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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