Minister of Transportation and Communications Chen Chien-yu (陳建宇) yesterday said his ministry would consider ways of promoting Taiwan as a luxury shopping destination, following the opening of the seventh upscale department store in Taipei’s Xinyi District (信義).
The Breeze Center shopping mall, which opened on Thursday, is the latest addition to a cluster of high-end department stores within a 400m radius of Taipei 101, in a district that has become known as the Taipei 101 area.
Taipei 101 houses several luxury brands and is in close competition with the nearby Shin Kong Mitsukoshi, Hankyu, Neo 19, AIT 4 Fun and Bellavita department stores.
The Xinyi Breeze Center attracted about 30,000 people and generated revenue of about NT$80 million (US$2.44 million) on its opening day last week, according to the Breeze Group.
The high-end shopping district has attracted the attention of the European Chamber of Commerce Taiwan (ECCT), which suggested in its 2016 Position Papers that the government promote Taiwan as a luxury shopping destination.
“The attractiveness of Taiwan’s luxury shopping segment has continued to increase thanks to the development of major international high-end malls and department stores featuring luxury brands, combined with high-end hotels and fine dining experiences,” the European Chamber said.
However, an integrated government plan is needed to encourage further investment in hospitality facilities alongside the shopping malls, the chamber said.
It said the marketing of such facilities is crucial in light of competition with other luxury shopping destinations, such as Hong Kong, Japan, South Korea and Singapore, which are far ahead in terms of the high standard hospitality facilities they offer.
“We are concerned about the lack of focus on the assets of Taiwan as a luxury shopping destination,” the European Chamber said, adding that the tourism marketing is focused largely on the nation’s scenery, culture, traditions, street food and other local cuisine.
It recommended that Taiwan increase direct promotion of its luxury shopping attractions by means of TV reports, public-relations campaigns, and editorials in tourism and airline media publications.
Democratic Progressive Party Legislator Yeh Yi-jin (葉宜津) supported the ECCT’s recommendations, calling on the Tourism Bureau to work with the department store sector to promote Taiwan’s attractions.
In response, Chen said he held the same view and that his ministry would consider ways of implementing such promotions.
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