Snapshot of Consumer Behaviors of Feb. 2022-EOLiSurvey (EN).pdf

1. Tracking Survey: How Omicron outbreak affected consumer’s behaviours?
2. Relationship related topics decrease among lunar new year holidays
3. Big Data Research of E-invoice：Here comes Housework Queen!!
4. Tracking Survey to Consuming Behaviors
• Utilization survey to new consumer behaviors
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
of TW Consumer Behaviors of Feb. 2022
Snapshot
Released on Mar. 9, 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

Agenda
1. Tracking Survey: How Omicron outbreak affected consumer’s behaviours?
2. Relationship related topics decrease among lunar new year holidays
3. Big Data Research of E-invoice：Here comes Housework Queen!!
4. Tracking Survey to Consuming Behaviours
• Utilization survey to new consumer behaviours
• Rankings of hot topic types among consumers
• Rankings of mindshare of YouTubers
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Feb. 2022) © Eastern Online Co., Ltd.

Tracking Survey:
How Omicron outbreak affected
consumer’s behaviours?
PART １
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. / 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City

42% 52%
69% 71%
41%
54% 65%
79% 83%
51%
Mar.
2020
Apr.
2020
May.
2021
Jul.
2021
Feb.
2022
Mar.
2020
Apr.
2020
May.
2021
Jul.
2021
Feb.
2022
Weekdays Weekend
Stay-at-home time
no change increase at least 1hr
1.The time spending at home is similar to that at the
beginning of the pandemic in 2020
• The percentage of increase in the time spent at home is similar to that at the beginning of the pandemic in 2020: In general, about
40%~50% of people spend more time at home, but the increased range of the time is the least compared to other periods of pandemic.
• The change of the time spent due to the pandemic can be estimated based on this percentage and it is shown that people may
live jointly with the pandemic in the future.
4
3rd level
alert
Soft lockdown Omicron Outbreak
Daily case number

2. During the pandemic period: firstly adjust the dining
and audio and video habits
• Observing the activities that appear due to the pandemic, except for the pandemic prevention, cooking at home, watching TV at home,
watching streaming media and playing video games are the behaviors that consumers will spend more time on due to different levels of
the pandemic.
5
● Activities increase due to outbreak (multi-answer) *Top 10
April 2020 May 2021 July 2021 February
1 clean hands clean hands wear masks online shopping
2 wear masks wear masks clean hands wear masks
3 watch TV watch TV cook at home watch TV
4 cook at home cook at home watch TV cook at home
5 online shopping online shopping online shopping clean hands
6 free online streaming free online streaming free online streaming free online streaming
7 clean house clean house clean house video games at home
8 Making tea/coffee at home Work from home chat with family clean house
9 video games at home chat with family video games at home order food delivery
10 chat with family video games at home order food delivery
consume frozen packaged
food
none of the
activities listed in
the question
16% 9% 8% 26%

3. Department Stores are firstly affected
• The pandemic of Omicron Virus changed the spending channels of nearly three third of the consumers, which is similar to the conditions in
the pandemic period of 2020. And the top 5 spending channels that consumers visit less are also the same as that in the 2020 pandemic
period.
• Under the impact of Omicron virus, department stores are firstly affected, flowing by cinemas, hypermarkets, and the markets with
undemanding real-name registration.
6
Note*：”Maintain the original channel behavior” is the result of a ratio of the option that presents "I didn't reduce to the outgoing channels."
Feb. 2020 Mar. 2020 Apr. 2020 May 2021 Jul. 2021 Feb. 2022
Department
store /
Shopping mall
Department
store /
Shopping mall
Cinema Hypermarket
Department
store／
Shopping mall
Department
store／
Shopping mall
Hypermarket Cinema
Department
store／
Shopping mall
Department
store／
Shopping mall
Night market Cinema
Cinema Night market Night market Supermarket Hypermarket Hypermarket
Night market Hypermarket
Hospital／
Clinic
Night market
Traditional
market
Night market
Traditional
market
Traditional
market
Hypermarket
Convenience
store
Hospital／
Clinic
Traditional
market
● TOP10 Reduced visit channels (Multiple answer)
43%
33%
20%
8% 9%
27%
Feb. Mar. Apr. May Jul. Feb.
2020 2021 2022
Maintain the original channel
behaviour *

