顯示具有 人口 標籤的文章。 顯示所有文章
顯示具有 人口 標籤的文章。 顯示所有文章

2015年12月21日 星期一

2015/12/21「從霜淇淋到宇宙人,屢建奇功的全家便利商店,最擔心的是這件事...」

銷售與行銷

從霜淇淋到宇宙人,屢建奇功的全家便利商店,最擔心的是這件事...

摘錄自:經理人 每日學管理 電子報                        2015/12/18
2015-12-04 15:21  採訪·撰文 張玉琦 

經理人 每日學管理 電子報 - 20151221 - 1


即將破3000店的全家便利商店,近年來屢有創新。接連推出燒蕃薯和期間限定的霜淇淋口味都是熱賣商品,集點贈品從阿朗基到宇宙人也是檔檔轟動。

正當大家認為全家頗有坐二望一的姿態之時,全家便利商店想的卻不是競爭策略,而是便利商店的長期趨勢。全家便利商店董事長(兼)執行長葉榮廷說,「我最擔心的一件事,是台灣人口年齡的中位數,即將超過40歲。」

隱憂:消費主力人口數減少

對策:將客群往上延伸

中位數超過40歲代表了台灣將有一半的人口超過40,但是,便利商店的主力消費客層是15-34歲,這群消費者平均每週訪店超過5次,但是「只要超過35歲,訪店次數就會明顯下降。」

全家的數據顯示,35-39歲的人口每周到店次數為4.8次,40-44歲約4.4次,45歲以後4.1次,跨過50歲剩下3次左右。

如果便利商店的主力客群還停留在15-34歲,未來,主力消費者的人口數會愈來愈少。因此,葉榮廷一直在思考,怎麼讓主力客層從15-34歲向上延續到35-44歲。

於是,全家深入研究35-44歲消費者的特性;70%已婚,已婚者中90%有小孩,而且是雙薪家庭。這樣的消費者的消費習慣:非常喜歡上網,絕大多數有網路購物的經驗;非常重視休閒生活;對於商品品味的要求常態化;雙薪家庭較少開伙,但有便利煮的需求,會偶爾簡單做料理。

便利商店咖啡館化,咖啡與麵包全面升級

為了對應消費者重視品味與休閒的需求,全家啟動了現有品類的改革,從咖啡與麵包下手。

葉榮廷說,「便利商店咖啡館化」,是全家心中未來的藍圖之一,因此跨海與日本UCC合作,從挑選生豆的種類到烘焙的程度,都經過台灣消費者千人盲測找出最合適的配方。

全家便利商店鮮食部部長林純如表示,全家已投入6億元全面升級咖啡機,11月底咖啡豆已經全面更新,效益立即成長三成。不僅咖啡豆換了,全家的美式咖啡也悄悄換了Primium的黑色咖啡杯,仔細一瞧,杯蓋上多打了一個孔。林純如說,這個洞可以讓消費者飲用咖啡時,讓鼻子聞到咖啡的香氣,提升喝咖啡的體驗。

經理人 每日學管理 電子報 - 20151221 - 2

目前咖啡的營業額約25億,佔全家營業額的4%,葉榮廷的目標是明年再成長15%。進一步分析,便利商店消費者若購買咖啡通常還會併買其他商品,咖啡客的客單價可以超過100元(約103元),比平均客單價(約70元)高出三成,也是鮮食產品中的併買王,最常和咖啡並買的商品是下午茶的蛋糕與麵包。

明後年的計劃,還包括投入15億元蓋新的麵包工廠。全家引進日本全家便利商店在沖繩的麵包供應商Okiko的技術,在全家原有的鮮食廠基地自建麵包廠,投資成立麵包公司。工廠預計明年初動工,目標是106第一季稼動。全家麵包的年營業額約18億,佔超過3%,全家的目標是再成長三成。

給偶爾開伙的家庭,好料理的食材商品

此外,針對雙薪家庭開伙的需求,葉榮廷認為既有的店型無法滿足他們的需求,必須做商品組合的調整。全家準備導入200項新商品,但礙於店鋪面積限制,無法全店鋪導入,因此將由實體搭配虛擬通路。舉例來說,最近入冬全家就會有對應的火鍋料和鍋底,方便小家庭烹調。

針對即將開始促銷的年菜商機,全家也將年菜重新定位成,週末、晚餐可以加菜的料理,以及異國風味的非典型年菜,符合小家庭的需求。

其實之前全家就推過熟食菜系列,就是想對應小家庭的需求,不過沒有出現太大的效果。葉榮廷也大方承認,全家是對應消費者需求,提出消費的假設,對應不是一定有效,就像鮮食也是努力了20幾年才有今天的成績,「反正測試失敗再轉就好了。」

想得夠遠,勇於針對趨勢變化提出對應的假設,投資並測試假設,成功了逐步擴大規模,失敗了當做兵家常事,再發展、測試下一個假設。這就是全家能掌握先機,屢建奇功的秘密。

圖片提供 / 全家便利商店














2014年1月4日 星期六

2014/1/4 「生育率大減 亞洲人口優勢消失」

生育率大減 亞洲人口優勢消失

摘錄自:天下雜誌 經濟學人電子報                        2013/1/3
2013-12-27 Web only 作者:經濟學人
 
天下雜誌 經濟學人電子報 - 20140104
圖片來源:flickr.com/photos/worldbank/
過去半個世紀,家庭人數減少對人類產生了極為深遠的影響。這股變動將於2014年(或2014年左右)到達新的里程碑。在亞洲這塊全球人口最多的大陸,總生育率將降至2.1;生育率即女性一生預期會生育的小孩數量,2.1是個魔術數字的原因在於,要是生育率維持在2.1,人口將處於長期平衡(又稱人口替代率)。


無法確知亞洲的生育率何時會降至人口替代率,聯合國認為此事會在2015~2020年間發生,但中國人口專家認為聯合國大幅高估了中國的生育率,因此2014年是個相當合理的猜測。

全球各地的生育率都在下降,但亞洲十分特別,原因有二;其一,亞洲擁有43億人口,佔了全球一半以上。其二,亞洲生育率的降幅比表面上要高,因為中東地區拉高了平均生育率。在亞洲人口密集之處,生育率的降幅高於平均;東亞生育率僅1.7,較替代率低了許多。部分地區的降幅亦極為劇烈,例如孟加拉在1970年時的生育率為6.9,30年後已降至2.9。

生育率下降十分重要,因為那與更高的教育水準(子女數量少,家長也就更能負擔他們的教育)、更高的生活水準(勞工教育程度較高)、更高的女性自主程度(女性可以工作,不必將所有時間花在養育子女)有關。生育率下滑之際,各國亦取得了「人口紅利」;部分估計認為,亞洲過去50年間的經濟成長,四分之一出自人口模式帶來的優勢。

但生育率降至替代率之下會導致兩個問題,亞洲也碰上了這兩個問題。第一個問題是人口優勢的利益開始消失。中國預估,2010~2020年間,中國15~59歲的人口將減少3,000萬;那是核心工作人口,因此中國已然面臨勞力供給下滑和薪資上升壓力。

另一個問題則是,部分國家會陷入極低生育率趨勢,生育率降至1.5或更低,並停留在那裡數個世代;德國已經如此,日本和俄羅斯即將如此,中國也很有可能變成這樣。中國的生育率已低於替代率超過20年,一胎化亦早已打破了傳統想法中的家庭規模,由於性擇墮胎,接下來20年,中國的育齡女性也會比較少。從2014年開始,中國領導者將面臨取消或大幅削弱一胎化政策的壓力。(黃維德譯)

©The Economist Newspaper Limited 2013



The Economist

Asia
From baby boom to bust

By The Economist
From The Economist
Published: December 27, 2013

Nov 18th 2013 | From The World In 2014 print edition

Crashing fertility will transform the Asian family.

Over the past half-century the most profound influence upon the great majority of humankind has been the vast and gentle decline in the size of families. In 2014 (or thereabouts—such things are approximate) this huge change will reach a milestone. In the world's most populous continent, Asia, the total fertility rate will fall to 2.1. The rate is the number of children a woman can expect to bear during her lifetime and 2.1 is a magic number because, if sustained, it produces long-term equilibrium in the population (it is known as the replacement rate). In 1960 Asia's average fertility was 5.8.

The exact point at which fertility reaches replacement cannot be known for sure. The United Nations Population Division thinks it will happen at some point during 2015-20. But Chinese demographers think the UN is significantly overestimating China's fertility rate, so 2014 is a reasonable guess.

The fall in fertility has taken place worldwide. Latin America has experienced a decline almost exactly as great as Asia's. But Asia is special for two reasons. First, with a population of 4.3 billion it is home to over half the world's people. Latin America's population is only one-seventh that of Asia.

Second, the fall in Asia has been greater than it might appear because the continental average has been buoyed by relatively high fertility in the Middle East. The fertility decline in the heavily populated areas of Asia has been greater. East Asian fertility has fallen to just 1.7, well below replacement. The decline in some places has been as sharp as any country has ever experienced. Bangladesh's rate fell from 6.9 to 2.9 in the 30 years after 1970. Iran (a Middle Eastern outlier) saw its rate crash from 6.5 in 1980 to 1.9 in 2005. Social transformations do not get more dramatic.

China is already experiencing a dwindling labour supply

Falling fertility matters because it is associated with higher standards of education (since parents can more easily afford to educate children when there are fewer of them); higher living standards (since workers are better educated); and somewhat greater female autonomy (women can go to work rather than spend all their time nurturing children). As fertility falls, countries reap what is called a "demographic dividend", the potential economic advantage that comes from having relatively fewer children and old people, and a bulge of working-age adults. On some estimates, a quarter of Asia's economic growth over the past 50 years has come from its favourable demographic pattern.

Missing the children already

But as fertility falls below the replacement rate, two problems emerge, and Asia is facing both of them. One is that the economic advantages of favourable demography begin to dwindle. Between 2010 and 2020, according to the Chinese, the number of people aged between 15 and 59 in the country can be expected to decline by 30m. This is the core working-age population, so China is already experiencing a diminishing labour supply and upward pressure on wages.

The other problem is that some countries (not all) slip into a pattern of very low fertility in which the rate falls towards 1.5 or less, and stays there for generations as social norms shift and people abandon the common ideal of a two-child family. This happened in Germany, is happening in Japan and Russia, and could well happen in China, where the fertility rate has been below replacement for over 20 years and the one-child policy has long assailed traditional ideas about family size. Sex-selective abortions mean there will be fewer Chinese women of child-bearing age over the next 20 years, because millions of female fetuses were aborted over the past 20 as parents sought to ensure that their one child was a son. In 2014 and beyond, the country's leaders will face pressure to scrap or drastically dilute the one-child policy.

©The Economist Newspaper Limited 2013