The Taiwan Salt Industrial Corp (Taisalt,
The company aims to increase its sales of health and beauty products to NT$950 million from last year's NT$150 million within the year, Chairman Cheng Pao-Ching (
Cheng said Taisalt has always been good at technology research and the manufacturing of salt-related products. "But, we lack know-how in marketing, so we have decided to link up with Tait Marketing & Distribution Co (
Tait, a leading distributor that markets groceries, personal care products, beverages and wines in Taiwan, will help improve Taisalt's branding and distribution network, Cheng said.
The company's health and beauty products include shampoos, bath gels, facial cleanser and toothpaste.
The products differ from most other products in the market in that they all contain a special ingredient -- sea salt.
Cheng said the products' current packaging design and advertisements may be a little bit out of date, and the company hopes to give the public a new impression of itself in the near future.
"With Tait's strong distribution network in Taiwan, we are confident we can create more than NT$950 million in sales over the next 12 months," said Ed Shyurng (
Tait currently has ties with more than 60,000 retailers around the nation, including supermarkets, hypermarkets, drug stores, restaurants and traditional, personally owned shops.
Taisalt started shipping out its health and beauty products to other countries last year.
"This year we estimate to generate NT$600 million in sales from the US and Hong Kong markets combined, as well as NT$100 million in sales from China," Taisalt's Cheng said. He added that the state-run company aims to make NT$4 billion in sales or NT$500 million in profit by the end of the year.
To expand its product line, Taisalt is scheduled to put new skin-care products like skin toner, lotion and whitening essence on shelves within the next two months.
Commenting on the newly for-med partnership between Taisalt and Tait, a retail market professional said Taisalt is going the right way by improving its marketing skills.
"The brand awareness by local consumers of Taisalt-brand health and beauty products is relatively low," said Kimberly Chang (
She said the reason for this is because Taisalt doesn't run commercials or special offers all the time.
"However, we found that their customers are quite loyal ? which means Taisalt products' quality is reliable," Chang said.
According to RT-Mart -- one of the nation's major retailers, which run about 20 hypermarts in Taiwan -- the average age of shoppers buying Taisalt products is between 30 and 40, while recently that figure has gradually declined and more and more teenagers had become users.
In addition, prices of Taisalt Shampoo, conditioner or facial cleaner is about NT$150 each. "These items are gaining market share because of good quality and relatively low prices," Chang said.
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