The Taiwanese market is open to any entrepreneur that wants to launch a Taiwanese business and become successful. Nevertheless, before you jump head in, you should make sure that you understand the business realm in Taiwan – what Taiwanese individuals are all about and how businesses can cater to their specific needs.
Taiwanese consumers are smart consumers
Being the manager of a startup in Taiwan is not an easy job, especially if you want to use all of your resources efficiently.
Taiwanese individuals have started to become immune to ads, which means that businesses need to find new, original ways of attracting them. Obviously, globalizationis the main reason why Taiwanese consumers have risen their standards regarding the products and services that they consume. As a free country, Taiwan offers you the freedom to find the most ingenious ways of promoting your brand.
Internet penetration, which is now at 84% is yet another factor that influences the behaviour of Taiwanese people. The online world is where you will reach most of your target audience and where the name, products and services of your brand will have the chance to become viral. As an added bonus, 9 in 10 Taiwanese internet users own a smartphone and according to the Taiwan Network Information Center (TWNIC), in June 2015, 68.8% of them used them for online activities. The same research study says that computers are used by 56.3% Taiwanese internet surfers, while laptops by merely 22.4%. This data tells us that mobile apps and mobile websites should not be ignored while creating a business strategy.
Cultural idioms dictate how your brand is perceived in Taiwan
Taiwan is not equal to China. Using the same language and idioms that you use on the Chinese market is a strategy that will contribute to an early failure of your Taiwanese business. Language is one of the barriers that might lead to cultural misunderstandings as an English-only message will not reach your target audience. Younger generations will probably understand it, but a Taiwanese or Taiwanese-English approach would be more effective.
In the online environment, social media will allow you to get an immediate reaction to the message that you want to spread. Facebook has a 71% penetration rate in Taiwan, which means that your marketing plan needs to be adjusted accordingly. Instead of focusing your resources on other globally popular social networks, you should limit your content strategy to Facebook.
Brand identity and smart PR can pave your path to success
Taiwan comes from a manufacturing background, where business managers were obsessed with increasing sales numbers instead of creating a bond with their target audience. Nowadays, brand identity is what will get your Taiwanese business far. It will help you build trust and convince Taiwanese consumers that your products and services are their best choice.
Making sure that the general public has the best possible opinion about your brand is not easy to achieve, especially if you do not understand the Taiwanese consumers’ way of thinking. A Public Relations (PR) practitioner can act as a “window” through which your Taiwanese business delivers information. Consumers’ opinions need to be acknowledged, but they also need to be kept on a need-to-know basis.
Essential Facts About Taiwanese Online Consumers
Spending time online is one of the favourite activities of Taiwanese consumers that own some sort of computer or mobile device. While being connected to the internet, they are active on social media and enjoy visiting online shops.
1. Forget about ads and focus your efforts on user experience for better results
Due to the fact that the online world is filled with ads for various products, Taiwanese internet users have gotten to a point where they feel completely annoyed. If you want them to pay attention to your products/services, offer them quality content that can they use in their day to day life. This is how you get them to acknowledge and see your brand as a life-improving entity that is worth their time and money.
When you talk about Taiwan and social media, Facebook should be your main focus. If you are looking for an even more personalized approach, there is nothing stopping you from including the local BBS social network (ptt.cc) in your content strategy. Your social media strategy should value quality over quantity. A less promotional content/more educational content strategy will help your Taiwanese business go a long way.
If you are already thinking about cutting costs, the user interface of your website should not have to suffer. When Taiwanese internet users have to deal with badly organised websites that take forever to load, their immediate reaction is a negative one. They will go back to the search results page and follow a link to another similar website. Great user experience is essential if you want Taiwanese web surfers to stay on your website and visit it again in the future.
2. Taiwanese user experience and Feedback go hand in hand
Besides not enjoying ads, Taiwanese consumers are used to stating their opinion freely about any topic of interest, including the products and services of a particular business. As long as you constantly try to improve their experience with your brand, they will not state any negative facts about it. Moreover, they will turn to your Taiwanese business for support time and time again.
Taiwanese individuals are proud of being Taiwanese, not Chinese, which means that a general inbound marketing plan for the Asian market is a waste of resources. Their opinion will be influenced by your approach. As a Taiwanese startup manager, you can’t afford to disappoint your Taiwanese audience. If you do that, everyone will know about it and your brand might not be able to recover.
3. Taiwanese consumers enjoy the English language, but they are not good at it
You can use English-based promotional materials, but you should not make Taiwanese individuals struggle to understand the meaning of your message. English words or idioms can be used to catch the eye of your Taiwanese audience, but you should not overdo it. Go with a simple, concise, easy to understand message/text.
One of the facts that you might not know about Taiwan is that it is big on environment. You have the option of using this important detail to create a smart strategy that will make your Taiwanese business more likeable. Show your concern for the planet and gain the attention and respect of Taiwanese consumers.