Taiwanese Consumer Behaviour vs Taiwanese Businesses

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.

Appeal to Taiwan Searchers and Search Engines with SEO

Most certainly, you have heard about SEO or Search Engine Optimization before. It is the kind of process that should get all of your attention, because without it, your Taiwan website will not benefit from the online recognition it deserves.

Why is SEO so important for your Taiwan business?

Well, the situation is not that complicated if you only want to promote your business through traditional marketing channels. However, when it comes to the online environment, you need SEO strategies. Otherwise, your Taiwan website will not be on that search results page. This translates into low performance, low traffic, low sales numbers.

Taiwan web surfers look for products, services and information online by using their favourite search engine and typing out keywords or full questions that have something to do with the topic that they are interested in. If your website is not indexed by the search engine, then you don’t stand a chance against your competitors.

What should your SEO plan focus on?

The first and utmost important fact that you need to keep in mind when developing your SEO plan is that your Taiwan website needs to appeal to search engines and then to Taiwan internet users. This means that you have to learn what search engines look for in the websites that they index and how you can make your Taiwan site more attractive for visitors.

Most probably, after a bit of research, you will realize that search engines want to delight Taiwan internet users with the best search results possible. You are at the point where the success of your Taiwan business/website is in your hands. SEO is what will get you on the right path towards success.

Here is what your SEO plan should focus on:

It would be recommended that you optimize your Taiwan website so that it can be picked up by search engines and placed on the first page of the search results page. To do that, you have to make sure that your Taiwan website focuses on a main topic that is posted on all pages.

Let’s say that you are the owner of a shop that sells and rents karaoke equipment. Even though you can have more than one topic on your website, your main one should be regarding your karaoke equipment. This means that all the keywords that you choose should revolve around it. A little bit of keyword research will help you in this matter.

After you have managed to choose the karaoke keywords that are relevant for your business, you should include them everywhere you can – page titles, page content, product descriptions, tagline and so on. You should know that it is not enough to optimize just a few pages of our Taiwan website. Do this with your entire website and cross-link the pages.

The most important pages of your Taiwan website should have a link on the homepage. This way, visitors will find what they are looking for and can be easily guided towards what’s important. For your karaoke website, your homepage should include a link to special offers, to karaoke FAQ, to the “about us” section and so on.

At this point, you should make sure that you change the structure of your permalinks and swap numbers with keywords such as the ones mentioned above. Search engines will appreciate this SEO strategy and so will Taiwan visitors. So, instead of http://karaoke.com/?p=123, you should have something like http://karaoke.com/karaoke-rental-special-offers/.

Even the images that you post on your Taiwan website should reflect the core of your business. So, instead of a photo that has the title “d5436.jpg”, you should opt for “karaoke-system.jpg”. Before you do anything else, make sure that you understand just how essential the content posted on your website is.

Appeal to Taiwan Searchers and Search Engines with SEO

Focus on quality descriptions, texts and articles that are not only well-written, but also extremely appealing. Grammar, style and word use should make visitors believe that the content is written by a human and not a robot. Remember to update the content on a regular basis and focus on quality rather than quantity.

Once your website is in a fantastic condition, SEO wise, you should consider linking it to other relevant sites. Of course, this does not mean that you should fill your pages with all sorts of links. A few useful ones are enough. For instance, for your karaoke website, you can add a link to a website that focuses on the upcoming karaoke events in your town.

Even though it sounds a bit too complicated, the good news is that you don’t have to go through this whole process alone. Marketing-Taiwan will be by your side, helping you come up with a SEO plan and apply it to your website. Along with content development and other essential inbound marketing tools, our team will guide your Taiwan business towards reaching its goals!

7 Interesting Facts about Digital Marketing in Taiwan (Part 2)

After reading 7 Interesting Facts about Digital Marketing in Taiwan (Part 1), The second part of our in depth analysis of Digital Marketing in Taiwan will tell you more about the factors that will help you have a better understanding of how Taiwanese individuals perceive the online environment. While working with the best inbound marketing team, you will know exactly what questions to ask them regarding the marketing plan that will put your Taiwan business on the map.

