🇹🇼 Taiwan Consumers in March

Good Morning Breakfast Rebrand🥓| Yahoo Exits 👋|Kantar E-commerce🛒

As Taiwan veers into spring, there are many reasons for optimism in the retail sector.

Taiwan's retail and food & beverage sectors reported record sales during the first two months of 2023 and consumer confidence has risen for three continuous months.

Here is a look at what happened in the last month：

1. Yahoo Leaves Taiwan

   

   
   Yahoo! Kimo(Yahoo奇摩) the Taiwanese version of Yahoo!, is up for sale, with several parties including Eastern Media International Corp and Fubon Securities rumored to be interested in buying all their assets in a package deal.

   Yahoo launched its auction e-commerce platform in 2004 and for a decade was one of the leaders in Taiwan e-commerce. Since the ascendancy of momo and the entry of Singaporean giant, Shopee, into Taiwan, Yahoo has struggled to maintain market share.

2. Breakfast Chain, ‘Good Morning’ Gets a Branding Revamp

   

   Breakfast restaurants are a mainstay in Taiwan, serving a steady menu of crowdpleasers such as breakfast burgers, danbing, and fried radish cakes. Leading chains like Mei Er Mei (美而美) have not changed their interior decoration, let alone updated the branding, for decades. In the last five years, several new upstart chains with more modern interior design and innovative menus have started popping up.
   
   To stay relevant, the 40-year-old chain, Good Morning (早安美芝城) has teamed up with local artist, noii noii, to revamp the stores packaging and visual identity.
   
   Could this prompt more traditional brands in Taiwan to do the same?
   

3. E-Commerce is Commonplace in Taiwan but Shoppers Use Infrequent

   

   Since the pandemic, e-commerce penetration in Taiwan has grown by 8%, finds a recent Kantar study. 71% of Taiwanese now buy online, significantly greater than most developed economies and nearly 25% higher than neighboring Japan.

   
   While e-commerce is relatively widespread, purchase frequency is low, with only 9.5% of Taiwanese frequently buying online, far less than China(24.4%) and South Korea (27.4%).