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of TW Consumer Behaviors of Sep. 2022
Snapshot
Released on Oct. 7 2022
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
1. Survey: usage of point collection schemes and payments
2. Research of E-invoice Sales Big Data
Competition of Co-branding Products with Temples
3. Tracking survey to consumer behaviors
• Utilization survey to new consumer behaviors
• Ranking of hot topic types among consumers
• Ranking of mindshare of YouTubers
Agenda
2
1. Survey: Usage of Point Collection Schemes And Payments
2. Research of E-invoice Sales Big Data
Competition of Co-branding Products with Temples
3. Tracking survey to consumer behaviors
• Utilization survey to new consumer behaviors
• Ranking of hot topic types among consumers
• Ranking of mindshare of YouTubers
• Online research
• N=1000/per month, 20~59y
• all Taiwan, Sample distribution is based on the demographic of Taiwan
Method
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
Survey: usage of
point collection schemes
and payments
PART 1
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
• Reward point collection was the earliest marketing strategy for receiving customer loyalty. And now, it has developed into cash-like tools
with multiple uses. It can not only bring economic benefits but also help receive a precise analysis of consumer behavior and become the
brand marketing tool in multiple channels and occasions.
• 92% of consumer collects reward points: Reward points from several cross-channels and special channels are listed in this survey. And
over 90% of consumers collected reward points in the last month which became an activity for all.
• Reward points from convenience stores are the most popular: Over 60% of consumers collect 7-11 OPEN POINT. The top five are
Family Mart point, PX Mart point, LINE POINT, and Shopee Coins, all of which are collected by over 50% of the consumers.
4
Reward points collection activity for all, which from
convenience stores is the most popular
1
Q. In the past one month, have you participated any point collection scheme? (choose all that apply)
62%
51% 48% 48% 47%
31%
22% 16% 14% 12% 11% 11% 10% 9% 9% 8% 4% 3% 2% 0%
8%
7-11
open
point
FamilyMart
point
PX
point
Line
Point
Shopee
point
Hypermarkets'
schemes
HappyGo
Drugstore's
schemes
Beverage
shops'
scheme
Jko
point
other
CVS's
scheme
Momo
point
Pi
P
point
Restaurants'
scheme
Department
stores'
scheme
Other
supermarkets'
scheme
Other
online
shops'
scheme
Travel
miles/point
scheme
Other
cross-channel
scheme
Other
shops'
scheme
None
of
the
above
Point-collection schemes I participated in last month (%)
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
• Most consumers participate in 4 kinds of reward points collection activities: Among the consumers who collect reward points, some
participate in 14 collection activities at most. And about 80% of consumers participate in 1 to 6 reward points collection activities, the
average participate rate of which is about 15% accordingly.
• The main thought to evaluate reward point collection marketing: The survey data shows that even though measures of rewards
collection are simplified, such as the method, the process of collecting, and the minimum consumption threshold, consumers only don’t have
many intentions of participating in the reward point collecting project. Some consumers are willing to participate in the activity at the time but
not all of them will keep doing so. Hence, after starting the reward points collection activity, the exact effect on the brand should be
considered.
5
Consumers accept no more than 6 reward points collection projects
2
I don‘t follow any point-
collection schemes
8%
11%
14% 14%
16%
14%
12%
6%
5% 3% 3%
1% 1% 1%
1 2 3 4 5 6 7 8 9 10 11 12 13
How many types of schemes I participated in
(n=929)
Sum up to 80%
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
Q. In the past one month, have you joined any point collection scheme? (choose all that apply)
6
Reward points collections have higher synergy with payment tools
3
Compare the participating conditions of the rewards points collection by users using payment tools and credit cards of different channels:
• Users of the payment tools of supermarkets, hypermarkets, or convenience stores have a 35% higher participation rate in reward
point collection than that of the whole group.
• Users of the payment tools of online stores have a higher rate of collecting MO Coins, P Points in Pi Wallet, and Shopee Coins than that
of the whole group.
• It is indicated that under the general rules or different kinds of limited regulations, if payment tools are connected to the channels, higher
effectiveness from the reward points can be created.
