중국의 수입농식품 시장 조사 연구

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(1)해외농업시리즈 9: 중국농업 숙. 중국의 수입농식품 시장 조사 연구 전형진.

(2) 중국농업 시리즈는 한·중 FTA. 협상이 개시된 상황에서 중국 농업에 대한 이해. 증진을 목적으로 그동안 연구원이 발행한 중국농업 관련 보고서의 내용을 주제별 로 요약 정리한 것입니다. 중국 정부의 농업·농촌 정책 관련 주요 문건 및 자료도 선별하여 수록하였습니다.. 2012년 중국농업시리즈는 중국의 농산물 수급과 교역 동향, 농산물 무역 정책 과 농업구조(생산·경영·유통구조), 농식품 안전관리체계, 주요 농업·농촌정책 이 자료는 우리 연구원 인터넷 홈페이지를 통해서도 보실 수 있습니다. 내용 문의: 전형진 연구위원 +86-10-6434-2922 hjchon@krei.re.kr 내이명화 위촉연구조원 +86-10-6434-2922 konkuk619@naver.com 내장. 양 위촉연구조원 +86-10-6434-2922 gracezy@163.com. 내이상훈 전 대외경제정책연구원 부연구위원 jinnoli2@hanmail.net.

(3) 목. 차. 1. 서론 ···························································································································1 1.1. 연구의 필요성 및 목적 ····················································································1 1.2. 연구 방법 및 범위 ···························································································4 2. 중국의 농식품 산업 및 소비시장 ·······································································10 2.1. 농식품 산업 ·····································································································10 2.2. 농식품 소비시장 ·····························································································28 2.3. 중국 농식품 소비시장의 신경향 ···································································47 3. 중국의 수입농식품 시장 ·······················································································54 3.1. 대 세계 농식품 수입 ······················································································54 3.2. 대 한국 농식품 수입 ······················································································78 3.3. 중국 내 한국 농식품의 비교우위 ·································································89 4. 중국의 수입농식품 유통체계 및 사례분석 ························································96 4.1. 수입농식품의 유통체계 ················································································96 4.2. 신(新) 유통채널: 인터넷쇼핑 ·····································································103 4.3. 한국 농식품 유통 사례 ················································································114 5. 중국의 농식품 수입 관리제도 ···········································································128 5.1. 제도 개요 ·······································································································128 5.2. 최근 제도 변화 동향 ····················································································142 6. 중국 소비자의 수입농식품 선호도 조사 ··························································169 6.1. 조사 개요 ·······································································································169 6.2. 조사 항목별 분석 ·························································································171. i.

(4) 7. 대 중국 농식품 수출 확대에 대한 시사점 ······················································226 7.1. 제도변화에 대한 모니터링 강화 ·································································226 7.2. 소비자계층별 세분화된 마케팅 강화 ·························································229 7.3. 시장 및 소비구조 변화에 선제적 대응 ·····················································235 7.4. 유통채널 다양화: 온라인 유통망 진출 강화 ············································236 7.5. 지역거점 구축을 통한 시장 확대 추진 ·····················································239 7.6. 물류 및 유통 인프라 확대 ··········································································242 7.7. 진출 유망품목 발굴 ······················································································244 참고 문헌 ···················································································································248 부록 ····························································································································251. ii.

