'다 팔던' 대형마트의 전략 수정…"하나만 제대로 판다"

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class="media_end_summary">[주간유통]유통업계, 전문점 시대<br>전문점 콘셉트 대형마트 늘고 있어<br>이것저것 팔아선 이커머스 못 당해<br>특화매장 강화로 충성고객 모집 중</strong><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a1"> <img id="img1" data-src="https://imgnews.pstatic.net/image/648/2024/11/23/0000030951_001_20241123130012597.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="그래픽=비즈워치" style="display: none;" /> </div> </div><em class="img_desc">그래픽=비즈워치</em></span><strong style="display: inline-block;width: 100%;padding: 10px 0 10px 0;margin: 20px 0 0 0;border-top: 1px solid #333;border-bottom: 1px solid #e6e6e6;font-size: 20px;letter-spacing:-1.5px;text-align: center;color: #333;line-height: 1.5;">저물어버린 대형마트의 시대</strong><br><br>1993년 11월 12일. 서울 도봉구 창동에 이마트 1호점이 오픈합니다. 현재 130여 개 매장이 있는 이마트의 시작입니다. 이명희 신세계그룹 회장은 미국에서 유행 중이던 월마트와 프라이스클럽 등 창고형 할인점들을 보고 이마트를 준비했다고 합니다. 그래서 당시의 이마트는 지금같은 모습이 아닌 창고형 할인점에 가까운 모습이었죠. <br><br>이마트만으론 부족했을까요. 1994년에는 신세계백화점이 미국 프라이스클럽과 손잡고 영등포구 양평동에 '프라이스마켓'을 오픈합니다. 프라이스클럽은 1999년 '코스트코'로 이름이 바뀌어 지금까지 유일한 외국계 대형마트로 생존 중입니다.<br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a2"> <img id="img2" data-src="https://imgnews.pstatic.net/image/648/2024/11/23/0000030951_002_20241123130012706.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="1호 이마트인 이마트 창동점 전경/사진제공=이마트" style="display: none;" /> </div> </div><em class="img_desc">1호 이마트인 이마트 창동점 전경/사진제공=이마트</em></span>1996년엔 프랑스계 브랜드 '까르푸'가 부천시 중동에 1호점을 냅니다. 까르푸는 이후 이랜드로 넘어가며 '홈에버'로 이름이 바뀌었다가 다시 홈플러스에 흡수되면서 사라지죠. 1998년엔 롯데그룹이 서울 광진구 강변에 '롯데마그넷'을 오픈하며 대형마트 시장에 뛰어들었습니다. <br><br>90년대 말 대형마트가 우후죽순 생겨난 것은 우연이 아닙니다. 1997년 터진 IMF 외환위기 속에서 다양한 상품을 저렴하게 살 수 있는 대형마트의 등장은 필연적이었죠. 시장보다 깨끗하고 저렴한데다, 친절하고 밤 늦게까지도 영업하는 대형마트는 모두의 마음을 사로잡았습니다. 그 덕분에 2010년 즈음까지 대형마트는 전성기를 보냅니다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a3"> <img id="img3" data-src="https://imgnews.pstatic.net/image/648/2024/11/23/0000030951_003_20241123130013051.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="대형마트 주요 규제 현황/그래픽=비즈워치" style="display: none;" /> </div> </div><em class="img_desc">대형마트 주요 규제 현황/그래픽=비즈워치</em></span>하지만 이후 대형마트는 오랫동안 정체의 시기를 거칩니다. 먼저 찾아온 건 '외풍'입니다. 2012년 대형마트 규제가 시작되며 신규 출점이 사실상 막혔고요. 심야영업과 셔틀버스 운영도 금지됐습니다. 의무휴업일도 생깁니다. 인근 상권을 잡아먹는다는 비판 때문입니다. <br><br>2020년대 들어서는 이커머스의 추격이 매섭습니다. 아니, 대형마트 1위 이마트의 지난해 매출이 29조원인데 이커머스 1위 쿠팡의 매출이 31조원이니 이미 역전당했다고 해도 되겠죠. 더 저렴하고 더 간편한 이커머스와 배송 혁신의 만남은 대형마트의 존재 이유에 의문을 던지게 만들었습니다.<br><br><strong style="display: inline-block;width: 100%;padding: 10px 0 10px 0;margin: 20px 0 0 0;border-top: 1px solid #333;border-bottom: 1px solid #e6e6e6;font-size: 20px;letter-spacing:-1.5px;text-align: center;color: #333;line-height: 1.5;">다시 전문점으로</strong><br><br>위기의 시대, 대형마트가 꺼내든 카드는 '전문점'입니다. 원래 대형마트는 '모든 것이 다 있다'는 걸 앞세운 업태였습니다. 먹거리부터 생활용품, 가전, 전자제품까지 구매할 수 있는 '논스톱 쇼핑센터'였죠.<br><br>수많은 상품이 있다는 의미의 '백화점'보다 더 백화점다운 게 대형마트였습니다. 하지만 최근엔 특정 카테고리를 크게 강화하는 전문점 방식으로 리뉴얼하는 매장이 늘고 있습니다. 이것저것 다 팔아선 이커머스를 상대할 수 없다는 판단에 나온 결론입니다. <br><br>그 중에도 대형마트가 집중하는 건 역시나 '식료품(그로서리)'입니다. 오프라인 매장이 가장 잘 할 수 있고, 이커머스에 비해 경쟁력을 가질 수 있는 게 먹거리이기 때문입니다. 이커머스로 식료품을 구입할 때는 신선도나 상태 등을 제대로 검수하기 어렵죠. 냉동식품의 경우 녹아서 오는 경우도 간혹 있고요. 