4. Taking out and food delivery are used more, cooking at
home are less
• The percentage of taking out food increases by nearly 30%: Due to the Omicron Virus, consumers adjust the way of having meal for the pandemic
prevention. Among the adjustment, the percentage of taking out increases most, flowing by the food delivery. During the relaxed restrictions period, about
40% of consumers would buy ingredients and cook at home, but the percentage of cooking at home only increases by 17% in the Omicron pandemic
period.
• The percentage of maintaining the way of having meal increases by 35% while the percentage of dining in increases by 8%: comparing with the
relaxed restrictions period, more than 90% of consumers change their dining habits. During the pandemic period of Omicron Virus, the daily confirmed
cases only come to tens place on average and the sources of infection are unclear, but the impact on the dining habits is smaller than that in the relaxed
restriction period. 8%of consumers think the risk of dining in will increase or the dining in will be restricted in the future so they will choose to dine in more.
7
36% 25% 28% 40% 19% 18% 13% 12% 9% #N/A
29%
23%
18% 17% 14% 11% 9% 8%
35%
8%
Take-out
from
restaurants
Food
delivery
Purchase
dried
food,
instant
noodles,
etc
Cook
at
home
-
ingredients
from
physical
channels
Food
fromCVS
Cook
at
home
-
ready-to-
eat
products
from
restaurant
Cook
at
home
-
ingredients
through
delivery
platforms
Purchase
ingredients
through
e-commerce
platforms
to
cook
at
home
Keep
the
same
dining
behavior
Increase
in
frequency
of
eating
in
the
restaurant
Meals of the day come from…
Jul. 2021(Soft lockdown) Feb. 2022(OmicronOutbreak)
Q. Which dining behaviours you increased in the past month due to Omicron outbreak?
8%
Grab the opportunity and
increase the frequency
of having meals / meet-
ups in the restaurant

Relationships are always talked at the
Spring Festival? It is been discussed
less year by year.
• Relationships issues come out every Spring Festival: Tracing back to the last three Lunar New Years, about 20% of the consumers took
the initiative to talk about the relationships issues. It is shown the pressure of being asked the relationships in the family gathering
conditions. The percentage of discussing relationship issues in 2022 falls to 16%, which means it has been discussed less year by year.
• However, in the 36-months survey, the relationship issue is firstly ranked into the top 8 as a hot topic in February of 2022. It may be a
temporary phenomenon brought by the marriage issues of the popular entertainers.
8
21%21%
20%
17%17%17%
20%
17%
18%18%
21%
18%
13%13%
15%
16%16%
18%18%
15%15%
18%
21%
19%18%
16%
15%
16%
14%14%
16%
14%
17%16%16%
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
2019 2020 2021 2022
Topics consumers proactively share or speak with friends: Relationships
• Lee-Hong Wang divorce scandal
• Korean actors Hyun Bin & Son
Ye-jin tie the knot
• Chi-Ling Lin welcomes a baby
PART ２

PART 2
Big Data Research of E-invoice
Here comes Housework Queen!!
The sales, as well as the development of the market of household
cleaning product was brought by the pandemic in 2021
And the Housework Queen is discovered by EOL.
Eastern Online Consumer Research Group/ EOL E-invoice Sales Analysis Database
Eastern Online Co., Ltd., 7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

Introduction: EOL E-invoice Database
The number of
invoices in 2020
200,000,000
The number of
active devices in 2020
1,600,000
Take the lead in the big
data research of e-invoice
info in Taiwan
Consistently
stay ahead in
the industry
More sales data can be acquired through the e-invoice info, such
as shopping in a brand's specialty store or on its official website,
& wouldn't be limited to the general merchandise stores.
Therefore, that reveals more real sales of brands and avoids
misestimating the market trends.
More Comprehensive Scope of the Data
Broaden the Data Horizons
Over one hundred million of
e-invoice per year of the past
5 consecutive years
Take the lead in the big data
research of e-invoice info in
2014 & have a great deal of
experience in this research
10