(5) 표 차 례. 표 1-1. 중국의 권역 구분 ···························································································8 표 2-1. 중국 농식품 산업의 분류 ············································································10 표 2-2. 중국 농식품 산업의 세부 업종별 매출액 및 비중 변화 ························14 표 2-3. 중국 농식품 산업의 권역별 매출액 및 비중(2012년) ·····························16 표 2-4. 중국 농식품 산업 매출액 상위 10개 지역(省)(2012년) ···························17 표 2-5. 성(省)별 농식품 산업의 비교우위지수(RA) 비교(2012년) ························18 표 2-6. 비농업기업의 농업분야 진출 사례 ·····························································25 표 2-7. 지역(省)별 농식품 생산 및 소비 비중의 격차 ·········································35 표 2-8. 도시지역 1인당 식품소비지출액 비중 변화 및 증가율 ··························40 표 2-9. 도시지역 1인당 연간 식품구매량 ·······························································41 표 2-10. 가처분소득과 식품소비지출액에 대한 회귀분석 결과(소득수준별) ·····43 표 2-11. 가처분소득과 식품소비지출액에 대한 회귀분석 결과(권역별) ·············45 표 2-12. 중국 내 주요 식품안전사고 일지 ·····························································48 표 3-1. 중국의 품목별 농식품 수입액, 비중 및 증가율(HS-2단위 기준) ···········58 표 3-2. 중국의 주요 농식품 수입국 ········································································62 표 3-3. 중국의 농식품 분류별 대 세계 수입 ·························································66 표 3-4. 중국의 수입농식품 상위 30개 품목(HS-8단위 기준) ·······························68 표 3-5. 중국의 권역별･성별 농식품 수입 현황 ·····················································70 표 3-6. 1인당 GDP와 1인당 농식품 수입액에 대한 회귀분석 결과(소득수준별) ···· 74 표 3-7. 1인당 GDP와 1인당 농식품 수입액에 대한 회귀분석 결과(권역별) ············76 표 3-8. 중국의 대 한국 농식품 수입 품목별 현황(HS-2단위) ·····························80 표 3-9. 중국의 농식품 분류별 대 한국 수입 현황 ···············································83 표 3-10. 중국의 대 한국 농식품 수입 상위 30개 품목 현황(HS-8단위) ············85 표 3-11. 중국의 권역별･성별 대 한국 농식품 수입 현황 ····································87. iii.

(6) 표 3-12. 한국 농식품 비교우위 품목(동부연해지역) ·············································91 표 3-13. 한국 농식품 비교우위 품목(산둥성･동북3성지역) ··································93 표 3-14. 한국 농식품 비교우위 품목(중부 신흥성장지역) ····································94 표 3-15. 한국 농식품 비교우위 품목(서남부 성장잠재지역) ································94 표 3-16. 한국 농식품 비교우위 품목(서북부 경제낙후지역) ································95 표 4-1. 유통 경로별 진입장벽 및 특징 ··································································97 표 4-2. 중국의 전자상거래 규모 추이 ··································································106 표 5-1. 중국의 국영무역 농식품 및 국영무역기업 목록 ····································130 표 5-2. 2015년도 TRQ 관리 농식품의 관세할당 내역 및 수입 신청자격 개요 ·····132 표 5-3. 중국 농업부의 수출입 농식품 HS코드 분류체계 ···································136 표 5-4. 한국과 중국의 농식품 수입관세율 구간 분포 비교(2013년) ················137 표 5-5. 한국과 중국의 농산물 품목류별 수입관세율 비교(2013년) ··················138 표 5-6. 중국의 SPS 규범과 WTO 규정의 합치성 여부 ······································140 표 5-7. 중국의 SPS 조치 통보내용 중 STC 피제기 현황(1995∼2013년) ·········141 표 5-8. 현행 ｢식품안전법｣과 신 ｢식품안전법｣의 목차 비교 ····························145 표 5-9. 신 ｢식품안전법｣의 주요 변화 내용 ·························································146 표 5-10. 최근 식품안전 관련 주요 조치 ······························································151 표 5-11. 불량기록 식품수입업체의 위험경보 해제 조건 ····································163 표 5-12. 불량기록 관련 국가의 위험경보 해제 조건 ·········································164 표 6-1. 설문조사 지역 및 유효 응답자 수 분포 ·················································171 표 6-2. 수입농식품에 대한 구매빈도(연령별, 소득수준별) ·································175 표 6-3. 수입농식품의 품목별 국가 선호도 ···························································179 표 6-4. 수입농식품 각 품목의 생산국별 만족도(1가지 식품 선택) ··················180 표 6-5. 수입농식품 각 품목의 생산국별 만족도(3가지 식품 선택) ··················181 표 6-6. 지역에 따른 품목별･국가별 선호도(3가지 식품 선택) ··························183 표 6-7. 연령대에 따른 품목별･국가별 선호도(3가지 식품 선택) ······················184 표 6-8. 소득수준에 따른 품목별･국가별 선호도(3가지 식품 선택) ··················184 표 6-9. 식품지출액 중에서 수입농식품이 차지하는 비중(지역별) ····················186 표 6-10. 식품지출액 중에서 수입농식품이 차지하는 비중(연령대별) ···············187. iv.

