Featured Report
Market Watch
- Five Factors for Choosing an E-Commerce Platform for New Retailers
- The Consumer Habits Are Here to Stay! Products that Will Sell Even After the Pandemic
- Bibian Partners with Cafe24, Strengthening PChome’s Cross-Border Activities
- Over 100 French Shopping Malls to Require Health Pass Starting August 16
- Louis Vuitton and Burberry Attract Players with Online Games
Tourism Industry Update
- Taiwan Outbound Departure Statistics for July 2021
- Inbound Visitor Statistics for July 2021
- DGBAS Latest Economic Indicators for July 2021
- MICHELIN Guide Taipei & Taichung 2021: First Green Stars Awarded to 2 Restaurants
- China Airlines Participates in the IATA Travel Pass Pilot Program
- Traveling Abroad Is Difficult; Should Travel Restrictions Be Lifted?
- What Is a Vaccine Passport? How Is It Different from a Vaccine Certificate or Pass?
Media News
- Post-Pandemic Online Shopping: Facebook’s “Discovery Commerce” Hits the Sweet Spot
- A Powerful Tool to Increase Conversion Rate: Decoding LINE Official Accounts
- TikTok Overtakes Facebook as World’s Most Downloaded App
- Traditional Shopping Channels vs. Social Media (YouTube/IG Influencers) for Advertising
Case Study
- Formosa Television’s Advertising Campaign for 4gTV’s OTT Platform
- Tourism Bureau, Ministry of Transportation and Communications—National Scenic Area Trail Guidebook
Market Watch
Five Factors for Choosing an E-Commerce Platform for New Retailers
During the COVID-19 pandemic, the important role of e-commerce became evident. Even if the pandemic ends in the future, the convenience of e-commerce remains unchanged. There are hundreds of e-commerce businesses, but the Direct-to-Consumer (D2C) model should not be ignored by resourceful mid-sized and larger businesses when they strategize e-commerce. The model consists of setting up the brand’s official website to connect directly to the consumers for promotion and sales. It is the equivalent of operating a direct sales online store that eliminates the need for distributors and agents. The enterprise and its brands have full control of the operations and management of regular customers without being charged high transaction fees by large e-commerce platforms.
Source: TechNews
Full article:
The Consumer Habits Are Here to Stay! Products that Will Sell Even After the Pandemic
In mid-May, Taiwan was hit by the COVID-19 breakout. Faced with shopping restrictions, the government’s call for staying at home, and concerns about being infected, many people began to try e-commerce shopping for their day-to-day necessities.
According to the data from the cash rebate platform ShopBack, in mid-May, the traffic on PChome24h grew by 2.14 times compared with the same period last year; the increase was 8.55 times for Carrefour Online. The traffic of other mid-sized e-commerce companies, such as Life Market, ET Mall, friDay, and UDN Shopping, has also increased by at least 1.8 to 2.2 times.
Source: Business Today
Full article:
Bibian Partners with Cafe24, Strengthening PChome’s Cross-Border Activities
The COVID-19 pandemic has accelerated the digitalization of global consumption patterns. The ever-increasing scale of the cross-border e-commerce market prompted Bibian, a cross-border proxy purchase e-commerce company under the PChome network family, to ally with Cafe24 Japan, an internationally renowned e-commerce platform operator. The two will partner to provide comprehensive cross-border sales resources for Japan’s merchants, making direct overseas delivery services simple and easy.
Source: United Daily News (UDN)
Full article:
Over 100 French Shopping Malls to Require Health Pass Starting August 16
Upon reviewing the French provincial laws, Agence France-Presse reports that starting from Monday, August 16, a health pass will be mandatory in at least 122 shopping centers and stores with an area greater than 20,000 square meters in France. These stores are located in southern France and the Paris region. The pass can be obtained through vaccination or a negative test.
