全聯打敗大潤發!創百億營收 - 好市多
By Olga
at 2010-04-01T16:29
at 2010-04-01T16:29
Table of Contents
http://tw.news.yahoo.com/article/url/d/a/100401/122/234uz.html
「一、二、三、四、五、六、七、八……」憨厚、本土味十足的男演員跳起全聯「國民省
錢運動操」,成為近期令人印象最深刻的廣告。
全聯營收早已超越量販店第二大的大潤發,不但穩坐超市一哥,更直逼量販龍頭的家樂福
。家樂福過去三年營收在560億徘徊,但全聯過去五年平均營收成長兩成,去年已達五百
億。如果用這樣的速度成長,一年內就有可能將超越家樂福。
全聯能成長如此快速,其中關鍵之一是生鮮事業發展。○六年起,全聯投給市場一大顆震
撼彈,過去賣乾貨起家的全聯,竟然開始賣生鮮食品了。
跟傳統菜市場比新鮮!
但是,已經深入鄉鎮社區、鄉里的全聯,怎麼跟街角的傳統菜市場競爭?雖然緊抓「低價
」的競爭優勢,如何跟每天清晨擔菜來賣的「阿桑」比新鮮?
時光回到一九九八年。元利建設董事長林敏雄接手全聯實業,當時只賣乾貨,有建設業選
地開發的背景,十二年內店數從六十八家急速成長到現在五一五家,穩坐超市第一大。
儘管做生鮮,全聯還是主打它最擅長的低價策略。在乾貨上,全聯靠比同業低一五到二○
%的價格,快速搶攻市場。「我乾貨比人家便宜二○%,如果生鮮沒比人家便宜,金字招
牌就毀於一旦,」林敏雄帶著濃厚的台語腔國語說,現在一年要賠兩億元發展生鮮事業,
「做生鮮現在沒有在考慮成本的啦。」
高難度的生鮮管理學!
難度高,是因為做生鮮管理比乾貨還要複雜。「下午陳列蔬菜要跟早上一樣新鮮,還有裡
面空調溼度跟後面加工處理,魚肉怎麼處理漂亮,人才培養要花很長時間,」曾經任職於
松青超市的高雄第一科技大學行銷與流通管理系副教授吳師豪說,生鮮人才培訓速度將是
全聯未來最大的挑戰。
2006年,全聯陸續透過併購日系善美的超市,吸收它的生鮮人才;此外,也在隔年買台北
農產運銷公司的超市,學習蔬果物流體系。這樣還不夠。去年五月,全聯還從日本挖來在
日本善美的做肉類生鮮長達三十七年的淺見三夫,擔任顧問。「全聯開始做生鮮還只是剛
起步階段,店舖展開非常快,日本一年只能展五家店,全聯一個月就十幾家,」淺見說,
「現在,我最大使命就是迅速提升生鮮品質,日本這幾十年經驗全部毫不保留。」
除了價格優勢,要跟鄉鎮街角的阿桑競爭,全聯還要打品質牌。儘管強調低價,但全聯也
開始賣有機食品,桃山自然農場的有機胡蘿蔔、番薯,佔據了一排蔬菜冷凍櫃的三分之一
空間。
目前全聯515家超市,有150家賣生鮮食品,為追求規模經濟,今年將成長到300家店賣生
鮮。佈點深入廣泛,低價優勢,再加上商品化的品質管理,全聯生鮮來勢洶洶。
-----
心得:不意外,板上批全聯的明顯少很多,價格真的不錯
後面又有華泰攻略本...喔,不,是華泰銀行
看來這股省錢力量,以及代言人相當重要
全聯先生你一定知道是誰,但好市多先生? 家樂福先生? 沒印象...因為沒有啦 XD
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