(7) 표 6-11. 식품지출액 중에서 수입농식품이 차지하는 비중(소득수준별) ···········188 표 6-12. 연령대에 따른 수입농식품 구매채널 ·····················································190 표 6-13. 소득수준에 따른 수입농식품 구매채널 ·················································191 표 6-14. 구매채널별 선택 이유 ··············································································193 표 6-15. 수입농식품 구매 시 어려움(지역별) ·······················································195 표 6-16. 수입농식품에 대한 구매 동기(지역별) ···················································198 표 6-17. 수입농식품에 대한 구매 동기(연령대별) ···············································199 표 6-18. 수입농식품에 대한 구매 동기(소득수준별) ···········································200 표 6-19. 수입농식품 구매 결정 요인(연령대별) ···················································202 표 6-20. 수입농식품 구매 결정 요인(소득수준별) ···············································203 표 6-21. 수입농식품을 인지하거나 관심을 가지게 된 경로(지역별) ················204 표 6-22. 수입농식품을 인지하거나 관심을 가지게 된 경로(연령대별) ·············205 표 6-23. 수입농식품을 인지하거나 관심을 가지게 된 경로(소득수준별) ·········206 표 6-24. 수입농식품이 개선해야 할 사항(지역별) ···············································208 표 6-25. 향후 수입농식품 구매 계획(지역별) ·······················································209 표 6-26. 향후 수입농식품 구매 계획(연령대별) ···················································210 표 6-27. 향후 수입농식품 구매 계획(소득수준별) ···············································211 표 6-28. 향후 수입되기를 희망하는 농식품 품목(지역별) ··································212 표 6-29. 향후 수입되기를 희망하는 농식품 품목(연령대별) ······························213 표 6-30. 향후 수입되기를 희망하는 농식품 품목(소득수준별) ··························214 표 6-31. 한국산 농식품을 구매한 경험이 없는 이유(지역별) ····························219 표 6-32. 한국산 농식품을 구매한 경험이 없는 이유(연령대별) ························220 표 6-33. 한국산 농식품을 구매한 경험이 없는 이유(소득수준별) ····················221 표 6-34. 한국산 농식품이 개선해야 할 사항(지역별) ·········································223 표 6-35. 한국산 농식품이 개선해야 할 사항(연령대별) ·····································224 표 6-36. 한국산 농식품이 개선해야 할 사항(소득수준별) ··································224 표 7-1. 지역(省)별 수출 유망 품목 ········································································246. v.