먹을 것 만큼은 눈으로 보고 사겠다는 소비자가 아직 많은 이유입니다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a4"> <img id="img4" data-src="https://imgnews.pstatic.net/image/648/2024/11/23/0000030951_004_20241123130013164.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="롯데마트 그랑그로서리/사진=비즈워치" style="display: none;" /> </div> </div><em class="img_desc">롯데마트 그랑그로서리/사진=비즈워치</em></span>홈플러스는 일찌감치 그로서리 특화 매장인 '메가푸드마켓'을 늘리고 있습니다. 메가푸드마켓은 2022년 2월 인천 간석점에 첫 선을 보인 매장인데요. 입구에서부터 베이커리·즉석식품 매대를 설치하는 등 이름처럼 '푸드'에 집중한 특화 매장입니다. 반응도 좋아서 현재 전체 홈플러스 매장 중 30% 가까운 매장이 메가푸드마켓으로 탈바꿈했습니다.<br><br>롯데마트도 지난해 말 서울 은평점을 리뉴얼한 '그랑 그로서리'가 좋은 반응을 얻었습니다. 전체 구성의 90%를 식품으로 채운 식품 전문관입니다. 지난 21일엔 서울 강남 도곡동 롯데슈퍼도 '그랑 그로서리'로 탈바꿈했습니다. 다양한 상품을 채우기 애매한 SSM의 크기를 반대로 활용해 식품으로 꽉 채운 겁니다. 이마트도 조만간 그로서리 특화 매장을 내놓을 예정입니다. <br><br>롯데마트는 용인 신갈점에 또다른 특화 매장을 시도했습니다. 매장 1층을 통째로 반려동물 특화 매장 '콜리올리 펫타운'으로 꾸민 겁니다. 신갈점 주변 상권에서 반려동물과 생활하는 가구 비율이 높다는 점을 고려한 도전입니다. <br><br><span class="end_photo_org"><div class="nbd_im_w _LAZY_LOADING_WRAP "> <div class="nbd_a _LAZY_LOADING_ERROR_HIDE" id="img_a5"> <img id="img5" data-src="https://imgnews.pstatic.net/image/648/2024/11/23/0000030951_005_20241123130013275.jpg?type=w860" class="_LAZY_LOADING _LAZY_LOADING_INIT_HIDE" alt="롯데마트 신갈점 1층에 문을 연 콜리올리 펫타운/사진제공=롯데쇼핑" style="display: none;" /> </div> </div><em class="img_desc">롯데마트 신갈점 1층에 문을 연 콜리올리 펫타운/사진제공=롯데쇼핑</em></span>대형마트의 특화 매장 움직임은 넓고 얕은 이커머스의 상품 구성에 대응하기 위한 좁고 깊은 상품 구성 전략입니다. 카테고리는 좁히되, 카테고리 내 상품의 종류와 구성을 깊이있게 준비해 '목적이 있는' 고객의 방문을 유도하는 겁니다. <br><br>출점 규제 이후 창고형 할인점·체험형 매장 등 다양한 변화를 시도하던 대형마트의 또다른 변화는 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</div> </li> <li class="p_item _LAZY_LOADING_WRAP as_type_qr"> <button type="button" class="p_image _LAZY_LOADING_ERROR_HIDE _TOGGLE" data-target="_PROMOTION_QRCODE_LAYER_1" data-classValue="is_hidden" data-dimmed="true" data-clk="promoqrl"> <img data-src="https://imgnews.pstatic.net/image/648/2024/11/23/QRCODE_0000030951_002_20241123130013795.jpg" alt="" width="36" height="36" class="_LAZY_LOADING"> </button> <div class="p_text_area"> <a href="http://news.bizwatch.co.kr/special/2024" class="p_link" data-clk="promo">AI시대, 경영전략은? 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data-nclk-prefix="arw" data-grid-template-column-aside="true" data-template-id="ARTICLE_NEXT_AIRS"> <div class="ofhe_head"> <div class="ofhe_head_inner"> <h2 class="ofhe_head_title">함께 볼만한 뉴스</h2> <button type="button" class="ofhe_info_button _TOGGLE" data-target="_ARTICLE_NEXT_AIRS_INFO" data-clk="arw.inftoggle"><span class="blind">안내</span></button> <div id="_ARTICLE_NEXT_AIRS_INFO" class="ofhe_info_layer" style="display:none"> <p class="ofhe_info_layer_text">이 기사를 본 이용자들이 함께 많이 본 기사, 해당 기사와 유사한 기사, 관심 기사 등을 자동 추천합니다</p> <button type="button" class="ofhe_info_layer_close _CLOSE" data-target="_ARTICLE_NEXT_AIRS_INFO" data-clk="arw.infclose">닫기</button> </div> </div> </div> <div class="ofhe_body flick"> <div class="flick-container _FLICKING" style="height: 161px; opacity:0;"> <div class="flick-panel"> <ul class="ofhe_list"> <li class="ofhe_item _LAZY_LOADING_WRAP" data-loading-error-allowed="true"> <a href="/article/366/0001034547" class="ofhe_link _NLOG_IMPRESSION" data-clk="arw.art" 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data-clk="{{nclk}}yes">알림받기</button> </div> </div> </script> <script type="x-tmpl-mustache" class="_MODAL_LAYER_TEMPLATE_FOR_NOTIFICATION_ALL"> <div class="m_dimmed"></div> <div class="m_notification"> <strong class="mn_ok">구독완료</strong> <div class="mn_text"> <h4 class="mn_h">언론사의 주요 뉴스를 <br> <span class="m_em">알림</span>으로 받아 보시겠습니까?