- 엔젤상품은 '광군제' 4위 인기품목 -
- 정품 여부와 품질 중시, 고가 유명 브랜드 선호 -
□ 개요
ㅇ 최근 영유아 관련 제품사들은 열흘 후의 쇼핑 축제 '광군제'(光棍節) 판촉 홍보에 총력
* 엔젤상품은 영유아 관련 상품과 서비스 통칭, 여기서는 주로 상품의 시장동향을 다룸.
- 2017년 중국 싱글데이 쇼핑 축제인 '광군제' 당일 중국 대표 온라인 쇼핑몰인 티몰의 매출액 1682억 위안 기록
- 광군제 인기품목은 대형가전(15.2%) 1위, 그다음은 스마트폰(8.7%), 개인케어용품(기초화장품과 헤어케어용품 등, 5.6%), 엔젤상품(3.6%), 생활가전(2.8%) 순임.
* 괄호 속 수치는 해당 품목이 전반 매출에서 차지하는 비중임.
- 엔젤상품 취급사들은 중국 시장의 거대한 잠재력, 소비수요, 트렌드 변화 등을 대비해 판촉행사 준비에 한창
일본 PIGEON과 중국 Haier의 광군제 판촉홍보물
![설명: 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)
![설명: 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)
자료원: TMALL
□ 시장 현황
ㅇ 중국 엔젤 시장성장률은 지속 증가세이며 2020년까지 16% 이상 고성장세를 이어갈 전망
- 중국 엔젤 시장규모는 지난해 2조6000억 위안에 육박하는 수준에 도달했으며 올해 3조 위안 돌파 전망
- 2020년엔 시장규모가 4조 위안을 초과할 것으로 추정됨.
중국 엔젤 시장규모 추이
![](https://img1.daumcdn.net/relay/cafe/original/?fname=http%3A%2F%2Fnews.kotra.or.kr%2Fcrosseditor%2Fbinary%2Fimages%2F000768%2F2.jpg)
자료원: 중국 아동산업연구센터 & 21세기경제연구원
ㅇ 중국 엔젤 시장의 안정적 성장은 소비수준 향상과 중국 두 자녀 정책 전면 시행으로 1700만 명대 신생아 수 유지가 주 요인
- 중국 신생아 수는 정부가 '두 자녀 정책' 전면 시행한 2016년 급증해 1786만 명 기록
- 지난해 주춤세를 보였으나 정책 시행 전보다 많은 1700만 명대 유지
- 중국 국가 위생·계획출산위(委)는 2016~2020년 연간 생산아 수는 1700만~1900만 명에 달할 전망
중국 신생아 수 추이
자료원: 국가 위생·계획출산委
중국의 두 자녀 정책 전면 시행 - 2013년 3중전회 발표를 기점으로 베이징, 상하이, 광둥 등 성별 ‘실질적 두 자녀 정책’ 시행으로 점차 시행 확대 · 당시 전문가들은 200만~300만 쌍의 부부가 신청할 것으로 예상했지만 결과적으로 신청자는 150만 쌍으로 기대 미달 - 2015년 중국 출생인구는 정부 예상과는 달리 2014년보다 32만 명 감소한 1655만 명으로 집계, 두 자녀 정책이 보다 빨리 시행되는 계기가 됨. - 2015년 12월 27일, 중국 《인구 및 산아제한계획법》 수정안 심의 통과, 35년간의 한 자녀 정책 종언으로 2016년 두 자녀 정책 전면 시행의 법적 근거 제공 |
□ 소비 트렌드
ㅇ 현지 연구기관 21세기경제연구원이 1000개 가구를 대상으로 설문조사 결과, 중국 소비자들은 60% 이상이 고가 유명 브랜드의 엔젤상품을 선호하는 것으로 나타남.
- 가계소득이 높을수록 고가 유명 브랜드에 대한 선호도가 높으며, 특히 연간 소득이 20만~50만 위안의 소득층은 80% 이상임.
- 반면 저가 브랜드에 대한 선호도는 0.1% 미만임.
가계 소득수준별 브랜드 선호도
연간 가계소득 | 저가 브랜드 | 고가 유명 브랜드 | 대중 브랜드 | 할인폭이 큰 신규 브랜드 |
50만 위안 이상 | 0.01% | 73.33% | 13.33% | 13.33% |
20만~50만 위안 | 1.52% | 81.82% | 15.15% | 1.51% |
10만~20만 위안 | 0.1% | 75.14% | 24.43% | 0.33% |
10만 위안 미만 | 0.77% | 50.29% | 45.49% | 3.45% |
합계 | 0.55% | 61.38% | 35.65% | 2.42% |
자료원: 중국 아동산업연구센터 및 21세기경제연구원
ㅇ 품목별 TOP 5 브랜드를 살펴보면 중국 엔젤시장은 구미계, 일본계 브랜드에 대한 선호도가 높은 편
- 분유와 기저귀는 1~5위 모두 구미계와 일본계 브랜드임.
