台灣藥妝通路產業競爭分析-全球龍、富二代與地頭蛇之爭

Abstract

台灣藥妝業是一個特殊的行業，發展迅速，已成為連鎖零售業的優等生，並不斷轉型發展。即使在疫情期間經濟不景氣，沒有遊客的情況下，民眾對藥品、保健食品和個人護理相關產品仍有強烈的需求，藥妝店依舊是豔陽好天氣。 藥妝零售產業長期在台灣有很好的發展，僅台灣市場產值近2,000億新台幣，毛利率超過30%，在如此淺碟的市場，前三大連鎖藥妝通路持續在營收獲利的財務數字表現亮眼，在看似紅海的產業領域中，企業也因其背景資源與能力的差異而採取不同的策略，影響了他們的發展。本人身在產業中，透過所學的理論基礎加上多年在該產業的觀察與體悟，試著將理論與市場實務相結合，提出觀點希望對台灣零售產業的未來有所助益。 本研究從外部環境的結構分析探討出影響產業真正的關鍵因素為何?在從前三大的企業在面對市場變化時，應用內部自身的資源條件所採用的策略來因應未來的成長與競爭。主要探討的議題歸納出四點：「台灣連鎖藥妝產業的環境及關鍵影響要素」、「整個產業的環境因素及特性」、「前三大公司成長策略、資源及核心能耐」以及「產業未來發展的方向」。 經由系統化的研究歸納出五大重點：「策略選擇是重點-營運精實的全球龍(台灣屈臣氏)與富二代(康是美)比不上策略正確的地頭蛇(寶雅) 」、「女性為主要目標客群，『樂趣』是最重要考量」、「成本領導為重要優勢」、「數位化改革台灣屈臣氏遙遙領先寶雅」、「界線模糊，異業通路互相學習與侵蝕的研究」。 除此而外，也建議個案公司及台灣其他藥妝產業成員既有豐富的產業經驗與知識，應儘早擘劃未來與提前布局跨出舒適圈。三項建議如下：「投入『藥』產業的比重要更多、運用整併厚植實力、放眼國際將服務輸出東南亞是好選擇。」

Taiwan's cosmeceutical industry is a special industry with rapid development. It has become a top student in the chain retail industry and is constantly transforming and developing. Even during the pandemic, pharmacies are still enjoying a "spring" due to the demand for medicines, health food, and personal care-related products amid the economic downturn and absence of tourists. The cosmeceutical retail industry has developed very well in Taiwan for a long time. The Taiwan market has an output value of nearly NT$200 billion and a gross profit margin of over 30%. The numbers are outstanding. In the seemingly red ocean industry, companies also adopt different strategies due to differences in background resources and capabilities, which affect their development. I am in the industry, and through years of observation and understanding in the industry through the theoretical basis learned in this course, I try to combine theory with market practice, and put forward my views, hoping to be helpful to the future of Taiwan's retail industry. From the structural analysis of the external environment, this study explores what are the real key factors affecting the industry? In the past, the top three companies used their own resource conditions in the face of market changes and competition, and adopted strategies to cope with future growth and competition. The main topics discussed are summarized into four points: "the environment and key influencing factors of Taiwan's chain cosmeceutical industry", "environmental factors and characteristics of the entire industry", "the growth strategies, resources and core capabilities of the top three companies" and "industrial the direction of future development". Through systematic research, five key points have been summarized: Strategic choice is the key point - the global dragon (Taiwan Watsons) and the rich second generation (Kang Shimei) with lean operations are not as good as the local snake (Bao Ya) with the correct strategy, and women are the main For the target customer group, "fun" is the most important consideration, cost leadership is an important advantage, digital reform Taiwan Watsons is far ahead of Poya, the boundaries are blurred, and different business channels learn from each other and erode research. In addition, it is also recommended that members of Taiwan's cosmeceutical industry have rich industry experience and knowledge, plan the future as soon as possible, plan for the future, and step out of the comfort zone. The three suggestions are as follows: investing in the "pharmaceutical" industry is more important than important, consolidating and strengthening the strength, and looking at the world and choosing Southeast Asia to export services.