Retailers launch branded pots and pans to attract consumers
Retailers launch branded pots and pans to attract consumers
2024-01-16
Winter is hotpot season in Taiwan. Retailers and brands are launching new lines of pots and pans to attract consumers. These branded goods are often offered only as limited editions, which need to be paid for partly by redeeming points from past purchases. But lots of consumers are willing to go the extra mile for a specially branded item. From induction stoves with Korean characters, to iron pots with Winnie the Pooh details, if you’re coveting cutesy kitchenware, now’s the time.
A pot of bubbling spicy soup with duck blood. It’s a warming treat for winter. More exciting is this special induction stove, decorated with hit characters from Korea. A convenience store has co-launched a range of cookware, but they’re only available as rewards, not for direct sale, to encourage consumers to buy fresh food.
Liu Hung-chih
Convenience store marketing manager
Young people like products with characters on. We’re working on this project with Kakao Friends, which is popular with young people. We expect that this fresh produce rewards scheme will increase our fresh produce profits, perhaps by 10% or more.
Member of public
If the brand decorating the product is something we like, for example, Hello Kitty, which the children like, or maybe Mickey Mouse, then I might get it sometime, for the children.
An easy to store stove. A soup pot with double handles. A cute kitchen timer. A garlic press. By collecting points from three produce purchases you can claim the soup pot, and save 55% of the retail price.
At another retailer, there’s a collaboration with a Korean cookware brand. The seven items include peach pink or milk tea colored non-stick pans and soup pots. The minimum spend is two redeemable purchases plus a discount price. The scheme began in November, and more than 7,000 customers have already redeemed purchases to get the items.
Member of public
We’re buying things to redeem the points. They are items that we use all the time.
Huang Li-chi
Retail PR manager
The items come in special colors. And with the attraction of the famous brand, we expect that this year our points-redemption profits will exceed NT$10 million. The best-selling item is the 28-centimeter pan, which is quite large, and useful for a large number of people. The pots are selling the best.
Meanwhile, a French cookware brand is collaborating with Winnie the Pooh to create these iron pots that can be used for frying, sauteing and boiling. These cute and cheeky little honey pots can store condiments. Taiwan loves a hotpot, and all these pots and pans are a big commercial opportunity.
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冬天吃鍋旺季賣場推質感 韓國鍋具"只換不賣"
2024-01-16
冬天是吃鍋旺季，看好年節團圓圍爐需求，有超市推出韓國人氣IP鍋具換購商品，要順勢拉抬生鮮食品、火鍋商品業績。也有賣場，與韓國鍋具合作，用質感又粉嫩的大湯鍋換購品，獲得熱烈迴響。
滾燙的麻辣鴨血，超暖胃，但更吸睛的，是這口電磁爐，韓國人氣IP，全印在上頭。超商端出聯名鍋具，但只換不賣，鼓勵消費者購買生鮮食品。
[[超市行銷部協理 劉鴻徵]]
“年輕人的話比較喜歡肖像的商品，那這次我們請到KAKAO FRIENDS來講，那是比較受年輕人的歡迎，那我們預計透過這樣的一個生鮮積分，能夠帶動生鮮相關的業績，有一成以上的一個成長。
[[民眾]]
“如果聯名那一個東西，是我們的喜歡的，例如說也是小孩子喜歡的Hello Kitty，或者是什麼米老鼠什麼的，有時候會為了小朋友（去換）”
好收納的電磁爐，小巧的雙耳湯鍋，萌翻天的烹飪計時器，再到壓蒜器，用3個生鮮積分加購價，等同原價45折，就能把湯鍋帶回家。
另一家賣場，與韓國鍋具品牌合作，粉嫩的蜜桃、奶茶色不沾鍋和湯鍋等七款廚具，最低兩點加換購價，就能換到。11月活動開跑，就有破7千組客人來換，夯到還要追加換購品。
[[民眾]]
“我們買東西換點數，那些東西也都是平常都要用的”
[[賣場行銷部公關 黃莉淇]]
“美色的優點，然後再加上知名品牌的帶動之下，我們預期今年的換購業績，可以突破千萬以上。最熱銷的部分的話，都是以28公分，比較大的，然後是比較可以多人使用的，鍋具賣得最好。”
也有法國鍋具品牌，與小熊維尼聯名，能煎、炒、煮的鑄鐵鍋，可用來裝調味料的蜂蜜罐，俏皮又可愛。台灣人愛吃火鍋，不只鍋物料理，周邊鍋具也是一大商機。
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