Snapshot of Taiwanese consumer behaviors of Nov 2020 EOL i-survey (en)

1. Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
Released on Dec 08, 2020
Snapshot
of TW Consumer Behaviors of Nov. 2020

2. Agenda
A. Pet business opportunities
The number of pets reached 2.51
million in Taiwan (2017). As more
resources are allocated to home life
amid the COVID-19 pandemic, more
pets business opportunities ensue.
B. 2020 spending power
assessment
With the uncertainty of the pandemic
and international relations, domestic
demand will be the main contributor to
the stability of Taiwan's economy. How
did Taiwanese consumers view their
spending power and economic outlook
this year?
C. Modality of digital native brands
Utilizing big data of the e-commerce sales of
consumer goods in the past two years, here is
an important insight into the effect of online and
offline business strategies adopted by digital
native brands.
2

3. A-1. Pet Number The number of pets is approaching that of people under 15
• According to the Council of Agriculture data, the number of pets reached 2.51 million in 2017 in Taiwan. Some media also
estimates the number of pets exceeding the number of people under 15 in 2021, showing the increasing visibility of pet
business opportunities.
• According to the latest EOL Group Survey (Nov. 2020), 41% of the Taiwan households (3.2 millions) have pets, mainly dogs
and cats. Among the pets, the proportion of cats is only 4% lower than that of dogs, which is lower than the gap in 2017. The
number of house cats has increased in recent years.
18%
14%
11%
6%
3%
3%
2%
0%
59%
狗
貓
魚
鳥
其他小型動物(老鼠、兔子等)
爬蟲類(蜥蜴/烏龜/蛇)
昆蟲類
其他大型動物(馬、羊駝等)
我目前居住的空間中，沒有飼養寵物
Type of House Pets
3
Source: Council of Agriculture data; EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Nov. 2020) © Eastern Online Co., Ltd.
Dog
Cat
Fish
Bird
Other small animals (mouse, rabbit, etc.)
Reptile
Insect
Other large animals (horse, alpaca, etc.)
Do not keep any pet at home
127
153
174 171 178
28
37
58 57
73
155
191
232 228
251
0
50
100
150
200
250
300
2009 2011 2013 2015 2017
10,000
Number of Pets
Dog Cat Dog & Cat

4. A-2. Pet business opportunities
• Companion, relief, family member: The purposes of owning pets are mostly to keep company with owners (55%)
and even to relieve stressful consumers (42%). Pets are also like family members; they may become the best
companions or consumer targets amid the pandemic.
• 360˚ Care: Healthy diet is the top priority for TW owners when raising their pets, followed by health checks and
recreational activities. Except for the first item, the percentage of each item that owners are concerned about is
relatively close, showing the owners' meticulous care for their pets (the percentage of pet communication is nearly 10%).
55%
42%
30%
10%
10%
9%
7%
16%
What Pets Mean to You
39%
32%
31%
26%
25%
24%
24%
9%
23%
Type of Consumption Concerned
4
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Nov. 2020) © Eastern Online Co., Ltd.
Keep company with the owner
Relieve the owner’s stress
Like a family member, irreplaceable
Observe the ecological system
A life education example for children
Show one’s ability to take care of life
A common topic with friends
Others
Better feed and drinking water
Regular health checks
Recreational activities
Lifestyle and training
Better quality of life and equipment
Extra dietary supplements
Control the pets’ movement at home
Understand the pets’ thoughts
(e.g., pet communication)
Others

5. B-1. Conservative Oriented Consumers are turning more cautious
• According to the consumers’ assessment of spending power, 1/3 of TW consumer caution to spend peaked this April
as the domestic epidemic was coming to an end;
• In the oncoming fourth quarter of 2020, the overall TW consumer market shows signs of caution about spending,
coupled with a decline in the number of consumers with good spending power.
19%
18%
18%
18%
18%
15%
15%
21%
15%
18%
12%
10%
15%
20%
25%
1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月
2020
Good Spending Power
5
36%
27% 29%
33%
25%
32% 30%
26%
29% 29%
33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1月 2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月
2020
Cautious Spending
Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov.
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Nov. 2020) © Eastern Online Co., Ltd.

6. B-2. Facing future with caution spending adjustment
• Since the COVID-19 pandemic has had a much smaller impact in Taiwan but severe impact in global market, Taiwan
economy has to relies more on the domestic consumers' assessment of their own income and expected spending in
this following year.
• As the epidemic issues cooled in June and July, data showed a downward trend in consumers’ concern about future
salary, along with the number of consumers reducing spending. In November, however, data showed that
consumers tended to be worried about their future salary and thereby reduce their spending.
6
64% 60% 57% 62%
23%
21% 24%
21%
13% 19% 19% 17%
0%
20%
40%
60%
80%
100%
6月 7月上旬 7月下旬 11月
對於未來薪資
放心
無感
憂心
59% 55%
45%
58%
39% 44%
48%
39%
2% 2% 7% 3%
0%
20%
40%
60%
80%
100%
6月 7月上旬 7月下旬 11月
短期內支出調整
增加
不變
縮減
Jun. Early Jul. Late Jul. Nov.
Short-term Adjustment in Spending
Jun. Early Jul. Late Jul. Nov.
Future Salary
Feel at ease
Feel nothing
Feel worried
Increase
Remain the
same
Reduce
EOL Group Survey, N=1,000, 20-59 years old; conducted by: EOLembrain Online Member Survey (Nov. 2020) © Eastern Online Co., Ltd.

