포스트 코로나 시대 중국 신유통 현황과 대응사례 분석

Post-COVID-19 Era, Analysis of New-Retail Status and Response Cases in China : Focused on Representative Companies of O4O Fresh Food Freshhippo and Seven-Fresh

중국은 향후 ‘신유통’이 어떻게 변화 발전되어갈 것인지 주목하고 있는 가운데, 코로나 19의 영향으로 신선식품 전자상거래 시장에도 여러 변화된 상황이 있었다. 본 연구는 코로나 19 발생 전후로 온·오프라인이 융합된 신선식품 신유통 현황과 특징을 파악하고, O4O형태의 신선식품 신유통 기업인 알리바바의 ‘허마셴셩(盒马鲜生)’과 징동의 ‘세븐프레쉬(7Fresh)’를 대상으로 코로나 19의 시기를 지나며 어떠한 변화를겪고, 대응하였는지 분석하려고 한다. 이를 통해 코로나 19 전후 중국 신선식품 신유통 시장의 변화를 파악하고 국내 관련 기업에 대응방안을 제시하고자 한다.

While China is paying attention to how “new distribution” will change and develop in the future, there have also been several changes in the fresh food e-commerce market due to the influence of COVID-19. This study aims to identify the status and characteristics of new fresh food distribution related to online and offline convergence before and after the outbreak of COVID-19, and analyze the changes and responses of O4O-type fresh food distributor Alibaba s “Freshhippo” and Jingdong’s “Seven Fresh”. COVID-19 has had a huge impact on businesses, and it has also served as an opportunity to check whether they can respond quickly in the face of heavy orders from fresh food e-commerce companies. The study could also provide implications for Korea’s new distribution strategy and Korean companies operating in China. Currently, fresh food in Korea is also being distributed to Chinese fresh food companies. This is because Korean fresh products will be distributed in China in the future, and new distributions in Korea will be further developed with COVID-19. Through this, we will identify changes in China s fresh food distribution market around COVID-19 and present countermeasures to domestic companies.