ECCT urges government to boost "Brand Taiwan"

The European Chamber of Commerce Taiwan (ECCT) today released its 2021 Position Papers. Through the theme "Boosting Brand Taiwan: Enhancing Innovation in Adverse Times" the ECCT called upon the government to take advantage of the fact that Taiwan has been relatively little affected by the coronavirus pandemic, capitalise and build on Taiwan,s strengths to enhance the image and attractiveness of "Brand Taiwan" to international investors and talent.

The launch was held at an ECCT Premium Event lunch today, where Chairman Izzo officially handed over a copy of the chamber,s annual publication to the Taiwan government, represented by Dr Kung Ming-hsin, Minister of the National Development Council (NDC). This year,s publication includes separate submissions from 25 of the ECCT,s 29 industry and support committees and raises 170 issues, 104 from previous years and 66 new issues.

In his presentation to NDC Minister Kung and ECCT members at the launch, Chairman Izzo thanked the government for efforts on making progress on 28 issues from the previous year. He went on to give a summary of the Position Paper Overview and highlight some of the major issues facing ECCT members.

 

Summary of 2021 Position Paper Overview

Taiwan's economy has been less affected by the coronavirus pandemic than much of the world thanks to the government,s early response and competent handling of both the healthcare and economic consequences of the pandemic.

But even if Taiwan is able to maintain this sterling performance, the other challenges facing the global economy that were already disrupting business models and supply chains before the pandemic, have not diminished. Like the rest of the world, Taiwan has to navigate the challenges posed by an ageing society, US-China trade and other geopolitical tensions, the increasing digitalisation and automation of multiple industry sectors, and the associated rise of the gig economy, which continue to disrupt traditional employer/employee dynamics and erode social safety nets.

Yet, Taiwan is well-positioned to address these challenges. It has enviable advantages given its open society, a good geographical location, established infrastructure, a reliable regulatory and legal system, entrepreneurial acumen, abundant capital resources and skilled workforce, which have been used to great effect to build robust industrial eco-systems. Thanks to these advantages, coupled with financial incentives offered by the government, Taiwan has continued to attract the interest of numerous international as well as returning Taiwanese investors.

Authorities in Taiwan now have a unique opportunity to tap into the international zeitgeist during these adverse times to enhance innovation and promote Taiwan as an attractive investment destination in the high-end technology and service industries identified by the government in its 5+2 industries targeted for future development, as well as other fields.

Great progress has been made in recent years towards improving Taiwan,s image and appeal internationally but if it is to take this success to the next level, Taiwan,s image needs to be raised in prominence to the extent that it becomes akin to a globally-recognised brand that is renowned for excellence.

The Overview goes on to list actions in specific areas that the government could take to enhance the image and attractiveness of "Brand Taiwan" to international investors and talent.

 

Boosting Taiwan,s internationalisation: An essential component of boosting Brand Taiwan is to align the regulatory system with international standards and best practices and make the investment and living environment attractive to international investors. For example, a number of Taiwan,s CNS standards are not aligned with international standards, thereby stifling the transition to electrical engineering equipment and automotive products that are safer and of a higher quality. Taiwan also maintains unique requirements for cosmetics, safety assessors and restrictive regulations for hypermarkets, which make business difficult for companies in the cosmetics and retail industries. Besides standards and best practices, there remain instances of a lack of transparency as well as inconsistencies in the implementation of regulations and procedures, which are hampering the development of several industries.

The level and quality of English usage is an important investment consideration for multinational businesses and a crucial factor for attracting international investors and talented foreigners to relocate to live and work in Taiwan. The international business community has therefore welcomed the government,s aim to become a bilingual nation by 2030 and the blueprint towards achieving this goal. The government has taken a step in the right direction by undertaking to translate policies, legislation, regulations, rulings, or public announcements issued by the central government into English but more could be done towards achieving a greater level of bilingualism in government agencies and improving English fluency in education, government and the private sector.

The ECCT continues to support the government,s efforts to pursue international trade deals, especially an EU-Taiwan Bilateral Investment Agreement (BIA). The Overview notes that taking action to internationalise Taiwan,s regulatory, business and living environment would make Taiwan a more attractive candidate for a BIA and similar trade deals.