All
Supermarket
branded
payment/credit card
Hypermarket
branded
payment/credit card
CVS
branded
payment/credit card
Online shops
branded
payment/credit card
Jko
PAY
LINE
PAY
N 1000 362 169 366 119 208 543
PX Point 48% 83% 53% 60% 61% 56% 53%
Hypermarkets’ scheme 31% 40% 64% 36% 29% 33% 33%
7-11 open point 62% 72% 59% 80% 76% 75% 72%
FamilyMart point 51% 63% 51% 71% 63% 61% 59%
Momo point 11% 15% 12% 16% 37% 14% 14%
Pi P-point 10% 15% 11% 12% 40% 18% 14%
Shopee point 47% 57% 47% 57% 54% 61% 57%
Jko point 12% 20% 12% 20% 21% 57% 17%
Line Point 48% 63% 46% 66% 65% 65% 73%
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
Q. In the past one month, have you joined any point collection scheme? (choose all that apply)
Q. In the past one month, have you used any payment below? (choose all that apply)
7
Q. When you shopping in the shops or online stores, for any reason below, you would follow their point collection scheme or their branded payment? (choose all that apply)
4
Can have
reward points
with
consumption ,
and can be
used as cash
in purchasing
next time
61%
Can have
cashback with
consumption
67%
Can have a
discount
with
consumption
58%
Can have
reward points
with
consumption,
and can be
used in other
channels
27%
Can have
reward points
to exchange
gifts with
consumption
25%
Can have
reward points to
raise the
membership
level for
receiving more
discount with
consumption
18%
Reasons for consumers to use payment tools or collect reward points
Key incentives are cash and instant discount
• Cashback and rewards points used as cash are the key incentives that attract consumers to use payment tools and collect reward
points.
• Start at the discount: Except for the instant cashback, the instant discount for consumption can also have similar effectiveness as “Reward
points are equal to cash”.
• The preference percentage of reward points is close to that of cashback: The percentage of choosing “Reward points are equal to
cash” is over 60%, which is closely catching up with that of cashback. Except for the reasons related to cash, other reasons such as cross-
channel reward points, free gifts, raise of the membership level, etc., may not attract more than 30% of consumers, respectively.
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
8
Comparing profiles of consumers using reward points collection
and payment tools in main convenience stores
5
All
Follow PX point scheme &
Use supermarkets’ branded
payment/credit card
Follow 7-11 open point
scheme & Use CVS’s
branded payment/credit
card
Follow FamilyMart point
scheme & Use CVS’s
branded payment/credit
card
Follow LINE POINT scheme
& USE LINE PAY
N 1000 300 293 259 399
Male 50% 47% 49% 50% 43%
Female 50% 53% 51% 50% 57%
20~29y 23% 14% 19% 20% 27%
30~39y 27% 30% 34% 33% 32%
40~49y 27% 29% 32% 33% 26%
50~59y 23% 27% 14% 14% 15%
North 46% 46% 48% 47% 51%
Central 20% 23% 21% 20% 18%
South 30% 28% 27% 27% 28%
East 4% 3% 4% 5% 3%
• Female consumers take at least a 3% higher percentage in using reward points collections and payment tools of supermarkets, as
well as the LINE payment system compared to the whole group.
• From the aspect of age, consumers using the LINE payment system are in younger age, who takes a higher percentage at the age of
20~29. Consumers at the age of 50~59 have a higher percentage of using supermarket reward pints collection. Payment tools of the two
convenience stores are popular among consumers at the age of 30~40.
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
Q. In the past one month, have you joined any point collection scheme? (choose all that apply)
Q. In the past one month, have you used any payment below? (choose all that apply)
9
Conclusions and suggestions
Reward points will invigorate the consumption
6
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9月) © 東方線上股份有限公司
 Reward points are as useful as the cash
Over 60% of consumers participate in reward points collection because “Reward points are equal to cash”, which shows that
consumers expect reward points can be used easily in multiple places. When the brand develops its own reward points,
consumer profiles and consumption sites should be focused, making reward points that can be used on normal occasions so as
to create benefits
 Consumers have a calculative budget, so the reward points should be attractive
Because of the changeable economic environment, consumers prefer to have a calculative behavior in consuming. Consumers
will check their bank statements as well as the reward points record which can be used as cash. Since consumers have a thrifty
mind, clear reward points redeem systems, present the reward points receiving more than interest, may attract consumers
continuously and even can be shared with friends as a topic, bringing more users.
 Adhesion effect of reward point and payment tool
According to the survey data, payment tools of different channels have strong adhesion to the reward points collection activity,
which also means that it can utilize the habituation. When the brand decides to cooperate with reward points companies or build
up a reward point system of its own, the effectiveness of the habituation can be evaluated. Also, the way to catch the habituation
and the attention of consumers should be considered so as to achieve the expected benefits.
