Cheese Report January 2022

^{▲Dapeng Bay has winds but no waves, which is best for sailing all year round. (Photo/ shutterstock.com)}

Dapeng Bay, Pingtung, The Best and Safe Place to Dabble in Water in a Warm Winter

Dapeng Bay covers the two designated scenic areas of Dapeng Bay and Little Liuqiu. The winter temperature in Dapeng Bay is 5 degrees higher than the average in northern Taiwan. Without northeast monsoon affected, Dapeng Bay has become the first choice for coastal vacations in winter in recent years.

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ー Market Watch ー

Immersive Shopping Experience Is the Key, 5 Trends of Fashion E-commerce in 2022

The outbreak of the epidemic has affected the sales model worldwide. E-commerce has achieved unprecedented growth this year. According to the 2022 fashion e-commerce trend report recently released by Perzonalizatio, the AI-powered personalization engine for eCommerce, global e-commerce revenue was estimated to increase from USD 481.2 billion in 2018 to USD 712.9 billion in 2022.

The report attributed the dramatic growth of e-commerce to the popularity of smartphones, the innovative technology of fashion e-commerce websites, the rise of emerging markets, and the fact that Gen Z became the target customer of fashion e-commerce. Trends are closely related to consumer demands.

^{Source: Yahoo! News}
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70% Of Internet Users Were Willing to Pay for Online Content, Especially Gen Z! Online Courses and Entertainment Were Monetizable Content Types

The Market Intelligence & Consulting Institute (MIC) conducted a consumer survey on Taiwan’s social and communication usage behavior. The survey specifically analyzed users’ preferences for paying for online content, including content types, payments, and online learning. It provided a reference for content creators and the online learning industry.

The survey indicated that 67.7% were willing to pay for online content. The 18 to 24-year-old group had even more willingness (80%). It showed that young people had become the prime consuming group for online paid content.

^{Source: Business Next
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Metaverse and Multi-functional Apps Are Trends! Eastern Online: 3 Major Marketing Strategies to Face the Changing Consumer Behaviors

COVID-19 has affected people’s lives and consumption patterns since 2020. For business owners, it is necessary to plan future products and marketing strategies in response to the changes in consumers’ lifestyles and mental states.

^{Source: Business Next}
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How Will Consumers Change in the Next 10 Years?

What will people’s lives be like in 2030? The answer may have multiple possibilities.

Imagine Mary, a 29-year-old married woman with a son, when she is not only a consumer but a business owner –that’s what the future target consumer looks like. She runs a personalized jewelry business selling global market.

She is a valuable consumer. However, what drives her consumption are wellness, sustainability, and charity. She buys daily groceries in channels where she is accustomed through subscription systems. She authorizes her Fitbit health data to merchants and orders daily tailor-made packages. She even authorizes personal health data to earn discounts on health e-commerce such as iHerb and ensure information security via Visa Token Service. At the same time, she is also willing to work as a volunteer in different units in her free time. Her service hours are converted into credit points through financial institutions for consumption payment.

^{Source: Business Next}^{Full article:}

LINE NEXT Corporation Established to Expand NFT Ecosystem

Blockchain technology is very likely to become a significant foundation for Web 3.0. NFTs (non-fungible tokens), used as digital assets, have triggered widespread discussions no matter on investment or application. The leading brands will not miss this critical technological trend.

LINE headquarters announced on December 16 that cooperation LINE NEXT was set up to develop the NFT ecosystem. The corporation will be established in South Korea and the United States.

^{Source: Business Next
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ー Tourism Industry Update ー

Taiwan Outbound Departure Statistics, January-November 2021

^{Charts/ Tourism Bureau, Ministry of Transportation and Communications}

22,401 Taiwanese went abroad in November, down 5.35% from the same period of 2020 when 23,666 people went abroad.
The top destination for outbound travelers in November 2021 was China, followed by America, Japan, Vietnam, and Hong Kong. America has the highest outbound travel destination rate, rising 16.89% from the same period of 2020.

Inbound Visitor Statistics for November 2021

In November 2021, Taiwan had 13,461 inbound visitors, down 36.44% from the same month of 2020.

