新創電商商業模式與關鍵失敗因素探討－以誠蜂公司為例

Abstract

新加坡的誠蜂有限公司（honestbee Pte Ltd.，誠實蜜蜂）是專注按需服務的電商平台，作為台灣第一家同時發展生鮮家用品電商與熟食外送服務，與新加坡、馬來西亞、印尼、菲律賓、泰國、香港與日本共組亞洲最大生鮮供應鏈，且與 Uber Eats、foodpanda並稱的三大熟食外送平台，合握九成熟食外送市場。由於電商產業的競爭日趨激烈，廠商無不絞盡腦汁以創新手段突破重圍，2008年美國金融海嘯後的量化寬鬆政策，流動資金紛紛湧向新創公司，誠蜂選擇以激烈的補貼手段膨漲事業規模，用未來性換取融資條件，忽視消費者真實接受程度，終究走向破滅。 過去傳統零售業在探究消費者需求面並不積極，同時在創新實踐上更是缺乏經驗，使得從業人員在創新服務與數位轉型策略制定上相形困難，尤其在探究消費者的數位化需求以及電子零售業發展，更是資訊缺口，相關案例的關鍵因素分析更是付之闕如，判斷與過去產業賽道上公司不多，或者經營期間短暫、經營規模不大，使得背景資料與研究成果有限。 同時在實務經營上，不同面向裡存在不同變數影響，有限條件下執行了成功因素不一定能夠成功，反倒是做了就一定不成功的因素，卻是強烈影響生存的關鍵因素，即為「關鍵失敗因素（Key Failure Factor）」，參考誠蜂公司曾領跑電子雜貨零售業又幾經轉折，嘗試解構研究框架將關鍵失敗因素與案例相輔驗證之。

honestbee (honestbee Pte Ltd.) is an e-commerce platform focused on on-demand needs. As the first of its kind that offered both online grocery and food delivery services in Taiwan, honestbee used to control the largest fresh food supply chain in Asia, including Taiwan, Singapore, Malaysia, Indonesia, Philippines, Thailand, Hong Kong, and Japan. honestbee ranked among top 3 players in Taiwan besides Uber Eats and foodpanda, together accounting for 90% market share. Intensive competitions in the e-commerce sector forced companies to strive for growth, especially with the quantitative easing, capitals flooded into new venture investment. With the capital injection, honestbee chose to grant generous subsidies and promotions to users as strategy to accelerate scaling. Without diving into true customer insights, honestbee eventually failed to meet the market needs. In the past, traditional retailers were not keen to identify customers’ needs and lacked experiences and skills in consumer journey innovation. Retailers faced great challenges in digital transformation and service innovation. Additionally, there were not many case studies on key factors analysis because of market immaturity with short-lived, unscalable e-tailers at that time. Due to different variables in multiple aspects in practice, there is no guarantee that applying key success factors will lead to absolute success. However, if companies do not apply “key failure factors (KFFs)”, they will definitely be unable to remain relevant and competitive. This research aims to provide an overview of the KFFs that honestbee had once led the game, performing an analysis of the framework of KFFs and case studies as living proof.