 The flow and restriction of the reward points
Except for considering reward points from the specific brand, reward points from other brands have an exchange mechanism,
and therefore, the flow of those reward points should be deeply discussed. Comparing the consumer profiles of the target
audience and users of reward points from different brands, or the profiles of consumers who like reward points exchanging, can
assist in developing a marketing strategy as a communication method. Also, the related purchase behavior should be observed
so that more business opportunities can be found.
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
Research: E-invoice Sales Big Data
Competition of Co-branding Products
with Temples
PART 2
Eastern Online Consumer Research Group
Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
Research method:
• 2021.08~2022.07
• EOL E-invoice database
• Temple partners:Dajia mazu, Nankunshen Daitian, Baishatun mazu
Beigang Wude Temple, Lukang Mazu Temple, Baishatun mazu etc.
• Number of e-invoice:45,090
• Device:31,356
• Channels:All channels offer e-invoice
Origin of the survey
On the Zhongyuan Festival in July of Lunar Calendar, various products for the festival come out. And some of the
products not only relate to ZHongyuan Festival but also co-brand with temples as the products “with the blessing from
gods”. From here, it can be realized that these co-branding products with temples come out not just on Zhongyuan
Festival. And due to the pandemic, some temples will cooperate with online channels to launch an online service for
lighting the votive candle or praying, so that believers can avoid gathering together with the crowd and can receive
blessings from the gods even not going to temples in person. What’s more, since believers in well-known temples are
spread all over Taiwan, how many benefits will those co-branding products with temples bring? Which products are
popular? And which temples’ products can bring the largest benefits?
photo source 維基百科、台南咬一口
左上/左下/右上/右下
11
1
Source:EOL E-voice database
Aug. 2021 ~ Jul. 2022
670
million
Co-branded with
temples products
market size reaches
photo source: ETtoday /皮套王 / 欣傳媒 / 窩客島 12
Co-branded with temple products having great potential
Fees for services
offered by temples
Alcohol
Snacks
Others
Accessory
Worship
products
Cakes
Coffeecookies
Sweet
Protective
gear
Masks
Diaper
Baby
bottle
Lutein
Massage
tool
Houseware
Bottle
water
Online lighting votive candle, entrusting the
Pudu (activity to serve and show respect to
ghost) affairs becomes the new-kind business
opportunities due to the pandemic
Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
Various co-branding products come out, having
great potential for marketing
13
2
Market size up to
670 million
Kinmen Kaoliang Liquor
Baishatun mazu
SHJ foods
Dajia mazu
AMO cake
Dajia mazu
Kinmen Kaoliang Liquor
Dajia mazu
StoryLeatherr
Dajia mazu
No.1 No.2 No.3 No.4 No.5
photo source: 工商時報 photo source: 金門皇家酒廠 photo source: 蝦皮 photo source: 國泰洋酒
photo source: Amo官網 photo source: 品酒網 photo source: yahoo拍賣 photo source: 皮套王
photo source: 經濟日報
7-11xBaishatun mazu
easycard&bag
No.6 No.7 No.8 No.9 No.10
HUGGIES
Dajia mazu
photo source: PChome
TOP10 Co-branded with temple products
14
3
Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
Kinmen Kaoliang Liquor
Baishatun mazu
Kinmen Kaoliang Liquor
Baishatun mazu
SHJ foods
Dajia mazu
Competition of co-branding products with temples — mazu Mania
After collecting and conducting the co-branding products with temples, it is realized that
93.6% of products are co-branding products with mazu, followed by the co-branding
products with the god of wealth (5.2%), the co-branding products with the god of love
(0.6%), and the co-branding products with Nankunshen Daitian Temple(0.5%), which
shows the mania to mazu. The top 10 co-branding products are all co-brand with mazu.
93.6%
Percentage of sales of mazu Products
All the top 10 products are
all co-branding products with mazu
6 of top 10 products co-brand with Dajia mazu, and the other 4 with Baishatun mazu
The last year, the co-branding product with the best sales is the “7-11x Baishatun mazu
Pilgrimage commemorative bag”, and the second, third, fifth, and eighth best-selling
products are the co-branding product with Baishatun mazu and kaoliang liquor. Various
snacks/biscuits/cakes are popular, such as snacks of Trikofood x Jenn Lann Temple,
which are the fourth and ninth of best-selling products, and the fifth, cakes of Amo Bakery
x Jenn Lann Temple. They are one of the best-selling products of their brand this year.
