아울렛 출점이 주변 점포에 미치는 영향:여주프리미엄아울렛을 중심으로 (The Influence of Outlets on Surrounding Stores: Focused on Yeoju Premium Outlets)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 24권 / 1호 / 1 ~ 23페이지
· 저자명 : 노기호, 정대진, 조춘한

초록

최근 국내 유통산업에서는 백화점과 대형마트 시장의 성장이 정체되어 가는 추세다. 이에 발맞춰 국내 유통업체들은 다소 새로운 대규모 점포 유형인 프리미엄 아울렛, 복합쇼핑몰 등에 적극적으로 진출하고 있다. 본 연구는 국내 유통산업에서 나타난 이러한 변화에 초점을 맞춰, 여주 신세계 프리미엄 아울렛(이하 아울렛)이 지역 상권에 미치는 영향을 분석하고, 경쟁 업종과 보완 업종을 포함해 지역 상권에 미치는 영향을 매출액(카드 데이터) 변화로 분석하고자 한다. 연구방법은 A카드 가맹점과 아울렛과의 거리를 측정하고, 업종별 × 거리로 구분, 각 가맹점 별 매출액을 도출한다. 도출된 값은 기준연도(t-1)를 100으로 지수화(Index) 하여 아울렛 출점 이후의 매출액 변화 추이를 파악한다. 이를 위해서 개별 점포를 동종 업종(의류, 화장품), 보완 업종(음식점, 주유소, 패스트푸드/카페)으로 나누어 비교하고, 지역 상권 전체의 영향을 보기 위해서 기타 업종(농산물 및 농협, 할인점/슈퍼마켓, 편의점, 약국)을 추가하여 비교·분석하였다.
분석 결과, 아울렛 출점으로 인해서 동종 업종인 의류와 화장품의 매출액이 증가하였다. 특히 의류 업종의 경우 인근에 있을수록 매출액 증가폭이 큰 것으로 나타났다. 이는 아울렛 이용 고객이 주변에 있는 점포를 이용하는 ‘스필오버 효과’로 볼 수 있다. 또한 보완업종인 음식점, 패스트푸드의 매출액이 증가하는 것으로 나타났다. 주유소의 경우 아울렛으로 인해서 고객이 모여 매출액이 증가하는 것으로 나타났는데 시간이 지날수록 매출액이 더 늘어났다.
아울렛의 경우 백화점과 비슷한 광역단위에서 경제적 파급 효과가 나타나는데, 실제로 아울렛 출점 이후 주변의 농산물 판매와 농협마트 매출액이 증가하였으며, 할인점/슈퍼마켓, 편의점의 매출액도 모두 증가하였다. 약국 매출액의 증가는 아울렛으로 인한 집객효과뿐 아니라, 아울렛 직원이 인근에 거주하면서 이용이 늘어난 것으로 주변 거주지 경제까지 활성화되는 것을 알 수 있다.
본 연구의 한계점으로는 ‘아울렛’이라는 대규모점포는 유통산업발전법에 분류되어 있지 않아 학술적으로 정의 내리기 어렵다는 것이다. 이러한 이유로 이번 연구의 ‘아울렛’ 출점 효과가 다양한 형태를 가진 ‘아울렛’ 전체에서 나타나는 효과로 일반화하기에는 어렵다. 특히 본 연구의 대상이 된 ‘아울렛’은 여주 프리미엄 아울렛에 한정되어 있다는 것에 유의해야 한다.

영어초록

In recent domestic retail industry, the growth of department stores and large-format markets is becoming increasingly stagnant. In line with these trends, domestic retailers are actively making inroads into premium outlets and hybrid shopping malls, which are a somewhat new concept of distribution. This study focuses on these changes in domestic distribution industry and analyses the effects of large-scale store openings (outlets) on the local trading area.
In this study, in order to measure the impact of a premium outlet mall opening on the nearby stores, the sales figures of card affiliate stores was indexed. The distance between the outlet mall and each store was calculated, and after it was classified by store type, sales figure of each store was indexed with a maximum value of 100 by year (t-1), and the change in sales figure was figured out.
Each store was put into the following categories: same industry (apparel, cosmetics), supplementary industry (restaurant, gas, fast food/cafe), and industries that impact local economy (agricultural produce, discount store/large grocery store, convenience store, pharmacy). The data of each store was indexed.
According to analytical result, the sales of garments and cosmetics in the same industries increased due to the launch of outlet malls. If an outlet mall was found nearby, sales increase was higher in case of the garment industry. In the year (t) when Shinsegae Premium Outlet Mall was launched, the sales of the garment stores within 1km in radius were reduced sharply (100>51.6). However, after two years of its launch, the sales of the garment stores nearby enormously ascended. In case of the stores located within 3km in radius, they have shown steady growth since the launch of the outlet mall. Customers using Yeoju Premium Outlet Mall simultaneously visited the 375St. Outlet Mall nearby, and thus the sales of the surrounding garment stores rose as well. This phenomenon is called “spill-over effect,” and this has occurred in large-scale outlet malls overseas like in Yeoju Premium Outlet Mall.
Also, the sales of restaurants and fast food chain restaurants, which are the complementary industry, increased. Upon looking at sales increase, the sales increase of restaurants located within 4-5km in radius was due to the customers using the outlet mall, whereas the sales increase of those located within 5-10km in radius can be due to the sales persons working near the outlet mall. Upon looking at the shopping behaviors of the customers visiting the outlet mall, most of the customers were family-oriented customers. Their mean shopping hours were four hours, and they showed a pattern of having a meal immediately after shopping. Although some customers stayed in the restaurants inside of the mall to dine, many customers preferred external restaurants. Most of the dining places were located around the outlet mall and the customers went there before, after, or during shopping, thereby increasing the sales of the restaurants.
Such a phenomenon occurs to gas stations as well. Their sales increased because customers gathered due to the outlet malls. As time went on, these gas stations’ sales increased even more.
In case of the outlet mall, the economic ripple effect occurs in a wide area where competitiveness is similar to the department stores’ competitiveness. In reality, agricultural produce sales and Nonghyup mart sales around the outlet malls have risen since the launch of the outlet malls, while the sales of discount marts/supermarkets and convenience stores have increased as well. Sales increase of pharmacies seem to occur because of the customer gathering effect, as well as outlet mall employees residing around, thus invigorating the surrounding residential area.
The limitations of this study are as follows. It is difficult to define large-scale stores called ‘outlets’ because it doesn’t exist according to the retail industry development law. In fact, ‘outlets’ exist in various forms. For this reason, it is difficult to generalize ‘outlets’ in terms of the effect of opening outlets, and it should be noted that the ‘outlets’ that are the subject of this study are only Yeoju premium outlets. In addition, since only data of Card sales were used, it is necessary to integrate them with other cards. However, the share of Cards is more than 20%, so the having representativeness is sufficient.

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