11
The origin of the research
Every house would have a clean-up before the Lunar New Year. The sound of cleaning and flushing can be heard from
neighbors the night before Lunar New Year’s Eve or even at the Lunar New Year’s Eve. And on the evening of Lunar New Year’s
Eve, many of the colorful empty bottles of cleaning products can be seen in the recycle bin. During the period with the severe
pandemic in 2021, consumers purchased and used more cleaning products compared with the last few years. Under such a
condition, how is the brand competition in the household cleaning products market? Is there any eye-catching new brand?
Data collection and method：
• Period：2020～2021
• Source：EOL E-invoice Sales Analysis Database
• Cleaners for home including glasses, floor, bathroom, Kitchen, all-purpose, tube and toilet
• E-invoice number: 520,559
• Device number: 290,584
• Channels：physical and online shops, which provide e-invoice, including hypermarkets, supermarkets, CVS
and online shops and platforms

17.4% 12.8% 6.6% 5.2% 4.7%
2021 TOP5 House Cleaner
$204
COST
(average) $172 $1,182 $604 $113
Quantity
/per time
（L）
1.1 1.0 3.8 1.2 1.5
Market
share of
the sale
12
Source: EOL E-invoice Database ；Period: 2020.01~ 2021.12；Photo Credit: Screenshot Courtesy of the Shopping Websites

The black horse：Housework Queen
• The household cleaning brand comes out from
the internet, with the household cleaning and
bug repellent products as the main products.
• FB/Line are the main connecting channel
• Products can be bought on the official website
of the brand or other websites directly.
• Main products
 bug repellent floor cleaner
 bug repellent cleaner spray
bug repellent
floor cleaner
1000ml
NTD299
bug repellent spray
500ml
NTD270
0.4% 6.6%
29 3
Changes of the brand in the last two years
2020 2021
Market share
of the sale
Rank
13

The rise of Housework Queen in 2020-2021
The surprising growth of the brand sales
2020 2021
+1823%
Changes of the estimated sales of Housework Queen
in the last 2 years
Increase by 1823% from 2020 to 2021
Household cleaner: sales online keeps growing
The percentage of sales online was 20.7% in 2020,
and grew to 26.8% in 2021
20.7%
網購/電視購物
實體通路
26.8
%
Changes of sales channel of household cleaner
from 2020 to 2021
2020 2021
Housework Queen has the best sales online
Housework Queen took 25% of the online market
share in 2021
According to EOL E-invoice Database, the percentage of the online
shopping for household cleaners was 20.7% in 2020 and grew to 26.8%
in 2021. Housework Queen took 25% of the online market share in 2021,
which had the best sales online. It is shown that it has great ability to sell
online.
25%
2%
Changes of the online market share of Housework
Queen
2020 2021
Sales channel of Housework Queen
99.9%
Online/TV shopping
96.8%
official website of the brand
3.2%
Shopee or other websites
Housework Queen has succeeded in managing
the official website
The brand is mainly based on the online shopping
and 96.8% of sales are from its official website
14
the estimated sales
Online shopping/
TV shopping
Offline shopping

Bug repellent has great potential
in the market of cleaning products
The bug repellent is getting popular!
According to EOL E-invoice Database, the cleaner
brands with the tag of ‘bug repellent’ have the growth of
the estimated sales from NT$ 26 million in 2020 to NT$
170 million in 2021. it is presented that consumers have
the need of repelling the bugs and the products with this
kind of feature will have market potential.
26.0
176.0
2020 2021
推估銷額
Floor cleaner
Multi-use spray
Main
product
Floor cleaner
Table cleaner
Market
share
Housework Queen thrives and becomes the leading brand in bug
repellent products.
Multi-use cleaner
Multi-use spray
Source: EOL E-invoice Database ；Period: 2020.01~ 2021.12
15
Estimated sales (NT$
million )
The household cleaning product brands
related to the bug repellent
TOP3

