한국 이커머스 시장의 도전과 기회

알리바바의 이미지와 매출은 정체된 반면 국내 기업은 번창하는 등 한국 이커머스는 도전에 직면해 있습니다.

### 알리바바와 텐센트의 한국 시장 현황 및 향후 전망
* 📉 알리익스프레스와 타오바오의 **월간 활성 사용자 수는 감소**하고 있으며, 앱을 다운로드한 사용자가 앱에 접속조차 시도하지 않고 **구매 전환율도 낮게 유지**되고 있습니다.
* ❌ 값싸고 품질이 낮은 제품이 건강에 위험을 초래하는 등 플랫폼의 이미지 문제로 인해 **신뢰도가 크게 하락**하고 **브랜드 인식이 악화**되었습니다.
* 🛒 언론의 주목과 마케팅 비용, 화려한 광고에도 불구하고 **한국 시장에서 플랫폼은 기대만큼 영향력**을 발휘하지 못했습니다.
* 🇨🇳 중국 정부는 이러한 전자상거래 플랫폼을 전 세계로 확장하기 위해 **알리바바와 텐센트에 막대한 재정 지원**을 제공하고 있습니다.
* 🛍 알리바바의 직접 구매를 통한 확장 전략은 **세관원의 수가 한정**되어 있어 단일 국가에서 매출을 빠르게 늘리는 데 어려움을 겪고 있습니다.
* 🍎 신선식품은 비용 효율적인 플랫폼으로 인식되기 때문에 **알리익스프레스에서 잘 팔리는 카테고리** 중 하나입니다. 하지만 **콜드 체인 시스템과 정부 승인이 없다는 점**이 큰 걸림돌입니다.
* 🌐 텐센트는 미국과 유럽에서 점차 철수하고 있으며, **향후 상당량의 중국 자본이 한국에 투자될 수 있을 것**으로 추측됩니다.
* 🇰🇷 수입 금지와 같은 한국의 조치는 **충동적인 것**으로 보이며 큰 영향을 미치지 않을 것으로 보입니다. 기업 간 경쟁을 통해 소비자가 혜택을 받고 수출에 의존하는 소상공인이 생존할 수 있도록 보다 **포괄적이고 신중한 정책**이 필요합니다.

Ali and Tae can swallow up the Korean market. Domestic e-commerce companies are facing a significant challenge. The growth was too fast, and it seemed like a fierce wave was coming, but when they opened it, it wasn't as explosive as expected. It's not as strong as thought, but it's intense. It's an issue hotspot, Baek Jong-won's ear. Today, shall we share the current status of Ali and Tmall, the e-commerce giants in China? Well, honesty is not as abundant as the numbers. To find out how Ali and Tae are currently doing in Korea, I have prepared some indicators. Monthly active users, what is it? It literally refers to the number of people who access this app at least once a month. Earlier this year, when this item was mentioned, it was said that Tae would flip 11th Street and rise to third place, almost.

Most experts expected that there would be a fourth wave by June. What's more serious is that the number of users of Alitamu has decreased for two consecutive months. It's being said that people who downloaded this app are not even trying to access it. If the number of users who have downloaded the app decreases, what happens if only revenue increases? It's not just about increasing the average sales amount. However, looking at the current revenue, all the team members up to 1, 2, 3, 4 are all domestic companies. Even though Ali is so noisy and bustling, it is doing business in Korea, but the team members are not coming out more than expected. So, it's just stopping at window shopping. It is becoming more evident that the phenomenon of not leading to purchases is increasing. There is something called a purchase conversion rate. If you look at the probability of people who go into the actual app and make a purchase, it becomes more serious when you consider how many people actually make a purchase. Coupang is around 78-88%.

So, out of 100 people, about seven to eight people make a purchase. This is significantly higher than Coupang's 1.3% average discount rate. Although the number of people receiving discounts from Ali and Tae is high, in terms of actual purchase conversion rates and revenue, it is quite low. Looking at it this way, the e-commerce platforms that seemed to swallow up all of Korea are now unable to exert that much power. Despite all the attention from the media, flashy advertisements, and huge marketing expenses, why didn't it explode? Why are the results gradually coming out like this? This is a typical issue of the platform's image itself. Products from Ali and Tae are cheap and of poor quality, even posing risks to health. Continuous data and announcements are coming out about this.

