Snapshot of Consumer Behaviors of May 2022-EOLiSurvey (EN)

of TW Consumer Behaviors of May 2022
Snapshot
Released on June 15, 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Smarter ways to use Quintuple Stimulus Vouchers
• Attitudes toward the Quintuple Stimulus Vouchers
• Ways to use Quintuple Stimulus Vouchers
• Actual using distribution of Quintuple Stimulus Vouchers
• The satisfaction survey of the stores’ extra offers
2. Does Flash Coffee affect the Taiwan Freshly-brewed coffee Market?
• Bestsellers Ranking of Flash Coffee
• Customer loyalty structure and the branch monthly analysis of Flash Coffee
• Sources and flow of the customer of Flash Coffee
• Percentage of the Customer of Flash Coffee
• Analysis of the Channels in competition
• Competition and chances for Flash Coffee

Agenda
2
東方線上消費者研究集團每月自主調查，N=1,000，20-59歲；研究執行：東方快線網路會員問卷調查(2022年5月) © 東方線上股份有限公司
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (May 2022) © Eastern Online Co., Ltd.
1. Smarter ways to use Quintuple Stimulus Vouchers
• Attitudes toward the Quintuple Stimulus Vouchers
• Ways to use Quintuple Stimulus Vouchers
• Actual using distribution of Quintuple Stimulus Vouchers
• The satisfaction survey of the stores’ extra offers
2. Does Flash Coffee affect the Taiwan Freshly-brewed coffee Market?
• Bestsellers Ranking of Flash Coffee
• Customer loyalty structure and the branch monthly analysis of Flash Coffee
• Sources and flow of the customer of Flash Coffee
• Percentage of the Customer of Flash Coffee
• Analysis of the Channels in competition
• Competition and chances for Flash Coffee

PART 1
How smarter the consumers using
Quintuple Stimulus Vouchers?
Eastern Online Consumer Research Group / Marketing Department

• Nearly half of consumers think it is “extra money”: Analyzing the survey data, half of the consumers think the QSV is “extra money”. If
more people consider the QSV as a “Windfall”, it will be easier to achieve the effect of “revitalizing” the economy. Therefore, the efficiency of
revitalizing the economy needs further analysis.
• Over 70% of consumers use the QSV bit by bit: Though consumers think the QSV is a windfall, more than 70% of them still use it bit by
bit while 26% of consumers use it for a large expense. It is estimated that consumers consider the role of the voucher in expenditure
carefully and decide to use it on daily expenses after a consideration.
1. Up to 47% of consumers consider the QSV as a “Windfall”
while 73% of consumers still use it in a small amount
4
35%
28%
37%
47%
24%
28%
Extra money
Government’s offer
as subsidy
Money I am
deserved to have
as everyone is
30%
70%
26%
73%
1%
Apply to several times of spending
- in a small amount
Apply all at a time
- in a big amount
Didn’t use them
May 2022
Sep. 2021
May 2022
Sep. 2021
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep.2021 & Apr. 2022) © Eastern Online Co., Ltd.

• Quintuple Stimulus Vouchers are used as household and personal expenditure: In terms of the distribution of daily and recreational
use between households and individuals, part of the spending which plans to be used for individuals will spend on households. At last, the
items for individuals that are desired for a long time will be given up and the spending on households and individuals will be
maintained.
• Quintuple Stimulus Vouchers supply the daily expenses: it was estimated that half of the consumers would use the QSV on daily
expenses only. But at last, nearly 60% of them choose to do it so, and over 60% of these consumers say they will use it on their
original daily expenses. The interesting thing is that 5% more consumers would buy the products they won’t buy originally.
2. Consumers changed their plan
5
Only apply
to
household
expenditure
Only apply
to personal
expenditure
Apply to
both
household
& personal
expenditure
Sep. 2021
(Planned) 23% 44% 33%
May 2022
(Actual Purchase) 24% 29% 46%
Only apply
to daily
spending
Only apply
to extra
spending
Apply to
both
daily &
extra
spending
Sep. 2021
(Planned) 46% 29% 25%
May 2022
(Actual Purchase) 56% 24% 20%
How would you use your Quintuple Stimulus Vouchers
For household and personal spending
How would you use your Quintuple Stimulus Vouchers
For daily and extra spending

