Price is the most important consideration for most Taiwan buyers and the most common complaint regarding U.S. products and services. Some American businesses are frustrated that Taiwan firms do not consider life-cycle costs when negotiating a purchase. Although attitudes are changing, most Taiwan firms will only pay a higher price for a product if they see a short-term payoff. The second and third most important considerations for Taiwan buyers are quality and after-sales service, respectively.
When selling products in Taiwan, marketing, labeling, product instructions, and sales literature must be written in traditional Chinese characters. Detailed information about labeling is available at the Commerce Industrial Services Portal on the Ministry of Economic Affairs website here.
Trade Promotion and Advertising
Taiwan executives stay informed about current trends in their industries by reading international trade journals and participating in major trade events in Taiwan and abroad. In most major industries, industry associations work with the Taiwan External Trade Development Council (TAITRA) to organize local trade shows. Participating in major trade shows and advertising in relevant Taiwan trade publications are useful ways to boost sales in the market. Local partners often give the best advice on where and how to advertise effectively.
Information about upcoming trade shows in Taiwan is available on TAITRA’s website. TAITRA also offers several helpful lists, including a frequently updated calendar of TAITRA-sponsored trade shows, international conferences, and exhibitions held at the Taipei World Trade Center and the Nangang Exhibition Center.
The following are some of Taiwan’s major commercial newspapers and business publications:
- Business Weekly
- Commercial Times
- Commonwealth
- Taiwan News
- Economic Daily News
- Management Magazine
Taiwan’s advertising sector is comparable to that of other developed economies and covers a wide range of media. However, Taiwan advertising is known for a complicated network of “do’s and don’ts,” particularly in regard to the protection of women and children, that may require reference to other laws and regulations.
The Cable, Radio and Television Act, which governs advertising using these media, specifies that all commercials must be pre-approved by the relevant official department(s). The duration of advertisements may not exceed one-sixth of a program’s total transmission time. Additionally, there are other content restrictions for television and radio advertising, especially for alcohol and tobacco products.
For additional information, please visit the Digital Marketing subsection under the eCommerce section.
CS Taiwan offers fee-based services to help U.S. companies promote their products and services in Taiwan. It also organizes U.S. Pavilions to help American companies participate in Taiwan trade shows. The Trade Event Partnership Program (TEPP) and Trade Event Menu of Services (TEMS) services support trade shows and U.S. Pavilion organizers. For further details, please contact the TEPP/TEMS task force at Tradeevents@trade.gov, or visit the AIT Commercial Section (CS Taiwan) website.
Pricing
Branding is an important factor in developing a pricing strategy, especially in the consumer goods sector. Distributor price margins average between 15 and 40 percent, depending in part upon whether the distributor controls a product’s marketing. Price breaks and discounts for large-volume purchases are common promotional incentives.
In Taiwan, a five percent value-added tax (VAT) is imposed on the sale of nearly all products and services. Imports are subject to VAT based upon their landed price, including duties and commodity taxes on certain products. Products including rubber tires, cement, non-alcoholic beverages, oil and gas, certain electrical appliances, flat glass, and motor vehicles are subject to commodity taxes that range from eight to 50 percent ad valorem or other specific tariffs. In addition to customs duties, all imports are assessed a commercial harbor service charge, which is based on cargo weight and net ship tonnage.
Sales Service/Customer Support
Taiwan’s buyers, especially those purchasing commercial and industrial products, consider many factors when making purchase decisions. These factors include technical support, after-sales service, product performance, and durability. However, U.S. firms should understand that price is usually the most important element of a buyer’s decision.
Local Professional Services
Taiwan has a comprehensive modern legal system and several well-regarded local and international law firms and legal consultants. Many Taiwan attorneys active in international business have studied law in the United States, speak English, and understand the concerns of U.S. businesses. Consultations with a competent local attorney prior to engaging in business in the Taiwan market are highly recommended.
Similarly, major U.S. and global accounting firms and insurance companies have offices in Taiwan. U.S. firms interested in entering the Taiwan market should make it a priority to meet with these professional advisors. They can then provide advice within their specific areas of expertise and on a range of business and cultural matters.
Updated lists of professional firms may be obtained from the American Chamber of Commerce in Taiwan on their website or by e-mail: amcham@amcham.com.tw.
Principal Business Associations
Trade-Related organizations
American Institute in Taiwan (AIT)
Taipei Commercial Section Chief: Elizabeth Shieh
No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan
Tel: 886-2-2162-2631
Fax: 886-2-2162-2251
Email: Office.Taipei@trade.gov
AIT Kaohsiung Branch Office Chief: Neil Gibson
5F, No. 88, Chenggong 2nd Road, Qianzhen Dist., Kaohsiung, Taiwan
Tel: 886-7-335-5006
Fax: 886-7-338-0551
Email: Office.Kaohsiung@trade.gov
Agriculture Section Chief: Erich Kuss
No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan T
Tel: 886-2-2162-2316
Fax: 886-2-2162-2238
Email: agtaipei@fas.usda.gov
Agriculture Trade Office Director: Emily Scott
No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan
Tel: 886-2-2162-2682
Fax: 886-2-2162-2520
Email: atotaipei@fas.usda.gov
Economic Section Chief: Rashad Jones
No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan
Tel: 886-2-2162-2374
Fax: 886-2-2162-2240
Trade, Economic, and Commercial Relations
Director: Jeffrey Horwitz
Suite 1700, 1700 N. Moore Street, Arlington, VA 22209
Tel: 703-525-8474
Fax: 703-841-1385
U.S. Federal Government
U.S. Department of Agriculture Foreign Agricultural Service (FAS) Office of Trade Program
South Building, 1400 Independence Ave. SW, Washington, DC 20250
Tel: 202-690-3576
U.S. Department of Commerce
International Trade Administration
Room 2846, 14th and Constitution Ave. NW, Washington, DC
20230 Tel: 202-482-2611
Fax: 202-482-3316
The Commerce Department’s U.S. Commercial Service has 106 domestic offices throughout the United States. To locate your nearest U.S. Export Assistance Center, please visit https://www.trade.gov/contact-us
U.S. Department of State
Bureau of Economic and Business Affairs Office of Commercial and Business Affairs
2201 C Street NW, Washington, DC 20520
Tel: 202-647-4000
Fax: 202-647-3953
Other U.S. Government Agencies
Export-Import Bank of the United States
811 Vermont Avenue NW, Washington, DC 20571
Tel: 202-565-3946
Fax: 202-565-3380
U.S. International Development Finance Corporation
1100 New York Avenue NW, Washington, DC 20527
Tel: 202-336-8400
Fax: 202-336-7949
Taiwan Authorities
Bureau of Foreign Trade (BOFT)
No. 1, Hukou St.