_{Source: Tourism Bureau, Ministry of Transportation and Communications}^{Full article: https://bit.ly/3qIIl13、https://stat.taiwan.net.tw、https://bit.ly/3jBKr0X}

DGBAS Latest Economic Indicators for November 2021

_{Charts/ Directorate General of Budget, Accounting and Statistics (DGBAS)}

_{^{Charts/ DGBAS}}

There were 11.47 million people employed and 436,000 unemployed in November, resulting in an unemployment rate of 3.66%, which was 3.71% after seasonal adjustments. The labor participation rate was 59.11%.
In October 2021, the average regular wage for employed workers was NT$43,593, which had 0.49% growth month-over-month and 2.21% growth year-over-year. The average monthly earnings, including bonuses, overtime pay, and other irregular income, were NT$50,042, which had 4.61% growth year-over-year.

^{Source: DGBAS Latest Indicators}
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Omicron Variant! When Could We Go Abroad? Five Observations for 2022

With the popularization of vaccines, people will no longer be afraid of the epidemic in 2022. Every country has the consensus to reopen regardless of active or passive ways of epidemic prevention and control measures. However, the epidemic may not vanish. Viruses constantly change through mutation, such as the Omicron variant. What are the new opportunities and challenges in the world where humans and viruses coexist?

^{Source: CommonWealth Magazine
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Complicated Travel Procedures in the Post-epidemic Era, 10% Are Willing to Travel With Tour Group

The epidemic has hit the world, especially the tourism industry. And it is now recovering gradually. Lion Travel Service announced the “2022 Tourism Trend Report" and the “Big Data of Luxury Tourism Consumption," providing insights into new business opportunities in tourism in the post-epidemic era.

^{Source: CNA
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“One ID" Facial Recognition Trial Launched at the Taoyuan International Airport, Passengers: Convenient and Timesaving

One ID facial recognition system began trial operations on December 15 at the Taoyuan International Airport. After the One ID registration, passengers can enter border security clearance and boarding gates by scanning their faces, attracting passengers to experience the trial.

^{Source: Taiwan Taoyuan International Airport
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The Mystery of A Prefecture Mascot in Japan: How Can the Cute Kumamon Win People’s Hearts All Over the World?

“Kumamon is a civil servant. He is a boy instead of a man. His personality traits are naughty and curious." Kumamon is a cute mascot gaining worldwide fame and generating a huge economic impact. The sales of Kumamon products in 10 years have reached JPY 989.1 billion. How can Kumamon, the mascot of Kumamoto Prefecture, win people’s hearts all over the world?

^{The News Lens Source: The News Lens
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ー Media News ー

Digital Advertising Marketing Review: Facebook, Instagram, LINE, Google, ASA, Podcast

According to the eMarketer report, digital advertising spending in the global market of 2021 was estimated to reach USD 455.3 billion, rising about 20.4% from 2020. Let’s look back at what the five major advertising media in Taiwan had done in 2021. What were their key roles and advantages in brand marketing?

Instagram、Facebook

Recently, Facebook renamed itself Meta. Its brands Facebook and Instagram have always been giants in the social media industry, with approximately 20.4 million and 9.23 million users in Taiwan in 2021.

^{Source: Marketers
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Keeping Up with Year in Search 2021, Google Trends

Google recently announced Year in Search 2021 Taiwan.

Due to the postponement of the 2021 NBA Playoffs and two teams in the 2021 NBA Finals matchup, NBA ranked top of the keywords for the first time in history. And because of the epidemic outbreak domestically, epidemic, vaccine appointment, and 1922 (the epidemic hotline) were on the searched list. Besides, Taiwanese athletes made history at the Tokyo 2020 Summer Olympics. Not only Olympics but Tai Tzu-Ying were among the top 10 keywords. Tai Tzu-Ying, Taiwan’s world No.1 badminton player, became the only person on the list. At last, people also paid attention to water shortages and power outages.

^{Source: Brain Communications
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Twitter, the Newspaper of Gen Z, Is the Main Battlefield for Brands to Target Young People

The rise of social platforms has rewritten the traditional media market. TV and newspaper advertisements have faded. Social platforms such as Twitter have become the key marketing channels for brands to interact with young people.

Gen Z (also known as millennials) learn almost everything worldwide on the Internet, reported by AdAge and The Street. They connect with their groups via Twitter and community. Some people said that Twitter is simply a newspaper to Gen Z. According to the survey, nearly half of the number of Twitter posts in the United States in the past year were posted by users aged 16 to 24.