(8) 그림차례. 그림 1-1. 중국의 권역 구분 ·······················································································8 그림 2-1. 중국 농식품 산업의 매출액 및 증가율 ·················································11 그림 2-2. 중국 농식품 산업의 세부 업종별 매출액(기업 평균) ··························13 그림 2-3. 도시와 농촌지역의 1인당 식품소비지출액 추이 ··································30 그림 2-4. 성별 식품소비시장 규모(좌) 및 도시지역 1인당 식품소비지출액(우) (2013년) ······································································································30 그림 2-5. 중국의 농식품 시장 규모 ········································································31 그림 2-6. 중국 권역별 농식품 시장 규모 및 비중(2013년) ·································32 그림 2-7. 중국 권역별 농식품 생산 및 소비의 비중 ···········································35 그림 2-8. 중국 1인당 영양 섭취량 및 비중(1990년 vs 2011년) ··························38 그림 2-9. 가처분소득(X)과 식품소비지출액(Y) 산포도(소득수준별) ····················44 그림 2-10. 가처분소득(X)과 식품소비지출액(Y) 산포도(권역별) ··························46 그림 2-11. 중국의 유기식품 시장 규모 추이 및 전망(2008~2017년) ··············51 그림 3-1. 중국의 농식품 수입 규모 및 증가율 추이 ···········································55 그림 3-2. 중국의 대 세계 농식품 무역 추이 ·······················································55 그림 3-3. 세계 주요국 농산물 수입액(2011년) 및 비중 추이(2000~2011년) ···· 57 그림 3-4. 중국의 농식품 시장 내 수입농식품 비중(2005~2013년) ····················60 그림 3-5. 1인당 GDP(X)와 1인당 농식품 수입액(Y) 산포도(소득수준별) ··········75 그림 3-6. 1인당 GDP(X)와 1인당 농식품 수입액(Y) 산포도(권역별) ·················77 그림 3-7. 중국의 대 한국 농식품 무역 추이 ·······················································78 그림 3-8. 중국의 대 한국 농식품 수입 규모 및 증가율 추이 ····························79 그림 4-1. 중국 내 수입농식품 유통구조 ································································97 그림 4-2. 중국의 인터넷쇼핑 이용자 분포 ···························································111 그림 4-3. 중국의 단일 인터넷쇼핑몰 플랫폼 이용자 비중 ································112. vi.

(9) 그림 4-4. 농식품의 품목별 구매 비중 ··································································112 그림 4-5. 농식품 품목별 구매 증가율 ··································································113 그림 4-6. 중국의 지역별 농식품 판매 및 소비 현황 ·········································114 그림 4-7. 아이스크림의 중국 수입 및 유통 경로 ···············································117 그림 4-8. 소주의 중국 수입 및 유통 경로 ···························································120 그림 4-9. 신선우유의 중국 수입 및 유통 경로 ···················································126 그림 5-1. 중국 중앙정부의 식품안전 관리감독 행정조직체계 변화 ·················144 그림 5-2. 중국의 농식품 수입 불합격 판정 건수(2010~2014년) ······················166 그림 5-3. 불합격 판정된 주요 수입농식품 품목(2014년) ···································166 그림 5-4. 불합격 판정된 수입농식품의 국가별 현황(2014년) ····························167 그림 5-5. 수입농식품 주요 불합격 판정 항목(2014년) ·······································168 그림 6-1. 응답자의 성별･연령별 분포 ··································································172 그림 6-2. 응답자의 소득수준별 분포 ····································································173 그림 6-3. 수입농식품에 대한 구매 빈도 ·······························································174 그림 6-4. 수입농식품 주요 품목별 구매 비중 ·····················································176 그림 6-5. 수입농식품의 생산국별 비중(1가지 식품 선택) ··································177 그림 6-6. 수입농식품의 생산국별 비중(3가지 식품 선택) ··································178 그림 6-7. 수입농식품의 생산국별 만족도(3가지 식품 선택) ······························182 그림 6-8. 식품지출액 중에서 수입농식품 지출액이 차지하는 비중 ·················186 그림 6-9. 수입농식품의 주요 구입 채널 ·······························································189 그림 6-10. 수입농식품의 주요 구입 채널(복수선택 시) ·····································192 그림 6-11. 수입농식품 구매 시 어려움 ································································194 그림 6-12. 수입농식품에 대한 구매 동기 ·····························································197 그림 6-13. 수입농식품 구매 결정 요인 ································································201 그림 6-14. 수입농식품을 인지하거나 관심을 가지게 된 경로 ··························204 그림 6-15. 수입농식품이 개선해야 할 사항 ·························································207 그림 6-16. 향후 수입농식품 구매 계획 ································································209 그림 6-17. 향후 수입되기를 희망하는 농식품 품목 ···········································212 그림 6-18. 한국산 수입농식품 구매 경험(전국･지역별) ·····································215. vii.