And there are other types of interesting products that also have good sales, such as the
baby care products like diapers and feeder co-branding with Jenn Lann Temple; or
products or food that are related to health, such as health food, protective gear, or face
masks.
photo source: 博客來/ i預購 /經濟日報/工商時報
15
4
Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
29.9% 18.9% 10.1% 10.1% 3.8%
Co-branding products with temples TOP5 channels
Co-brand
partners
Sales
%
Dajia mazu
Dajia mazu
Baishatun mazu
Dajia mazu
Baishatun mazu
Beigang Wude Temple
Dajia mazu
Baishatun mazu
Lukang Mazu Temple
Hot
sale
Service fee
Online Light
Accessory
Alcohol
Snacks
Protective gear
Baby products
Masks
16
5
Dajia mazu
Baishatun mazu
Alcohol
Snacks
Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
Analysis of the popular types of co-branding products
1. Products related to the pandemic
— entrusting the Pudu affairs/online Pudu
2. Products for fortune exchange and for wealth fortune
— accessories/decorates for Fengshui
EOL has conducted 8 types of popular service/products among the various co-branding products
3. Digital replacement product — Online lighting votive
candle/Online religious assembly
photo source: 窩客島/Mook/Ettoday (右上)(右下) photo source: BONNY&READ/皮套王/ 7-11 i預購
photo source:鎮瀾買足/大家找網購
4. Oriental and occidental drinks product
— kaoliang liquor & Coffee
photo source:國泰洋酒/夢想誌
17
6
Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
photo source: 屈臣氏
photo source: 辛巴官網/玩家誌
photo source: yahoo商城
photo source: 蝦皮/yahoo拍賣/士多
6
EOL has conducted 8 types of popular service/products among the various co-branding products
Analysis of the popular types of co-branding products (cont’d)
5. Popular products for offerings
— snacks & cakes
6. Products for the health of drinks
— BRITA Water Filter
7. Products related to the growth of child & baby
— baby care products
8. products related to health
— health food and protective gear
Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
How to make next step to co-brand with temples
1. with food
19
7
2. with health care/supplements
3. with baby products
4. with easy card
5.target senior citizens
According to this research, food brands co-branding with temples were popular and easily acceptable by the consumers. Especially
for packaged food, it usually is seen in the temples or bought while people worshiping.
People worship in the temples or join the activities mostly for good health. Based on this idea, the health brands should seize the
chance to co-brand with the them for matching consumers’ need. And brands can communicate with the consumers and offer benefits.
Taiwanese consumers believe gods will give blessing to the babies. Therefore it would be a good opportunity for baby products co-
branding with the temples for making the connection.
The co-branding accessories are easy to make. However, people also need more useful small things to carry. Therefore, temples
branded easy card can offer more functions and attract the consumers.
EOL assumes that the senior citizens pay more attention to religious activities. Therefore the co-branded products can focus on them
and observe their real need and thoughts.
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
63%
Online Payment
Trying out cleaning
products of unfamiliar
brands(25%),
I would like to try it out
even having never
heard of it before (9%)
19%
Purposeful diet control
behaviors
26%
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
21
Accessing
Delivery App
Going to Gyms
Accessing LINE
Shopping Group
No
Change
No
Change
No
Change
No
Change
4%
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
1
3%
No
Change
No
Change
Hot Topics Among Consumers in Sep. 2022
Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in
August?
