Comvita Opens Branch Office In Taiwan
Export-oriented marketer of natural health products, Comvita Limited, has opened a branch office in Taiwan, the world’s
second largest market for propolis, Comvita’s most lucrative export product.
The move adds to the company’s physical offshore presence in Japan, Hong Kong and Australia.
Taiwan is viewed by Comvita as a market of untapped potential for its health products. It has been exporting products
there since the early 1990’s. The decision to open an office in Taiwan was made in order to further realise this
potential.
Charged with the overall responsibility for the new project, Comvita’s sales and marketing manager Scott Coulter has led
the move to establish the Comvita Taiwan Branch Office in Taipei.
“Marketing control by way of a subsidiary company will provide opportunities for flexibility on pricing, increased
distribution and investment in marketing, as well as an improved margin,” he says. “It will also enable us to more
effectively advertise and promote our products within the Taiwanese market, as well as closely partner our local
distributors.”
Coulter says there’s a ready market in Taiwan for Comvita products based on New Zealand-sourced propolis which is
recognised as being technically superior.
This is confirmed by Comvita’s Asia regional manager, Sam Tsoi, who is responsible for sales growth and distribution in
Taiwan.
“Our Taiwan branch office now presents us with a key opportunity to achieve growth in sales to Taiwanese resident in
that country following their initial exposure to the brand in New Zealand,” says Tsoi.
He refers to the large number of Taiwanese, and Asians generally, holidaying or residing in New Zealand who purchase
Comvita products here.
“We have several outstanding opportunities lined up to capitalise on the brand awareness generated by our marketing
activities in New Zealand.”
Tsoi says having a physical presence in Taiwan will facilitate growth and assist Comvita in developing the marketing
infrastructure required within that unique market.
Comvita’s expansion into Taiwan is a continuation of a New Zealand export success story. It has won numerous export and
business awards, including the 2003 New Zealand Trade & Industry Consumer products Exporter of the Year Award.
New Zealand Trade and Enterprise will provide financial assistance for the Taiwan branch office project through the
Growth Services Fund. The grant will enable Comvita to advance the project and will assist with initial expenses.
The company’s long-term strategy of investing in key offshore markets seems to be paying off with export revenues making
a major contribution to its profits. Comvita’s sales have been growing over the past five years at a compounded rate of
23 per cent.