Austrade media release12 November 2008
With television shopping a Taiwanese obsession, an award winning Jewellery Hanger designer (Ruby’s Closet – NSW) and a producer of skincare and therapeutic products made from Emu Oil (Emu Tracks – SA), have won deals to debut their wares on one of Taiwan’s premier shopping channels, MOMO.
Austrade’s Taipei-based Senior Trade Commissioner Yvonne Chan said the agreement with MOMO could open the door for more Australian companies in Australia’s 8th largest export market.
“Television shopping in Taiwan offers access to a new, unique and significant sales channel, and it’s a very immediate and direct route to the consumer, particularly for specialty and niche products,” Ms Chan Said.
“Taiwan’s TV shopping sector recorded an 80-fold increase from its 2000 debut to be worth more than US$1.3 Billion in annual sales in 2005 and now boasts eight dedicated shopping channels. A sign of its significance and popularity is that shopping channel hosts are often leading celebrities.
“Taiwanese people work long hours and often on weekends, which means shopping from home is not only more convenient than visiting bricks-and-mortar retail outlets, but sometimes essential. During the monsoonal wet and typhoon season for example, consumers are unlikely to, or can’t, leave their homes.
“China’s television shopping sector is also growing rapidly, and as a result of cultural similarities, key buyers from China often look to what is successful in Taiwan as a guide to product purchases,” Ms Chan said.
Austrade introduced Australian exporters to the shopping giant’s potential by inviting a buyer delegation from MOMO to Australia, which led to deals for both Ruby’s Closet and Emu Tracks.
Ruby’s Closet from Orange (NSW) will debut ’Bling Hanger’ on MOMO, an all in one jewellery organiser that keeps jewellery separated, untangled, undamaged and easy to access. The innovative company won the Regional Category of the NSW Young BizStar Competition for the design.
Ruby’s Closet owner and ‘Bling Hanger’ inventor Rachel Chippendale travelled to over 20 countries to seek inspiration from the best in global design before coming up with her creation.
“After winning the competition last year, the product will now be sold in Australia’s leading fashion jewellery chains Diva and eQuip, and will be sold in more than 250 stores in Australia and New Zealand for Christmas,” she said.
Ms Chippendale will fly to Taiwan next week to participate in promotional filming for the small screen debut of the ‘Bling Hanger’.
“I’m excited about launching my product in Taiwan and fostering relationships with global companies to build more export markets for Bling Hanger and future products,” Ms Chippendale said.
“MOMO have already expressed interest in other product lines, and are looking at building a longer relationship to create a following for Ruby’s Closet among consumers in Taiwan. There is the possibility Ruby’s will also make an appearance on MOMO’s partner channel in South Korea,” she said.
Adelaide’s Emu Tracks will also debut two products, Pure Emu Oil and Injury Relief Liniment, with CEO Chris Gregory hoping the new deal with Momo will teach Momo consumers about the benefits of Emu Oil, and help drive future sales in Taiwan and beyond.
“Pure Emu oil has excellent moisturizing properties and is high in Vitamins A, E and F. It has also proven effective in post-exercise muscle relief and other therapeutic products. The deal with MOMO is a great opportunity to generate increased interest in Emu Tracks products in Taiwan and the benefits of Emu oil in general,” Mr Gregory said.
“After 12 years in business exports now represent an important part of our operations, and we are always looking to expand beyond the current total of around 10-15% in international sales, Mr Gregory said.
“Both companies offer something different to MOMO and Taiwanese consumers, and are a great example of the diversity of products that could succeed in Taiwan,” Ms Chan said.
“Exports to Taiwan grew by 4.3 per cent to reach almost A$6.5 billion last year, and a wide range of Australian business capability is connecting with local consumers and service users, in areas such as food, wine, cosmetics, wellbeing, education, ICT, and biotechnology,” Ms Chan said.
In 2007-08, Austrade Taiwan has helped more than 350 companies achieve export deals worth over A$738 million.
Yvonne Chan (Austrade); Rachel Chippendale (Ruby’s Closet); and Chris Gregory (Emu Tracks) are available for media interviews
ENDS
Media contactDavid Varga
Tel: +61 2 9390 2191
Mob: +61 411 604 755
For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au//mediacentre.
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