22
33%
Shoppin
g and
Discount
50%
Food
and
Dining
38%
Investm-
ent
20%
Cooking
23%
Internat-
ional
Enviro-
nment
20%
Economy
29%
Entertai-
nment
29%
Politics
2
EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
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
thousand
30 years
50K household
400
attendees
200
companies
24
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
Online Survey
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
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
25
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
EOL Consumer Research Team
26
Three Major Features of
EOL Consumer Research Team
Consumers Database
1 2 Project Research
27
Big Data Analysis
3
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
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
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
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
Grace Su / Director
Casper Wang / Director
Eastern Online Co., Ltd.,7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan
Email:amanda@isurvey.com.tw
Email:graceting@isurvey.com.tw
Email:casper@isurvey.com.tw
【Contacts for Business Cooperation】

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

  • 1. of TW Consumer Behaviors of Sep. 2022 Snapshot Released on Oct. 7 2022 Eastern Online Consumer Research Group Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City 1. Survey: usage of point collection schemes and payments 2. Research of E-invoice Sales Big Data Competition of Co-branding Products with Temples 3. Tracking survey to consumer behaviors • Utilization survey to new consumer behaviors • Ranking of hot topic types among consumers • Ranking of mindshare of YouTubers
  • 2. Agenda 2 1. Survey: Usage of Point Collection Schemes And Payments 2. Research of E-invoice Sales Big Data Competition of Co-branding Products with Temples 3. Tracking survey to consumer behaviors • Utilization survey to new consumer behaviors • Ranking of hot topic types among consumers • Ranking of mindshare of YouTubers • Online research • N=1000/per month, 20~59y • all Taiwan, Sample distribution is based on the demographic of Taiwan Method EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
  • 3. Survey: usage of point collection schemes and payments PART 1 Eastern Online Consumer Research Group Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
  • 4. • Reward point collection was the earliest marketing strategy for receiving customer loyalty. And now, it has developed into cash-like tools with multiple uses. It can not only bring economic benefits but also help receive a precise analysis of consumer behavior and become the brand marketing tool in multiple channels and occasions. • 92% of consumer collects reward points: Reward points from several cross-channels and special channels are listed in this survey. And over 90% of consumers collected reward points in the last month which became an activity for all. • Reward points from convenience stores are the most popular: Over 60% of consumers collect 7-11 OPEN POINT. The top five are Family Mart point, PX Mart point, LINE POINT, and Shopee Coins, all of which are collected by over 50% of the consumers. 4 Reward points collection activity for all, which from convenience stores is the most popular 1 Q. In the past one month, have you participated any point collection scheme? (choose all that apply) 62% 51% 48% 48% 47% 31% 22% 16% 14% 12% 11% 11% 10% 9% 9% 8% 4% 3% 2% 0% 8% 7-11 open point FamilyMart point PX point Line Point Shopee point Hypermarkets' schemes HappyGo Drugstore's schemes Beverage shops' scheme Jko point other CVS's scheme Momo point Pi P point Restaurants' scheme Department stores' scheme Other supermarkets' scheme Other online shops' scheme Travel miles/point scheme Other cross-channel scheme Other shops' scheme None of the above Point-collection schemes I participated in last month (%) EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
  • 5. • Most consumers participate in 4 kinds of reward points collection activities: Among the consumers who collect reward points, some participate in 14 collection activities at most. And about 80% of consumers participate in 1 to 6 reward points collection activities, the average participate rate of which is about 15% accordingly. • The main thought to evaluate reward point collection marketing: The survey data shows that even though measures of rewards collection are simplified, such as the method, the process of collecting, and the minimum consumption threshold, consumers only don’t have many intentions of participating in the reward point collecting project. Some consumers are willing to participate in the activity at the time but not all of them will keep doing so. Hence, after starting the reward points collection activity, the exact effect on the brand should be considered. 5 Consumers accept no more than 6 reward points collection projects 2 I don‘t follow any point- collection schemes 8% 11% 14% 14% 16% 14% 12% 6% 5% 3% 3% 1% 1% 1% 1 2 3 4 5 6 7 8 9 10 11 12 13 How many types of schemes I participated in (n=929) Sum up to 80% EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd. Q. In the past one month, have you joined any point collection scheme? (choose all that apply)