Next 4 Interesting Facts

  1. When talking about Taiwan social media, you need to focus all of your efforts on Facebook.

It’s essential to understand that Taiwanese internet users have a different behaviour than users from other countries. If in other parts of the world a successful digital marketing campaign encompasses Facebook, Twitter and Instagram, in Taiwan, the situation is quite different. When you want to reach as many individuals as possible, you need to publish engaging content on Facebook. This is the social network that has a say in the way your business will evolve. Nevertheless, you should keep in mind the fact that even though your posts will get countless likes, you still need your marketing team to work on creating quality content. This will be an ongoing task.


  1. Around 88% of Taiwan internet users access the online world on their smartphones.

This is extremely useful to know, especially when your goal is to attract as many internet users and convince them to visit your Taiwan website. If your site is not mobile friendly, people will avoid visiting it, which translates into less traffic and even lower sales numbers. You should also consider having a specific app created so that smartphone users can install it on their phone and benefit from a more satisfying customer experience. Just think about how easy it would be for your customers to order the products that they wanted with a few taps on their phone. This is yet another topic that you should talk about with your digital marketing team. They will be able to guide your Taiwan business in the right direction.


  1. More than 90% of Taiwan internet users go online from the comfort of their home.

If you believe that the place from where people access your website does not really matter, you should think again. When you are at work and only have a few minutes to spare, you don’t have the patience or the time to visit all sorts of websites. However, when you are at home, you are actually in a free environment where you can be yourself and do whatever you desire without worrying that your activities will be monitored and interrupted. So, you should consider this good news and use this piece of information to create content that Taiwan online users will enjoy.


  1. Besides visiting social networks and communicating with others, Taiwanese individuals use the online environment to search for information.

That’s exactly why you should learn more about search engine rankings and their importance in the online Taiwan environment. As you may already know and have probably tried on your own, when you need a piece of information, you usually use your favourite search engine to look for it. You can either type a few important keywords or a complete sentence. From a business point of view, you want a link to your website to be on the first page of the search engine’s results list. This way, you know that most of the Taiwanese individuals that look for products, services or even content that is somewhat related to your business, will visit your website.

In a word, you could say that Taiwanese internet users use mostly their smartphones, when they are at home, to go on Facebook and look for information. You can base your entire digital marketing strategy on this simple sentence. As long as you rely on the expertise of our team at Marketing-Taiwan, you will be able to see for yourself just how useful it can be to opt for the services of marketing professionals that completely understand the behaviour of Taiwanese consumers.

7 Interesting Facts about Digital Marketing in Taiwan (Part 1)

When you expand your business to the Taiwan market, you want to make sure that every single resource you choose to invest will take you on the right path to success. Even though this is your ultimate goal, many business managers prefer opting for the cheapest digital marketing services, not knowing that this decision will set them up for disappointment.

Before you make any final plans regarding your business strategy, it would be best to know your facts about digital marketing and the services that could help you take your business to the next level on the Taiwan business market.

First 3 Interesting Facts

Here are some interesting facts about digital marketing in Taiwan that will surely offer you more insight regarding what is happening in the online Taiwan environment.


  1. Digital marketing in Taiwan uses different strategies than other Asian countries to reach the target audience of each business.

If you are wondering why that is, you should know that Taiwan is actually considered to be the freest media country in Asia, which means that its population has access to information from all over the world and that Taiwanese individuals don’t have to worry about censorship. When there are strict rules regarding the content that is published, individuals don’t really have the chance to think for themselves and create their own opinion. The good news is that this is not the case when it comes to Taiwanese people. Of course, this also means that you need to include quality, creative and fresh content into your overall marketing strategy. This is the way in which you will attract people and get them interested in what your brand is all about.