• The main actual usage of the QSV will be the daily meals spending as well as supplying the daily necessities: Beyond that, about
20% of consumers use the voucher on small appliances, clothes, and celebrating meals respectively.
• The spending on durable goods is not as much as expected since the changes always go beyond the plans: In consumers’ plans,
the large and small durable goods are the main items for using the Voucher. But the actual conditions are not as expected.
• Consumers can’t help using the Voucher on the special celebrating meals: Except for using the Voucher on daily expenses, using it on
special celebrating meals is out of consumers’ expectations.
43%
32%
44%
19%
7%
17%
23%
7% 7% 5% 5% 6%
14% 8% 31% 7% 4% 10% 17% 3% 2% 1% 2% 3%
59%
38%
24% 20% 16%
9% 8% 8% 6% 6% 5% 5%
Daily
meals
Low-priced
non-durable
goods
Small
durable
goods
Daily
apparel
Dinning
for
special
occation
Domestic
travel
(for
accommodation)
Big
durable
goods
Hair
/
Facial
…
Entertainment
(eg.
KTV/cinema…)
Traffic
Souvenir
Sports
/
Venue
Quintuple Stimulus Vouchers Usage - items* (n=961)
Ideal (Choose 3 items, 2021/9)
Items likely purchased once QSV offered (Choose all that apply, 2021/9)
Actual purchase (Choose all that apply, 2022/5)
3. Overall, consumers actually use more QSV on daily meals
6
*only more than 5% items shown

35% 26%
19%
34%
10%
28%
8% 6%
14%
7% 5%
13%
4% 4%
54%
39%
24% 22% 15% 10% 10% 10% 9% 9% 7% 5% 5% 5%
Daily
meals
Small
durable
goods
Daily
apparel
Small
durable
goods
Dinning
for
special
occation
Big
durable
goods
Sports
/
Venue
Entertainment
(eg.
KTV/cinema)
Domestic
travel(for
accommodation)
Souvenir
Hair
/
Facial
…
High-priced
non-
durable
goods
Study
/
education
Art
/
Music
/
Craft
Quintuple Stimulus Vouchers Usage - items purchased from who are economically benefited from
the pandemic* (2021 n=185, 2022 n=176)
Ideal (Choose 3 items, 2021/9) Actual purchase (Choose all that apply, 2022/5)
4. Whether economically influenced by the pandemic,
consumers have no difference to the item of using the QSV
7
46%
35%
48%
16%
5%
18% 22%
6% 5% 5% 7% 6%
61%
39%
25% 20% 15% 8% 8% 6% 6% 5% 5% 5%
Daily
meals
Low-priced
non-
durable
goods
Small
durable
goods
Daily
apparel
Dinning
for
special
occation
Domestic
travel(for
accommodation)
Big
durable
goods
Hair
/
Facial
…
Traffic
Entertainment
(eg.
KTV/cinema)
Vehicle/motors
Study/education
Quintuple Stimulus Vouchers Usage - items purchased from who are economically damaged from
the pandemic*
(2021 n=483, 2022 n=510)
Ideal (Choose 3 items, 2021/9) Actual purchase (Choose all that apply, 2022/5)
*Q. Is your economic condition influenced by the pandemic this time? (single choice) – the respondent choosing “have positive
influence” is the beneficiary of the economy, and choosing “have negative influence” is the victim of the economy. • Overall, no matter whether
consumers are influenced by the
pandemic on economic conditions,
there is little difference in the
distribution of the use of the Voucher.
The first and second items that
consumers choose to use the
Voucher on are daily meals and low-
cost consumer goods.
• Comparing the consumers who have
a positive/negative influence on the
economy due to the pandemic, in
terms of the actual items of using the
Voucher, it can be seen that 35% of
the beneficiaries plan to use the
Voucher on daily meals, and the
percentage goes up 19% in actual
conditions. 26% of consumers plan to
use the Voucher on low-cost
consumer goods, and the percentage
goes up to 39% finally. The changes
between the expected and actual
conditions of the beneficiaries are
larger than that of the victims.

• 46% of consumers don’t have any feelings towards the stores’ bonus, but 40% of them are satisfied with it. It is seen that the
consumers who realize the bonus have higher satisfaction.
• The beneficiaries of the economy have higher satisfaction with the stores’ extra bonus. This is only present in the daily expenses and
doesn’t stimulate the expenses on durable goods.
5. 46% of consumers don’t have any feelings
towards the stores’ extra offers
8
who are economically damaged from
the pandemic
who are economically benefited from
the pandemic
All
33%
69%
41%
48%
27%
46%
19%
5%
13%
Satisfied
don’t have
any feelings Dissatisfied
Are you satisfied with the shops’ offers affiliated with QSV?

