September 5, 2023
In general, the overall impact of the epidemic on Taiwanese society this year, as well as everyone’s living habits and pace, has produced a fierce shock; but on the one hand, the people have gradually found a balance, and at the same time they have become more accustomed to and have various responses to “abnormal” experience.
The emergence of a new variant Omicron after the Covid-19 epidemic, and the more fierce infection rate also raises doubts about the protection of the vaccine. Therefore, in this survey, we can see that the percentage of people who are optimistic about the coming year has slightly decreased. However, because Taiwan’s local anti-epidemic experience is still positive, and there are only a few infections at present, Taiwanese people, despite their doubts, are not completely pessimistic or panic.
In terms of consumption, continuing the previous survey results, 30% of the people said that the consumption budget would be reduced, and eating out/entertainment became the largest increase in consumption budget. In addition to the downgrade of the epidemic alert, the public's desire to eat out and for entertainment continues to grow, but also because of the end of the year, there are more and more festivals and promotional activities. At the same time, it is worth noting that the 30-39 age group is the only group that increases budgets and reduces the number of people. Obviously, people in this age group will be the main force of consumption at the end of the year.
Therefore, if the focus of product marketing can be aimed at the consumer needs of the 30-39 year-old group, and extend from this age group the needs of "buy for other people" (such as family purchases, gifts, etc.), and especially strengthen The following points or adjust these demands, including: "Consumer price calculation", "Emphasis on physical and mental health", "Mainly environmental sustainability and friendliness", "Emphasis on the value of social progress" or "Provide good Customer service experience" and so on. The important consumption wave at the end of the year is about to come. If you can grasp the characteristics of demand under the epidemic (such as housing economy, light travel, remote work, physical reunion, etc.), marketing focus and timing, there is a good chance to spur a wave of enthusiastic consumption trend.
Although the epidemic is still full of variables, in terms of investment, Taiwanese consumers have roughly the same investment willingness compared with September, and about half of them will choose to invest in stocks (including ETFs); in addition, other investment targets have grown a little. As for the general attitude towards stock market investment, the latest survey shows that most of them are willing to invest in the long-term, and only about 20% are inclined to short-term operations.
In general, the overall impact of the epidemic on Taiwanese society this year, as well as everyone’s living habits and pace, has produced a fierce shock; but on the one hand, the people have gradually found a balance, and at the same time they have become more accustomed to and have various responses to “abnormal” experience. However, the general inflation in the world, other economic situations such as the Fed’s announcement of several interest rate hikes next year, as well as the lack of timetable for the opening of national borders, and the possibility of vaccine passports, etc., all make the outlook for 2022 full of variables. However, what is always the same is the needs of the people's hearts, and it is always the trend of business opportunities.