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'신세대 소비백서 5' 트윈슈머, C-세대, 쿨헌터 아시나요
트윈슈머와 C-세대, 쿨 헌터, 환타스티시즘(Fantasticism), 콘크리트 컨슈머. 능동적이고 주체적으로 변화하는 소비성향을 가진 신세대들을 지칭하는 말들이다.
신세대가 새로운 유행을 창조하는 소비 주체로 부각되면서 이들의 소비 트렌드를 파악하는 것이 비즈니스의 핵심요인으로 등장했다.
LG경제연구원은 6일 최근 시장에서 주목받고 있는 마케팅 신조어 5가지를 통해 신세대 소비유형을 분석, 이에 따른 기업의 마케팅 전략을 제시한 ‘신세대 소비백서 5’라는 보고서를 발표했다.
▷타인의 상품 사용경험을 중시하는 ‘트윈슈머(Twinsumer)’= ‘트윈슈머’란 인터넷에서 다른 사람의 후기를 참조해 상품을 구입하는 소비자를 지칭한다. 신세대들은 인터넷쇼핑의 특성상 제품을 직접 눈으로 보고 만져볼 수 없기 때문에 인터넷 상의 상품 사용 후기를 보고 구입 여부를 판단한다. 인터넷 쇼핑업체 ‘CJ몰’에 따르면 상품 후기가 인터넷에 게재된 상품의 지난해 매출액은 그렇지 않은 제품보다 평균 2.5배 가량 많았다. 트윈슈머의 부상으로 온라인상 입소문에 대한 관리가 더욱 중요해지고 있으며 기업은 인터넷 게시판 등을 적극 활용, 상품에 대한 정확한 정보 알리기에 주력해야 한다.
▷콘텐츠를 생산하는 소비자, C-세대(Contents Generation)= ‘C-세대’는 온라인 콘텐츠를 스스로 생산하고 소비하며 타인과 공유하는 세대다. 젊은층에 각광받는 인터넷 커뮤니티 사이트 ‘싸이월드’에서는 가입자가 직접 글이나 사진, 음악 등을 올리고 이를 다른 가입자가 자유롭게 퍼 갈 수 있도록 하는 방법으로 공유자간 친밀감을 높일 수 있도록 하고 있다. 기업이 상품을 제공하기 보다는 소비자가 콘텐츠를 직접 생산하고 의사소통할 수 있는 장(場)을 마련해줘야 한다.
▷유행을 스스로 창조하는 ‘쿨 헌터(Cool Hunter)’= ‘쿨 헌터’는 기업에 고용된 일반 소비자로 유행을 직접 이끌어 가는 계층을 가리킨다.
이들은 자신의 소비내역과 최신 시장정보를 기업에 정기적으로 제공하는 역할을 하며 기업은 이들이 제공하는 정보를 바탕으로 신상품을 개발하고 서비스를 기획한다. 국내 화장품 제조업체인 태평양은 만 25세 전후의 스튜어디스로 구성된 ‘라네즈 EO클럽’이라는 조직을 활용, 전세계 화장품 시장의 트렌드를 파악하고 있다.
쿨 헌터의 활용은 기업이 시장의 추세를 소비자로부터 아웃소싱하는 전형적인 사례라며, 이는 시시각각 변하는 시장의 트렌드를 따라잡으려는 전략에 따른 것으로, 마케팅 전략에 있어 속도의 중요성을 나타내주고 있다.
▷환상과 모험을 소비하는 환타스티시즘(Fantasticism)= 현대 생활에서 사람들이 느끼는 스트레스와 무료함은 이에 대한 해소욕구를 증대, 현실탈피 욕구를 높인다. 현실에서는 이뤄질 수 없는 것들에 대한 실현욕구를 충족시키는 ‘환타스티시즘’을 추구하려는 경향이 현대인들 사이에서 뚜렷이 나타나고 있다.
소비자의 수요를 반영해 기업들은 자사 브랜드나 상품에 가치와 의미를 부여, 소비자의 감성적 욕구를 충족시키는 ‘드림 마케팅(Drea m Marketing)’에 주력할 필요가 있다.
▷기업 마케팅에 둔감한 ‘콘크리트 콘슈머(Concrete consumer)’=광고의 홍수 속에서 젊은 층은 소비에 대해 민감한 반응을 보이고 있 지만 대다수 소비자들은 기업의 홍보와 마케팅 활동에 무관심해지고 있다. 이는 소비자의 욕구가 다양해지고 취향도 까다로워지면서 기업이 이끄는 대로 따라가지 않는 성향을 보이기 때문이다. 이러한 상황에서 기업들은 쌍방향 커뮤니케이션 방안을 강구, 특정 집단의 수요를 총족시키는 맞춤식 밀착 마케팅 활동을 펼치는 게 중요하다.
권선영기자(laseine@heraldm.com)
2005.10.06
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