</h4> <ul class="mn_list"> {{#officeInfos}} <li class="mn_item"> <div class="mn_head"> <div class="mn_img"> <img src="{{logo}}" alt="" onerror="this.outerHTML='<span class="no_image"></span>'"> </div> <div class="mn_name">{{officeName}}</div> </div> <div class="mn_body"> <button type="button" class="mn_noti _ALL_OFFICES_NOTIFICATION_ITEM" data-oid="{{officeId}}" data-clk-add="notchnon" data-clk-remove="notchnoff">알림받기 사용함</button> </div> </li> {{/officeInfos}} </ul> </div> <div class="mn_btns"> <button type="button" class="mn_btn _MODAL_LAYER_NEGATIVE" data-clk="{{nclk}}no">닫기</button> <button type="button" class="mn_btn as_em _MODAL_LAYER_POSITIVE 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class="comment_follow_tutorial" role="dialog" aria-modal="true"> <div class="comment_follow_tutorial_layer"> <div class="comment_follow_tutorial_layer_dimmed"></div> <div class="comment_follow_tutorial_layer_container"> <div class="comment_follow_tutorial_layer_content"> <div class="comment_follow_tutorial_layer_item"> <p class="{{className}}">{{text}}</p> <i class="comment_follow_tutorial_layer_closeicon"></i> <button type="button" class="comment_follow_tutorial_layer_close _MODAL_COMMENT_FOLLOW_TUTORIAL_CLOSE" data-clk="{{nclkPrefix}}tutclose">닫기</button> </div> </div> </div> </div> </div> </script> <div id="_TICKER_LAYER_FOR_NOTIFICATION" class="ticker" style="display: none;"></div> <script type="x-tmpl-mustache" class="_TICKER_LAYER_TEMPLATE_FOR_NOTIFICATION"> {{#officeInfos}} <p class="t_inner"><em class="t_point">{{officeName}}</em> 언론사 알림이 설정되었습니다.</p> {{/officeInfos}} </script> <script src="https://static-nnews.pstatic.net/js/min/20241121a/library.min.js" crossorigin="anonymous" onerror="neloSender.sendErrorToNelo('스크립트 로딩 에러 : ' + this.src);"></script> <script src="https://static-nnews.pstatic.net/js/min/20241121a/read.min.js" crossorigin="anonymous" onerror="neloSender.sendErrorToNelo('스크립트 로딩 에러 : ' + this.src);"></script> <script> window.ntm = window.ntm || []; var ntmOption = {}; if (ntmOption) { var section = {"id":"101","name":"경제"}; var redirectSection = {"id":"101","name":"경제"}; ntmOption["channelId"] = article.officeId; // 기타 또는 주요 섹션 이름 var nilSendSectionName = "기타"; var nilSendSectionId = ""; if (/100|101|102|103|104|105|106|107/.test(section.id)) { nilSendSectionName = section.name; nilSendSectionId = section.id; } // 기사 타입 var htArticleTypeName = { "0": "text", "1": "photo", "2": "tv" }; var articleTypeName = htArticleTypeName[article.type] || ""; ntmOption["hitType"] = "cv"; ntmOption["eventCategory"] = "post_view"; ntmOption["uri"] = "http://news.naver.com/main/read.nhn?oid=648&aid=0000030951"; ntmOption["gdid"] = article.gdid; ntmOption["dimension1"] = encodeURIComponent(nilSendSectionName); ntmOption["dimension4"] = articleTypeName; ntmOption["optional2"] = nilSendSectionId; var journalistIdList = []; // 기자 목록 $("._JOURNALIST_CARD ._JOURNALIST_ID").each(function (index, object) { var $this = $(object); var