What are the strengths of Housework Queen？
2. Develop more products from one core
From the function of bugs repelling, the brand set floor cleaner and cleaner
spray as the main products, and releases glass/incrustation cleaning spray
and mildew remover. Later, the greasy dirt detergent foam and dish
detergent are released for the kitchen space. Recently, the product line is
further expanded with home fragrance products. Every product will have a
clear introduction, teaching consumers to use the product in various ways.
1. Clear and simple target: bug repelling with herbs
The simple target of Housework Queen is using herbal essential oil
to repel bugs, which aims to repel the pests that annoy Taiwanese a
lot, such as cockroaches and ants. And this creates differentiation
with other brands. The product emphasizes the natural essential oil
ingredients without any chemical agent, coming out with the product
feature: natural, non-toxic, mother-and-baby friendly, and even
harmless to pets. All the features are based on the core of bug
repelling with herbs.
How Housework Queen becomes the black horse occupying the household cleaner market?
Here are the initial observations from EOL:
3. Improve the sales with supporting sales
The main sales method is supporting sales with various products.
Different products combination projects will be released based on
different using fields, consumer groups or specific functions. The
price of products combination will be more than one thousand and
therefore, if consumers have no willing to buy the too many products,
they can choose to buy with friends and relatives. This sales method
can increase the per customer transaction. The database also
shows that this method can improve the sales.
4. Use Line@ to crate an echo chamber for customer
management
In terms of the interaction with consumers, except for the official fan page on
Facebook, the brand also establish Line@ official account for consumers to
buy product directly on Line. It can not only help answer the questions from
consumers immediately but also respond to any complaint one-to-one on Line,
which can avoid the expansion of the negative information. And if receiving
any positive comments, the brand can collect all of them and make it as the
advertisement released on the official website or on Facebook. More positive
comments collected can attract consumers to leave good messages, which
creates an echo chamber.
16

PART 3
Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department
Eastern Online Co., Ltd. / 7F, No.306, Sec.4, Xingu Rd., Da-an Dist., Taipei City

Utilization Survey to New Consumer Behaviors
59%
Online Payment
Trying out cleaning products
of unfamiliar brands(16%)，
I would like to try it out even
having never heard of it before
(7%)
13%
Purposeful diet control
behaviors
25%
Posting IG Stories
Of all the respondents aged 20 to 59, what were the levels of utilization of various consumer behaviors in the past month?
Others
Having Micro-cosmetic
Surgery
No
Change
18
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
2%
No
Change
7% 4%
2% 4%

Hot Topics Among Consumers in Jan. 2022
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with
friends in Feb.?
19
34%
Shopping
and
Discount
27%
Entertai-
nment
18%
Cooking
44%
Food
and
Dining
35%
Investm-
ent
17%
CVS
Royalty-
Scheme
20%
Gaming
16%
Relation
ship
p

Mind Share Obtained by
Top 5 YouTubers in Feb. 2022
20
# 4
# 5
# 3
# 1
# 2 3 UP
--
1 Down
1 Down
1 UP

Mind Shares Obtained by YouTubers
Rank Jan 2022 Jan 2022
1 Muyao 4 Super Playing Muyao 4 Super Playing - -
2 Chien’s Eating Aga Tsai ▲3
3 77sevenboss Chien’s Eating ▼1
4 TGOP 77sevenboss ▼1
5 Aga Tsai Catino Crazy News ▲1
6 Catino Crazy News Koreajinzhengu ▲3
7 NSFW TGOP ▼3
8 Aga Tsai Life Aga Tsai Life - -
9 Koreajinzhengu HOOK ▲18
10 Lessons from movies Joeman ▲5
11 Jesse Tang HowFun ▲3
12 Potter King Ku's dream ▲12
13 JAPAN Sanyuan_JAPAN shasha77 ▲9
14 HowFun EYECTV ▲7
15 Joeman Aotter Girls: Girl's Tech Talk ▲20
In addition to the number of subscribers and the video views, the monthly consumer heart shares obtained could also reflect the difference in
influence between YouTubers. The following are a table of YouTuber channels that consumers have actually (and most frequently) watched
(i.e. channels which could be clearly identified by consumers) in the past month, which serve as the reference for mind shares obtained by
each listed channel.
21

