Bubble Tea Industry International Marketing Practice Sharing Conference Initiating the First Year of the TAITRA Bubble Tea Era
Source：Service Industry Promotion Section 3
From：Service Industry Promotion Section 3
Organized by the Bureau of Foreign Trade, Ministry of Economic Affairs, and Taiwan External Trade Development Council (TAITRA), and co-organized by the Association of Chain and Franchise Promotion, the “Bubble Tea Industry International Marketing Practice Sharing Conference” successfully concluded on 2nd March, 2018. It was estimated to have attracted 126 chain brand business and bubble tea industry chain organizers, and start-ups to participate. The interaction and exchange at the venue was vivid and warm.
The iconic Bubble Tea brand which successfully has a foothold overseas, especially the brands which successfully operate in New Southbound markets, including Chatime, Sharetea, Tea-Top and the raw material supplier, Chen En Food Product Enterprise Co., Ltd. All were invited to the conference to share their practical experience on international marketing and provide their secret recipes for success. The conference was expected to team up the bubble tea upstream and downstream industries, and energize other Taiwanese bubble tea brands and related industries to have overseas market layouts at a faster pace.
Executive Vice President Wang of TAITRA delivered a speech on behalf of the organizer. He mentioned that that there are 3 major contributions of Taiwan’s bubble tea internationalization. First, it will drive the industry exports, including trade export increases of the equipment, raw materials, and packing materials of the industrial chain, while especially establishing the reputation of Taiwan’s agricultural products abroad indirectly. Second, it will enhance the brand visibility, increasing the international image. Taiwanese brands represent high quality, and are deeply loved by foreigners. Third, it is popular with the targeted market, and further increasing the local employment rate, stimulating consumption and driving the economic growth.
To assist with the bubble tea industry development, TAITRA established the “Bubble Tea Marketing Alliance” dated on 15th November, 2017. Utilizing a specific brand identity and slogan “Taiwan Bubble Tea, Bubble Up Your Life” to promote it, 2018 is also set as the first year of the Bubble Tea Era. In the future, the alliance will play a role in industry chain integration and brand promotion, and will attend the chain exhibitions in Sydney Australia, Malaysia, Singapore and the China Food and Drinks Faire in ChengDu to set up the bubble tea zone. The alliance will compete in the international arena by cooperating as a national team to explore the international market. For domestic aspects, a series of forums will be held, and professionals from law, finance or with practical experiences, along with scholars and vendors, will have thematic sharing. Furthermore, the bubble tea brand CIS identity system will take effect to integrate the power of the membership companies, and jointly establish the national brand image of Taiwanese bubble tea.