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Enhancing the Image of Taiwan's Industries

Source: Taiwantrade | Updated: 31 December 2015

The Bureau of Foreign Trade has assigned the Taiwan External Trade Development Council (TAITRA) to conduct a three-year plan for the “Taiwan Industry Image Enhancement Project (IEP)” from 2014 to 2016. The project aims at enhancing the international image of Taiwanese industries and their products. TAITRA selected major export markets, including the European Union, the United States, and Japan, as well as markets in which Taiwanese businesses seek further expansion, such as Brazil, Turkey, Mexico, Egypt, the United Arab Emirates, India, Vietnam, Indonesia, the Philippines, Myanmar, and China. TAITRA has taken into account both the B2B and B2C characteristics of the industries in Taiwan and has provided Taiwanese brands with a value-added platform that aids in their expansion in the target markets.

The 2015 year-end IEP conference was held on December 8, 2015 at the Taipei International Convention Center. The conference invited Trans Electric Co., Ltd. Chief Executive Mr. Ying-Long Wang, Heartway Medical Products Co., Ltd. Special Assistant to the Chairman Mr. Tung-Lin Hsieh, and Leadtek Research Inc. Manager Dr. Hsin-Kai Chou as distinguished guests and speakers to share their IEP experience. The IEP has commenced integrated marketing promotions in 15 target markets. The activities included setting up 23 Taiwan Excellence Pavilions at international trade shows; hosting 16 international press conferences to announce the release of new products from Taiwan; setting up 26 Taiwan Excellence Experiencing Zones in well-known shopping malls, and coordinating with 34 members of the media from 18 countries to visit Taiwan and conduct interviews.

With regards to digital marketing, TAITRA has set up an official international website for Taiwan Excellence. These websites have accumulated 2.76 million visits thus far. Social media accounts, such as Facebook, have also been set up, reaching out to 1.62 million fans. TAITRA also organized an online marathon event called "TAIWAN EXCELLENCE Around the World". Participants will be challenged and encouraged to best their competitors in the online marathon. The website has accumulated 600,973 visits. TAITRA also converts the number of online marathon participants into donations for charities, and has donated US $100,000 to World Vision.

TAITRA has assisted participating Taiwanese brands in the IEP Project by successfully connecting them with distributors in the target markets. In 2015, TAITRA was able to achieve 213 successful cases of product distribution. This number reflects a growth of 164% compared to 2014. Of these cases, 124 Taiwanese brands are now working with new distributors, which is a growth of 274% over 2014.


James Liu (jamesliu@taitra.org.tw)


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