自有品牌是便利店存量時代的競爭王牌
2home.co 楊惟雯
一、自有品牌（Private Brand）商品的崛起
不難發現，一些已具規模的零售企業，為了展現競爭力、增加利潤、創造差異化，都會積極發展自有品牌，直接向消費者推銷自己的產品。
事實上，只要通路的規模或者銷售力量大到某一個程度的時候，零售企業自然就會開始發展自有品牌商品，這是商業經營的歷史法則，也是市場競爭下的趨勢。
尤其便利店的核心要義就是“便利”，從始至終就是要滿足消費者關於“便利”的需求，無論是距離上的便利，還是商品上的便利。若從這個角度而言，消費者對便利店的忠誠度並沒有想像中的高。所以，為了培養消費者“非我不可”的消費習慣，零售企業就要開發出特色商品、特色服務，創造差異化，增加自有品牌商品開發的比重，培養消費者的忠誠度。
二、“鮮食”是便利店自有品牌商品的重中之重
隨著社會結構與生活形態的改變，工業社會、商業社會到互聯網時代的演進，“在家做早餐”的比例逐漸降低，取而代之的是早餐店。
如果有一個可以隨時供應、甚至全天提供用餐的產品或服務，對外食族而言是一個很有吸引力的選擇。而對便利店業態而言，這也是一個證明“非我不可”的發展良機。
事實上，談到便利店的自有品牌，最重中之重的就是“鮮食”產品。畢竟，現代化便利店跟傳統便利店或者夫妻店最大的差異化之一就是“鮮食”。
尤其，民以食為天，每個人、每天都離不開“吃”。所以，為了培養消費者“非你不可”的消費習慣，便利店就要開發出特色“鮮食”產品、特色服務，創造差異化，才能增加消費者的忠誠度。
解決消費者“吃”的不方便，就是便利店的發展機會。“鮮食”是便利店向消費者展現品牌差異化的商品，研發引人入勝口味的“鮮食”，可以說是便利店自有品牌的首部曲。
最經典的鮮食當屬“茶葉蛋”。每個品牌便利店採用的配方不一樣，烹煮工藝與SOP也有所不同，因此煮出來的茶葉蛋在色澤、氣味、口感（Q彈程度）上有所差異。一顆小小的茶葉蛋，在某種程度上直接反映著便利店PB商品的發展狀況。
另外一個代表就是“關東煮”。因為湯頭需要調味，所以各便利店品牌開發的味道不盡相同，輔以行銷手法操作後則成為另一種典型的PB商品。
除了熱食之外還有三明治、飯團、便當這幾個類別，目前各大連鎖便利店品牌幾乎都銷售此類商品。
便利店企業鮮食商品的生產依靠專業鮮食廠，即使在原料來源一致的情況下，生產工藝也大同小異，而關鍵的就是獨門配方。
為了不輕易被同業複製，無論上述哪一種商品的開發，大多都是由便利店自己著手進行研發、口味調整後上市。
至於沒有自建鮮食工廠的便利店企業則與代工的鮮食廠形成戰略聯盟，委託代工廠或者供應商來進行研發，從而拉長自有品牌與差異化的戰線。
三、集客力強的黑金商機—-現磨咖啡
說完鮮食商品，就不得不提到現階段各大便利店品牌紛紛聚焦的“咖啡”賽道。
談到便利店的現磨咖啡，源自1985年，7-ELEVEn參考美國便利店發展經驗，率先導入現煮咖啡於門店售賣，宣傳的口號是“一天的精神就從7-ELEVEn的現煮咖啡開始！”
那時，7-ELEVEn看到了咖啡商機進而大力推廣，但那時的臺灣尚未形成咖啡飲用習慣與風氣。
基於電影、電視劇等媒介形態所帶來的飲用咖啡的刻板“消費印象”，民眾認為喝咖啡應該在有氣氛的餐廳聽著音樂、用著有質感的杯子坐著飲用咖啡才對，而不是拿著紙杯裝的咖啡喝。在這種歷史包袱下，7-ELEVEn的咖啡戰略走過一段辛苦階段。
到了2001年，7-ELEVEn再度推出“街角咖啡館”，但市場反應仍舊不佳。此時，大眾習慣是喝罐裝或是瓶裝的三合一咖啡，知名品牌如金車伯朗、黑松韋恩、統一左岸、味全貝納頌。於是，這股咖啡小浪潮很快地又消失了。
環顧7-ELEVEn一路走來也是跌跌撞撞，畢竟市場對咖啡的認識度、接受度不足，更不用談便利店的現煮咖啡了。直到統一集團（7-ELEVEn母公司）引進星巴克，逐步培養臺灣喝咖啡的習慣和文化，加之當時85℃平價咖啡的也崛起了。
2004年，7-ELEVEn再披戰袍、重磅推出現煮咖啡，取的名稱就是現在大家耳熟能詳的“CITY CAFE”。當時還找來桂綸鎂當產品代言人，用的宣傳標語是“整個城市就是我的咖啡館”，一舉將便利店的優勢完全表達，地點便利、時間便利，從此便利店咖啡業績飛速成長，隨後帶動了其他超商管道相繼進入搶食現煮咖啡的階段。目前，在自有品牌的發展之路上，現煮咖啡絕對是個狠角色。
