Taiwan Excellence campaign promotes Taiwanese brand recognition in Vietnam

The Taiwan Excellence campaign has successfully promoted Taiwanese brands in Vietnam

Excellent Lifestyles concept

From working with 30 brands in 2012, Taiwan Excellence saw a significant increase in the number of participating brands, with 63 brands taking part this year. Some of these were from new sectors such as machinery, which had 22 participating brands. Information communications technology remained the key sector, with a number of leading names like HTC, Acer, Transcend, Silicon Power, MSI and ADATA participating. The home-living sector has also been represented by many well known brands including Carnation, Cashido and Inadays. Meanwhile, in the field of transportation, new comers and familiar names alike, including Luxgen, SYM, and Strida have made their presence felt.

Following the success of previous years, Taiwan Excellence has continued to offer Vietnamese consumers an opportunity to experience advanced and innovative Taiwanese products through a series of interactive events. The Taiwan Excellence Home and Leisure Experience Zone series held at major shopping centres in Hanoi and Ho Chi Minh City was a major highlight of the programme. These events provided an ideal opportunity for consumers to experience the superior values of Taiwan Excellence products.

The programme has also showcased its “excellence” concept with a strong group of innovative, trustworthy and reliable products from Taiwan through key trade events in addition to the programme’s usual activities. These trade events included  the International Precision Engineering, Machine Tools & Metalworking Exhibition where Taiwan Excellence presented 22 leading machine tools and metalworking brands and Vietnam Expo 2013 with 41 ICT and home-living brands introduced to international business partners and consumers.

Recent market research by Nielsen reported that 91 per cent of Vietnamese interviewees recognised Taiwanese information communications and technology and home living brands – 3 per cent up from 88 per cent in 2012. It also revealed that about 7 per cent of Vietnamese consumers were familiar with Taiwanese brands when mentioning home-living and 8 per cent recognised brands from Taiwan in the ICT category.

Taiwan Excellence Cares

An additional social component was introduced this year that aimed at bringing the Excellent Lifestyles concept to Vietnam, Indonesia, India, Thailand and mainland China. The Taiwan Excellence Cares promotional campaign involved encouraging the public to vote to choose and fund charity projects.

In Vietnam, around 400,000 votes were cast and three charity proposals were chosen. A sum of $10,000 was raised to fund the winning proposals. Through this special programme, Taiwan Excellence was able to help take outstanding ideas from five countries and delivered them to people in need.