Directed by the Bureau of Foreign Trade, MOEA, and administered by the Commerce Development Research Institute (referred as CDRI in the following), the new overseas joint sales campaign “Wow！Taiwan Selects” marketing activities series will be expanded and held in the Philippines, Indonesia, and Vietnam in 2016. In addition, aiming at different target groups, different featured marketing campaigns were held. About 50 Taiwan brands were gathered to explore the AESAN markets together.

With reference to past research data, we have focused on the age group of 20-39 in three countries that has higher acceptability of foreign commodities. And women and families are targeted as the major customers, to whom the themes “Let’s Home Party,” “Eat, Play, Love,” and “Oh! My Modern Times” are derived. Marketing strategies are designed in accordance with different situations in different countries in different times to create topics for gossip and satisfy the young consumers group that love innovative products. In addition, theme exhibitions were be held in the most popular local shopping malls with Taiwan’s lifestyle. Cosmetics shows were also held in department stores, with other activities, such as the trendy dessert DIY, male model show, electronic band concerts, and more. In less than a week’s time, they had attracted about 10 thousand people. With Taiwan’s creative culture and cultural charm, we can attract AESAN consumers.

On this occasion, we have grouped about 50 brands in launching these campaigns. With time specific activities, we provided opportunities for Taiwan brands to conduct market tests in buyers’ local districts. These 2 in 1 brand activities have sped up Taiwanese manufacturers in taking root. With this activity, we contacted the key retailer – Watson-- directly and consumers face to face in the first line in order to understand how the local market operates. It will be helpful to companies in expanding operations in export markets continuously.