  1. Many companies that want to penetrate the Taiwanese business market have started looking into inbound marketing strategies so that their efforts will bring better results.

An inbound marketing plan will use various tools that suit the needs of your business and that will allow you to get more people interested in your website. After you manage to do that, the content posted there will allow you to convert these visitors into leads. Leads will become paying customers and then promoters, if they are satisfied with the level of service that your brand offers. Choosing to post duplicate content on your website and use the same promotional material over and over again will get you nowhere – so, if you have opted for this strategy, you should stop wondering why it is not working.


  1. Cheap digital marketing services will keep your Taiwan business’s evolution on standby or even worse.

There is nothing wrong with looking for the support that you require and make sure that you get good value for money. However, opting for cheap digital marketing services might turn into a disaster, especially when it comes to the Taiwanese business market. Low quality service providers will promise you the moon and will offer you just that – empty promises. However, a team of actual digital marketing professionals will help you set realistic goals, build a proper marketing plan and tell you just what sort of results to expect from all of your efforts together – all that will be presented in a realistic time frame.

Marketing-Taiwan can tell you everything you need to know about inbound marketing and will select the best tools to adjust the best inbound marketing plan to the requirements of your business. You will start seeing progress as soon as you start working with theMarketing-Taiwan team, but you will need to be patient for a little while, until all the strategies that we put in place start providing measurable results. Believe us, you will not be disappointed!

Read more: 7 Interesting Facts about Digital Marketing in Taiwan (Part 2)

Cultural Issues and Your Taiwan Business

There are difference

Even though your business is thriving in different parts of the world, you should not take it for granted. What works in Europe will certainly not help you acquire the same results in Asia. Moreover, you should be aware of the fact that there are cultural differences between Asian countries as well. For example, even though Taiwan is strongly influenced by China, it still has its own identity.

Instead of trying to apply the same “recipe for success” that you have used for your business across the globe, you should do some extensive research that will allow you to adjust your approach to meet the demands and needs of Taiwanese individuals. Before elaborating any marketing strategies, make a note of the fact that cultural issues found in Taiwan will affect the way in which your business is perceived.

Another interesting fact that you should know about Taiwan is that it is considered one of the top five economical powers in Asia. Due to massive media liberalization, Taiwanese individuals have managed to make their voices heard. They state their opinions everywhere they can, especially on social media, about any topic of interest. From a business point of view, social media is one of the channels where you can interact with your Taiwanese target audience.

Facebook is the Social Media

In fact, in Taiwan, Facebook has the highest penetration rate among Taiwanese internet users. If you engage with your audience and publish quality content on a regular basis, you will be able to create a brand identity that your followers will identify with. Another reason why you should pay attention to social media is the fact that Taiwanese individuals are somewhat disappointed of the sensational and untrue news stories presented in traditional media.

So, they turn to social media to look for accurate information regarding topics of interest. You should also know that Taiwanese internet users value the freedom of stating their opinion and they do it, regardless if we are talking about politics, celebrities or even Taiwan businesses. They will tell you what they think of your business, fact that will surely help you improve the products and services that you offer them so that you can reach a higher level of satisfaction among customers.

Seeing that their opinion matters to your brand will only make Facebook followers turn into website visitors and then into customers. Using the feedback that they offer you on an ongoing basis will convince consumers to return and rely on your Taiwan business for providing them with the products and services that they require.

Language Issues

Language is yet another cultural issue that many businesses seem to have trouble with because they focus on promoting English-only messages. Despite the fact that most young Taiwanese individuals have a fantastic command of the English language, it would be recommended that you work on promotional materials that include Taiwanese expressions and even make use of an English-Taiwanese message combination.


A Taiwan based team of marketing professionals will know just how to translate your slogan and to adjust your content to the needs of your Taiwanese target audience. Marketing-Taiwan will develop an inbound marketing plan that is not only based on accurate data, but that will also help you overcome all cultural issues you may come across while trying to expand your business to the Taiwan market.

