- 다이슨, 미니가전, AI 스피커의 성공비결 -
- 프리미엄, 스마트화, 편리성으로 소비자 사로잡아 -
□ 개요
ㅇ 중국 가전 소매 판매액이 지난해 2% 미만으로 저성장한데 이어 올해는 마이너스로 전환될 전망
- 2018년 가전 소매판매액은 전년대비 1.9% 소폭 상승한 8104억 위안 기록
- 올 1분기에는 전년대비 3.1% 하락한 1834억 위안으로 집계[중국가전연구원(中國家用電器硏究院)]
ㅇ 전문가들은 가전시장 둔화세가 지속될 것으로 전망하며 ‘혁신’을 내세운 차별화 전략을 해법으로 제시
- 현 단계의 시장불황은 경기둔화에 따른 소비위축, 부동산 시장 침체, 전통 가전시장 포화 등을 주요인으로 분석
- 최근 미·중 무역전쟁 격화 등 거시경제환경이 불투명한 가운데 ‘제품 차별화’ 만이 불황을 극복하는 방법이라고 분석
□ 히트제품과 성공비결
1) 다이슨, 가성비 갑 ‘차이슨’도 막을 수 없는 프리미엄 강자
ㅇ 2018년 ‘광군제(光棍節)*’ 행사에서 필립스, 하이얼, 파나소닉 등 대표 가전업체들을 제치고 가전 브랜드별 매출액 2위 기록
주*: 매년 중국 싱글데이인 11월 11일 진행되는 중국 최대 쇼핑축제 - 다이슨의 연간 매출액에서 중국이 차지하는 비중이 미국에 이어 두 번째로 높음.
- 로컬 가전업체들이 다이슨을 모방한 제품 ‘차이슨*’을 다이슨 제품 가격의 1/5~1/10 수준의 가격으로 설정하고, 중저가 시장을 공략하고 있으나 다이슨은 ‘2018년 중국 진공청소기 브랜드 소비자 1위 인기품목**’으로 선정될 정도로 인기를 끌고 있음.
주*: 차이슨은 ‘중국(China)’과 ‘다이슨(DYSON)’의 합성어
주**: 인터넷소비조사센터(互聯網消費調硏中心)의 ‘2018년 중국 진공청소기 브랜드 관심도’ 평가에서 23.6%의 비중으로 1위 기록, 2위는 로컬 브랜드 샤오거우(小狗) (19.4%)
로컬 브랜드 메이디(좌)와 다이슨(우) 진공청소기
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)
![설명: 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자료: 티몰
ㅇ 다이슨의 성공비결은 분명한 기술력 차이를 앞세워 프리미엄 가전 시장을 집중 공략한 데 있음.
- ‘차이슨’은 외관상 유사하지만 다이슨은 차별화된 기술력으로 로컬기업이 모방할 수 없는 품질로 승부
· 차이슨 제품을 구매한 소비자들도 ‘로컬 제품의 흡입력이나 성능은 다이슨에 미치지 못하나 가성비가 좋아서 샀다’는 반응(중국 대표 온라인 플랫폼 티몰과 징둥의 구매 후기 종합)
- 다이슨은 중국에서 진공청소기 이외에도 헤어드라이기, 고데기 등 신제품을 줄줄이 출시해 라인업을 지속 확대했으며 제품마다 업계를 선도하는 차별화된 기술력을 선보임.