 

Boosting Taiwan,s image as a haven for talent: To drive innovation will require talented individuals and dynamic companies that cultivate and support talent. Taiwan,s handling of the pandemic has helped to promote Taiwan,s image as a safe place to live and work. However, more could be done to create the ideal conditions to attract and retain talent in Taiwan. The ECCT,s Human Resources and Better Living committees have called for better incentives to attract foreign talent, a loosening of visa requirements for foreign professionals, ensuring equal treatment for foreign nationals and modernising Taiwan,s labour laws to take into account the complexities of both modern workplaces and remote working.

 

Boosting Taiwan,s attractiveness as a services centre: Taiwan is ideally placed to become a regional headquarters for multinational corporations in Asia and a regional hub for financial services given its geographical location, strong capital base, established financial institutions, rule-based regulatory system, and accountable government. However, further liberalisation of regulations is needed to create the ideal conditions for Taiwan to become an Asian corporate capital management and high-asset management centre.

 

Boosting Taiwan,s status as a healthcare innovator: Taiwan,s healthcare officials and medical personnel have performed extremely well under challenging conditions during the pandemic. But Taiwan,s national healthcare system is facing rising challenges from an ageing population and an increase in chronic diseases. To address these challenges, more spending will be needed on healthcare. Moreover, to increase the sustainability of the National Health Insurance system, co-payment reforms are needed.

 

Boosting Taiwan,s green economy: The government, to its credit, has fully committed to an energy transition away from fossil-fuels to renewable energy and the electrification of the transportation sector and demonstrated its support through various policy actions. But more could be done to speed up decarbonisation and work towards creating a circular economy in Taiwan.

To drive the transition to electric mobility will require a roadmap with annual targets for a nationwide electric vehicle charging system that is aligned with international standards. Subsidies for the electrification of car parking lots at strategic locations around the island should be provided and building code regulations should be revised to give apartment owners the right to install EV charging facilities. Besides fiscal incentives, the national government could introduce non-fiscal incentives that encourage the adoption and usage of EVs, such as setting aside exclusive parking spaces, offering parking discounts, free public charging and a relaxation of high occupancy requirements during peak periods for EVs.

ECCT members in the wind energy industry support the government,s aim of developing the local industry and turning Taiwan into a regional wind energy hub. However, there is still a risk of micromanaging the development process to the point that it stifles the local industry,s development. In particular, Taiwan,s local content requirements and regulatory framework are too inflexible. ECCT members have therefore urged the government to introduce a flexible and reasonable percentage-based local content regulation, in order to bring Taiwan,s local offshore wind suppliers into the global offshore wind supply chain and to drive cost reductions in the domestic supply chain. In addition, they recommend that the regulatory framework and pipeline are flexible enough to encourage the development and implementation of new technologies, such as being able to install larger turbines or floating foundations in future.

Energy storage is a crucial component in energy policy planning given the intermittent nature of renewable energy. ECCT members have therefore urged authorities to develop a policy framework for energy storage that is technology neutral and flexible enough to encourage the development and utilisation of technology breakthroughs, such as advances in battery technology and the production of hydrogen using renewable energy.

 

Conclusion
The overview concludes that the government has performed remarkably well in the face of the global pandemic and is well-positioned to come out of it stronger and more competitive. It stresses that the ECCT,s recommendations are aimed at helping Taiwan to overcome challenges, enhance innovation in this time of adversity and capitalise on the great economic opportunities available in the post-pandemic era. The ECCT therefore urges the government to continue to engage in constructive and comprehensive consultations with the chamber,s members and work together to strengthen Taiwan,s international image and reputation and, in so doing, boost Brand Taiwan.

