2024 亞太食物外送市場大洗牌：新的主導地位與新的市場可能性

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<div class="article__page__box page__box"> <div class="space-y-0 sections__box city__box md:space-y-city-gutter-desktop"> <article class="overflow-hidden"> <div class="mt-40 md:pb-16 container--variant gradient--base"> <div class="-mb-40 transform -translate-y-40 space-y-area-gutter"> <div class="space-y-build-gutter"> <div class="container__inner--variant"> <div class="lg:flex before:bg-fill-colorfull-to-r"> <div class="relative h-auto overflow-hidden lg:w-2/3 cover__box lg:pb-persent42 pb-persent65 lg:order-2"> <span class="img--source"> <small>Shutterstock</small> </span> <img class="absolute object-cover object-center w-full h-full lazyload cover max-w-none" alt="Shutterstock" data-sizes="auto" src="https://bucket-image.inkmaginecms.com/version/list/1/image/2024/06/49e0f050-84af-498d-bc00-f82a4bb344f2.jpg" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-srcset="https://bucket-image.inkmaginecms.com/version/list/1/image/2024/06/49e0f050-84af-498d-bc00-f82a4bb344f2.jpg 320w,https://bucket-image.inkmaginecms.com/version/mobile/1/image/2024/06/49e0f050-84af-498d-bc00-f82a4bb344f2.jpg 640w,https://bucket-image.inkmaginecms.com/version/desktop/1/image/2024/06/49e0f050-84af-498d-bc00-f82a4bb344f2.jpg 1280w,https://bucket-image.inkmaginecms.com/version/hd/1/image/2024/06/49e0f050-84af-498d-bc00-f82a4bb344f2.jpg 2560w"/> </div> <div class="relative -mt-10 container__inner lg:flex lg:w-1/3 lg:px-0 lg:mt-0 lg:order-1"> <div class="flex flex-col items-center justify-center py-10 text-center bg-white border border-gray-200 space-y-item-gutter lg:text-left bg-opacity-95 min-w-1/3 lg:min-h-1/2 lg:w-full lg:max-w-none lg:items-start lg:px-8"> <h1 class="mb-1 font-medium max-w-4/5 h3 lg:max-w-none"> 2024 亞太食物外送市場大洗牌：新的主導地位與新的市場可能性 </h1> <div class="text-gray-600 max-w-4/5 lg:max-w-none"> <small>2024-06-26</small> <small> • </small> <small><a class="border-b" href="https://research.tnlmedia.com/industry/online_shopping">線上購物</a></small> </div> </div> </div> </div> </div> </div> <div class="container__inner--variant"> <div class="overflow-hidden"> <div class="flex lg:space-x-build-gutter flex-col lg:flex-row space-y-area-gutter lg:space-y-0 mt-5"> <div class="bg-white border-t-4 lg:w-3/4 border-primary article__box space-y-city-gutter-mobile lg:space-y-city-gutter-desktop"> <div class="px-5 lg:px-8"> <section class="-mb-5 transform -translate-y-5 after:bg-fill-colorfull-to-r bg-gradient-to-t from-gray-300 to-white"> <div class="px-5 py-8 lg:py-12 space-y-build-gutter"> <h2 class="font-medium text-center h4">閱讀重點</h2> <p class="font-light leading-loose text-tiny"> 2024年5月14日，Uber 宣布以 9 億 5 千萬美元現金併購 Foodpanda 台灣外送業務，這是亞太地區最大的國際併購案之一。