Top Factors that Influence Taiwanese Consumer Behaviour

Why Taiwan?

Taiwan is a country filled with opportunities, especially for entrepreneurs that want to expand their business to this rich market. Nonetheless, all decisions that are made towards this goal should be based on relevant information that can help you adjust your approach regarding Taiwanese consumers. The good news is that a recent study says 87% of Taiwanese consumers are more likely to shop online than go to regular stores.

You can access the online environment and use the tools available for your business to build and promote your brand through all the right channels. If you are looking for a minimal use of resources and gain maximum profit, a little bit of research regarding Taiwanese consumer behaviour and a well-thought inbound marketing plan will do the trick. Fortunately, Marketing-Taiwan understands the consumer behaviour of Taiwanese individuals and knows just how to elaborate your inbound marketing plan to reach all of your business goals.

Here are a few factors that you should check out before you decide on any marketing strategies for your Taiwan business:

1. Brand identity

What does this mean? Well, even though Taiwan is traditionally a country that based its economy on the manufacturing field, where marketing and the creation of brands were not priorities, the situation has changed. Nowadays, Taiwanese individuals want to identify themselves with the brand of a product. They want to believe that a particular product was specifically designed to match their needs. That’s why your brand should deliver this message.

2. Global trends

Interesting enough, globalization has offered Taiwanese consumers access to information, products and services that have helped them create their own sophisticated identity. So, if you already have a business and have been thinking about expanding it to the Taiwan business market, you may attract them with an approach that respects their cultural identity and that will allow them to follow modern trends from all over the world.

3. Educational information

Taiwanese consumers don’t like being bombarded with ads that don’t offer them any valuable information whatsoever. No matter how interesting your promotional materials are, you should focus on offering prospective customers useful information that can help them improve their life. By showing them that you care about their needs, Taiwanese individuals will become interested in the products and services that you have to offer.

4. User experience

Most businesses want to save as much money as possible, so some of them decide to cut costs when creating their website. However, your Taiwan website needs to offer Taiwanese users the opportunity to browse through pages and products with ease. You should also make sure that the ordering process requires only a few clicks. Keep the design of the site simple, yet attractive and don’t change it too often.

5. Brand engagement

It is not enough to build a brand that looks good on paper but that does not offer Taiwanese consumers the impression that their voices are heard. There a few easy ways in which you can engage with your target audience, especially with consumers that have something negative to say. Social media is one of the channels that can help you in this matter. Keep track of relevant conversations and respond to comments and messages.

6. Comfort

Besides the fact that there are product reviews available a simple click away, Taiwanese internet users have access to a larger variety of products and services that they can choose from. Make sure that your marketing team approaches your target audience through the channels that they use the most (Facebook, email and so on). It’s more comfortable for consumers this way because they don’t have to look for your products.

7. After purchase support/service

Obviously, you want to make sure that the website visitors that you have managed to turn into customers will become loyal to your brand. Well, you should know that it is not enough to offer them a quality product or your complete attention only until the transaction is completed. Taiwanese consumers need to know that they can count on your support even after they have invested in your products or services.

Taiwanese Consumer Behaviour


The moment you decide to take the first steps towards launching your business on the Taiwan market, you have to look for support. The best idea that you could have would be to look for a Taiwan based team of digital marketing experts that understand Taiwanese consumer behaviour and will help you not only set realistic business goals, but also reach them sooner rather than later. Marketing-Taiwan is here for your Taiwan business on an ongoing basis and will offer it the best conditions to evolve!


Why We Love Taiwan

Taiwan, Love

Taiwan is a small country that covers just more than 36,000 square kilometers but with 23 million people crammed onto an island, that leads Taiwan ranks among the 20 most densely populated places in the world.

Even though people think of cheap electronic when think of Taiwan, or think of Ann Lee (the oscar-winning director) when think of Taiwan, there are too many things that Taiwanese do better than anyone else, we’d like to highlight 3 things that we like the most!