Source: RFI
Full article:
Louis Vuitton and Burberry Attract Players with Online Games
It’s okay if you can’t afford luxury handbags! Many fashion brands have joined the game industry and developed free mobile or online games to get closer to the consumers. For example, Louis Vuitton and Burberry have recently joined the gaming field. They integrate Non-Fungible Tokens (NTF) in the games, hoping to enhance the brand identity with the younger generations.
Source: TVBS
Full article:
Tourism Updates
Taiwan Outbound Departure Statistics for July 2021
- Taiwanese went abroad 36,951 times in July 2021, up 31.47 %from the 28,106 outbound trips taken in the same month in 2020.
- The top destination for outbound travelers in July 2021 was the United States, followed by Mainland China, Japan, Canada, and Hong Kong, in that order. COVID-19 continues to impact travel. The destination with the largest year-on-year growth was the United States, at 307.64%.
來臺旅客統計數據 2021 年 7 月
In July 2021, Taiwan had 5,480 inbound visitors, down 53.35% from the same month last year (2020).
Source: Monthly Report, Tourism Bureau, Ministry of Transportation and Communications
https://bit.ly/3qIIl13
https://stat.taiwan.net.tw
DGBAS Latest Economic Indicators for July 2021
Image: DGBAS
- In July 2021, the Consumer Price Index (CPI) increased by 1.95% compared to the same month in 2020. The Wholesale Price Index (WPI) increase by 11.77% from a year earlier.
- In June 2021, the average regular salary of all workers (including domestic and foreign full-time and part-time employees) was NT$42,625, a decrease of 0.50% compared with last month but a 0.94% increase compared with the same month last year.
Source: DGBAS Leading Indicators
MICHELIN Guide Taipei & Taichung 2021: First Green Stars Awarded to 2 Restaurants
On August 25, MICHELIN released the full list of restaurants in the 2021 edition of the MICHELIN Guide Taipei & Taichung, together with the Bib Gourmand and MICHELIN Plate highlights. In this latest edition, a total of 177 venues in Taipei and 69 venues in Taichung have been selected by the MICHELIN inspectors.
Source: MICHELIN Guide Official Website
Full article:
China Airlines Participates in the IATA Travel Pass Pilot Program
As a response to the pandemic, International Air Transport Association (IATA) has launched the Travel Pass initiative. Both China Airlines and EVA Air are participating in the initiative’s pilot program.
Source: Central News Agency
Full article:
Traveling Abroad Is Difficult; Should Travel Restrictions Be Lifted?
Many countries have implemented travel restrictions in response to the COVID-19 pandemic, but many people find these restrictions very cumbersome. Are these restrictions effective at all?
Source: CommonWealth Magazine, The Economist
Full article:
What Is a Vaccine Passport? How Is It Different from a Vaccine Certificate or Pass?
Countries that implement entry quarantine regulations do not necessarily use vaccine passports. As vaccine passport policies vary from country to country, the passports may not be recognized everywhere. The policies might be different even among the provinces within the same country, (e.g. Canada). Besides, there are already existing entry and quarantine regulation differences across the globe. Thus, it does not mean that one can travel everywhere restriction-free with a vaccine passport or that traveling abroad is impossible without one.
Source: Science Media Center Taiwan
Full article:
Media News
Post-Pandemic Online Shopping: Facebook’s “Discovery Commerce” Hits the Sweet Spot
The pandemic has accelerated the shifting of consumer behavior from offline merchants to online platforms, and online shopping habits have moved from purpose-oriented to impulsive purchases. How can Facebook’s “Discovery Commerce" system help brands and businesses transform themselves to be more in line with this consumption pattern?
The customer journey includes four stages: awareness, evaluation, purchase, and post-purchase. In the online shopping era, consumer behavior is constantly changing in these four stages. In response to changing consumption patterns, Facebook’s Discovery Commerce system provides brands and retailers with new ways to interact with consumers and shape their future shopping experiences.