Trust has decreased significantly, and the image has also deteriorated quite a bit. Now there is an analysis. Secondly, e-commerce companies in Korea are not to be underestimated. According to data from the Ministry of Trade, Industry and Energy in April, offline sales in April this year decreased by about 0.2% compared to a year ago. However, online sales increased by 22.2%. There are various reasons for this, but one of the main reasons is that in order to compete against the 10 billion dollar Alibaba Festival, they offered significant discounts, resulting in increased sales. In fact, companies like Coupang reported their first profit in 13 years last year, but there are concerns that they may return to losses this year. The reason for this is directly related to the intense competition with Alibaba.

In Korea, because it's impossible to raise prices, Coupang directly entered China. So, they are directly recruiting Chinese low-cost wholesale distributors through Alibaba and Tmall at Coupang's logistics center in Wei. They are recruiting with very aggressive conditions. Some of the products sold by certain companies are typically things like mobile phone chargers and fast chargers. In the past, there used to be a three to four times difference, but now it's only about 1.5 times difference. From the consumer's perspective, competition like this is always welcome. Ultimately, in Korea, it seems that the market's purification function is working. Since there are many low-quality products, they naturally disappear. This is the case in Korea, and in other countries, are they struggling a bit too? Especially Tmall.

In the same case, the sincerity towards global markets like the United States or Europe is much stronger than the Korean market. As I mentioned earlier, looking at the performance of Taemu in the United States, oh, here is a bit alarming. Until last year, Taewoo showed an incredibly high growth rate, but suddenly it is slowing down in the U.S. market, and reports are coming out from various places. However, it's slightly different from South Korea. The reason is said to be that they are being neglected by consumers. Many people see this as a strategic decision by Taemo headquarters. The biggest reason is that people were shocked to see TikTok being expelled. Seeing TikTok really being kicked out and having to close its business in the U.S. makes us worried that we might also be expelled from the U.S. It could be a big problem if all the money invested so far goes down the drain. We are scared.

With this, they spent an astronomical amount of money on advertising in the United States, promising to deliver all products within a week. They were running at a deficit of a dollar for every $15 they sold, to the point where an analysis came out mentioning the deficit to an extent. Recently, they started tightening the purse strings and decided to stop spending money in the United States. There are talks of moving the logistics center planned for the U.S. to Mexico. In fact, in the fourth quarter of last year, their sales dependence on the U.S. market, out of the global market, was at 57%, but it dropped to 40% in the first quarter of this year. However, they are aiming to reduce this to 10%. They are also considering regulating the products coming in from China, which accounted for about 35%, so now, the overall sales have dropped to around 30% this year.

The market share has decreased to some extent, and there is some anxiety in the U.S. and Europe. It is analyzed in foreign media that eventually, business expansion may no longer be possible here, leading to a shift to East Asia. Strategically, it seems that it may not work well in the U.S. or Europe, and they may be trying to turn towards Asia, including Korea. This is a limitation on selling products in the form of direct purchases. Ultimately, regardless of the country, direct purchases must pass through the customs of that country to enter. The number of customs officers involved in the customs process is fixed. As a result, the orders coming from abroad increase threefold, fivefold, or even sixfold, leading to a surge in orders, but receiving the goods faster becomes increasingly difficult. This leads to a consumer experience, and relying solely on direct purchases.

It's a bit difficult to explosively increase sales in a single country. There are now over 70 countries in the market. They purchase a lot of goods through this platform, not only in Africa, South America, and ASEAN countries but also in the Middle East and Central Asia. However, from the perspective of those countries, they don't have much industrial base to produce such goods anyway. Yet, they offer them at very low prices. In those countries, there is less resistance. They are worried about what if the United States blocks us, but that's not the only concern. Even without the U.S., there are Mexico, Brazil, and Chile to consider. In any case, the way they earn money is different. Recently, China has been trying to overproduce. Is there any relevance to this? There is some concern about that.