· 지난해 출시한 고데기(다이슨 에어랩)는 ‘바람을 이용해 모발이 저절로 컬이 만들어지는 고데기’로 입소문이 나기 시작하며 인기상품으로 급부상
다이슨 인기상품과 로컬 유사제품 비교
연번 | 상품 및 이미지 | 가격대 | 타 브랜드 가격 | 다이슨의 특징 | |
1 | 진공청소기 | 5,490 위안 (최신형 V11) | 샤오거우(小狗) 1,399위안 | - 다양한 바닥재 유형에 맞춰 흡입력을 자동 조절 - 강력한 흡입력, 초당 8천회 청소 및 모니터링 성능 제공 - 무선청소기 본체에 LCD 스크린 탑재, 실시간으로 현재 사용 중인 무선청소기 모드와 남은 사용시간 등 확인 | |
![설명: EMB000004e0427c](data:image/png;base64,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)
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필립스 1,499위안 | |
2 | 헤어드라이기 | 3,250 위안 | CONFU 299위안 | - 지능형 열 제어 기능으로 모발손상 최소화 | |
![설명: EMB000004e0427d](data:image/png;base64,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)
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브라운 369위안 | |
3 | 고데기 | 3,650 위안 | 필립스 179위안 | - 디지털 모터 V9와 코안다 효과*, 스마트 열제어 기술 결합 주*: 모발을 배럴로 끌어들여 감싼 후 컬을 만들어주는 소용돌이를 형성하는 공기역학 현상으로 모발 손상 최소화, 총 8가지 툴로 구성돼 원하는 헤어스타일로 만들어 줌. | |
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CREATE ION 419위안 | |
자료: 징둥닷컴, 티몰 등
2) 1인용 미니 가전, ‘싱글슈머’와 ‘란런경제’ 두 마리 토끼를 잡다
- 싱글슈머란 싱글과 소비자 컨슈머의 합성어로 자신의 생활 패턴에 따라 소비하는 사람 - 란런경제란(懒人經濟)란 게으른 사람과 경제의 합성어로 이들의 욕구를 만족시키는 주로 시간을 아끼고 가사노동을 최소화하는 산업이 활성화되는 현상을 의미 |
ㅇ 1인 가구 급증 추세에 따라 1인용 전기밥솥, 미니 냉장고, 소형 멀티찜기, 로봇 청소기 등 1인 가구를 겨냥한 제품이 최근에 큰 인기
· 중국 1인 가구 규모는 2억 4000만 명 초과(2017년 말 기준)
- 중국 대표 B2C 플랫폼 티몰의 통계에 따르면 지난해 미니 전자레인지, 미니 세탁기, 미니 냉장고 등 1인 가구 전용 미니가전 판매량이 각각 전년대비 970%, 630%, 33% 급증
- 온라인 쇼핑몰 쑤닝이거우(蘇寧易購)에서 2018년 9~10월에 판매된 미니 멀티찜기는 1605%의 판매증가율 기록
- 다른 대표 온라인 쇼핑몰 징둥도 1인용 미니가전을 대표 효자품목으로 꼽으며 1인용 전기밥솥과 미니 세탁기 등 인기품목 발표(징둥 2018 전자상거래 소비 백서)
1인용 미니 가전제품 예시
Royalstar 1인용 전기밥솥 | Yoice 멀티 찜기 | Thermos 1인용 전기밥솥 | 동부대우 벽걸이 미니 세탁기 | ECOVACS 로봇청소기 |
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| ![설명: EMB000004e04277](data:image/png;base64,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)
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로컬 제품 | 로컬 제품 | 독일산 | 한국산 | 로컬 제품 |
자료: 징둥닷컴, 티몰 등
ㅇ 미니가전의 성공전략은 소형화, 편리성
- 1인 가구 수요와 대도시에 거주하는 싱글족의 협소한 거주 공간에 맞춰 ‘기능은 멀티, 외형은 미니멀’하게 제작
· 최근 중국시장에서 출시되고 있는 1인용 전기밥솥을 예로 들면, 밥을 짓는 동시에 반찬을 덥힐 수 있도록 2~3층 구조로 디자인
· 집값이 천문학적으로 치솟은 1선 도시에서 나홀로 살고 있는 젊은 소비자들에게 가구와 가전은 ‘공간 최소화’ 수요를 겨냥해야 함.
- 바쁜 직장생활에 시달리는 대도시 젊은 직장인이 주요 타깃이므로 사용법은 심플하고 설거지 등 가사노동 시간을 최대한 줄일 수 있도록 제작
· (대표사례) 로봇청소기가 보편화되면서 물걸레 기능, 반려동물 털엉김 방지 기능, 창문 청소기능 등 다양한 기능을 추가해 게으른 소비자들의 가사부담을 경감시켜 줌.
