Taiwan

Selling and buying

Reaching the consumers

Marketing opportunities

Consumer behavior: Consumers are loyal to brands. The leading brands dominate the market completely (especially in agri-food). However, the Taiwanese are very attentive to prices; a brand or a store which put its prices up would lose customers immediately. Food purchases are made as and when needed, and national and Japanese products are the most frequently bought.
Consumer profile and purchasing power: The Taiwanese consumer is also keen on new products especially in the high-tech sector.
Consumers associations: Consumer Protection Commission
Net Consumers Association
Main advertising agencies: Dentsu
Leo Burnett
JWT
Mac Cann
Omni Ad

Distributing a product

Evolution of the sector: Hypermarkets have become very widespread over the last few years as have local shops. There are also very many department stores. At the present time the market is saturated.
Market shares: The main group is Carrefour with about 40 hypermarkets, then comes Géant (about 12 stores), RT Mart Auchan (3 stores) and Costco (3 stores). 7 eleven dominates the local shop market with about 3 000 stores offering many different services and open 24/24.
Organizations in the retail sector

Market access procedures

International Conventions: Member of World Trade Organisation
International economic cooperation: The lack of formal diplomatic relations between the Republic of China on Taiwan with Taiwan's trading partners appears not to have seriously hindered Taiwan's rapidly expanding commerce. The Republic of China maintains cultural and trade offices in more than 60 countries with which it does not have official relations to represent Taiwan's interest. In addition to the WTO, Taiwan is a member of the Asian Development Bank as "Taipei, China" and the Asia-Pacific Economic Cooperation (APEC) forum as "Chinese Taipei". These developments reflect Taiwan's economic importance and its desire to become further integrated into the global economy.
Non tariff barriers: A very open country, with very low Customs duties. However, many Chinese products are prohibited (especially foodstuffs). Some agricultural products are protected, but this is limited as Taiwan is part of the WTO.
Customs duties and taxes on imports: The duties payable on imported goods are essentially defined on an ad valorem, specific, or selective basis, depending on the items involved. At present the average nominal tariff rate is 8.25 % and the average effective rate is 3.25%.
Customs classification: The Taiwanese tariffs are based on the Nomenclature of the Harmonized system of Name and Codification of Goods. More information on Go web.
Import procedures: The Customs levies duties on import goods in accordance with Customs Laws, Customs Import Tariff and other relevant regulations. Under the automated Customs system, cargo clearance is categorized into three types, namely C1 (free of paper and cargo examination), C2 (subject to document scrutiny) and C3 (subject to document scrutiny and cargo examination). Please consult the website Fedex for more information.
The case of samples: Beer and liquor samples must follow liquor requirements if over 5 liters. Splitting a shipment to avoid duty/tax is prohibited. Contact Ministry of Finance for Import Business License. Cosmetic samples containing poisonous or potent medicines require an approval letter from the Department of Health.
For further information: Taipei custom office.
Ministry of economic affairs.