1. Free Wifi on the entire country

Taiwan is one of the first places in the world to offer free WiFi on the whole country. Taiwanese have been able to log onto iTaiwan, the island’s free Wifi network, since 2011, There are around 4,400 hotspots that you can get free Wifi. The most important is the WiFi is not limited to local citizen but anyone else from overseas, for free! It is a good sign for your digital business, isn’t it?



2. Night markets & Good food

Taiwan sure has a lot of night markets! They are open-air bazaars for street food, such as oyster omelets, stinky tofu and bubble tea are not just locals’ favourite but the must-tried food for every foreigner.


3. The Convenience Stores

There’s a 7-11 on almost every corner of the entire country! If there’s no 7-11, there’s another brand of convenience stores. They run 24/7, selling coffee, drinks, snack foods, some have tables and toilet. You can do just about anything you might need to do at these stores. You can mail packages, use the ATM, make copies or send faxes!



What do you think now? This is certainly a lovely small country that is super comfortable to live in. It is accessible, convenient, and warm! We love Taiwan, and we think you should, too!

3 Common Misconceptions About Taiwan Digital Marketing

Many business owners and marketers think Taiwan digital marketing can be a key growth strategy for their Taiwan market, and it can be convenient to just apply what works on global market (or your market) to Taiwan. But actually in Taiwan we have our own game. You need to plan your marketing strategy carefully before entering it.

3 misconceptions

1. Social Media: Twitter, Google+ and Weibo?

No, No, No, it’s Facebook, the major one! And there is a network protocol PTT.cc you can’t neglect! Very few people use Twitter, Google+, Weibo (that’s for China).

Facebook’s penetration rate in Taiwan is higher than in any other market in the world, Taiwan had a 75% Facebook penetration rate today. Around 13 million daily users in Taiwan, according to Facebook data. It is one of the most important website/app in Taiwanese daily life. Therefore, from the marketing’s point of view, Facebook is your marketing playground and you can find your potential users easily.

In addition to Facebook, you need to know a local platform – Taiwan’s BBS – a Telnet based social network that has been developed in 1969. PTT.cc is the largest BBS in Taiwan with 1.5 million registered users and about 40,000 posts are created everyday listed in different “Boards”. Topics include gossiping, e-shopping, joke, movie, food, game, make-up, boy/girl & romance issues, music, car, phone…you name it! If a marketer can successfully sneak in here and have people talk about the product or service, you have done half of your digital marketing effort. Way to go!


2. Messaging App: WhatsApp and WeChat

Noooooo! Taiwanese love Line!

Today Line hits 16 million users in Taiwan, that’s almost 70% of Taiwanese. In our opinion, Line’s cute stickers really help it acquire market share and differentiate itself with global competitors such as WhatsApp and Chinese app WeChat. These innovative and funny stickers are irresistible to Taiwanese culture; to us, a sticker represents more than a thousand words, it has emotion and personality, and it is convenient. The stickers and messages are used daily with friend or family, and with people from workplace.

Line has a product known as official accounts which companies can use to interact with Line users. This could be your digital marketing start point.

3. Taiwanese read Simplified Chinese too

Of course not!! You know Taiwan uses Traditional Chinese, don’t you?

Some people might think that Simplified Chinese is just another type of Chinese, should be simpler and easier to Taiwanese. Wrong, wrong, wrong. Don’t use any Simplified Chinese content to your Taiwan audience, if you do, your brand is dead, we mean it, dead. Taiwanese see Simplified Chinese as sort of incomplete stuff, we are proud of using Traditional Chinese; hence using Simplified Chinese would directly make the quality of your product or service look “incomplete and poor”, and you certainly don’t want that happen to your business and brand.

Now, based on the goals you’ve established for Taiwan digital marketing, you can then begin to work out and refine what tactics and platforms you will use. Good luck on Taiwan digital marketing!