07/05/2026
l 雀莉到家®，生鮮購物的美好生活提案 l
簡單，生活更優雅
大家好，我是雀莉家的創辦人黃鐘慶。
雀莉家M'S CHERRY即將邁向第五年，我們2021年從0到1打造了雀莉到家®服務，今天，已經成為台中、彰化、台南、高雄社區的日常，我想藉這個機會，和所有陪伴我們成長的雀粉們，聊聊這背後的設計理念與我們的初衷。
在物流成本節節攀升的今天，我們做出了一個看似違背商業常理的決定：雀莉到家，不限金額，免運到家。背後支撐的是一個核心信念：我們希望建構一條「普惠營養的最後一哩零售流通體系」。我們深信，獲取新鮮、健康的食材，是不是可以不再考慮運費門檻呢?美好的願景需要務實來支撐。為什麼我們能做到不限金額免運？答案在於「集單集運」模式。它的設計理念其實非常經典，甚至復古，那就是我們小時候熟悉的羊奶宅配，或稱為「牛奶人物流（Milk man logistics）模式」。
一般C端物流是計程車模式，消費者隨時要，司機專送，成本極高。而雀莉到家採取的是公車模式。我們透過系統的運算與預購機制的引導，將同一個社區、同一個街區的訂單高度聚合，大幅提升了「訂單密度」。當訂單密度提高，經濟學原理開始發揮效用。我們的物流車不再需要為了單一訂單長途跋涉，相鄰兩個送貨點的平均距離縮短。一台車開進一個社區，一次就能服務十幾個家庭。這種極致的路線聚合，創造了規模經濟效應，將原本高昂的最後一哩路成本盡量分攤與稀釋。這，就是我們能把運費歸零的秘密。
目前，雀莉到家的服務已經涵蓋了台中、彰化、台南、高雄四大都會生活圈，並且正穩步向外擴張。我們將城市劃分為精準的物流網格，並為每個城市制定了專屬的「公車班次日期」，只要搭上班表時間的訂單，服務區域內的雀莉到家公車物流，就能享受不限金額免運的服務。
然而，要實現這個普惠營養到家的願景，單靠雀莉家的系統是絕對做不到的。這套新流通體系，其實不是只有雀莉家，而是所有「雀粉」一起參與建設的。
我常常在看物流回報時充滿感動。許多雀粉知道自己配送時段不在家，會非常貼心地提前在門口準備好保冷箱或保冷袋。我們的物流夥伴一抵達，能迅速將食材放入箱中，立刻驅車前往下一站。沒有無效的按鈴等待，沒有打電話找不到人的焦慮，更沒有二次配送的資源浪費。
正是因為大家這種體貼物流人員、不耽誤下一位鄰居收貨的「利他思考」，雀莉到家的公車才能跑得如此順暢。是你們的體貼，降低了整個社會的隱性物流成本；也是你們的參與，真正建立起了這條不限金額免運的普惠物流理想。
「一個系統不是各個部分的總和，而是它們交互作用的產物。」 親自參與其中的設計與實踐，深有共鳴。
雀莉到家，不僅僅是一種配送方式，它是一場我們共同參與的生活實驗。謝謝你們，讓這一切成為可能。我們從被笑著開始，到今天實現了多個城市的牛奶工物流模式，我們會繼續努力，把這份新鮮與溫暖，送到每一個需要雀莉家的餐桌上。
雀莉家生鮮宅配超市
創辦人CEO
黃鐘慶
2026.5.7
l M's Cherry to Home(雀莉到家®): A Beautiful Lifestyle Proposal for Fresh Grocery Shopping l
Simple, Making Life More Elegant
Hello everyone, I am A-Ching Huang, the founder of M's CHERRY.
As M's CHERRY approaches its fifth anniversary, having built our M's Cherry to Home(雀莉到家®) service from 0 to 1 back in 2021, it has now become a daily routine for communities in Taichung, Changhua, Tainan, and Kaohsiung. I want to take this opportunity to chat with all the "Cherry Fans" who have accompanied us as we've grown, sharing the design philosophy and original intentions behind this service.
In today's world of ever-climbing logistics costs, we made a decision that seemingly defies conventional business logic: M's Cherry to Home offers free home delivery, with no minimum order amount. Supporting this is a core belief: we hope to build an "inclusive last-mile retail distribution system for nutrition." We firmly believe that when acquiring fresh, healthy ingredients, one shouldn't have to worry about delivery fee thresholds. A beautiful vision requires a pragmatic foundation. How can we achieve free delivery with no minimum? The answer lies in our "order aggregation and consolidated shipping" model. Its design philosophy is actually quite classic, even retro—it's the familiar goat milk delivery from our childhood, also known as the "Milkman Logistics Model."
Typical B2C logistics operate on a "taxi model"—consumers demand it anytime, and drivers make dedicated trips, making the cost extremely high. M's Cherry to Home, however, adopts a "bus model." Through system algorithms and the guidance of our pre-order mechanism, we highly aggregate orders within the same community or block, significantly increasing our "order density." When order density rises, economic principles take effect. Our delivery vehicles no longer need to travel long distances for a single order; the average distance between two adjacent delivery points is drastically shortened. One truck pulling into a neighborhood can serve over a dozen families at once. This ultimate route aggregation creates economies of scale, spreading out and diluting the originally exorbitant last-mile costs. This is the secret to how we can bring delivery fees down to zero.
Currently, M's Cherry to Home(雀莉到家®) covers four major metropolitan living circles: Taichung, Changhua, Tainan, and Kaohsiung, and we are steadily expanding outward. We divide cities into precise logistics grids and establish specific "bus schedule dates" for each. As long as an order catches the scheduled time, our M's Cherry Delivery bus logistics within the service area will provide free delivery with no minimum spend.
However, realizing this vision of inclusive nutrition delivery is absolutely impossible relying solely on the M's Cherry system. This new distribution network isn't just built by M's Cherry; it is co-constructed by all of our "Cherry Fans."
I am often filled with emotion when reviewing our logistics reports. Many Cherry Fans, knowing they won't be home during their delivery window, thoughtfully prepare cooler boxes or insulated bags at their doors in advance. The moment our logistics partners arrive, they can swiftly place the ingredients into the boxes and immediately drive to the next stop. There is no waiting at the doorbell in vain, no anxiety of calling and not finding anyone, and certainly no wasted resources on re-deliveries.
It is precisely because of this "altruistic thinking"—being considerate of the logistics staff and not delaying the next neighbor's delivery—that the M's Cherry to Home(雀莉到家®) bus can run so smoothly. It is your thoughtfulness that reduces the hidden logistics costs for society as a whole; and it is your participation that truly establishes this ideal of an inclusive, zero-fee logistics system.
"A system is not the sum of its parts, but the product of their interactions." Having personally participated in its design and implementation, this resonates deeply with me.
M's Cherry to Home(雀莉到家®) is not just a delivery method; it is a lifestyle experiment we are all participating in together. Thank you for making all of this possible. We started off being laughed at, and today we have realized the milkman logistics model across multiple cities. We will continue to work hard to deliver this freshness and warmth to every dining table that needs M's Cherry.
M's Cherry Fresh Delivery Supermarket
Founder & CEO
A-Ching Huang
May 7, 2026