便利店的平價咖啡已是一種非常典型的PB商品，從咖啡機的品牌型號、咖啡豆的產地來源、咖啡專用牛奶的選擇，再到製造過程的咖啡液、牛奶、水的比例調和等，都是各家便利店品牌不斷地組合、調整、試杯，接著搭配上屬於自己的杯子與名稱後上市開賣的產品。
近期，為了讓更多人愛上了這個“癮品”，於是便利店平價咖啡紛紛推出「訂閱制」來鞏固此黑金商機。
四、高回轉、品牌忠誠度低產品為自有品牌的優先突破
目前便利店自有品牌商品主要圍繞鮮食、咖啡等短保商品，未來，便利店該如何在發展自有品牌呢？此話題可以從便利店的演進過程與社會上對便利店的認識度與接受度的視野來分析。
便利店發展自有品牌的常溫商品同樣也是一個循序漸進過程，就像便利店的鮮食從引進到消費者接受，咖啡市場從興起、消費者接受到買單等，這之間除了必須要有企業家老闆的遠見與決心、資金資源的靈活運用、通路的配合外，還必須有消費者要能買單。只有東西賣出去了才有機會繼續發展，商品力和消費力都要強才是關鍵。
同樣，零售大賣場在常溫商品的自有品牌經營上，也有眾多成功案例可供便利店品牌學習。
如Costco會員店的Kirkland、家樂福的Carrefour Discount、大潤發的“翹起大拇指”為標誌用在各類商品的自有品牌。這些商品的特色就是只在自己的通路上銷售，別的地方根本買不到。
通常零售企業可以將門店/賣場最優勢的陳列位置、空間提供給旗下的自有品牌陳列，以達到最佳宣傳效果。此外，自有品牌還擁有低於同類產品的價格優勢，在品質不差的情況下，通常價格會略低於全國性品牌，這極易吸引價格敏感的顧客。
例如，7-ELEVEn最早開發的自有商品是2009年推出的“7-SELECT”，包括了飲料及衛生紙、發熱衣等。2016年，重新定義為“iseLect”和“UNIDESIGN”，前者是以飲料、冷凍品、零食、水為主，後者是以紙品、棉織品、個人用品為主。
全家也在2013年推出“FamilyMart Collection”，除了鮮食之外還包括飲料、餅乾、零食，日常用品，比較特殊的是除了發熱衣之外推出了羽絨背心。
但便利店的陳列空間、商品SKU數不像大賣場那麼大而全，要如何開發、經營常溫商品的自有品牌呢？
基本上，可以先從回轉高、忠誠度低的商品著手。
一開始可以平價或低價的角度切入市場，比如說飲用水飲、紙品等，這些都是剛需產品，以水而言就是解渴、無色無味、回轉率高、需求量大，是一個入門的好商品。
紙品也是，這些商品的需求量相對大，比較容易找到可以協力的廠家來生產製造，之後逐步開發其他商品逐步切入市場，讓消費者來決定商品的去留，能被消費者接受的就留下且擴大市占率，不能接受的就繼續調整修正後再出發。
總之，商場如戰場，誰掌握通路、誰就有話語權，便利店業態經過這二十多年的沉澱、學習與基本功的夯實，已能改變消費者的習慣。如今，正是便利店自有品牌崛起的年代，而自有品牌之戰也將會進入新的競爭階段。
微信 
留言列表（41条）
I couldn’t refrain from commenting. Very well written!
Oh my goodness! Impressive article dude! Thank you, However I am going through issues with your RSS. I don’t know why I am unable to join it. Is there anybody else having identical RSS issues? Anyone who knows the answer will you kindly respond? Thanx!!
Great information. Lucky me I ran across your website by accident (stumbleupon). I have saved it for later.
That is a very good tip especially to those fresh to the blogosphere. Simple but very precise information… Thank you for sharing this one. A must read article!
This is a topic that is near to my heart… Thank you! Exactly where can I find the contact details for questions?
