全聯左攻咖啡、右守生鮮

全聯左攻咖啡、右守生鮮

楊惟雯

 

全聯表示,始終以消費者的需求為出發點,這才造就了現在的深入大街小巷的全聯版圖。

2019 年是全聯發展咖啡的重要元年,而全聯已預告,今年將陸續推電商平台、整買零取、店到宅、5 成店鋪設置停車場,甚至是自有支付工具等新服務,且全台總店數突破千店,年營業額衝 1300 億元新猷。

 

一、全聯社左攻咖啡市場

連鎖超市龍頭全聯正邁向下一個20年里程碑,設定許多新發展計畫,2019亮劍,左攻咖啡黑金版圖布局,顯然,面對密度高的超商和其他超市同業夾擊,全聯已經準備好進入巷戰了。

 

目前,全聯在全台近千家的通路中,2019年目標是要導入現沖咖啡機器到 500家店鋪中,而屆時也將損益兩平,並成為下一個年度重要的成長動能。

 

全聯現沖咖啡,是採用星巴克等級的機器,成本很高,而原物料則是使用伯朗咖啡豆和光泉鮮奶,目的要做的是「讓消費者知道,便宜還是有好貨」。

 

一旦全聯咖啡做起來了,被超商視為「黑金」的現沖咖啡版圖會怎麼變化?可預期,超商單品咖啡將往更高階方向去發展,而近來的確見到超商開始推動精品咖啡銷售,以做出差異化。

 

全聯5 月咖啡豆再升級,同樣採用伯朗咖啡豆,但升級成更優質的咖啡豆,售價僅 25 元,此定價是「破台灣紀錄」。而為什麼能定如此便宜的價格?全聯想的是,只要不賠錢賣,帶動併買效益就是達成目標。

 

別忘了,全聯正快速開展烘培事業,甚至為了完成現烤麵包的布局買下白木屋的工廠,當咖啡加上麵包併買,甚至是與生鮮和乾貨商品一站購足,就有機會快速取得早餐、下午茶版圖,到店率也可望再提升。

 

顯然,就算超商求新求變不斷開複合店,全聯同樣走在快速創新的道路上,而即便穩居超市龍頭,2019 年全聯仍有不少任務要完成。

 

二、全聯社右守生鮮市場

 

連鎖超市龍頭全聯董事長林敏雄曾說過,賣生鮮超過10年還沒有賺錢,但2019年以來卻看到各大網購業者已爭相投入被視為網購藍海的生鮮市場,然而,網購業要搶的生意,是與店點密度高的超市、超商業者抗衡,生鮮市場真能成為網購業者下一塊淘金地?

 

從網購發展趨勢可觀察到,2018年熱銷品以大包裝的生活用品成長最快,各大網站多由衛生紙拿下熱銷冠軍,也有越來越多消費者網購罐裝飲料、礦泉水,如此,逐漸侵蝕量販通路以往銷售優勢。

 

到了2019年,在站穩生活電商市場後,越來越多業者將觸角伸到生鮮市場,富邦媒宣示,2019年後發展重點是短鏈物流,有了越來越密集的短鏈,就可大幅縮短到貨時間,並成為發展生鮮網購的重要利器。

所以,富邦媒2019下半年開始賣生鮮,由 momo 購物網提供平台給生鮮合作廠商,力拚 3 小時送達,先以大台北地區為主,希望藉此搶到超市、甚至是超商的生意,將全聯、7-ELEVEN 視為主要對手。

 

而網家其實在2018年就開始為銷售生鮮暖身,2018年雙 11 大檔網家董事長詹宏志甚至現身親自示範如何煎牛排, 當時和牛、海鮮高檔食材相當熱銷。
網家2019年生鮮服務其實已處在強化倉儲和物流端階段,下半年生鮮相關服務逐步上線,先切入冷凍商品,並主打名人、名菜等來做出差異化。

 

創業家近日也宣告推旗下第 4 個電商平台「365 超市」,目前已提供約 7000 個品項,與一般超市約 5000-8000 個旗鼓相當,目標是在2019年底前達 10 萬個品項,屆時將完全超越量販店約 3 萬個,高度看好食品是台灣電商的最後一塊藍海。創業家的說法是,目前食品網購僅占 10%。但食品卻是每天都需要購買的品類,因此食品電商未來有很大的發展空間。

 

不過,由於冷鏈物流和倉儲是龐大的投資,各家業者做法不同,富邦媒開始密集布建各地的衛星倉,創業家則是採取輕資產模式,以 B2B2C 的定位,讓廠商自行負擔配送相關的成本。

 

但是,全聯作為生鮮銷售的老大哥已直言,電商要做生鮮不簡單,的確,要冷鏈運送,還得快速到貨,自建生鮮倉還要負擔龐大電費成本,出貨規模若拉不起來,獲利就非常困難,這也是為什麼即便背後擁有龐大金控資源的富邦媒,切入生鮮第一步也是採 B2B2C─讓合作業者自行出貨,未來,網購業將如何在藍海中淘金成功,值得觀察。

 

三、全聯推出行動支付PX Pay

 

連鎖超市龍頭全聯2019年也推出自家行動支付 PX Pay,除了原本已有合作的中信和台新的信用卡,此次一口氣加入一銀、玉山、台北富邦、永豐、國泰世華和聯邦等 6 家銀行的卡友也可綁定使用,等於是將信用卡使用範圍增至 8 家;全聯目標今年底前下載會員數達 320 萬。

 

據資策會資料顯示,目前全台消費者使用行動支付的比率已超過 40%,其中 18–45 歲的青壯年用戶普及率達 60% 以上,而 56-65 歲用戶普及率也有 40%,顯示消費者對行動支付的接受度逐漸升高。

 

而目前全聯在全台擁有近千間門市,會員人數超過 900 萬,是使用行動支付的最佳場域之一,隨著時代的進步,PX Pay 的導入是全聯邁向數位化最重要的一步。全聯執行長謝健南進一步說明,PX Pay 的導入是數位化的核心基礎,未來到全聯消費只要帶手機,就可以達成快速結帳的目的,並藉此增加使用黏著度,甚至可進一步提升客單價。

 

目前除了現金支付,全聯已提供 Apple Pay、Samsung Pay 和 Google Pay 的感應支付,以及中信、台新兩家實體信用卡,實體福利卡儲值金、一卡通和悠遊卡和紙本禮券等支付方式,此次 PX Pay 綁定信用卡掃碼付款,一口氣將合作銀行增至 8 家,有利更多的民眾使用。

 

依全聯統計,在全聯的非現金支付占比已逾 26%,預計 PX Pay 上線後,非現金支付占比將翻倍成長上看 50% 以上。

 

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