統一超商營運延伸之個案研究

Abstract

本研究旨在探討在小型零售便利商店的密度已趨於飽和之際，靠著展店以換取公司成長的策略開始受到挑戰，而統一超商又是如何面對如此大環境的變化。統一超商採取諸多行動以謀求轉型，其中較為特殊的有: 雲端超商7net的建立、門市據點就地擴大的大店化策略、以及通路商自有品牌如7-SELECT的出線，皆為本研究探討之重點。 本研究發現，台灣地區連鎖便利商店營業額年增率自2007年起逐漸下滑，整體展店數自2008年起也幾乎停滯，而統一超商的營收成長亦在該時期碰觸成長之瓶頸。不過經過數年之轉型，該公司之成長引擎於2010年重新被啟動，該年營業額從瓶頸時期的新台幣1,000億元左右，迅速竄升至2011年的新台幣1,227億元，該期間的營收年複合成長率約為9.79%，由此可見統一超商的轉型成效不小。在營運延伸的實際作為方面，7net的建置使得統一超商得以在虛擬空間中繼續展店，並同時具有跨足量販市場的效果；大店化策略使得顧客停留在便利商店的時間增加，並創造了額外的消費機會；而自有品牌的推廣不僅有助於統一超商品牌形象的提升，更可以改善該公司的獲利能力。這些改變都為統一超商帶來未來的成長機會。

What should companies do when current growth strategy is facing increasing challenges and losing its power of gaining revenue? The density of convenient store in Taiwan has reached the bottleneck and the total amount of them seemed to be on the downward trajectory since 2008. The action that President Chain Store Corporation has taken to respond to such environmental changes includes: the establishment of virtual convenient store “7net”, the enlargement of current stores, and the promotion of private labels such as “7-SELECT.” The growth of total sales of convenient store industry had been drastically slowed down since 2008 in Taiwan, and the number of convenient store also staggered. On the other hand, the annual revenue of President Chain Store Corporation also coincidentally reached a ceiling since 2007. However, after years of business transformation, the engine of growth of President Chain Store Corporation has been re-ignited, which helped the firm significantly increase revenue from around NT$100bn to more than NT$120bn per annum, with a cagr. of 9.79%. This research discovers how these approaches of transformation help bolster the growth of the enterprise in recent years: the 7net allows the firm to virtually create shelf space on the Internet, meanwhile intrude into the wholesale market; the enlargement of existing store provides better customer experience therefore increases the opportunity to purchase; and the promotion of private label would prominently lift the margin rate for the company. Those changes would promisingly bring in opportunities of future growth for President Chain Store Corporation.