  • 6. 6 Reward points collections have higher synergy with payment tools 3 Compare the participating conditions of the rewards points collection by users using payment tools and credit cards of different channels: • Users of the payment tools of supermarkets, hypermarkets, or convenience stores have a 35% higher participation rate in reward point collection than that of the whole group. • Users of the payment tools of online stores have a higher rate of collecting MO Coins, P Points in Pi Wallet, and Shopee Coins than that of the whole group. • It is indicated that under the general rules or different kinds of limited regulations, if payment tools are connected to the channels, higher effectiveness from the reward points can be created. All Supermarket branded payment/credit card Hypermarket branded payment/credit card CVS branded payment/credit card Online shops branded payment/credit card Jko PAY LINE PAY N 1000 362 169 366 119 208 543 PX Point 48% 83% 53% 60% 61% 56% 53% Hypermarkets’ scheme 31% 40% 64% 36% 29% 33% 33% 7-11 open point 62% 72% 59% 80% 76% 75% 72% FamilyMart point 51% 63% 51% 71% 63% 61% 59% Momo point 11% 15% 12% 16% 37% 14% 14% Pi P-point 10% 15% 11% 12% 40% 18% 14% Shopee point 47% 57% 47% 57% 54% 61% 57% Jko point 12% 20% 12% 20% 21% 57% 17% Line Point 48% 63% 46% 66% 65% 65% 73% EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd. Q. In the past one month, have you joined any point collection scheme? (choose all that apply) Q. In the past one month, have you used any payment below? (choose all that apply)
  • 7. 7 Q. When you shopping in the shops or online stores, for any reason below, you would follow their point collection scheme or their branded payment? (choose all that apply) 4 Can have reward points with consumption , and can be used as cash in purchasing next time 61% Can have cashback with consumption 67% Can have a discount with consumption 58% Can have reward points with consumption, and can be used in other channels 27% Can have reward points to exchange gifts with consumption 25% Can have reward points to raise the membership level for receiving more discount with consumption 18% Reasons for consumers to use payment tools or collect reward points Key incentives are cash and instant discount • Cashback and rewards points used as cash are the key incentives that attract consumers to use payment tools and collect reward points. • Start at the discount: Except for the instant cashback, the instant discount for consumption can also have similar effectiveness as “Reward points are equal to cash”. • The preference percentage of reward points is close to that of cashback: The percentage of choosing “Reward points are equal to cash” is over 60%, which is closely catching up with that of cashback. Except for the reasons related to cash, other reasons such as cross- channel reward points, free gifts, raise of the membership level, etc., may not attract more than 30% of consumers, respectively. EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
  • 8. 8 Comparing profiles of consumers using reward points collection and payment tools in main convenience stores 5 All Follow PX point scheme & Use supermarkets’ branded payment/credit card Follow 7-11 open point scheme & Use CVS’s branded payment/credit card Follow FamilyMart point scheme & Use CVS’s branded payment/credit card Follow LINE POINT scheme & USE LINE PAY N 1000 300 293 259 399 Male 50% 47% 49% 50% 43% Female 50% 53% 51% 50% 57% 20~29y 23% 14% 19% 20% 27% 30~39y 27% 30% 34% 33% 32% 40~49y 27% 29% 32% 33% 26% 50~59y 23% 27% 14% 14% 15% North 46% 46% 48% 47% 51% Central 20% 23% 21% 20% 18% South 30% 28% 27% 27% 28% East 4% 3% 4% 5% 3% • Female consumers take at least a 3% higher percentage in using reward points collections and payment tools of supermarkets, as well as the LINE payment system compared to the whole group. • From the aspect of age, consumers using the LINE payment system are in younger age, who takes a higher percentage at the age of 20~29. Consumers at the age of 50~59 have a higher percentage of using supermarket reward pints collection. Payment tools of the two convenience stores are popular among consumers at the age of 30~40. EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd. Q. In the past one month, have you joined any point collection scheme? (choose all that apply) Q. In the past one month, have you used any payment below? (choose all that apply)
  • 9. 9 Conclusions and suggestions Reward points will invigorate the consumption 6 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9月) © 東方線上股份有限公司  Reward points are as useful as the cash Over 60% of consumers participate in reward points collection because “Reward points are equal to cash”, which shows that consumers expect reward points can be used easily in multiple places. When the brand develops its own reward points, consumer profiles and consumption sites should be focused, making reward points that can be used on normal occasions so as to create benefits  Consumers have a calculative budget, so the reward points should be attractive Because of the changeable economic environment, consumers prefer to have a calculative behavior in consuming. Consumers will check their bank statements as well as the reward points record which can be used as cash. Since consumers have a thrifty mind, clear reward points redeem systems, present the reward points receiving more than interest, may attract consumers continuously and even can be shared with friends as a topic, bringing more users.  