That's right. Europe is doing the same, and they are continuing to issue warnings to China. It's said that instead of encouraging Alitewoo as a warehouse to push out these tremendous products that cannot be sold domestically at a national level, there is a need to look at this a bit differently. What needs to be examined is what products are being overproduced. It's necessary to look into items such as steel, aluminum, textiles, electric cars, secondary batteries, and solar panels. It is acknowledged that there is overproduction in steel and aluminum. However, in the case of electric cars, secondary batteries, and solar panels, there is no overproduction. They are denying that there is overproduction. In the case of steel, there are regional autonomous bodies where clusters producing steel are established. Local governments facing financial difficulties are unable to stop these factories from operating.

There is a desire to impose some sanctions in the United States, so they can stop the factories for that reason. However, China continues to produce electric cars, solar panels, and secondary batteries. We are not overproducing, we are objecting. It's hard to believe everything China says 100%. But are there products sold on Alibaba? No, there are not. Products sold on Alibaba are mainly produced by leading large companies related to national institutions and industries, in mass production of a few types of items. However, products sold on Alibaba are produced in small quantities of various types. Therefore, due to overproduction, it is somewhat inaccurate to say that Alibaba is recommended. So why does the Chinese government continue to expand Alibaba to the global market? The reason is that it is politically beneficial. From the perspective of a socialist country like China, this also benefits big companies and capitalists.

It may seem important, but in fact, many ordinary citizens and small business owners are much more important politically. However, as consumption in China stagnates, self-employed individuals and small businesses are facing significant difficulties. These are the people who mainly produce goods and sell them overseas through platforms like Taobao and AliExpress. For many small businesses, these platforms are where they make money. From the perspective of the Chinese government, this is a very favorable business. Moreover, China continues to encourage advanced industries, and platforms like AliExpress, which have fully adopted AI in e-commerce, fit perfectly into this strategy. According to a U.S. study, China has provided support to these e-commerce companies with an equivalent of 2,325.5 trillion Korean won. They have been supporting these companies with a massive amount of money, and now,

China will provide more support, building a logistics center and establishing a logistics system. If we receive financial support from the Chinese government, even if the United States and South Korea hesitate a bit, we can expand through various forms of promotion in the future. It's a situation where we cannot predict what will happen. When this enters Korea, how will it be utilized? There is a part where we can anticipate this. Currently, Ali is not selling many products overall. Demand for direct purchases from China has dropped significantly, and with ongoing quality issues, Korean companies are hesitant to purchase goods from Ali, which are also sold in Korea. From the perspective of these companies, they expected to generate more revenue, but upon entering, they are facing a situation where they are reluctant to make purchases, similar to other domestic platforms in Korea.

There wasn't much of a difference, nothing particularly outstanding in terms of increased sales, and some items were actually selling less. However, in this situation, there is one thing that sells a lot on Ali, surprisingly fresh food. I thought that people would have aversion to fresh food on a Chinese platform, but as prices have recently risen a lot, many people have started buying fresh food on Ali, which is perceived as a very cost-effective platform. There is a significant increase in the number of people buying fresh food there. This analysis is currently emerging. However, there is one major obstacle here. Ali does not have a cold chain. It needs to have a system in place to store these fresh foods, maintain their temperature, and deliver them while keeping the temperature constant. Moreover, they need to obtain approval from the government.

It would be very difficult to set up a system because it's too big. That's the talk going around. That's why, you know, there's talk that Alibaba will acquire Homeplus Express recently. If we only look at the scores, it belongs to the Big 4. If we only consider the capital area, Homeplus Express has the most stores. If Alibaba acquires Homeplus Express, it will at least have the effect of securing warehouses. Of course, the cost of building a system for moving this is quite high, but China can handle it now. Tmall is also gradually stepping back from the U.S. and Europe and benchmarking Alibaba's business model. Well, you know, there are no plans yet, but here, a lot of Chinese capital could be invested now. This is the outlook.