journalistId = $this.attr("data-journalistId"); if (journalistId && journalistIdList.indexOf(journalistId) === -1) { journalistIdList.push(journalistId); } }); if (journalistIdList.length > 0) { ntmOption["dimension3"] = journalistIdList.join("___"); } if (location.href.match(/ntype=RANKING/)) { ntmOption["dimension5"] = "y"; } if (service.sports || service.newsType) { ntmOption["dimension2"] = article.sectionInfo.secondSection + "." + article.sectionInfo.thirdSection; } var seriesComponentId = $("._VALID_SERIES").attr("data-component-id"); ntmOption["dimension6"] = seriesComponentId; var issueComponentId = $("._ISSUE_ARTICLE_INFO").attr("data-component-id"); ntmOption["dimension8"] = issueComponentId; if (/[?|&]type=breakingnews(&|$)/.test(location.href) === true) { if (/(m\.naver\.com)|(media\.naver\.com)|(news\.naver\.com\/?$)|(www\.naver\.com)/.test(document.referrer) === true) { ntmOption["dimension7"] = "breaking"; } } var ntmLeaveOption = $.extend({}, ntmOption); ntmLeaveOption["hitType"] = "event"; ntmLeaveOption["eventCategory"] = "action"; ntmLeaveOption["eventAction"] = "leave"; if (/\/article\/comment\//.test(location.href) == false && $("#contents").length > 0) { if (window.addEventListener) { window.addEventListener("load", function () { ntm.push({ event: "nilSend", ni: ntmOption }); }, false); window.addEventListener("onpagehide" in window ? "pagehide" : "beforeunload", function () { ntm.push({ event: "nilSend", ni: ntmLeaveOption }); }, false); } else if (window.attachEvent) { window.attachEvent("onload", function () { ntm.push({ event: "nilSend", ni: ntmOption }); }); window.attachEvent("onpagehide" in window ? "onpagehide" : "onbeforeunload", function () { ntm.push({ event: "nilSend", ni: ntmLeaveOption }); }); } else { var onUnloadEventName = "onpagehide" in window ? "onpagehide" : "onbeforeunload"; var fnOnUnload = window[onUnloadEventName]; window[onUnloadEventName] = function () { ntm.push({ event: "nilSend", ni: ntmLeaveOption }); if (fnOnUnload) { fnOnUnload(); } }; var fnOnload = window.onload; window.onload = function () { ntm.push({ event: "nilSend", ni: ntmOption }); if (fnOnload) { fnOnload(); } }; } } } </script> </div> <script> var eventType = "onpageshow" in window ? "pageshow" : "load"; $(window).on(eventType, function() { window.ntm = window.ntm || []; var pageviewInfo = { event: "nLogPageViewService", nlogEvt: { page_layout: layoutName } }; pageviewInfo.nLogPageviewSti = "news"; pageviewInfo.nLogPageviewGdid = "88213rx9_000000000000000000030951"; window.ntm.push(pageviewInfo); // ma 로그 전송 var data = { "service": "news", "baseInfo": { "category": (/\/article\/comment\//.test(location.href) == true) ? "댓글" : "본문" }, "extraInfo": { "articleId": article.articleId, "sectionId": article.sectionId, "officeId": article.officeId, "articleType": article.type } }; if (typeof ma !== "undefined") { ma.init({ api: "https://ma.news.naver.com/l", data: data, contentBodyEl: document.querySelector("._article_content"), contentBodyVideoWrapperSelector: "._VIDEO_AREA" }); } if (window.matchMedia("(prefers-color-scheme)").media === "not all") { $("html").removeClass("DARK_THEME"); } }); </script> </body> </html>

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