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Taiwan is surrounded by sea, and has been dependent upon the ocean through its history. Such privileged natural conditions also led the marine industry chain to a bustling development. In recent years, the government has greatly supported the shipbuilding industry and national manufacture of yachts; the latter has earned Taiwan particular distinction. Despite facing competition from traditional yacht manufacturers in countries like Italy, Germany, and the Netherlands, Taiwan has become the sixth largest manufacturing nation in the world and the first in Asia thanks to its superyachts (yachts over 24 meters in length). Q1 to Q3 2019 saw export profits of US$186 million. The Taiwan International Boat Show is held in Kaohsiung biannually. Despite this year's postponement due to the NCP outbreak, it still attracted over 20,000 visitors and buyers from 31 countries in 2018. These buyers were mostly from China, U.S.A., Korea, Japan, and Singapore. Thus, it can be considered an international yacht show of importance to the Asia-Pacific region.
The 2020 Global Order Book from international yacht media Boat International points out that there was a slight dip in yacht projects ordered globally, from 830 in 2018 to 807 in 2019; total length reduced by 1% compared to 2018. There were mainly three factors for this reduction in orders: Firstly, stabilization from overheating in 2018; secondly, overall economic headwinds such as Brexit or the U.S.-China trade war; and finally, many specialized, innovative yacht projects are still under design planning and have not entered the production stage yet. Despite the aforementioned factors contributed to a slight drop in global yacht demand in 2019, Taiwan yacht brands still achieved considerable breakthroughs thanks to customized design, professional woodwork, advanced material R&D, and an agile and highly efficient supply chain. Take Horizon Yachts – winner of the Taiwan Excellence Award – as example. In 2019, its annual revenue grew by 14.3%, making it the 9th largest superyacht manufacturer in the world – up two places from 2018.
The 28th Taiwan Excellence Awards Selection was organized by the Bureau of Foreign Trade, Ministry of Economic Affairs and implemented by TAITRA. 77 feet luxury motor yacht from Horizon Yachts and Monte Fino V76 from Kha Shing Ent. (with self-owned brand Monte Fino Yachts) stood out among over thousand products as the only two yacht winning products this year. Moreover, Monte Fino V76 took the award upon its first submission this year. Kha Shing Ent. and famous British designer Humphreys collaborated in making Monte Fino V76. With a sleek design that combines a luxurious and imposing brand image, Monte Fino V76 defies and surpasses the poise of 100-ft yachts.
Taiwan Excellence uses diverse marketing methods to enhance industrial advertising and increases in-depth coverage. It leverages its social media accounts, online platform promotion, and international media publicity in different locations to strengthen Taiwanese yacht industry image of excellence and international branding in Europe, the Americas, and the New Southbound market. For more information, please visit Taiwan Excellence's official website: https://www.taiwanexcellence.org/tw
Wu Chun-Tse, Strategic Marketing Director of TAITRA