架構場景經濟學，如SNOOPY史努比聯名店、療癒系肖像 Sumikkogurashi 角落小夥伴主題店，透過「跨界聯結、空間體驗、社群共享」三大策略，2年內推出 11家品牌聯名店，有效帶動單店來客成長 20-30%。
事實上，2021年早有全聯引領超大店的風潮，南港旗艦店總坪數達 4000 坪，並提供近 200 個停車位，為全台最大門市，不同於其他店點，首次採專櫃式異業合作，將全國電子、詩肯柚木、鞋全家福、金玉堂文具百貨等知名連鎖品牌導入，同樣是主打消費者可一站滿足生活需求。
目前美廉社已有近 800家店點，但在全聯和家樂福超市二大主要對手夾擊下，美廉社以母集團資源力拚做出新差異，預計 4月改裝約 20家店點為美妝複合店，若測試表現好，不排除年底就會開出百家，可藉此在既有店點導入新來客，並進一步提升客單價。
整體來看，全台光是 7-ELEVEN、全家合計已超過 1 萬家店；美廉社也將深入巷弄展店，短期目標從 800 店快速增至1300店，便利店的競爭將越來越激烈；在此同時，全聯、統一兩大零售巨頭陸續開複合超大店型，形成另一新趨勢。
另外，美廉社也力拚以複合店拉高客單價和坪效；統一超則進一步提升超商咖啡水平，在店點密度優勢下打造出最大精品咖啡專門店，同樣有利拉升客單價；而全家在千萬會員的基礎下，首見將快速擴張餐飲版圖，顯然，三大業者都是在店鋪密度已高的實體零售市場中，透過複合店積極開創新人潮。
可以預見，可一站滿足消費需求的大型複合店型，以及深入巷弄社區的超市便利店，已明確的形成兩大勢力，零售業逐漸朝更M 型化發展，而各品牌如何從高度競爭中脫穎而出，值得關注。
二、各零售業態有志一同切入「外送」市場
在電商持續分食零售大餅之際，實體通路必須持續尋找新商機。另2020年因疫情帶動「宅經濟」發酵，激勵零售業者快速投入「外送市場」。
近來可觀察到，超商雙雄統一超、全家和超市業者美廉社陸續宣告多角經營策略，除推出複合店型外，顯然，都在既有店點下力拚「外送市場」，試圖提升坪效，並創造出新消費版圖。
整體來看，在momo、全聯揮軍「生鮮」外送市場後，7-11也宣示將切入外送市場，而美廉社日前已表態不會在這塊市場缺席。
全家則是看準外食市場的剛性需求，首度宣示將積極投入資源發展餐飲版圖，原因在於，即便2021年受疫情影響，全家餐飲年營收仍近13億元，獲利成長近 10%。而全家發展餐飲，不僅僅是展店，更看準線上和線下的全渠道銷售，擬定以「雲端廚房」、「餐廳超市化」、「數位化發展」三大策略，從純零售型態模式拓展至以「訂閱制」為主的銷售模式，透過實虛整合的銷售模式搶攻外送商機。
同時，全家董事會決議以 23.06 億元購入新竹縣湖口鄉 1.6萬坪土地，將用於興建第四鮮食廠，預計 2024 年啟用。
為因應消費趨勢改變，統一超 9/21日宣布，攜手餐飲集團王品和連鎖飯店集團晶華共同推「外送店取」全新商業模式，強打名店每日現做餐盒，拚將 7-ELEVEN 打造成市場上最大的美食中繼平台。
此外送店取服務，以網購到店取件的概念為發想，消費者只需前一天中午前至 ibon 機台預訂餐點，隔日即可至原門市取餐。
統一超強調，希望扮演社會廚房角色，除提供消費者預先安排餐飲時段服務，也具備「食安把關」、「混搭多選擇」和「免外送費」三大特色，已在服務門市設置大型鮮食保溫櫃，等同讓合作的餐飲業者藉此擴大服務據點，並帶動新來客的併買商機。
三、實體零售店合體第三方外送的新藍海
■7-11進軍外送平台，100%收購本土外送平台foodomo
超商龍頭7-ELEVEN為進軍外送平台，2021年1/12日宣布將收購本土外送平台foodomo，成為旗下百分之百持股的子公司，更不諱言此舉就是作為未來集團發展外送平台業務的開端。
外送平台foodomo於2015年成立，合作店家數超過1萬間，用戶會員約100萬人。雖然知名度、業務量都不如FoodPanda、UberEats等競爭同業，但不僅提供「外送」，還有「外帶」、「揪團訂餐」、「跑腿代買」等服務，甚至在2020年新冠肺炎疫情減緩後，開發「預約內用」等功能，持續優化App操作介面。
