Thu, Jan 24, 2002 page17

• Good things come in fancy packages

  CHINESE NEW YEAR In a culture that emphasizes gaining face from relatives, friends and business associates, gifts given over the new year must look expensive

  • By Annabel Lue / STAFF REPORTER
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  When it comes to giving gifts in Taiwan, it's more than just the thought that counts.

  In a culture that emphasizes gaining face, gifts given to friends, relatives or business associates over the Chinese New Year must look expensive, industry professionals said yesterday.

  "The public likes to buy gift sets that look more valuable than their actual worth," said Brian Chien (簡聖峰), deputy manager at Maxxium Taiwan Co (人頭馬寰聖洋酒), the liquor agent for Remy Martin, Absolut Vodka and Jim Beam.

  

  Lin Hsuan-chen, store manager for Hsin Tungyang Co, shows off the company's latest Chinese New Year gift packages.

  PHOTO: CHEN CHENG-CHANG, TAIPEI TIMES

  "The bigger the better" is the motto that most shoppers seem to live by when choosing gift packaging, he said.

  Taiwanese traditionally visit family and friends over the week-long lunar new year holiday, bearing gift packages of fruits, snacks or liquor that symbolize prosperity, health and good fortune.

  Whether covered in images of flowers, European paintings, banquets or Hello Kitty, fancy packaging is a major factor affecting consumer choices for Chinese New Year gifts, Chien said.

  Falling fruit prices since Taiwan entered the WTO on Jan. 1 has allowed consumers to opt for more expensive-looking packages, said one Taipei vendor surnamed Chen. "The more expensive the appearance of the gift, the more face the giftgiver will get in return," Chen said. "And Chinese love to gain face."

  But some gifts must taste expensive as well. "I chose a premium liquor package to show my respect to [my client]," said a 39-year-old salesman.

  Another food industry veteran said that because the Chinese New Year holiday is a time for celebration, people like to be surrounded by bright colors.

  "Red, bright yellow and gold are the main colors for gift wrapping," said Lin Hsuan-chen (林軒臣), marketing manager at Hsin Tungyang Co (新東陽食品), which has been selling Chinese-style desserts, sausages and preserved meats since 1967.

  Meanwhile, Lin said, the bad economic climate has forced Hsin Tungyang to slash prices in order to attract customers. "To get consumers to spend, we cut gift-set prices approximately 5 percent over last year," Lin said.

  Cheaper pricing is also the approach adopted by French hypermart Carrefour Corp.

  "This year, the middle and lower-level gift packs we put on shelves cost 10 percent less than last year," said Kao Chih-hua (高治華), Carrefour's public relations manager.

  Gift packages priced below NT$1,000 account for roughly 60 percent of the chain store's gift sales over the Chinese New Year, she said.

  Kao also noted that WTO entry has affected consumer choices this year. "Prices of imported fruit have dropped significantly," she said. "Fruit packs have become the most popular gifts this year."

  A box of six Washington apples that last year sold for NT$250 now costs just NT$199, Kao said.

  The liquor market is also flowing thanks to Taiwan's membership in the global free-trade body.

  "With an increasing number of foreign alcohol brands being imported into Taiwan, the competition has become tight," said Maxxium's Chien.

  "People always regard liquor or wine sets as premium items, so business men like to chose them for their partners," Chien said.

  According to Chien, Chinese New Year is the peak season for alcohol sales. The period accounts for as much as 40 percent of annual alcohol sales.
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