此舉將整合台灣兩大外送平台，帶來市場格局重組的契機。Uber 在日本的成功經驗預示其在台灣市場的擴展潛力，同時也反映出 Delivery Hero 在競爭激烈的東南亞市場面臨的挑戰。 </p> </div> </section> <section class="leading-loose article__body pt-area-gutter"> <!DOCTYPE html> <html><p class="ck-section">台灣外送市場近日迎來重大變革。2024 年 5 月 14 日，Uber 宣布以 9 億 5 千萬美元現金併購 foodpanda 台灣外送事業，這是台灣除半導體外最大的國際併購案之一。此項併購案將整合台灣兩大外送平台，有助於提升消費者選擇的多樣性，同時為外送員創造更多機會。</p><p class="ck-section">UberEats 在日本的成功經驗顯示，其具備在台灣市場持續擴展的潛力。自 2016 年進入日本市場以來，UberEats 已成為該國最大的外送網絡之一，與超過 10 萬家商家合作，涵蓋 47 個都道府縣。這樣的經驗有助於其在台灣市場迅速建立起穩固的基礎。</p><p class="ck-section">然而，Foodpanda 的母公司 Delivery Hero 在其他市場的擴展計劃卻面臨挑戰。儘管原計劃出售東南亞(新加波、馬來西亞、菲律賓)部分市場的 Foodpanda 事業，但由於雙方無法達成交易條件，談判破局。Delivery Hero 面臨來自資本市場的獲利壓力，特別是在東南亞地區的業務停滯不前的情況下。該地區外送市場競爭激烈，Grab 佔據約 54% 的市場份額，而 Foodpanda 僅佔約 19%。</p><p class="ck-section">在這樣的競爭環境中，Delivery Hero 不得不考慮其他方式提升獲利，包括減少行銷、補貼，甚至對合作夥伴和消費者漲價。然而，這些策略可能進一步影響其市場地位和消費者信任度。</p><p class="ck-section">對於台灣市場來說，UberEats 的併購和擴展將引發新的市場動態。產業決策者應密切關注這一變化，積極調整策略，以在快速變動的市場中保持競爭力和創新能力。這次併購案不僅將改變台灣外送市場的競爭格局，也將對整個亞太地區的外送產業產生深遠影響。</p><p class="ck-section">根據Z.com Engagement Lab最新的亞洲食物外送市場調查，在台灣、日本、泰國、印尼、新加坡及馬來西亞，共六個國家，重點分析了產業發展方向、變革需求、政府管制及消費意向四大指數。</p><p class="ck-section"><strong>1. 產業發展方向指數 (Industry Direction Index)：</strong>這項指數顯示了各國對外送市場未來發展的信心。<br>整體趨勢：大部分國家對外送市場的未來持正面看法。其中，台灣（79%）、泰國（81%）、印尼（84%）、新加坡（70%）和馬來西亞（71%）的正面指數顯著高於負面指數，顯示出市場的高度信心。<br>特例分析：日本對外送市場未來的看法最為中立（52%），顯示該市場對未來的不確定性較高。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/p5xzdk3mulsdh58j3zxi5hfg59zqqn.png" alt="TNLR_2406_APAC_Food_Delivery_01" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/p5xzdk3mulsdh58j3zxi5hfg59zqqn.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/p5xzdk3mulsdh58j3zxi5hfg59zqqn.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/p5xzdk3mulsdh58j3zxi5hfg59zqqn.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/p5xzdk3mulsdh58j3zxi5hfg59zqqn.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><p class="ck-section"><strong>2. 產業消費指數 (Industry Consumption Index)：</strong>這項指數反映了消費者未來在外送服務上的支出預期。<br>整體趨勢：台灣（56%）、泰國（78%）、印尼（75%）、新加坡（54%）和馬來西亞（69%）預計將增加外送支出。<br>特例分析：日本消費者對外送支出的增加預期最低（21%），顯示出對該市場的需求可能已達到飽和或存在其他限制因素。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/yjj1o8z189kz6wk2gnvgggj5h9kie8.png" alt="TNLR_2406_APAC_Food_Delivery_02" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/yjj1o8z189kz6wk2gnvgggj5h9kie8.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/yjj1o8z189kz6wk2gnvgggj5h9kie8.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/yjj1o8z189kz6wk2gnvgggj5h9kie8.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/yjj1o8z189kz6wk2gnvgggj5h9kie8.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><p class="ck-section"><strong>3. 產業變革重要性指數 (Industry Change Index)：</strong>這項指數衡量了各國對外送市場變革需求的迫切性。