3) AI 스피커, 스마트화로 앞서가는 로컬업체
ㅇ AI 스피커는 지난해 온라인 쇼핑몰 티몰에서 16,000%의 최고 판매증가율 기록
· 음성인식을 기반으로 하는 스피커형 AI 제품으로 음성인식을 통한 원격조정으로 스마트홈 환경을 구축하고 다양한 O2O 서비스 제공
- 스마트홈 기능을 제어하는 컨트롤 타워 역할을 하며, 스마트홈 시장과 함께 동반성장이 기대되는 품목
- 올해 중국 AI 스피커 판매량은 8550만 대로 예상되며, 중국은 미국을 추월해 세계 최대 AI 스피커 소비국으로 부상할 전망(시장조사시관 eMarketer)
- 중국 AI 스피커 시장 판매량과 소비자 평가 TOP 3는 징둥, 알리바바와 샤오미의 제품(중국 시장조사기관 iiMedia Research)
AI 스피커 TOP3 브랜드
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)
주: 왼쪽부터 징둥의 징둥딩둥(京東叮咚), 알리바바의 톈마오징링(天貓精靈), 샤오미의 샤오아이퉁쉐(小愛同學)
자료: 징둥닷컴, 티몰 등
ㅇ 로컬업체들이 AI 스피커 시장에서 선전하는 이유는 로컬기업들이 AI 분야에서 높은 경쟁력을 확보한데다 가격대도 낮기 때문
- 중국의 가전제품 제조기술은 타국에 비해 상대적으로 취약하지만 통신기술과 사물인터넷(IoT) 기반 인식기술, 빅데이터와 인공지능(AI) 관련 기술 분야에서는 높은 경쟁력 확보
- 이에 외국산의 1/4~1/2인 300~500위안 수준의 가격으로 소비자들이 부담 없이 구매할 수 있음.
· AI 스피커와 같은 신상품은 젊은 소비자들이 호기심으로 구매하는 경우가 많은데 가격대가 높으면 구매를 주저할 것임.(중국 바이어의 KOTRA 베이징무역관 인터뷰 답변)
□ 전망 및 시사점
ㅇ 현지 소비 트렌드에 맞는 제품 사양을 고려하여 기존 상품들과 차별화된 제품으로 시장 공략 필요
- 로컬 가전 전문조사기관 중이캉(中怡康) 관계자는 “가전업체들은 경기둔화 등 거시경제를 탓하기보다 자사 제품과 시장에서 유통되는 타사 제품이 너무 유사하지 않은가를 분석해 볼 필요가 있다”라고 지적(KOTRA 베이징무역관 인터뷰)
- 해당 관계자는 앞으로 ‘확연하게 돋보이는 기술력’, ‘스마트’, ‘편리성’ 등 트렌드가 각광받을 것이라며 상품 차별화의 중요성을 강조
ㅇ 가전 부품, 소모품 등 틈새시장 공략도 시도해 볼 수 있음.
- 로봇 청소기의 회전 브러시, 필터 등 소모품은 교체시기가 6개월에서 1년으로 유지 보수 및 교체 수요 지속 확대 전망
ㅇ 핵심기술 확보와 함께 다양한 파트너와의 협력을 통해 소비자의 니즈를 충족시킬 수 있는 응용서비스가 중요
- 중국 바이어들은 외국산 스마트 제품을 구매할 경우, 로컬제품과 loT 스마트연결이 원활하지 않을 것을 우려하므로 다양한 제품과의 융합·연결 서비스가 필요
- 중국 시장진출을 기획하고 있는 한국 기업들은 개발단계부터 중국 시장의 수요와 인증 등을 면밀히 검토하도록 준비해야 함.
자료: 중국가전연구원(中國家用電器硏究院), iiMedia Research 등 KOTRA 베이징 무역관 종합