EOL Group is the largest local market research agency in Taiwan, and has EOL iSURVEY, EOLembrain, and EOL social
as its affiliates.
Starting from Taiwan, the scope of EOL’s customer service covers the whole Asia-Pacific region, which allows us to provides
clients with the most complete and market-insightful solutions, analysis of the consumer’s daily life context for understanding
and planning the consumption trends, and serve as the leading brand of Chinese consumption trends.
Company in
Mainland China
Companies in Taiwan

EOL Consumer Research Team (EOL iSURVEY)
23
1000M
200,000
Members
34 Years
55,000
Households
400
Participants
200
Institutions
E-ICP
Taiwan Consumption
Demands Research
Research to changes of
consumption trends, values
and lifestyles
Big Data Research
Research on sales using
data of issued invoices
Research on preference of
telecom consumption
Research on word-of-
mouth among communities
iSurvey
Solid, fast and precise
identification of
registered members
Trend
Seminar
Member of Macromill
Weekly index Asia
Annual Trend Seminar

Visions and Market Insights of
EOL Consumer Research Team
24
Market Analysis
Allow you to comprehend
the scale, profitability and
annual growth of the
market you plan to enter
Competition
Overview
the number of competitors
and their competitiveness,
and
• market shares,
• channels distribution,
• product lines
Consumption
Preferences
and Behaviors
the consumption behaviors
and characteristics, the
annual changes, as well as
the consumer psychology
and demands
Strategies for
Market Entry
Offer you the
optimum approaches
to enter the target
market

Integrated Platform
Teams and Experts
from Diverse Fields
Precise Marketing
Proposals
E-ICP Marketing Database
The Online Survey Database with 180,000
Registered Members
Offline Qualitative and Quantitative Survey
Teams with Advertisement and Industrial
Experience composed of Experts from fields
including:
1. Trend Study 2. Communication
3. Brand Marketing
4. Consumer Behaviors
The presentation of the research results can
offer effective and feasible strategic
proposals.
The integrated marketing and communication
service could be offered using resources of
the Group
E-ICP Marketing Database
E-ICP System
E-ICP e-Yearbook
Research Report on Top 10 Lifestyles in Taiwan
Trend Report on Elders
Project Research
Qualitative
Focus Group Interview
One-on-one In-depth Interview
Quantitative (online & offline)
Online Survey/Telephone Interview/Interview
at Households
Central Location Test (CLT)
Integrated Big Data Analysis Services
Database for Sales Volumes from all Channels
EOL Social Viewing and Listening System
Modeling of Prediction Model for Consumer Purchase Behaviors
Trend Reports
Customized reports
Workshop for Creation of Business Opportunities
Consultancy Service for Brands and Trends
Advantages
Services
Advantages and Services of
25

Three Major Features of
26
Consumers Database
Annual Data of Consumers’ Behaviors
Sampling from Taiwan domestic market and
questionnaires are completed at households
Database of Sales with Issued Invoices
Analysis to sales of daily necessities produces
around one hundred million pieces of data
annually
Social Listening Database
Public opinions on the Internet are collected for
determination of development of future trends
1 2 Project Research
Professional Research Team with Decent
Qualitative and Quantitative Methodology
The solution integrating proposals offered by
experts from diverse fields is offered to clients for
1. Brand Positioning/Brand Power
2. Pricing Strategies/Channel
Competitions/Promotion Methods
3. Development of Products/Services
Big Data Analysis
Integration/Conversion of Values of Data
Fusion of data can integrate the whole picture
of daily life
Unstructured data is converted into structured
one and available for analysis
The features of data are presented in the
visualized approach to speed-up the decision-
making progress
3

Thank You
Do not cite, distribute, reprint, copy, and/or reproduce any and/or all parts of the
data and/or figures in this Document without prior consent of EOL
PR: +886-2-2706-4865
Marketing Manager Joce Yang #816
Amanda Li / VGM
Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
#806 Email：amanda@isurvey.com.tw
【Contacts for Business Cooperation】

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