Excellent article. I absolutely love this website. Continue the good work!
Saved as a favorite, I love your web site!
Hi, I do believe this is a great blog. I stumbledupon it 😉 I will come back yet again since i have saved as a favorite it. Money and freedom is the greatest way to change, may you be rich and continue to help other people.
I quite like looking through a post that can make men and women think. Also, many thanks for allowing me to comment.
This is a great tip particularly to those new to the blogosphere. Brief but very precise info… Appreciate your sharing this one. A must read post.
Saved as a favorite, I like your site!
Hello there! I could have sworn I’ve visited your blog before but after looking at a few of the articles I realized it’s new to me. Anyways, I’m certainly happy I discovered it and I’ll be book-marking it and checking back frequently.
You have made some decent points there. I checked on the internet to find out more about the issue and found most individuals will go along with your views on this web site.
Hi there! This post could not be written any better! Looking through this article reminds me of my previous roommate! He continually kept talking about this. I most certainly will forward this information to him. Fairly certain he’s going to have a great read. Thank you for sharing!
Nice post. I learn something new and challenging on sites I stumbleupon on a daily basis. It will always be helpful to read through content from other authors and use a little something from their web sites.
Your style is really unique compared to other people I’ve read stuff from. Many thanks for posting when you’ve got the opportunity, Guess I will just bookmark this web site.
Very nice write-up. I absolutely appreciate this site. Continue the good work!
I could not refrain from commenting. Well written.
Oh my goodness! Incredible article dude! Thank you, However I am encountering difficulties with your RSS. I don’t understand the reason why I am unable to join it. Is there anybody getting identical RSS problems? Anybody who knows the answer can you kindly respond? Thanx!
Greetings! Very helpful advice in this particular article! It is the little changes that will make the largest changes. Thanks a lot for sharing!
Very interesting subject, appreciate it for putting up. “All human beings should try to learn before they die what they are running from, and to, and why.” by James Thurber.
This is a good tip particularly to those new to the blogosphere. Brief but very precise info… Appreciate your sharing this one. A must read article.
bookmarked!!, I love your blog!
It’s hard to come by knowledgeable people in this particular topic, but you sound like you know what you’re talking about! Thanks
Great post. I will be going through a few of these issues as well..
Excellent post. I certainly appreciate this site. Continue the good work!
I love reading an article that will make people think. Also, many thanks for allowing for me to comment.
After I initially commented I appear to have clicked on the -Notify me when new comments are added- checkbox and from now on every time a comment is added I recieve 4 emails with the same comment. Perhaps there is an easy method you are able to remove me from that service? Thanks a lot.
I was very happy to discover this web site. I need to to thank you for your time due to this fantastic read!! I definitely appreciated every part of it and i also have you book-marked to check out new stuff on your website.
I truly love your site.. Very nice colors & theme. Did you create this site yourself? Please reply back as I’m attempting to create my very own website and would love to find out where you got this from or just what the theme is named. Thank you!
Greetings, I do believe your site could possibly be having internet browser compatibility issues. Whenever I take a look at your website in Safari, it looks fine however, when opening in IE, it’s got some overlapping issues. I simply wanted to provide you with a quick heads up! Besides that, wonderful blog!
Everything is very open with a clear clarification of the issues. It was truly informative. Your website is very useful. Thank you for sharing!
Nice post. I learn something new and challenging on blogs I stumbleupon on a daily basis. It’s always interesting to read content from other authors and practice a little something from other web sites.
After looking into a handful of the articles on your web site, I seriously like your technique of writing a blog. I book marked it to my bookmark site list and will be checking back soon. Please check out my web site as well and let me know what you think.
There is definately a great deal to know about this topic. I really like all the points you’ve made.
There’s definately a great deal to find out about this topic. I really like all of the points you have made.
May I simply just say what a relief to find somebody that genuinely knows what they are discussing over the internet. You certainly realize how to bring an issue to light and make it important. More and more people have to read this and understand this side of your story. It’s surprising you aren’t more popular given that you most certainly possess the gift.
I enjoy looking through an article that can make people think. Also, thanks for allowing me to comment.
It’s hard to come by well-informed people about this topic, but you seem like you know what you’re talking about! Thanks
I’m more than happy to uncover this great site. I wanted to thank you for ones time for this particularly wonderful read!! I definitely appreciated every little bit of it and I have you book-marked to see new information on your site.
An outstanding share! I have just forwarded this onto a co-worker who has been conducting a little homework on this. And he actually bought me breakfast simply because I found it for him… lol. So let me reword this…. Thank YOU for the meal!! But yeah, thanks for spending some time to discuss this subject here on your site.