^{Source: TechNews
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How to Run An Instagram Account? Strategic Planning for Instagram Marketing and 5 Management Tips

The rise of Instagram is nothing new, but there are some marketing strategies on Instagram that you probably don’t know. Following are five management tips:

SEO optimized to increase exposure on Instagram

In 2020, Instagram officially announced to improve searching visibility by optimizing SEO. Users could find related posts, profiles, and videos when typing keywords without hashtags. As a marketer, you can increase your search visibility by adding relevant keywords to your profile. Or follow relevant accounts and keep posting relevant content.

^{Source: Marketers
Full article:}

ー Case Studies ー

Okinawa Industry Promotion Public Corporation –Okinawa Online Quiz Game

Okinawa has always been one of the most popular destinations for Taiwanese consumers. Affected by the epidemic in the past two years, people are unable or temporarily unwilling to go abroad. However, Okinawa Industry Promotion Public Corporation is still working hard to develop new tourist attractions and popular events.

How to interact with Taiwanese through the Internet, let people continue to pay attention to Okinawa, deliver the latest travel information, and make Okinawa the first travel choice after the epidemic were the main challenges of the campaign.

According to the relevant information and surveys, Taiwanese traveled outbound once every six months on average before the epidemic. 60% traveled to Japan more than once a year.

67.3% considered traveling to Japan after the epidemic had stabilized, while 19.6% considered South Korea.

Natural landscapes, seasonal scenery, and gourmet were the top three reasons for choosing Japan.

Japan was still the favorite place to travel for Taiwanese. Thus, the campaign utilized quizzes on landscapes, scenery, and food through the online game to arouse people’s memory and interest in Okinawa.

Do you really like Okinawa?

We organized the latest and must-travel natural landscapes, seasonal scenery, and gourmet food of Okinawa for you. The Okinawa ambassador “Mahae” would test your love index for Okinawa through 10 questions starting from Naha.

Share the results of the quiz game on Facebook and get a chance to win limited lucky bags from Okinawa.

The visual of the quiz game featured the Okinawa ambassador Mahae and the map of Okinawa.

The game started from southern Okinawa Naha to northern Okinawa and the offshore islands, sharing the travel guides.

The online quiz game was publicized through Facebook ads and Google keyword ads.

There were a total of 4,877 participants from November 15 to December 15 of 2021,

It indicated both the mechanism and quizzes of the game successfully triggered consumers who couldn’t travel. Participating in the game relived the memory of Okinawa.

Okinawa Online Quiz Game https://events.7to.com.tw/21okinawa/

Online quiz game

Notice

Okinawa travel information

Map of quiz game

Quiz

Answer of quiz

Game results

Share on social media

Facebook advertisement

Google keyword advertisement

National Treasury Administration –Alcohol Quality Certification Label Campaign 2021

National Treasury Administration has promoted the “Alcohol Quality Certification System" since 2003 to assist the development of the wine industry. The project aimed to increase the awareness of the “W Label, the Alcohol Quality Certification Label" and strengthen the marketing of high-quality liquors through exposure on various websites, mobile devices (including smartphones and tablets), applications, and communication software. Also, it intended to increase the consumer cognition of the W Label through the online interactive event with incentives. The project would ultimately reach its effectiveness by facilitating consumers to purchase certified wines and creating mutual benefits for buyers and sellers.

The project specified campaign sites with an attractive visual design, precise digital advertising based on data analysis, traffic led to the campaign sites, social media and online lottery draw for interaction, and video materials through influencer marketing.

Consumers are not yet familiar with the W Label. Thus, the project targeted the awareness and understanding of the label and further promoted the certified wine through online marketing.

In terms of design, the first phase was inspired by Genesis. Wine was the best sacrificial offering to gods in ancient times. Nowadays, wine certified with W Label is the best wine.

The creative concept of the second phase was a W Label wine shop. It urged people to work at home, drink at home during the Level 3 epidemic alert.

The online campaigns: Two phases of online campaigns with 104,956 participants

The video materials by the influencer: Two videos shot by the influencer with 254,952 views, introducing W Label wine

Creative design

The first phase: Inspired by Genesis, wine was the best sacrificial offering to gods in ancient times. Nowadays, wine certified with W Label is the best wine.