Study of E-invoice Sales Big Data
Observation of the Market Competition
Does Flash Coffee affect the Taiwan Market?
Across 6 countries in Asia, Flash Coffee, a multinational brand of Singapore, came to Taiwan in August 2021.
Can the business model of an emerging international brand as expanding business rapidly seize the Taiwan
coffee market?
PART 2
Eastern Online Consumer Research Group / E-invoice Database

FLASH COFFEE
Across 6 countries in Asia, Flash Coffee, the chain coffee brand from Singapore, came
to Taiwan at the end of August 2021. The brand invests a large amount of capital in a
short time for promotions through astonishing yellow-tune, creative cups, cup sleeves,
and taste. This startup company emphasizes combing the APP technology,
making ”Oder online/on-site and pickup fast” as the feature, and opened up 17
branch stores mainly in Taipei. Can this kind of business model has roots and expand in
the competitive chain coffee market in Taiwan?
According to the E-invoice Database, from Sep. 2021 to Jan. 2022, Flash
Coffee opened up 3 branches each month on average companying with
various opening promotions, increasing the invoice amount by 6.6 times.
After January 2022, the expansion of its branch slowed down. And without
the opening promotions, the growth rate of the invoice amount has also
slowed down, only increasing by 1.8% in two months.
The yellow stores fast rising in Taipei
City and New Taipei City
Expand the store in short time,
but the pace has slowed down.
2
4
6
12
16
17 17
0
4
8
12
16
20
0
500
1000
1500
2000
2500
9月 10月 11月 12月 1月 2月 3月
發票張數分店數
(Amount of
e-invoice)
(No. of
branches)
Image form Official Website of Flash Coffee
10
Source: EOL E-invoice Database Time period: 2021.9~ 2022.03
Amount of
e-invoice
No. of
branches
Sep. Oct. Nov. Dec. Jan. Feb. Mar.

1 2 3 4 5 6 7 8 9 10
Item
Average
Price of
Purchase
Sales
LATTE
82.3
AMERICANO
61.0
SINGLE
RANCH MILK
LATTE
84.2
OATLY
OATMILK
LATTE
107.0
OSMANTHUS
LATTE
105.7
BUTTER
CROISSANT
51.1
THAI
TEA
67.1
ORANGE
ICE TEA
57.2
FLASH
BLACK
60.8
CHOCOLATE
CROISSANT
65.0
13.8% 13.7%
6.3%
5.0% 4.0% 3.5% 2.6% 2.6% 2.2% 2.1%
1 2 3 4 5 6 7 8 9 10
1. Look forward to seeing growth of latte items
11

2. The consumer of Flash Coffee
still needs to be cultivated
76.2%
85.9% 82.4% 80.6% 83.3% 86.0% 85.1%
14.3%
10.6%
11.0% 11.3%
11.4% 9.9% 9.3%
9.5%
3.4% 6.6% 8.1% 5.4% 4.2% 5.6%
0%
20%
40%
60%
80%
100%
9月 10月 11月 12月 1月 2月 3月
1次 2次 3次以上
Frequency of Purchase Per Month
The number of e-invoice is obviously High in the beginning
of the launch
When Flash Coffee firstly launched in Taiwan in 2021, the promotions of “buy one get one free”, and “buy one get one 50% off”, attracting consumers to come
several times. Therefore, “purchasing 2 times” has a higher percentage in September and each branch has a larger amount of invoices in the first two months.
But the sales growth slowed down after the promotions, and most consumers only come once a month. It can be seen that the willingness to buy back will reduce
with fewer promotions.
*Due to opening in the middle or end of the month, the e-invoice collected from certain branches are less than others.
Sep. 2021 Oct. 2021 Nov. 2021 Dec. 2021 Jan. 2022 Feb. 2022 Mar. 2022
Opening
promo：Buy
one get on
free 8/30-
9/12
N/A • Launch
new
items
• Double-
11
promo
• Year end
promo：
Buy one
get one
free on
selected
items
• Launch
branded
merchan
dise
• Lunar
new year
promo
• scratch-
off
(lottery)
ticket
• App user
only
discount
• partnered
with
Bettermilk
and offer
new items
• Kick-off
promo
Free
upgraded
(with A+
milk) on
selected
items
Offers from Flash Coffee
12
Sep.
Oct. Nov. Dec. Jan. Feb. Mar.
Once Twice At least 3 times
0
50
100
150
200
250
9月 10月 11月 12月 1月 2月 3月
捷運行天宮門市
永吉門市
內湖門市
中山國中門市
南京復興門市
國泰醫院門市
芝山門市
Oct. Nov. Dec. Jan. Feb. Mar.
Sep. Oct.
Xingtian Temple
Yong Ji
Neihu
Zhongshan Jr. High school
Nanjing Fuxing
Cathay Hospital
Zhishan