Adhesion effect of reward point and payment tool According to the survey data, payment tools of different channels have strong adhesion to the reward points collection activity, which also means that it can utilize the habituation. When the brand decides to cooperate with reward points companies or build up a reward point system of its own, the effectiveness of the habituation can be evaluated. Also, the way to catch the habituation and the attention of consumers should be considered so as to achieve the expected benefits.  The flow and restriction of the reward points Except for considering reward points from the specific brand, reward points from other brands have an exchange mechanism, and therefore, the flow of those reward points should be deeply discussed. Comparing the consumer profiles of the target audience and users of reward points from different brands, or the profiles of consumers who like reward points exchanging, can assist in developing a marketing strategy as a communication method. Also, the related purchase behavior should be observed so that more business opportunities can be found. EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
  • 10. Research: E-invoice Sales Big Data Competition of Co-branding Products with Temples PART 2 Eastern Online Consumer Research Group Eastern Online Co., Ltd. | 7F, No.306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City
  • 11. Research method: • 2021.08~2022.07 • EOL E-invoice database • Temple partners:Dajia mazu, Nankunshen Daitian, Baishatun mazu Beigang Wude Temple, Lukang Mazu Temple, Baishatun mazu etc. • Number of e-invoice:45,090 • Device:31,356 • Channels:All channels offer e-invoice Origin of the survey On the Zhongyuan Festival in July of Lunar Calendar, various products for the festival come out. And some of the products not only relate to ZHongyuan Festival but also co-brand with temples as the products “with the blessing from gods”. From here, it can be realized that these co-branding products with temples come out not just on Zhongyuan Festival. And due to the pandemic, some temples will cooperate with online channels to launch an online service for lighting the votive candle or praying, so that believers can avoid gathering together with the crowd and can receive blessings from the gods even not going to temples in person. What’s more, since believers in well-known temples are spread all over Taiwan, how many benefits will those co-branding products with temples bring? Which products are popular? And which temples’ products can bring the largest benefits? photo source 維基百科、台南咬一口 左上/左下/右上/右下 11 1
  • 12. Source:EOL E-voice database Aug. 2021 ~ Jul. 2022 670 million Co-branded with temples products market size reaches photo source: ETtoday /皮套王 / 欣傳媒 / 窩客島 12
  • 13. Co-branded with temple products having great potential Fees for services offered by temples Alcohol Snacks Others Accessory Worship products Cakes Coffeecookies Sweet Protective gear Masks Diaper Baby bottle Lutein Massage tool Houseware Bottle water Online lighting votive candle, entrusting the Pudu (activity to serve and show respect to ghost) affairs becomes the new-kind business opportunities due to the pandemic Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022 Various co-branding products come out, having great potential for marketing 13 2 Market size up to 670 million
  • 14. Kinmen Kaoliang Liquor Baishatun mazu SHJ foods Dajia mazu AMO cake Dajia mazu Kinmen Kaoliang Liquor Dajia mazu StoryLeatherr Dajia mazu No.1 No.2 No.3 No.4 No.5 photo source: 工商時報 photo source: 金門皇家酒廠 photo source: 蝦皮 photo source: 國泰洋酒 photo source: Amo官網 photo source: 品酒網 photo source: yahoo拍賣 photo source: 皮套王 photo source: 經濟日報 7-11xBaishatun mazu easycard&bag No.6 No.7 No.8 No.9 No.10 HUGGIES Dajia mazu photo source: PChome TOP10 Co-branded with temple products 14 3 Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022 Kinmen Kaoliang Liquor Baishatun mazu Kinmen Kaoliang Liquor Baishatun mazu SHJ foods Dajia mazu
  • 15. Competition of co-branding products with temples — mazu Mania After collecting and conducting the co-branding products with temples, it is realized that 93.6% of products are co-branding products with mazu, followed by the co-branding products with the god of wealth (5.2%), the co-branding products with the god of love (0.6%), and the co-branding products with Nankunshen Daitian Temple(0.5%), which shows the mania to mazu. The top 10 co-branding products are all co-brand with mazu. 93.6% Percentage of sales of mazu Products All the top 10 products are all co-branding products with mazu 6 of top 10 products co-brand with Dajia mazu, and the other 4 with Baishatun mazu The last year, the co-branding product with the best sales is the “7-11x Baishatun mazu Pilgrimage commemorative bag”, and the second, third, fifth, and eighth best-selling products are the co-branding product with Baishatun mazu and kaoliang liquor. Various snacks/biscuits/cakes are popular, such as snacks of Trikofood x Jenn Lann Temple, which are the fourth and ninth of best-selling products, and the fifth, cakes of Amo Bakery x Jenn Lann Temple. They are one of the best-selling products of their brand this year. And there are other types of interesting products that also have good sales, such as the baby care products like diapers and feeder co-branding with Jenn Lann Temple; or products or food that are related to health, such as health food, protective gear, or face masks. photo source: 博客來/ i預購 /經濟日報/工商時報 15 4 Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