Taipei, Taiwan
Tel: 886-2-2321-0271
Fax: 886-2-2351-7080
Bureau of Standards, Metrology and Inspection (BSMI)
No. 4, Sec. 1, Jinan Rd.
Taipei, Taiwan
Tel: 886-2-2343-1700
Fax: 886-2-2356-0998
Council of Agriculture (COA)
No. 37, Nanhai Rd.
Taipei, Taiwan
Tel: 886-2-2381-2991
Fax: 886-2-2331-0341
Environmental Protection Administration (EPA)
No. 83, Sec. 1, Zhonghua Rd.
Taipei, Taiwan
Tel: 886-2-2311-7722
Fax: 886-2-2311-6071
Financial Supervisory Commission (FSC)
18F, No. 7, Sec. 2, Sianmin Blvd., Banqiao
Taipei, Taiwan
Tel: 886-2-8968-0899
Fax: 886-2-8968-1215
Ministry of Economic Affairs (MOEA)
No. 15, Fuzhou St.
Taipei, Taiwan
Tel: 886-2-2321-2200
Fax: 886-2-2391-9398
Ministry of Finance (MOF)
No. 2, Aiguo W. Rd.
Taipei, Taiwan
Tel: 886-2-2322-8000
Fax: 886-2-2356-8774
Ministry of Health and Welfare (MOHW)
No.488, Sec. 6, Zhongxiao E. Rd., Nangang Dist.,
Taipei, Taiwan
Tel: 886-2-8590-6666
Fax: 886-2-8590-6000
Ministry of Transportation and Communications (MOTC)
No. 50, Sec. 1, Renai Rd.
Taipei, Taiwan
Tel: 886-2-2349-2900
Fax: 886-2-2349-2491
Small and Medium Enterprise Administration (SMEA)
3F, No. 95, Sec. 2, Roosevelt Rd.
Taipei, Taiwan
Tel: 886-2-2368-6858
Fax: 886-2-2367-3883
Principal Business Associations (list)
U.S.-based Trade or Industry Associations U.S.-Taiwan Business Council
Suite 1703, 1700 N. Moore Street
Arlington, Virginia 22209
Tel: 703-465-2930
Fax: 703-465-2937
Taiwan-based Trade or Industry Associations
American Chamber of Commerce in Taipei
Suite 706, No. 129, Sec. 3,
Minsheng E. Road, Taipei, Taiwan
Tel: 886-2-2718-8226
Fax: 886-2-2718-8182
Confederation of Asia-Pacific Chambers of Commerce and Industry (CACCI)
7F-2 No. 760 Section 4, Bade Road, Songshan Dist.,
Taipei, Taiwan
Tel: 886-2-2760-1139
Fax: 886-2-2760-7569
Chinese International Economic Cooperation Association
2F, 83 Ba De Road, Sec. 4, Songshan Dist.,
Taipei, Taiwan
Tel: 886-2-2528-8833
Fax: 886-2-2742-5342
Chinese National Association of Industry and Commerce
13F, No. 390, Sec. 1, Fuxing S. Rd.
Taipei, Taiwan
Tel: 886-2-2707-0111
Fax: 886-2-2707-0977
Chinese National Federation of Industries
12F, No. 390, Sec. 1, Fuxing S. Rd.
Taipei, Taiwan
Tel: 886-2-2703-3500
Fax: 886-2-2705-8317
General Chamber of Commerce of the R.O.C.
6F, No. 390, Sec. 1, Fuxing S. Rd., Da’an Dist.
Taipei 10656, Taiwan
Tel: 886-2-2701-2671
Fax: 886-2-2755-5493
Importers and Exporters Association of Taipei
No. 350, Songjiang Rd.,
Taipei, Taiwan
Tel: 886-2-2581-3521
Fax: 886-2-2523-8782
Taiwan External Trade Development Council (TAITRA)
5-7F, No. 333, Sec. 1, Keelung Rd.
Taipei, Taiwan
Tel: 886-2-2725-5200
Fax: 886-2-2757-6652
Taiwan Electrical and Electronic Manufacturers’ Association (TEEMA)
6F, No. 109, Sec. 6, Min Chuan E. Rd.
Taipei, Taiwan
Tel: 886-2-8792-6666
Fax: 886-2-8792-6088
Limitations on Selling U.S. Products and Services in Taiwan
Taiwan adheres to the WTO’s Agreement on Technical Barriers to Trade (TBT), which prohibits the use of technical requirements as discriminatory barriers to trade. The TBT Agreement covers standards for all products, including agricultural, industrial, and consumer goods, as well as production and processing methods and conformity assessment procedures. Additional resources to help firms comply with U.S. and international standards are available through the U.S. Department of Commerce’s National Institute of Standards and Technology (NIST) website.