7. EOL Group/EOL E-commerce Sales Analysis Database, EOL Social Listening, Eastern Integrated Consumer Profile (EICP)
Eastern Online Co., Ltd., 7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
C. Big Data－E-commerce Sales Analysis
Explosion of Online Channels
Digitally Native Brands Enjoy Double Growth

8. C-1. Online plays “A” role for FMCG up to 20%-30% market share
Source: EOL E-commerce Sales Analysis Database; invoice period: 2018/07/01～2020/06/30 © Eastern Online Co., Ltd.
With the popularity of online shopping and the outbreak of the COVID-19 pandemic, market share of online shopping
channels is expanding (up to 20% to 30% now).
• Compared with the previous year, the online sales of fast-moving consumer goods (FMCG), including "care products," "household
cleaning products," "paper products," and "laundry cleaning products,” have increased 20% or more; among these FMCGs, "care
products" has the highest growth rate, with a nearly 29% increase in online sales.
Off-the-shelf Care Products
18.6% 28.8%
81.4%
71.2%
MAT19JUN MAT20JUN
Offline Sales (%) Online Sales (%)
+10.2%
Household Cleaning Products
12.5% 20.4%
87.5% 79.6%
MAT19JUN MAT20JUN
Offline Sales (%) Online Sales (%)
+7.9%
Paper Products
(Toilet Paper & Paper Towel)
20.9% 25.0%
79.1% 75.0%
MAT19JUN MAT20JUN
Offline Sales (%)2 Online Sales (%)
+4.1%
Laundry Cleaning Products
(Laundry & Washing)
15.4% 20.7%
84.6% 79.3%
MAT19JUN MAT20JUN
Offline Sales (%)2 Online Sales (%)
+5.3%
8

9. C-2. Off-the-shelf Skin Care Products
Number of Digitally native brands have exploded
9
Source: EOL E-commerce Sales Analysis Database; invoice period: 2018/07/01～2020/06/30 © Eastern Online Co., Ltd.
143
323
670
613
696 690
MAT18JUN MAT19JUN MAT20JUN
Pan-online
Brands Other than Pan-online
(Note: Pan-online brands if online sales exceed 50% of sales)
75
212
450
681
807
910
MAT18JUN MAT19JUN MAT20JUN
Online Only
Brands Other than Online Only
(Note: Online only if there is no offline sales during the period)
With the increasing importance of online shopping channels, the number of digital native brands
has doubled in the past three years. Taking off-the-shelf care products as an example, the number of “Online only” is
increasing every year. The number of pan-online brands (online sales exceeding 50% of sales) is significantly increasing. As of MAT20JUN,
the number of pan-online brands even accounted for nearly 50%.
Number/Perce
ntage of Online
Brands
11.8% 23.3% 33.0%
2.24%
MAT20JUN
2.58%
MAT19JUN
Market
Share
21.95%
MAT20JUN
12.39%
MAT19JUN
Market
Share
Online
Only
Pan-
Online
Number/Perce
ntage of Pan-
online Brands
9.7% 11.6% 16.0%
Note: "Online only" refers to brands that sell products only online.
9

10. C-3. Pan-online brands Branding strategy of sales channels
10
 From online to offline: Cooperate with offline channels (brands: OZIO & Jealousness)
• When digitally native brands are becoming popular and growing in terms of sales, they will seize the opportunity to expand offline channels. Online
care brands such as OZIO and Jealousness sell their popular products (i.e., gel and toning cream series, respectively) online and then further work
with offline channels to expand market share.
 From offline to online: Seek new arenas (brands: TTM & MKUP)
• With digitally native brands on the rise and changes in consumption patterns in the post-pandemic era, market share of the brands which make up
most of their sales on offline channels will inevitably shrink. To remain competitive, offline brands such as TTM and MKUP turn online. Their online
sales have scaled. In the future, online channels will become more and more important for offline brands. The integration of online and offline
channels is also the key.
Gel sales No. 1
OZIO
 Offline channel: Cosmed
Annual
growth:
68.5%
Toning Cream sales No. 6
Jealousness
 Offline channel: S3 Beauty
Online +
offline growth:
Double
Mask sales No. 3
TTM
Online growth:
275.2%
Best sellers:
Real Complexion Cream &
Cleansing Mousse
MKUP
Online growth:
65.2%
From offline to onlineFrom online to offline
Note: Pan-online means that online sales make
up more than 50% of sales.
10
Source: EOL E-commerce Sales Analysis Database; invoice period: 2018/07/01～2020/06/30 © Eastern Online Co., Ltd.