 

歐洲商會發表2021年建議書 敦促政府行銷台灣

歐洲在臺商務協會（ECCT）今天發表2021年「建議書（Position Papers）」。ECCT透過「行銷台灣：逆境中推動創新」此一主題，呼籲政府抓住台灣受新冠肺炎疫情影響相對較小的機會，利用並厚植台灣的力量，以提昇「台灣品牌（Brand Taiwan）」的形象，以及對國際投資者與人才的吸引力。

ECCT在今天舉行的「菁英午餐會」上發表這份建議書，理事長尹容並正式將一份年度建議書遞交台灣政府，由國家發展委員會（NDC）主任委員龔明鑫代表接受。今年的建議書是由ECCT的25個委員會分別提出建議，共提出170項議題；其中104項是往年已經提出者，另外66項為新議題。

尹容理事長在午餐會上向國發會龔主委及ECCT會員發表報告時，首先感謝政府的努力，使去年提出的議題中有28項已獲得進展。接下來他針對今年的「建議書」做總結說明，並提出ECCT會員當前所面臨的諸多重大問題，盼望政府盡速解決。

 

「2021年建議書總論」摘要報告：
由於政府超前布署，且有效處理新冠肺炎對醫療及經濟的衝擊，使台灣經濟受疫情影響的程度，比全世界許多國家都輕微。

然而即便台灣能夠維持亮麗的表現，但早在肺炎疫情爆發之前，全球經濟就已經面臨諸多挑戰，足以攪亂企業經營模式及供應鏈運作，且迄今尚未消除。台灣跟世界其他國家一樣，都必須審慎因應高齡化社會，美中貿易及其他地緣政治緊張，多種產業日益走向數化位與自動化，以及零工經濟興起所帶來的挑戰，這些現象將持續干擾傳統的勞雇關係，並影響社會安全網。

但台灣具備良好的形勢，來因應這些挑戰。台灣擁有令人羨慕的優勢，包括開放的社會，優越的地理位置，完備的基礎建設，可靠的法規與法治體系，對創新反應敏銳，充裕的資金來源與技術勞工，而這些條件都已經獲得高度有效利用，營造出活躍的產業生態體系。靠著這些優勢，加上政府提供的金融誘因，台灣已能持續吸引眾多國際及回流投資者。

值此橫逆迭起的時代，台灣當局擁有獨到的機會匯入國際潮流，以強化創新，並促進台灣成為高端科技與服務業領域極具吸引力的投資目的地，範圍除涵蓋政府所界定的5+2未來發展目標產業，並擴及其他產業。

近年來台灣在提昇國際形象與魅力等方面，已有長足的進步，但如果要真正成功，台灣必須更加突出本身的形象，讓台灣在某種程度上，成為全球公認的卓越品牌。

建議書總論中列出台灣政府在各項特定領域中，所能採取的行動清單，藉以提昇「台灣品牌」的形象，以及對國際投資者與人才的吸引力。

 

促進台灣國際化：提昇「台灣品牌」不可或缺的要件之一，是將法規體系與國際標準及最佳慣例接軌，使台灣的投資與生活環境對國際投資者更具吸引力。舉例而言，台灣的中華民國國家標準（CNS）有許多地方與國際標準脫軌，因而阻礙一些電機工程設備與汽車相關產品朝向更安全、更高品質的目標轉型。台灣也對化妝品的安全評估人員（SAs）訂立獨有的規定，及對大賣場的種種限制性規定，對化妝品及零售業造成阻礙。除了標準與最佳慣例之外，還有諸多案例顯示台灣在執行法規及程序時，仍缺乏透明度與一致性，持續傷害服務業的發展。

使用英語的水準與品質，是國際企業在決定投資時的重要考慮，也是吸引外籍人才來台生活與工作的關鍵因素之一。因此國際企業社會對於政府訂定2030年成為雙語國家的目標，以及達成這項目標的藍圖至表歡迎。政府已經採取了正向的步驟，著手將中央政府發布的各項政策、立法、法規、規則或公告翻譯成英文；然而還應多方努力，使政府機關擁有更高的雙語水準，並提昇教育、政府及民間部門的英語流利程度。

歐洲商會一向支持台灣政府在追求國際貿易協定上的種種努力，尤其是推動簽署歐盟與台灣雙邊投資協定（BIA）。總論中強調，台灣應採取行動，使法規、經商及生活環境邁向國際化，將使台灣成為簽署BIA及其他類似貿易協定，更具有吸引力的對象。