(10) 그림 6-19. 한국산 수입농식품 구매 경험(연령대별･소득수준별) ······················216 그림 6-20. 한국산 농식품을 구매한 경험이 없는 이유 ······································218 그림 6-21. 한국산 농식품이 개선해야 할 사항 ···················································222. viii.

(11) 1. 서론 1.1. 연구의 필요성 및 목적 연구의 필요성 ○ 중국은 경제발전과 소득이 증가함에 따라 소비지출이 빠르게 증가 하고 있으며, 이러한 변화는 농식품 소비에서도 뚜렷하게 나타나고 있음. - 소득수준이 높아짐에 따라 농식품 소비는 양적으로 빠르게 증가하. 고 있을 뿐만 아니라 과거에 비해 질적으로 향상되면서 소비구조와 농식품 수입에 직접적인 영향을 미치고 있음. ○ 중국 농식품 시장은 연평균 12.5%의 속도로 빠르게 성장하고 있음. - 농식품 시장의 고속성장은 장기간 지속된 경제성장에 따른 소득증. 대, 도시화 추진과 중산층 성장 등에 따른 내수시장 확대에 기인함. - 또한 자국산 농식품의 안전과 품질에 대한 불신이 커지고 있으며,. 이에 따라 식품안전에 대한 인식이 강화되면서 중국산에 비해 품질 과 안전이 우수한 수입농식품에 대한 수요도 빠르게 증가하고 있음. ○ 중국의 농식품 수입시장은 총 1,083억 달러 규모(2014년 기준)이며, 소득 증가, 도시화 및 내수소비 확대, 농식품 소비의 고급화 등에 힘 입어 매년 큰 폭으로 증가하고 있음.. 중국의 수입농식품 시장 조사 연구. 1.

(12) - 농식품 수입이 크게 증가하면서 중국은 2008년 이후 농식품 순수. 입국으로 전환되었으며, 매년 농식품 무역수지 적자폭이 빠르게 확 대되고 있음. - 중국의 총수입 중 농식품 수입이 차지하는 비중도 지속적으로 증가. 하면서 2014년 5.5%까지 확대되었음. ○ 최근 중국의 농식품 소비트렌드 변화와 빠르게 확대되는 농식품 소비 시장의 규모를 고려할 때 중국 농식품 시장으로의 진출을 적극적으로 추진하여 시장을 선점할 필요가 있으며, 한･중 FTA는 한국 농식품의 대 중국 진출의 새로운 돌파구가 될 수 있을 것임. - 중국 소비자들의 소득증대가 구매력 상승으로 이어지면서 농식품. 에 대한 소비지출도 2000년 이후 연평균 9.3%로 증가하고 있음. - 특히 수요가 고급화되고 안전성을 중시하는 경향을 보이면서 고급. 농식품에 대한 수요도 함께 확대되는 추세임. - 한국은 중국에 비해 선진화된 식품가공기술을 보유하고 있고, 최근. 한류(韓流) 열풍으로 한국 농식품에 대한 인지도가 상승하고 있어, 한･중 FTA에 따른 관세 철폐･인하는 한국 농식품의 대 중국 진출 의 새로운 기회를 제공할 것으로 기대됨. ○ 한･중 FTA의 기회요인을 극대화하기 위해서는 대 중국 농식품 수출 확대를 적극 모색할 필요가 있으며, 이를 위해 중국의 수입농식품 시 장과 수입농식품에 대한 소비자 선호도 등을 파악할 필요가 있음. - 한･중 FTA 체결과 함께 우리 농업과 농식품 산업이 큰 피해를 입. 게 될 것이라는 인식이 지배적임. 그러나 한･중 FTA는 위협요인과. 2. 해외농업시리즈 9: 중국농업 숙.