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3-2 Marketing

Taiwan's fresh grape market has shown a trend of "reduced quantity, increased price" in recent years. Per capita annual consumption has decreased from 2.1 kg to 1.8 kg, but the average unit price has risen, reflecting a shift in consumer behavior towards seeking quality over quantity. This phenomenon is particularly evident with Dacun grapes, with SGS-certified products being priced significantly higher in supermarket channels than in traditional markets. It is also worth noting the rise of the "gift market," where farmers have developed refined gift box packaging, which increases the cost per box but boosts profits.

The collaboration between the township office and the agricultural association system to host the "Grape Tourism and Cultural Festival" has developed into a comprehensive platform integrating agriculture, culture, and tourism. In 2024, the event combined bicycle tours, an agricultural innovation market, and a star-studded concert, attracting over 10,000 visitors in a single day and driving local economic benefits. These activities not only enhance the visibility of the products but also closely link the grape industry with local identity. For instance, the "Grape Old Tree Image Wall" set up at the Dacun Railway Station has become the first impression for visitors arriving in Dacun.