To understand the sources and flow of the customers of Flash Coffee,
the survey utilizes the EOL E-invoice Database and compares the
consumers of Flash Coffee in 2021 Q4 and 2022 Q1. This research
categorizes them as “regular buyer”, “lost buyer”, and “new buyer”, and
further analyzing the flow of the “lost buyer” and the channels that the
“new buyer” come from.
3. Sources and flow of the customer of Flash Coffee
The researched channels for
consumer flow
Chain coffee channels
CVS
This research selects the representative coffee brands, which offer
freshly-brewed items, to understand how the consumers flow between
them and Flash Coffee.
2021
Q4
buy
Don’t
buy
Data base：Consumers who have at least two invoices of beverages shops at the mentioned channels in the consequent 2 quarters, the consumers with the other kinds’ invoice of convenience store will not be the target of the survey.
13
Regular
buyer
buy
Lost
buyer
Don’t
buy
2022
Q1
New
Buyer
buy
Never
buy
Don’t
buy
2022
Q1

4. Attract consumers with curiosity in short time but cannot
impact the market positions of the current chain coffee channels
70.6%
59.4% 55.3% 52.2%
18.1%
13.0%
7.1%
0%
20%
40%
60%
80%
7-11 路易莎星巴克全家 cama 85度C 萊爾富
71.8%
57.8% 57.4%
53.1%
18.0%
10.0% 5.9%
0%
20%
40%
60%
80%
7-11 星巴克路易莎全家 cama 85度C 萊爾富
Sources of the new buyer
The flow of the lost buyer
Analyzing the new buyer of Flash Coffee in Q1 of 2022,
10% of them also buy the freshly made drinks in 7-
ELEVEN, which indicates that many coffee consumers
of 7-ELEVEN are attracted by Flash Coffee. And 59.4%
of new buyers also buy LOUISA Coffee, 55.3% buy
Starbucks and 52.2% of them buy coffee from Family
Mart.
Among the lost buyers who are no longer buying Flash
Coffee in Q4 of 2022, 78.1%of them buy freshly made
drinks in 7-ELEVEN, which shows that 7-ELEVEN and
Flash Coffee have a large amount of the same
consumers and these two brand are highly competitive
with each other.
Moreover, although the price of Flash Coffee is not as
high as the price of Starbucks, the lost buyers of Flash
Coffee flow to Starbucks after 7-ELEVEN, which means
that consumers of Flash Coffee also accept the
products with a higher price.
14

5. six months later, 9% buyers stay
When firstly entering Taiwan Market, Flash Coffee attracted a large number of new buyers by using the opening promotions such as “buy one get one free” or “Buy
one get one 50% off”, and that’s why almost 90% of Flash Coffee consumers are new buyers (who has never bought Flash Coffee before) while only 9% of Flash
Coffee consumers are regular buyers. However, this kind of promotion will have its disadvantage. The short-term promotion may not retain the consumers. 79% of
the Flash Coffee consumers in Q4 of 2021 did not continue to buy Flash Coffee in Q1 of 2022, which indicates that Flash Coffee needs to raise the willingness of
consumers to return.
The new brand entering Taiwan Market attracts lots of new buyers by the opening promotions in a short
time, also needs to bear the large percentage of the lost buyer
Among the consumers of Flash Coffee in Q1 of 2022, 91% of them
bought coffee from other channels and now are the new buyers of
Flash Coffee.
New Buyer (22Q1)
91%
9%
The consumers who bought coffees in both quarters , 79% of the Flash
Coffee consumers in Q4 of 2021 turned to buy coffee from other channels
in Q1 of 2022, which indicates that there is a higher percentage of the lost
buyer.
79%
Regular Buyer (22Q1)
Lost Buyer (21Q4)
Among the consumers of Flash Coffee in Q1 of 2022, 9% of them
also bought Flash Coffee in the last quarter, and they are regular
buyers of Flash Coffee.
15

Competition and chances for Flash Coffee
About current situations of the market after the launch of Flash Coffee, here are observations:
16
TAIPEI
The sales of latte
with milk from
single ranch and
oat milk rank in the
Top 5, which show
that the changes in
milk are acceptable
for consumers.
Opening
promotions are
effective to attract
consumers but
raising the
willingness of
consumers to
return should be
considered as the
next step.
Other competitors
already have loyal
customers. And the
development of
how Flash Coffee
builds up its brand
loyalty still needs
to be tested over
time.
Branches of Flash
Coffee are mostly
in Taipei. Therefore,
opening more
shops in other
cities can be
another opportunity
for the expansion

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)
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
Member of Macromill
Weekly index Asia
Annual Trend Seminar
18

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
19

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
20

Three Major Features of
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
21

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】

Snapshot of Consumer Behaviors of May 2022-EOLiSurvey (EN)

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