  • 16. 29.9% 18.9% 10.1% 10.1% 3.8% Co-branding products with temples TOP5 channels Co-brand partners Sales % Dajia mazu Dajia mazu Baishatun mazu Dajia mazu Baishatun mazu Beigang Wude Temple Dajia mazu Baishatun mazu Lukang Mazu Temple Hot sale Service fee Online Light Accessory Alcohol Snacks Protective gear Baby products Masks 16 5 Dajia mazu Baishatun mazu Alcohol Snacks Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
  • 17. Analysis of the popular types of co-branding products 1. Products related to the pandemic — entrusting the Pudu affairs/online Pudu 2. Products for fortune exchange and for wealth fortune — accessories/decorates for Fengshui EOL has conducted 8 types of popular service/products among the various co-branding products 3. Digital replacement product — Online lighting votive candle/Online religious assembly photo source: 窩客島/Mook/Ettoday (右上)(右下) photo source: BONNY&READ/皮套王/ 7-11 i預購 photo source:鎮瀾買足/大家找網購 4. Oriental and occidental drinks product — kaoliang liquor & Coffee photo source:國泰洋酒/夢想誌 17 6 Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
  • 18. photo source: 屈臣氏 photo source: 辛巴官網/玩家誌 photo source: yahoo商城 photo source: 蝦皮/yahoo拍賣/士多 6 EOL has conducted 8 types of popular service/products among the various co-branding products Analysis of the popular types of co-branding products (cont’d) 5. Popular products for offerings — snacks & cakes 6. Products for the health of drinks — BRITA Water Filter 7. Products related to the growth of child & baby — baby care products 8. products related to health — health food and protective gear Source:EOL E-voice database, Aug. 2021 ~ Jul. 2022
  • 19. How to make next step to co-brand with temples 1. with food 19 7 2. with health care/supplements 3. with baby products 4. with easy card 5.target senior citizens According to this research, food brands co-branding with temples were popular and easily acceptable by the consumers. Especially for packaged food, it usually is seen in the temples or bought while people worshiping. People worship in the temples or join the activities mostly for good health. Based on this idea, the health brands should seize the chance to co-brand with the them for matching consumers’ need. And brands can communicate with the consumers and offer benefits. Taiwanese consumers believe gods will give blessing to the babies. Therefore it would be a good opportunity for baby products co- branding with the temples for making the connection. The co-branding accessories are easy to make. However, people also need more useful small things to carry. Therefore, temples branded easy card can offer more functions and attract the consumers. EOL assumes that the senior citizens pay more attention to religious activities. Therefore the co-branded products can focus on them and observe their real need and thoughts.
  • 20. 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
  • 21. Utilization Survey to New Consumer Behaviors 63% Online Payment Trying out cleaning products of unfamiliar brands(25%), I would like to try it out even having never heard of it before (9%) 19% Purposeful diet control behaviors 26% 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 21 Accessing Delivery App Going to Gyms Accessing LINE Shopping Group No Change No Change No Change No Change 4% EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd. 1 3% No Change No Change
  • 22. Hot Topics Among Consumers in Sep. 2022 Whether it’s in person, via text message, or sharing on social media platforms, what topics did consumers proactively share with friends in August? 22 33% Shoppin g and Discount 50% Food and Dining 38% Investm- ent 20% Cooking 23% Internat- ional Enviro- nment 20% Economy 29% Entertai- nment 29% Politics 2 EOL Monthly Survey: N=1,000, Ages 20-59; Source: EOLembrain Online Member Survey (Conducted in Sep. 2022) © Eastern Online Co., Ltd.
  • 23. 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
  • 24. EOL Consumer Research Team (EOL iSURVEY) 1000M 200 thousand 30 years 50K household 400 attendees 200 companies 24 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 Online Survey Solid, fast and precise identification of registered members Trend Seminar Member of Macromill Weekly index Asia Annual Trend Seminar
  • 25. 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 25
  • 26. 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 EOL Consumer Research Team 26
  • 27. Three Major Features of EOL Consumer Research Team Consumers Database 1 2 Project Research 27 Big Data Analysis 3 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 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 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
  • 28. 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 Grace Su / Director Casper Wang / Director Eastern Online Co., Ltd.,7F., No. 306, Sec. 4, Xinyi Rd., Daan Dist., Taipei City, Taiwan Email:amanda@isurvey.com.tw Email:graceting@isurvey.com.tw Email:casper@isurvey.com.tw 【Contacts for Business Cooperation】