Pioneering Beyond the Middle East to Taiwan
Strengthening Its Position in the Global Camping Stove Market
Paseco announced on December 30 that its camping stove sales in Taiwan, which has a subtropical climate, have increased fourfold compared to the same period last year.
Paseco explained that this result was achieved through a strategic marketing approach, recognizing the recent rapid growth of the camping population in Taiwan. Many of Taiwan's campsites are located in high-altitude areas over 1,000 meters above sea level, resulting in significant temperature differences between day and night. Paseco positioned camping stoves as an essential item for camping.
Paseco emphasized differentiated design that is both stylish and space-efficient. The company's camping stoves maintain a stable height during use, but thanks to a lifting feature, their total height can be reduced by about 12 centimeters for storage and transport, making them more convenient to load and carry in vehicles. This has given Paseco a competitive edge among Taiwanese campers who prioritize equipment efficiency and space utilization.
The premium strategy focused on safety has also produced results. Paseco's camping stoves feature various safety designs, including an automatic shut-off mechanism that extinguishes the flame if the stove is lowered while in use, thereby reducing fire risks. Based on this safety and technological strength, Paseco adopted a premium pricing strategy, setting prices about 1.5 to 2.5 times higher than Japanese products. As a result, Paseco surpassed Japanese brands that previously dominated the Taiwanese market in sales volume.
Paseco plans to continuously strengthen its brand competitiveness in overseas markets, building on the potential confirmed in Taiwan. Through this, the company aims to expand its presence as a lifestyle brand that offers a comprehensive camping experience.
A Paseco representative stated, "Mentions of K-stove Paseco are increasing within Taiwan's camping communities and on social media," adding, "Our competitiveness, developed through experience pioneering overseas markets with limited stove demand such as the Middle East, has led to tangible sales growth in Taiwan as well."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