 

提昇台灣躍升人才天堂的形象：要推動創新，需要有優秀的個人及充滿活力的企業，來培育及支持人才。台灣處理肺炎疫情得當，有助於提昇台灣成為安全生活與工作場所的形象。然而台灣要創造出理想的條件來吸引及留住人才，還有許多工作要推動。ECCT人力資源與良好生活委員會呼籲政府，提供更佳的誘因來吸引外籍人才，對外國專業人士放寬簽證規定，確保外籍人士享有平等待遇，並將勞工法律現代化，以兼顧現代工作場所及遠距工作的複雜性。

 

提昇台灣成為服務業中心的吸引力：台灣擁有優越的地理位置，強有力的資金基礎，完備的金融體制，依法制定的金融監理制度，以及負責任的政府，因此具備理想的條件，成為跨國企業在亞洲的區域總部，以及區域性的金融服務業中心。不過台灣在法規方面還須進一步自由化，為台灣成為亞洲企業資本管理及高階資產管理中心，創造出理想的條件。

 

提昇台灣成為醫療照護創新者的地位：面對新冠肺炎疫情侵襲，台灣的衛生主管官員與醫療人員在嚴峻的情況下，已經做出了極佳的表現。但台灣的醫療照護體制正面臨人口老化及慢性病患者增加的重大挑戰。為因應這些挑戰，台灣必須增加醫療照護支出；再者，還必須增強中央健康保險署的永續經營能力，並進行部分負擔改革。

 

促進台灣綠色經濟發展：台灣政府已對能源轉型做出充分承諾，將擺脫化石燃料，改用再生能源，落實運輸業電氣化，並透過多項政策行動予以支持，對此值得讚揚。但還須多加把勁，以加速去碳化，並為台灣開創循環式經濟的目標而努力。

要推動台灣朝向電氣化移動模式轉型，需要設定一套與國際標準接軌的全國電動車充電系統年度目標藍圖。政府應該對業者在全島重要位置設立電動化汔車停車場提供補貼，並修改營建法規，讓每一位公寓擁有者有權設置一套電動車充電設備。除了提供財務誘因之外，政府還可以推出一些非財務性獎勵措施，鼓勵消費者改用電動車輛，例如為電動車設置專用停車位，提供停車折扣，免費的大眾充電點，以及在尖峰時段允許電動車不必適用高乘載規定等。

ECCT風能產業的所有會員都支持政府發展國內風能產業，使台灣成為區域性風能中心的遠大目標。然而對發展過程進行的管理規範，仍有可能產生不利於國內風能產業發展的風險。

尤其是台灣的自製率規定與法規架構太過缺乏彈性。因此ECCT會員要求政府引進一套具有彈性，且以合理百分比為基礎的自製率法規，引導台灣本地的離岸風能設備供應，加入全球離岸風能供應鏈，並帶動國內供應鏈的成本下降。此外，會員們並建議法規架構及程序應有充分的彈性，足以鼓勵新科技的研發與落實，例如在未來能夠裝設更大型的風機或浮動式地基等。

基於再生能源具有時斷時續的本質，因此能源貯存是能源政策規劃的重要成分。ECCT會員因而要求主管機關，研擬一套能源貯存政策架構，既符合科技理念，也具有充分彈性，足以鼓勵業者從事有利於科技突破的研發及應用，例如促進電池科技進步，以及利用再生能源產生氫氣等。

 

結論：
建議書總論在結論中指出，在全球面臨新冠肺炎疫情之際，政府表現極為良好，且為後疫情時代展現更強有力、更具競爭力的復甦趨勢做好布局。結論中強調，ECCT各項建議的目的，在於協助台灣在當前的逆境中克服諸多挑戰，提昇創新，並且在疫情過後能夠掌握重大的經濟契機。因此ECCT要求政府繼續與ECCT進行建設性、全面性的諮商，並通力合作，以強化台灣的國際形象與聲譽，從而促進「品牌台灣」的地位。