마케팅뉴스 2024. 02. 21

1. 세뱃돈으로 뭐 샀나 봤더니

올해 설 연휴 이후 가장 많이 구입한 건 에어팟인 것으로 조사됐다. 다나와는 설 직후 거래 현황을 분석한 결과 세뱃돈 및 보복 소비 영향으로 주요 카테고리 거래액이 크게 증가했다고 밝혔다. ‘세뱃돈 효과’를 가장 많이 본 카테고리는 헤드폰·이어폰으로 에어팟은 전월 대비 370% 증가했다.

2. '테무깡' 논란 도마 위

중국 직구 쇼핑앱 테무가 회원 유치를 위해 크레딧과 무료 사은품을 살포하는 이른바 '테무깡'이 도마 위에 올랐다. 크레딧과 사은품을 획득하는 과정이 룰렛 게임 방식으로 이뤄지고 다른 사람을 신규 회원으로 가입 유도해 소비자들 사이에서 기망 행위가 아니냐는 등의 비판이 쏟아져 나온다.

3. 매출 쪼그라든 게임사, 마케팅부터 줄였다

연 매출이 1조 원을 넘는 국내 주요 게임 회사 가운데 4개 회사가 지난해 마케팅비를 줄인 것으로 나타났다. 신작 부진으로 매출이 감소하는 가운데 비용 통제에 나선 것으로 풀이된다. 상위 5개 회사가 마케팅에 쓴 비용은 모두 1조 77억 원으로 집계됐다. 전년 대비 12.6% 감소했다.

4. 삼성전자 광고마저 대폭 줄었다

삼성전자가 지난해 TV·인쇄·라디오 광고비를 대폭 삭감한 것으로 나타났다. 삼성전자 광고비 하락폭은 36.8%로 전체 광고비 하락폭보다 컸다. 지난해 반도체 산업 불황으로 광고 예산 자체가 줄어든 것으로 파악된다. 광고시장 2위 기업인 LG전자 역시 광고비를 30% 가까이 줄였다.

5. 네이버-카카오 AI, 검색-카톡에 접목한다

지난해 역대 최대 매출을 달성한 네이버와 카카오가 올해 핵심 영역에 AI를 더해 사업 성장세를 이어갈 것으로 보인다. 네이버는 쇼핑과 검색 부문에, 카카오는 카카오톡에 AI를 접목한다. 이를 통해 수익을 극대화하겠다는 전략이다. 네이버와 카카오는 AI 관련 투자에도 힘을 싣고 있다.

6. 2위 코앞인 쿠팡이츠

지난해 음식 서비스 온라인 거래액은 26조 4천억 원으로 전년 대비 0.6% 감소했다. 시장이 역성장한 상황에서 주요 업체들의 MAU 차이가 두드러졌다. 1월 배민의 MAU는 2244만 7천여 명을 기록했고, 요기요는 636만 3천여 명, 쿠팡이츠는 553만 4천여 명을 기록해 2,3위 간격이 크게 줄었다.

7. 알리, 신선식품 진출 선언

알리익스프레스가 연내 신선식품 시장 진출을 예고한 가운데, 업계는 알리의 성공 가능성을 낮게 보고 있다. 아직 한국에 물류센터조차 없는 알리가 콜드체인 시스템을 갖추려면 막대한 비용이 필요하고, 이 비용은 소비자들에게 전가될 것이다. 이는 알리의 '초저가' 장점을 희석시킬 것으로 봤다.

 

1. I thought you bought something with New Year's cash

AirPods have been purchased the most since the Lunar New Year holiday this year, according to a survey. Dana said that after analyzing the transaction status immediately after the Lunar New Year's Day, transactions in major categories increased significantly due to the impact of New Year's money and retaliatory consumption. The categories that saw the "New Year's cash effect" the most were headphones and earphones, which saw a 370 percent increase from the previous month.

2. The "Temugang" controversy is on the cutting board

The so-called "Temugang," which distributes credits and free gifts to attract members of the Chinese direct shopping app Temu, has come under fire. The process of acquiring credits and free gifts is done in a roulette game method and induces others to join as new members, prompting criticism among consumers that it is a deception.

3. Game companies, which have seen their sales shrink, have reduced marketing first

Four of Korea's major game companies whose annual sales exceed 1 trillion won (982 million dollars) decreased their marketing expenses last year. It is believed that the companies are trying to control costs amid falling sales due to sluggish new works. The top five companies spent a total of 1.77 trillion won (1.54 billion dollars) on marketing. The figure is down 12.6 percent year-on-year.

4. Advertisements for Samsung Electronics have also dropped sharply

Last year, Samsung Electronics cut TV, print, and radio advertising costs significantly. The drop in advertising costs for Samsung Electronics was 36.8%, which was larger than the overall decline in advertising costs. It is believed that the advertising budget itself was reduced due to the semiconductor industry's recession last year. LG Electronics, the second-largest company in the advertising market, also reduced advertising costs by nearly 30%.

5. Naver-Kakao AI to incorporate search-Kakaotalk

Naver and Kakao, which achieved record-high sales last year, are expected to continue their business growth this year by adding AI to their core areas. Naver will apply AI to shopping and search sectors, and Kakao to KakaoTalk. Through this, the company aims to maximize profits. Naver and Kakao are also investing heavily in AI.

6. Coupang Eats is just around the corner

Online transactions in food services fell 0.6% year-on-year to 26.4 trillion won last year. The MAU difference between major companies was noticeable when the market was growing back. In January, Bae Min's MAU recorded 22.447 million, Yogiyo recorded 6.363 million, and Coupang Eats recorded 55.34 million, greatly reducing the gap between the second and third places.

7. Ali Declares to Enter Fresh Food

With AliExpress announcing its entry into the fresh food market by the end of the year, the industry sees Ali's chances of success as low. Ali, who does not even have a distribution center in Korea yet, needs a huge amount of money to have a cold chain system, which will be passed on to consumers. This is expected to dilute Ali's "ultra-cheap" advantages.