It's coming out, so what exactly is going well or not? You might be curious. Who knows exactly what hasn't happened yet? Currently, the expectations for Alibaba and Tencent in China are shining a bit. However, amidst this, the Chinese government is sincerely investing money continuously to grow e-commerce worldwide. They are setting up long-term plans for the benefit of their country and carefully implementing these steps. Meanwhile, what South Korea is currently presenting as measures seems to be impulsive, with little expected effect. They are coming up with measures like banning imports, making it difficult to expect any significant effects. Consumers should be able to continue benefiting from the competition among companies, and small business owners who rely on exports from South Korea should be able to survive.

I sincerely hope for a policy that is more comprehensive and deeply considered to come out.

한국 유통시장 점령 실패한 알리·테무…중국 정부 직접 나서 유통망 사들인다? / SBS / 귀에빡종원

지식플랫폼 스프 앱 출시 지금 다운로드!

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알리바바와 티몰이 한국 이커머스 시장에 미친 영향

알리바바와 티몰은 한국 시장에서 월간 활성 사용자 수가 감소하고 구매 전환율이 낮아지는 등 기대만큼 폭발적인 성장을 이루지 못했습니다.

이들 플랫폼의 품질이 낮고 값싼 제품들로 인해 신뢰도가 크게 하락하고 이미지가 악화되었습니다.

이러한 노력에도 불구하고 국내 이커머스 기업들은 온라인 매출이 22.

2% 증가하는 등 상당한 성장세를 보이고 있으며, 알리바바와의 치열한 경쟁이 쿠팡과 같은 기업의 수익성에 영향을 미치고 있습니다.

쿠팡의 공격적인 확장과 초점 전환

쿠팡은 미국과 유럽에 대한 매출 의존도가 낮아지면서 중국 시장 진출을 위해 알리바바와 티몰을 통해 중국 도매 유통업체를 공격적으로 모집하고 있습니다.

높은 광고비 지출과 미국에 대한 매출 의존도가 높아지면서 재정적 고민과 함께 한국을 포함한 아시아 지역으로의 전략적 전환이 이루어지고 있습니다.

직접 구매가 급증하면서 통관 절차에 부담이 생겨 빠른 제품 배송에 어려움을 겪고 있습니다.

알리바바의 글로벌 시장 확대와 과잉 생산 우려

알리바바는 저렴한 가격에 상품을 제공하는 데 중점을 두고 70여 개국에서 폭발적으로 매출을 늘리는 데 어려움을 겪고 있습니다.

과잉 생산에 대한 우려는 특히 철강, 알루미늄, 섬유, 전기 자동차, 2차 전지, 태양광 패널과 관련이 있으며, 중국은 후자의 세 가지 품목에서 과잉 생산을 부인하고 있습니다.

알리바바의 글로벌 시장 확장은 과잉 생산에 대한 우려에도 불구하고 중국과 중국 대기업에 정치적으로 유익한 일입니다.

중국의 전자상거래 지원이 중소기업에 미치는 영향

중국의 중소기업, 특히 타오바오나 알리익스프레스와 같은 플랫폼을 통해 판매하는 기업은 국내 소비가 정체되면서 어려움을 겪고 있습니다.

중국 정부는 첨단 산업과 AI 도입에 중점을 두고 이커머스 기업에 막대한 재정 지원을 제공하고 있습니다.

전반적인 제품 수요 감소에도 불구하고 물가 상승과 가성비에 대한 인식으로 인해 알리익스프레스에서 신선식품 판매는 크게 증가하고 있습니다.

그러나 콜드체인과 정부 승인이 부족하다는 점은 플랫폼에서 신선식품을 판매하는 데 큰 걸림돌입니다.

알리바바의 홈플러스 익스프레스 인수 가능성과 그 영향력

알리바바가 한국 수도권에서 강력한 입지를 구축하고 있는 홈플러스 익스프레스 인수를 검토하고 있다는 소문이 돌고 있습니다.

인수가 성사되면 알리바바는 창고를 확보하고 이커머스 시스템을 확장하는 데 도움이 될 것으로 예상됩니다.

한편, 중국 정부는 전 세계적으로 이커머스 성장을 위해 막대한 투자를 하고 있지만 수입 금지와 같은 한국의 현재 조치는 큰 영향을 미치지 않을 것으로 예상됩니다.