Source: Business Next
Full article:
A Powerful Tool to Increase Conversion Rate: Decoding LINE Official Accounts
It would be a waste of resources to use LINE only as a bulletin board for announcements. Brands that look to increase their conversion rates and have no objection to adopting payment plans can use LINE official accounts to achieve fine-tuned audience segmentation.
LINE Official Account, also known as LINE OA, is the official account we are familiar with, or LINE 2.0. In 2019, the original LINE@ was upgraded to LINE OA 2.0.
Source: INSIDE
Full article:
TikTok Overtakes Facebook as World’s Most Downloaded App
According to Japanese media’s report, a global survey of downloads between 2018 and 2020 shows that TikTok, a short video-sharing app from China, has now surpassed all competitors and tops the list of social media providers in terms of worldwide downloads.
ByteDance launched the international version of TikTok in 2017 and immediately started to attract younger users. The app has taken the world by storm because unlike YouTube, TikTok has many special effects that make short videos with a sense of uniqueness. Even with TikTok’s data security concerns in the US, the trend has not gotten any weaker.
Source: INSIDE
Full article:
Traditional Shopping Channels vs. Social Media (YouTube/IG Influencers) for Advertising
According to NCC, the number of Taiwan’s cable TV subscribers dropped to 4,867,591 in the fourth quarter of 2020, a decrease of 107,248 from 2019, indicating a trend of cord-cutting mainly due to the viewers’ response to a new trend. The middle and high-income groups and office workers in Taiwan have gradually shifted to Connected TV (CTV) to watch online videos on television.
An example is ET Mall, the largest shopping channel. It has over 6.5 million viewers across multiple channels, 70% of whom are women, and most of the customer groups are over 45 years old.
Source: Marketers
Full article:
Case Study
Formosa Television’s Advertising Campaign for 4gTV’s OTT Platform
Background
4gTV offers the Taiwanese audience a myriad of free or paid live streaming channels including variety shows, news, TV dramas, movies, information, and sports. The brand stands out among streaming services as it offers an abundance of classic dramas and movies. Besides, viewers can watch the channels without becoming registered members. The company expects that long-term media advertising would enable it to attract more viewers.
Campaign Strategies
Multiple creatives, direct links to the viewing page, shorter viewing distance, and fewer page conversion failures
Implement digital marketing segmentation; demassify the advertising audience; produce creatives that interest the targeted audience. For example:
Monster movies: Aged 30-55, and viewers who are interested in monster movies, fantasy movies, King Kong, and Godzilla.
Classic movies—Audrey Hepburn: Viewers who are interested in the Oscars, Golden Globes, and drama movies.
American animation: Aged 18-65, parents of children aged 3-12, and viewers who are interested in cartoons, animation, Popeye, and Pink Panther.
Doraemon from Japan: Aged 18-65, parents of children aged 3-12, and viewers who are interested in Doraemon, cartoons, and animation.
Classic drama, Chiung Yao series: Ages 55 or above, retirees, and viewers who are interested in TV drama, health, and fitness.
The Disney’s Series: Aged 18-65, parents of children aged 3-12, and viewers who are interested in Disney, Pinocchio, cartoons, and animation.
Tourism Bureau, Ministry of Transportation and Communications
—National Scenic Area Trail Guidebook
Background
In response to the Tourism Bureau’s theme of the year for 2020—“The Backbone Mountain Ranges”—and to pay tribute to the mountains, “Green Travel: National Scenic Area Trail Guidebook” was designed and produced to help the public to get close to the mountains and rivers, explore the secrets of deep forests, hike for health, and hike for inspiration.
All 13 scenic area management offices in Taiwan were involved in the creation of the trail guidebook. It contains 288 pages and over 100 maps and covers 100 trails in Taiwan.
Cover: Green Travel—One Hundred Trails in Taiwan
Table of Contents
Page Design: Trail Information
Page Design: Nearby Attractions
Page Design: Postcards
啟示整合行銷 