- 중국 상품의 품질문제 빈발로 중국 소비자들의 국내산에 대한 불신이 깊기 때문
· 기저귀, 분유 등 민감 품목은 더욱 심각
- 완구, 보조식품, 카시트와 기타 잡화 브랜드들은 로컬 브랜드도 TOP 5에 이름을 올렸음.
2016년 엔젤상품 TOP 5
연번 | 품목 | 순위 1~5 |
1 | 분유 | Friso (네덜란드) | wyeth (미국) | DANONE (프랑스) | meadjohnson (미국) | abbott (미국) |
2 | 기저귀 | KAO (일본) | HUGGIES (미국) | Unicharm (일본) | Pampers (미국) | GOO.N (일본) |
3 | 완구 | LEGO (덴마크) | Fisher-Price (미국) | AULDEY (중국) | AUBY (중국) | Mingta (중국) |
4 | 보조 식품 | Heinz (미국) | Gerber (미국) | Fangguang (중국) | Eastwes (중국) | EARTH'S BEST(독일) |
5 | 카시트 | GoodBaby (중국) | Britax (영국) | Ganen (중국) | kiddy (독일) | Happy dino (중국) |
6 | 기타 | pigeon (일본) | AVENT (영국) | Medela (스위스) | snow bear (중국) | Fiveram (중국) |
자료원: 징둥 빅데이터
ㅇ 중국 전자상거래 발전과 더불어 온라인 플랫폼은 중국 엔젤상품의 중요한 유통채널로 자리매김.
- 2011년 온라인 시장이 중국 엔젤상품 매출에서 차지하는 비중은 3.4%에 불과했으나 지난해 20% 초과
- 올해 해당 비중은 24%에 이를 전망
중국 엔젤 시장규모 및 온라인 시장 비중
자료원: 중국 아동산업연구센터 및 21세기경제연구원
ㅇ 소비자들은 온라인 구매 시 '정품 여부'를 가장 중요시
- 1000개 가구를 대상으로 진행한 조사에서 92.4%가 '정품과 품질을 보장'한 제품을 선택한다고 밝힘.
- 그다음은 고효율 배송 서비스, 6.16%의 조사대상자가 해당 항목을 중요시
- 이는 브랜드 가격대 선호도 조사 결과와 동일하며, 중국 소비자들이 엔젤상품 선정에 있어 가격보다 품질에 더욱 민감함을 시사
온라인 구매 시 가장 중요시하는 요인 분석
자료원: 중국 아동산업연구센터 및 21세기경제연구원
ㅇ 지역별 고려요인을 살펴보면 일정한 차별성을 보이지만 '정품/품질 보장'에 대한 관심이 가장 높음.
- 베이징, 상하이 등 1선 도시는 배송서비스 효율에 대한 관심이 높은 반면 성도는 '오프라인 매장에서 찾아볼 수 없는, 해외직구 필요한 수입브랜드'를 가장 선호
- 개방개혁으로 수입산에 익숙한 연해도시는 가격에 상대적으로 민감함.
- 도시규모가 작거나 경제발전수준이 낮은 도시는 대량 포장제품과 배송서비스를 가장 중요시함.
지역별 엔젤상품 온라인 구매 시 고려 요인
지역 | 대량 포장 | 배송서비스 | 가격 | 해외직구 | 정품/품질 보장 |
베이징, 상하이,광저우, 선전 | 20% | 33.9% | 25% | 25% | 26.4% |
성도 (청두, 정저우 등) | 20% | 12.5% | 0.1% | 50% | 17.5% |
연해도시 (칭다오, 닝보 등) | 0.4% | 5% | 25% | 0.1% | 4.5% |
내륙 도시 | 0.04% | 21% | 50% | 25% | 25.7% |
경제발전수준 낮은 도시 | 60% | 26.8% | 0.1% | 0% | 25.8% |
자료원: 중국 아동산업연구센터 및 21세기경제연구원
□ 성공사례
ㅇ 일본산 기저귀
☞ 중국 기저귀 수입 시장에서 일본산 90.8%의 시장 점유 ☞ 2017년 대일본 수입액 11억7668만 달러 ☞ 일본 KAO 기저귀는 2017년 광군제 3위 인기 수입 브랜드로 평가 받았음. |
① '수입산이 국내산보다 품질이 훌륭하다'는 소비심리 활용해 'Made in Japan' 제품으로 시장 공략
- 1990년대부터 일본 기저귀 생산업체가 중국시장에 진출, 현지화 생산을 했음에도 불구, 중국 소비자들은 “흡수력”, “재질”, “촉감”,“다양한 사이즈” 등 방면에서 “수입산이 월등하게 좋다”고 주장
중국 SNS 상 일본산, 중국산, 대만산 카오 기저귀를 비교한 글 (일본산 카오와 중국산 카오 분별법)
포장: [일본산] [중국산] [대만산] ![설명: EMB000015f81dd0](data:image/png;base64,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) |
② 안전함을 어필하는 고급, 고가 기저귀 출시, 중국 소비자들에게 “프리미엄 상품”으로 인정받아
- 일본 유아용 기저귀 최대 기업인 카오(花王)가 출시한 메리즈 사라사라 에어스루시리즈는 기존 제품 시트 및 흡수체 부분을 개선해 3층 시트로 개선, 통기성을 40% 향상
- 일본 유아용 기저귀 2위 기업인 유니참은 일본에서 최초로 유기농 면을 기저귀 표면 시트에 사용
- “아기 피부에도 안심하고 사용할 수 있다”는 이미지를 부각시킨 일본산 기저귀는 기존 제품보다 장당 가격이 30~50% 인상된 고가 상품에도 불구, 중국 젊은 맘들에게 대인기
③ 중국 소비자의 해외직구 채널 확대
- 2014년부터 중국인 관광객의 “싹쓸이 구매”로 카오 메리즈 등 인기 기저귀는 소매점에서 품귀현상이 나타남.
- 일본 기저귀 생산업체들은 티몰, 징둥 등 온라인 플랫폼 적극 활용
* KAO의 경우 2015년 티몰에 입점하여 중국 온라인 소비시장을 공략
ㅇ 한국산 미니세탁기
☞ 한국 가전업체 대우전자는 올 9월 세계 최대 전자상거래 업체인 중국 알리바바로부터 ‘베스트 브랜드상’을 받았음. - 알리바바 입점 브랜드 가운데 매출, 소비자평가, 브랜드 인지도 등에서 우수한 평가를 받은 9개 글로벌 기업이 선정됐으며, 대우전자는 벽걸이 드럼세탁기를 앞세워 ‘영유아를 위한 가전 시장’을 개척한 공로를 인정받음. ☞ '17년 ‘광군제’ 기간에 벽걸이 드럼세탁기 ‘미니’로 역대 최대 매출을 기록한 바 있음. |
① 벽걸이형, 소독 등 다양한 기능의 드럼 미니세탁기로 시장 공략
- 욕실, 다용도실, 주방 등 원하는 장소에 벽걸이 가능하며 영유아 옷 세탁을 위한 95도 삶음 세탁 기능 포함
* 유아가 있는 가정과 여성 소비자에게 있어 위생 세탁을 위한 “삶음” 세탁 기능은 그 당시 “신문물”이었음. 지금도 소비자들에게 한국산 제품의 우수성을 어필하는데 자주 활용함. (KOTRA 베이징무역관 중국 바이어 인터뷰 결과)
② 세련된 디자인으로 젊은 맘 공략
- 일반형 세탁기는 가격이 드럼형의 1/3~1/2 수준이지만 중국의 젊은 엄마들은 기능과 디자인에 더 높은 관심을 보임.(KOTRA 베이징무역관 중국 바이어 인터뷰 결과)
③ 물절약, 전기료 절약, 스피드 업 등 기능 추가
- 에너지 절약 의식 강화, 특히 최근 중국 전기료, 수도료 등 비용이 상승하면서 물 사용량, 전기료 등 절약 가능한 상품을 선호
□ 전망 및 시사점
ㅇ 중국 엔젤시장 프리미엄 추세 지속 전망
- 이는 중국 전반 소비시장의 프리미엄화 추세와 일맥상통함.
* 업계 전문가들은 “중국인 소득 증가, 생활 패턴 변화, 건강 의식 제고로 소비 시장 트렌드가 프리미엄 제품 중심으로 옮겨갔다” 며 “중국에서 가격으로 승부하던 시대는 지나갔다“고 강조
- 특히 엔젤상품 선정에 있어 “가격”보다 “품질”, “유명 브랜드”에 더욱 민감하며 타 품목보다 “안전”에 특히 예민함.
ㅇ 디자인, 기능 등 “차별화” 요소로 공략
- 로컬 기업들도 개혁개방 이후 30년간 기술력을 쌓아왔음. 최근 중국 기업의 제품들도 대부분 세련된 디자인에 IoT 기능 지원 등 다양한 기능을 추가한 제품임.
- 외관 디자인 등 타 브랜드가 쉽게 모방할 수 있는 특징이 아닌 제품 특화 기능을 강화하여 기술력으로 소비자의 인정을 받도록 해야 함.
ㅇ 지역별 소비특성을 파악하고 면밀한 마케팅 전략을 세워야
- 다양한 고객층, 지역별 소비 특징을 면밀히 분석한 후 제품 포지셔닝과 유통채널을 확정하는 것이 중국시장에서 성공하는 전제조건이라고 중국 바이어들은 조언
ㅇ SNS 활용, 중국 소비자들의 수요 파악, 분석해야
- 중국의 젊은 엄마들은 전통 광고보다 SNS 상 타인의 경험담에 대한 신뢰도가 높음.
자료원: 아동산업연구센터(兒童産業硏究中心), 21세기경제연구원(21世紀經濟硏究院), 징둥 빅데이터 등 KOTRA 베이징 무역관 종합