- 日 제품은 품질을, 로컬 제품은 가격 경쟁력을 내세워 경쟁 중 -
- 제품 차별화, 개성 돋보이는 디자인으로 경쟁력 확보해야 -
□ 상품명 및 HS CODE
ㅇ 스팀 아이마스크는 ‘증기안대’라는 의미에서 ‘정치(=스팀, 蒸汽)옌자오(=안대, 眼罩)’로 불림
- 착용 후 30~40℃의 따뜻한 스팀이 약 20분간 지속되는 1회용으로 제작됨
상품명 | HS CODE |
스팀 아이마스크 | 蒸汽眼罩 | 3824.99.99 |
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□ 시장규모 및 동향
ㅇ 지난해 중국 스팀 아이마스크 시장규모는 6억 6500만 위안에 달함[중국 시장조사기관 NEWSIJIE(新思界)]
- 스팀 아이마스크는 일본에서 처음으로 출시되어 2013년 이후 해외직구를 통해 중국시장에 진출
- 따뜻한 스팀으로 눈을 포근히 감싸 지친 눈에 온찜질 효과를 주고 긴장을 풀어주며 수면 유도 효과도 있음
- 중국시장에 진출하자마자 눈 피로에 시달리는 젊은 직장인들에게 각광을 받음
□ 수입동향
ㅇ 중국 스팀 아이마스크(HS 3824.99.99) 지난해 수입액은 전년대비 1.6% 상승한 62억 달러
- 1위 수입대상국은 일본으로 수입시장점유율 32~33% 수준 유지
- 미국은 해당 품목이 추가관세 리스트에서 제외되어 있어 지난해 전년대비 28.2% 증가하며 16% 수입시장 점유
중국 스팀 아이마스크 (HS 3824.99.99) 수입 상위 10개국
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주: 2016년 스팀 아이마스크 HS CODE는 (3824.90.99)임
자료원: GTA
ㅇ 한국은 3위 수입대상국으로 수입시장점유율은 13.8%로 연속 3년 하락세
- 2018년 한국으로부터의 스팀 아이마스크 수입액은 전년대비 7.6% 하락한 8억 5천만 달러 기록
□ 경쟁동향, 주요 경쟁기업 및 유통구조
ㅇ 원조격인 일본 카오(花王) 외에도 최근 전스밍(珍視明), 윈난바이야오(雲南白藥) 등 로컬기업들이 잇따라 제품 출시
- 중국 시장 TOP3는 카오, 전스밍, 윈난바이야오로, 3사의 시장점유율 합계는 43.7%에 달함 [NEWSIJIE(新思界)]
- 전스밍은 유명한 로컬 안약 제조사이며, 윈난바이야오는 다양한 중국의 ‘상처치료의 명약’으로 불리는 로컬 중의약 전문제약사임
- 이외에도 MINISO와 같은 로컬기업들이 저가시장 공략에 나섰음
주요 제품
이미지 | 브랜드 | 원산지 | 온열 지속시간 | 가격/규격 |
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| 카오 | 일본 | 15분 | 39위안/5장 (7.8위안/장) |
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| 전스밍(珍視明) | 중국 | 25분 | 58위안/10장 (5.8위안/장) |
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| 윈난바이야오 | 중국 | 28분 | 78위안/30장 (2.6위안/장) |
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| MINISO | 중국 | 27분 | 15위안/5장 (3위안/장) |
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| Mejo | 중국 | 27분 | 49.9위안/7장 (7.1위안/장) |
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| Nanjiren | 중국 | 28분 | 39.9위안/12장 (3.3위안/장) |
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| Airpop | 중국 | 28분 | 108 위안/20장 (5.4위안/장) |
자료원: 티몰
ㅇ 주요 유통채널은 온라인 시장
- 현재 시행 중인 ‘해외직구 소매수입품 리스트(跨境电子商务零售进口商品清单(2018년판)’에 포함돼 있어 별도의 인증과정 없이 해외직구 가능
- 오프라인은 주로 젊은 소비자들이 애용하는 왓슨스와 같은 드러그스토어 체인매장에 집중
유통구조
자료원: KOTRA 베이징무역관
□ 관세율
ㅇ 2019년 기준 스팀 아이마스크(HS 3824.99.99)의 MFN 관세율은 6.5%로 상위 10개 수입대상국에 모두 적용됨
- 한국산은 현재 APTA, 한중 FTA 세율 등 협정세율도 적용되며 2019년 현재 가장 유리한 세율은 APTA 관세율로 4.2%임
- 동 품목은 15년에 걸쳐 관세가 철폐되는 품목으로 내년부터 APTA보다 한중 FTA 세율 적용이 유리하며 2029년 한국산은 수입관세율이 완전 철폐됨
스팀 아이마스크 (HS 3824.99.99) 관세율 비교
2019 MFN | APTA | 2019 한중 FTA | 2020 한중 FTA | 2021 한중 FTA |
6.5% | 4.2% | 4.3% | 3.9% | 3.5% |
자료원: 중국 수출입세칙
□ 수입규제 및 인증
ㅇ 별도의 수입인증이 필요 없음
ㅇ 눈 피로를 해소해주는 제품으로 얼굴에 직접 착용하므로 사용법, 보관법, 특히 주의사항을 중문 라벨에 상세히 설명해야 함
- 잘못된 사용법으로 안전사고 발생 시, 라벨에 사용법이 상세하지 않거나 주의사항에 안전사고 발생 가능상황을 언급하지 않았을 경우 제조업체는 사고 주요 책임자가 될 수 있기 때문에 각별히 유의해야 한다고 조언(KOTRA 베이징무역관 인터뷰 결과)
사용법과 주의사항 표식(예시)
자료원: 티몰 등 KOTRA 베이징무역관 정리
□ 전망 및 시사점
ㅇ 인터넷과 스마트폰 사용기간이 길어지면서 쉽게 눈 피로를 없애주는 스팀 아이마스크 시장 호황 예상
- NEWSIJIE 산업연구원은 2023년에 시장규모가 36억 2천만 위안까지 확대될 것으로 전망
ㅇ 바이어들은 차별화된 상품으로 시장을 공략하는 것이 포인트라고 지적(KOTRA 베이징무역관 다수의 현지 바이어 인터뷰)
- 일본제품이 이미 온·오프라인채널을 통해 중국 시장에서 ‘원조’임을 인정받고 있는 상황이기때문에 경쟁이 치열한 시장에서 우수한 효과, 차별화된 디자인 등으로 소비자들의 인정을 받아야 한다고 업계 관계자들은 입을 모았음
- 이 시장에 뛰어든 로컬 업체들도 안약 등 관련 제품으로 브랜드 이미지를 구축해온 제약사이거나 또는 수입산의 1/2~1/4의 가격경쟁력을 내세운 제품들임
자료원: NEWSIJIE(新思界) 등 KOTRA 베이징무역관 종합