대중국 임산물 해외 심층 정보조사 : 표고버섯, 밤, 떫은감, 분재

Abstract

중국은 우리나라와 지리적으로 가까우면서 우리나라에서 소비하는 임산물의 대부분을 생산·수출하는 국가이다. 우리나라의 중국산 임산물 수입은 매년 증가하는 추세인데, 한-중 FTA의 타결로 양국의 경제국경이 약해짐에 따라 임업인의 우려도 커지고 있다.

중국은 높은 경제성장률을 보이면서 세계의 소비시장으로 변화하고 있다. 소득이 높아지면서 품질 좋고 안전한 식품에 대한 소비자들의 관심도 높아지고 있다. 근래에는 한국 드라마의 인기가 높아지면서 한국의 패션과 식품에 대한 관심도 높아지고 있다. 이러한 변화는 우리 농림산물의 수출에도 긍정적인 영향을 미칠 것으로 기대된다. 한-중 FTA의 타결을 위협으로 여기지 않고 기회로 볼 수 있는 근거이다.

우리 임산물은 관행적 농업생산 방식과 달리 화학비료와 농약을 거의 사용하지 않는 청정 먹거리이다. 또, 임산물은 전통적으로 궁중요리에서 사용되어 온 귀한 식재료이다. 이러한 스토리를 담아 안전하고 품질 좋은 임산물을 수출한다면 중국 소비자들에게 어필할 수 있을 것이다.

우리 임산물이 중국시장으로 진출하려면 먼저 중국 시장과 중국 소비자에 대한 조사·연구가 선행되어야 한다. 이 보고서는 임산물 가운데 표고버섯, 밤, 떫은감, 분재를 대상으로 하여 중국 시장을 심층 조사한 결과이다. 중국의 문헌을 수집·정리하고 상하이시 소비자를 대상으로 설문조사를 실시하였다.

Background of Research China is geographically adjacent to our country and it is also a major producer and exporter of forest products. With the settlement of the FTA negotiations there is a high concern for imports of Chinese forest products. As a response, it is imperative for us to improve the competitiveness of the domestic forest products as well as to lead the growth of forestry. China's economic growth and popularity of the Korean Wave will be the opportunity for expanding exports of Korean agriculture and forestry products. The purpose of this study is to explore a way to expand exports by investigating market trends of Chinese forest product and Chinese consumer preferences. The subject items of this study are shiitake mushrooms, chestnuts, astringent persimmons and bonsai.

Method of Research The research method applied is literature reviews, Internet information review and local field trips for data collection. In order to investigate the forest products consumption preferences to Chinese consumers, a survey was conducted for Shanghai citizens. The survey list included consumption of forest products, purchase behavior, differences of forest products compared with Korea as well as the value of each property. Citizens beyond 18 years old are set to be the population and a total of 1,050 citizens were questioned.

Research Results and Implications Shiitake production of China is growing at an annual average rate of 4% and reaches 6 million tons in 2012. The major production districts are Henan, Hubei, Liaoning, etc. Shiitakes is mainly consumed in China as the form of "stir-fry" and "soup." Distributions of shiitakes are mainly through large retail stores and traditional markets. Because of the low price in China, Korean Shiitakes has the disadvantage of price competition. The marketing strategies of Korean shiitakes should emphasize that it is produced from clean oak trees and has been used for exquisite cuisines. It is necessary to specify a shiitake export complex so that the sorting, packaging processes can be customized to Chinese market and then stable exports can be ensured. Chestnut production of China is increasing annually and reaches 2 million tons per year. The chief production districts are Shandong, Henan, Hebei and so on. In China, chestnut is mainly consumed as the form of roasted chestnut and shelled chestnut. Since, China already has many companies with severe competition, it is unlikely for Korean chestnut to have a chance to enter the market. It is desirable to develop processed products which can protrude the characteristics of Korean chestnut or export as a raw material for confectionery. Therefore, the cooperation with confectionery companies and possession of a non-destructive sorting system for producing high quality chestnut are necessary. Astringent persimmon production of China is on the rise and reaches up to 3.5 million tons per year. Guangxi, Henan, Hebei, etc. are the chief production areas. Astringent persimmon in China is consumed as forms of dried persimmon, half dried persimmon, persimmon vinegar, etc. Korean dried persimmon and half dried persimmon are tasty and can be ate lightly so that they are considered to have high export potential. However, since the Korean persimmons require chilled distribution, it is a big challenge to ensure the distribution channel. In addition, thorough sanitation and active marketing such as tasting events are necessary. China had a long history of bonsai and there is increasing interest of consumers. The chief production districts are Guangdong, Sichuan, etc. The major barrier of exporting bonsai to China is to pass the quarantine. In response to this issue, it is necessary to specify export bonsai planting areas. In order to export to China, it is desirable to promote the excellence in Korean bonsai and construct export planting complex for effectively dealing with quarantine. Additionally, the development of Korean unique species as bonsai material and promotion of the garden culture exchanges are also needed.

Researchers: Kyung-Taek Min, Meiyan Piao, Myeong-Eun Kim and Ja-Choon Koo Research period: 2014. 6. - 2014. 10. E-mail address: minkt@krei.re.kr <mailto:msj@krei.re.kr>