11. C-4. Digital Native Brands
Easy to set up with high risk; online goes with offline
11
59.9%
34.2%
24.4%
18.6%
30.9%
26.5%
9.7%
11.6%
16.0%
11.8%
23.3%
33.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MAT18Jun MAT19Jun MAT20Jun
Online only
Pan-online (sales > 50%)
Online + offline
Offline only
483 391 364
150 353 395
78
133
238
95
267
492
0
200
400
600
800
1000
1200
1400
1600
MAT18Jun MAT19Jun MAT20Jun
Online only
Pan-online (sales > 50%)
Online + offline
Offline only
806 1144 1489
21.7%
MAT19>MAT20
22.1%
MAT18>MAT19
Relatively high mortality of online brand
Mortality
next year
26.3%
MAT18>MAT20
Mortality
after 2
years
23%
MAT19>MAT20
16.6%
MAT18>MAT19
High mortality of offline brand
Mortality
next year
28.8%
MAT18>MAT20
Mortality
after 2
years
1.7%
MAT19>MAT20
0.0%
MAT18>MAT19
Relatively low mortality of online + offline brand
Mortality
next year
0.7%
MAT18>MAT20
Mortality
after 2
years
Online
only
Offline
only
Online
+
Offline
Note: Online + offline means online and offline brands, with online sales making up less than 50% of sales.
Percentage of Brands by Type (%)
Number of Brands by Type
11
Source: EOL E-commerce Sales Analysis Database; invoice period: 2018/07/01～2020/06/30 © Eastern Online Co., Ltd.

12. Longitudinal Survey to
Consuming Behaviors
Eastern Online Consumer Research Group / Marketing Department
7F, No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City

13. Mind Shares Obtained by
Top 5 YouTubers in Nov. 2020
# 1
# 2
# 3
# 4
# 5
13
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Nov., 2020 © Eastern Online Co., Ltd.
- No Change
1 up
1 up
1 down
1 down

14. Mind Shares Obtained by YouTubers
Rank Sep 2020 Nov 2020
Changes of Ranking since the Survey
in July 2020 (Adopting the Same
Research Method)
1 Chien’s Eating Muyao 4 Super Playing ▲ 1
2 Muyao 4 Super Playing Chien’s Eating ▼ 1
3 Hailey Hailey -
4 Ray Du English TGOP ▲ 1
5 TGOP Ray Du English ▼ 1
6 Tsai’s Family Aga Tsai ▲ 2
7 Catino Crazy News Tsai’s Family ▼ 1
8 Aga Tsai Korea jin zhen gu ▲ 5
9 NSFW NSFW -
10 Fumeancats Catino Crazy News ▼ 3
11 Eye Central Television Potter King ▲13
12 BaiChiGongZhu Lessons from Movies ▲15
13 Korea jin zhen gu Joeman ▲ 2
14 Aga Tsai Life Ku's dream ▲ 6
15 Joeman Aga Tsai Life ▼ 1
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.
14
© Eastern Online Co., Ltd.Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Nov, 2020 © Eastern Online Co., Ltd.

15. Hot Topics Among Consumers in November
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers
proactively share with friends in November?
45%
Food
and
Dining
32%
Shopping
and
Discount
35%
Investment
and Financial
Management
23%
Movies
and
Entertain
-ment
27%
International
Issues
20%
Politics
15
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Nov, 2020 © Eastern Online Co., Ltd.
21%
culinary

16. Utilization Survey to New Consumer Behaviors
52%
Online Payment
Trying out cleaning products
of unfamiliar brands(23.4%)，
I would like to try it out even
having never heard of it before
(10.1%)
20%
Purposeful diet control
behaviors
22%
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
Accessing LINE
Shopping Group
Accessing
Delivery App
Uploading Videos
to TikTok
Going to Gyms
Having Micro-
cosmetic Surgery
No
Change
16
No
Change
No
Change
No
Change
Independent Survey by EOL, N=1,000 respondents aged 20-59. Research Method：Online Questionnaire Survey by EOLembrain ( Registered Members) in Nov., 2020 © Eastern Online Co., Ltd.
No
Change
No
Change
2.2%
2.2%
4.6% 2.9%

17. 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 ChinaCompanies in Taiwan

18. EOL Consumer Research Team (EOL iSURVEY)
1000M
200,000
Members
30 Years
50,000
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
Annual Trend Seminar

19. Visions and Market Insights of
EOL Consumer Research Team
Market Analysis
Allow you to
comprehend the scale,
profitability and annual
growth of the market you
plan to enter
Competition
Overview
Allow you to
comprehend the number
of competitors and their
competitiveness, and
• market shares,
• channels distribution,
• product lines
Consumption
Preferences
and Behaviors
Allow you to
comprehend 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

20. 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
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Trend Reports
Customized reports
Workshop for Creation of Business
Opportunities
Consultancy Service for Brands and Trends
AdvantagesServices
Advantages and Services of
EOL Consumer Research Team

21. Three Major Features of
EOL Consumer Research Team
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
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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

22. 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
Deputy Director Ethan Yang #812
【Contacts for Business Cooperation】---------------------------------------------------
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Eastern Online Co., Ltd.，7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan