實體名店搶進網路 知名商圈搬上網

宅經濟正「夯」!根據資策會估計,2010年網購市場規模將達3,583億元,年增率為21.53%,而實體零售業年增率卻逐年衰退,業者面臨極大挑戰。而看準網路免租金、低成本的優勢,無論是知名實體大型商店或是特色小店紛紛搶進網路通路,線上商圈因而形成,讓消費者免出門,在家即可逛遍「大街小巷」。

  像是PChome商店街打造「新天母街」網路商圈,網羅泛天母地區,包括天母、士林、北投等當地著名的異國美食、流行成衣與居家小物,共80家實體商店進入;同時,PChome於即日起至4月24日舉辦促銷活動,計有超過250款商品免運費或最低2折起,如富利得利德式肉品的德式綜合香腸組99元免運。

  PChome開店事業部總監魏丞慶表示,近年來由於天母地區大型百貨公司林立,使得許多獨立經營的在地店家,受到不小的壓力,紛紛轉進網路開店拓展新商機。至於PChome商店街開店的泛天母商圈店家目前有近200家,營業額每年有20~30%以上的成長。

  Yahoo!奇摩超級商城則是擁有50家大型實體連鎖名店的支持,目前在3C類有順發3C、良興電子、日本BEST電器、三井Online等等,而流行生活類有康是美、莎莎、新高橋、麥坎納、Vivo、麗嬰房等;生活類有松青、新天地量販、美而美、點水樓,形成網路消費生活圈。

  Yahoo!奇摩超級商城指出,去(98)年起即有大量實體名店進駐,像是莎莎、松青超市上線後,一季內業績成長5倍,康是美於今(99)年3月進駐單週業績,就突破250萬元。在商店穩定成長下,預期今年可以帶動整體營業額雙位數的成長,也會陸續有新的實體品牌加入。

  至於樂天市場,截至2010年3月,總店數超過1,300店,共約有80家實體店舖進駐,包括了百貨專櫃品牌或企業品牌,如曼黛瑪璉、MUJI、EDWIN、爭鮮、一之鄉、依莎貝爾、禮坊、元祖、夢時代、康是美等。

  同時,樂天市場也打造區域性的美食商圈,像是去年7月成立「台南小吃博物館」,就囊括地方知名老店與小吃;另外還有百年老店加入,例如連珍、同記安平豆花、滋養和果子、李亭香餅店、周氏蝦捲等等。

  樂天市場指出,為慶祝MUJI來台六週年,4月起推出雙品牌月,有許多網路獨賣款,以及實體店面沒有的組合,希望利用差異化來擴大消費族群,也藉此接觸不同層面的消費者。
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