<br>整體趨勢：大多數國家認為行業變革是必要的，泰國（86%）、印尼（89%）、台灣（84%）和馬來西亞（82%）特別明顯。<br>特例分析：日本對行業變革的需求最弱（42%），反映出其市場可能較為穩定或對變革持保留態度。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/cucy7ancezknav4evpadxhszbl8uma.png" alt="TNLR_2406_APAC_Food_Delivery_03" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/cucy7ancezknav4evpadxhszbl8uma.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/cucy7ancezknav4evpadxhszbl8uma.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/cucy7ancezknav4evpadxhszbl8uma.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/cucy7ancezknav4evpadxhszbl8uma.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><p class="ck-section"><strong>4. 政府管制指數 (Government Control Index) ：</strong>這項指數反映了各國對政府在外送市場中角色的期望。<br>整體趨勢：大部分國家支持減少政府對外送市場的控制，特別是泰國（69%）、印尼（66%）、新加坡（59%）和馬來西亞（64%）。<br>特例分析：台灣和日本對政府控制的態度較為中立或稍微傾向增加控制。</p><p class="ck-section"><img src="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/bt4win8qla36ycpp89svdxi7pcasys.png" alt="TNLR_2406_APAC_Food_Delivery_04" class="lazyload" data-sizes="100%" data-srcset="https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/bt4win8qla36ycpp89svdxi7pcasys.png 320w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/bt4win8qla36ycpp89svdxi7pcasys.png 640w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/bt4win8qla36ycpp89svdxi7pcasys.png 1280w,https://tnl-static.s3-ap-northeast-1.amazonaws.com/2024/6/bt4win8qla36ycpp89svdxi7pcasys.png 2560w" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></p><p class="ck-section">基於Z.com Engagement Lab的調查分析，以下是對產業決策者的建議：<br>1. 強化市場信心：在日本等市場信心較低的國家，企業應加強市場營銷和消費者教育，增強消費者對外送服務的信心。<br>2. 增加消費誘因：針對消費意願較低的市場，企業應推出更多優惠和促銷活動，激發消費需求。<br>3. 推動創新變革：鑒於大多數市場對變革的需求，企業應加強技術創新和服務改進，提升市場競爭力。<br>這些洞見和建議旨在幫助產業決策者抓住亞洲食物外送市場的增長機遇，推動業務的持續發展與創新。</p><p class="ck-section">Z.com Engagement Lab 將持續追蹤東亞各國民眾對於本國食物外送產業的態度並更新調查數據，追蹤市場脈動以及消費者需求的變化。</p><p class="ck-section">執行單位｜Z.com Engagement Lab<br>調查日期｜2024年5月13日至 2024年5月19日<br>調查方法｜網路調查<br>調查對象｜15 歲以上網路使用者<br>調查國家｜台灣、日本、泰國、印尼、新加坡、馬來西亞<br>樣本數｜</p><ul><li class="ck-section">Taiwan: 1,459</li><li class="ck-section">Japan: 1,725</li><li class="ck-section">Thailand: 792</li><li class="ck-section">Indonesia: 1,372</li><li class="ck-section">Singapore: 198</li><li class="ck-section">Malaysia: 560</li></ul><p class="ck-section">筆者 | 關鍵議題研究中心<br>核稿 | Mason Lin 林孟希</p><p class="ck-section">*本文初稿為關鍵議題研究中心使用 AI 編撰。</p><p class="ck-section">想了解更多詳情嗎？請與我們聯繫：<a href="mailto:research@ek2a.com">research@ek2a.com</a></p></html> </section> </div> <div class="gpt-new" style="min-height: 250px"> <script type = "application/json" > { "name": 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2024 亞太食物外送市場大洗牌：新的主導地位與新的市場可能性 - 關鍵議題中心 TNL Research