7-ELEVEN表示，考量疫情及人口老化影響，加速改變消費者生活型態，而外送服務需求具有成長爆發性，因此鎖定foodomo逐步注入集團資源強化外送服務的差異性，以作為未來發展外送平台業務的主要關係企業。
■7-11「OPEN送」攜手3大外送品牌可宅送到家或到店取貨
事實上，7-ELEVEN及統一集團轉投資事業跨足餐飲、美妝等多樣化的民生消費品牌，像是康是美、統一時代百貨、夢時代、21風味館、21PLUS、Mister Donut、COLD STONE等。外界預期在收購foodomo之後，將會針對集團不同業種、通路展開外送合作。
再回歸自身便利商店業務來看，其實2019年7-ELEVEN就已布局外送市場，當年與全球快遞合作，而2021年7月進一步加碼，上架外送平台foodpanda。7-ELEVEN指出，收購foodomo之後僅是多一個外送通路，並不會影響它與全球快遞、foodpanda的外部合作。
看好蓬勃發展的外送市場，自2021年8/2日起，7-ELEVEN領先零售業首創外送業者入口平台「OPEN送」，可一站享有Uber Eats、foodpanda、foodomo等3大外送品牌，服務，透過OPEN POINT App或官網進入「OPEN送」雲端平台，選擇想要點餐的外送品牌即可迅速通往7-ELEVEN外送專區，上百款商品、獨家限定的熱壓吐司、天素地蔬等皆可透過線上訂購、宅送到家或到店自取，還將不定期推出咖啡與鮮食優惠，以打造在地最大O2O外送整合服務平台。
7-ELEVEN首波精選北中南200家門市提供服務、預估2021年8月底合作店數將突破600家、力拼1年達1,200家，讓消費者能透過 Uber Eats的30分鐘外送服務將餐飲、零食日用品各類商品送達消費者手中。
同時，foodomo 8月起世正式加入7-ELEVEN經營的OPEN POINT熟客生態圈，開啟foodomo App使用OPEN POINT會員帳號即可快速登入，與7-ELEVEN、康是美、統一時代百貨等16大通路、8,000個據點聯合服務1,300萬名OPEN POINT會員，foodomo成為在地首家加入點數生態圈的外送品牌，未來也將陸續加入OPEN POINT會員回饋活動。
■7-ELEVEN「CITY CAFE咖啡智FUN機」搶攻辦公商圈
此外，7-ELEVEN自2018年推出「CITY CAFE咖啡智FUN機」搶攻辦公商圈，短短5個月即搶進約20個企業交誼廳、員工餐廳、科技廠辦茶水間，包括金控總部、科技大廠、政府機構等，「咖啡智FUN機」搭配可以一日5餐的「智FUN機」，從鮮奶、便當、三明治、麵包、零食、飲料都買得到，雙機台搭配宛如一間小型7-ELEVEN，架構新型態智能微型商圈，預計雙機年底前將鋪機超過1,500台。
「CITY CAFE咖啡智FUN機」首創免店員、免下載程式、免預約，35秒簡單4個步驟就能自行製作一杯CITY CAFE，目前已囊括主流的支付工具包括icash 2.0、悠遊卡與一卡通，聯名卡也可自動加值，未來將導入行動隨時取兌換功能及更多元的電子支付方式，讓上班族不必再匆忙地買咖啡、選早餐、趕打卡。
7-ELEVEN以1坪空間即可開出一間迷你便利商店的「智FUN機」搶攻辦公商圈，並以「母子店」型態運作成為6,200家門市的衛星服務站、開創門市營運第二成長曲線，搭配「CITY CAFE咖啡智FUN機」進駐商辦、科技廠區、政府機關等，不僅延伸門市經營範圍進駐到企業商圈內，CITY CAFE原豆研磨呈現門市現煮咖啡風味，透過IOT遠端管理，即時監控原物料庫存以及銷售數據，協助門市即時掌握機台銷售狀況與庫存物料，並可於門市尖峰時間消費分流，達到店外商機有效經營。
■全聯與Uber Eats合作，推出「小時達」
至於全聯福利中心也推出宅配外送服務，主要與Uber Eats合作，並開發「小時達」方案，強調與實體門市同價，更保證揀選效期最長的生鮮商品，最慢1小時就能送到家，初期在雙北市50家門市先行，預計逐步完成全台布局。
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