Q1 2026 Distributor Strategy Review · Taiwan · 21 April 2026

March broke records. Now we build on it.

Q1 was below target overall — but March and April both run at the $40K/month pace needed. China proves the livestream model. Singapore proves premium VM. Here is what Taiwan does next.

41.3%
Q1 Achievement
$40,210
March best month
$482K
March-pace FY proj
+244%
China TikTok MoM
$100K
Joint A&P Budget
32
Taiwan Outlets
Monthly Targets vs Actual PO Value
FY Target $400,000 · Monthly target $33,333 · As of 21 April 2026
Month Target (USD) Actual PO Value % vs Target Gap Status
Jan-26$33,333$1,1253.4%-$32,208🚨 Critical miss
Feb-26$33,333$00%-$33,333🚨 No sales
Mar-26$33,333$40,210120.6%+$6,877✅ Above target
Apr-26 (partial)$33,333$28,13884.4%-$5,195🔵 On track
May-26$33,333$21,46564.4%-$11,868⚠️ Below pace
Jun-26$33,333$4,23312.7%-$29,100🚨 Very low
Jul–Dec$200,000$0—$200K needed📋 Not yet
YTD Q1 Actual$100,000$41,33541.3%-$58,665⚠️ Behind — fixable
Monthly sales vs $33,333 target (dashed line)
✅
March + April = proof the model works
March $40,210 is 120% of monthly target — Taiwan's highest ever. At March pace, FY projects to $482K — beating the $400K target.
📊
Jan + Feb were slow — Q2 to Q4 is where we catch up together
January and February were slow — likely due to Lunar New Year and team ramp-up. March and April prove the model works. Our focus now is a Q2–Q4 plan to close the gap and finish ahead of target. Let's align on May + June recovery today.
FY Scenario Planner
ScenarioAvg/MonthFY ProjectionA&P EarnableHit $400K?
Q1 pace ($13.8K/month)$13,778$165,340$33,068❌
March/April pace ($40K)$40,000$481,335$80,000✅
Catch-up pace ($50.8K)$50,805$400,000+$80,000✅
Minimum target ($33.3K)$33,333$400,000$80,000✅
March Success Story + China Livestream Proof
What drove Taiwan's best month — and the China model that proves it scales
📈
$40,210
March 2026 — Taiwan best ever
120.6% of monthly target. First month exceeding the pace for $400K FY. Replicate every month.
🔴
+244%
China TikTok (Dou Yin) MoM
248 → 853 units in one month. 3 months from launch to fastest-growing channel. The livestream loop works.
📖
+121%
China XHS (Little Red Book) MoM
190 → 421 units. Premium consideration channel. Taiwan KOL strategy should mirror this.
6,390
China Mar-26 units
+79.7%
MoM total growth
+68.3%
YoY Jan-25 vs Jan-26
51.6%
TMall channel share
13.3%
Dou Yin in 3 months
What the Taiwan team must replicate from March
  • Min 3 livestream sessions/week — consistent
  • Demo-first: cup + strap mix & match live
  • GWP: Buy 1 = strap · Buy 2 = strap + brush (live only)
  • KOL brief: barista posts pour + taste + drop tests
Q2 Activation Plan — reigniting sales momentum
  • Build Sttoke Taiwan IG community — barista features + #SttokeMoments UGC
  • Activate Sttoke-owned Shopee account — membership + Flash Sale + KAM vouchers
  • Upgrade Sttoke Taiwan website — 8oz hero + Traditional Chinese + member join
  • Café retail activation — 20 outlets target, KOL café visits from June
VM Display — Singapore Proof of Concept
How premium visual merchandising drives brand building, foot traffic and conversion
10m
Stop Zone
Bold signage. 'World's First Shatterproof Ceramic Cup' readable at 10m. The stranger stops.
5m
Consider Zone
Eye-level product. Good Design Award visible. Shopper walks closer, picks it up.
3m
Convince Zone
Detailed info, pricing, ceramic features, QR → TikTok. Shopper decides to buy.
🏪
Singapore ION + Paragon: before vs after VM transformation
'Iconic 8' display, tiered product series, technical sketch as gallery art, QR → TikTok. From a crowded shelf to a premium brand moment.
📐
ION Orchard
'Iconic 8' ∞ stand · 8oz hero at centre · Good Design Award wall · Tech sketch · Earth & Ocean eye level · QR → TikTok
🏬
Paragon
Full wall: top = lifestyle deco · Eye level = 8oz + Earth & Ocean · Full colour middle · Classic at base
🛍️
Waterway Point
Counter angled to traffic · 8oz at centre · Full colour visible · Bundle promo · Series grouped
🎯
Key ask: 1 flagship in Taiwan — replicate the SG ION standard
32 outlets — you don't need all perfect. ONE flagship (Eslite or TSUTAYA) becomes the photo reference for every other store. HQ provides the kit. Distributor installs it.
8oz PR Launch — Sttoke 8th Anniversary, Singapore
2 April 2026 · Premium heritage venue · Media + KOL + trade guests
🏛️
Heritage venue activation
Gallery-style panels, colonial architecture, floral arrangements, lifestyle cup presentations. A brand experience, not a product demo.
📐
8oz technical sketch gallery display
A1 technical sketch as gallery art — engineering evolution from 2018 to 2026. Guests photographed extensively.
🎁
Premium branded gift experience
Premium black Sttoke gift bag with 8oz set. Became a social status signal — heavy UGC generation.
Event photos — 8th Anniversary Singapore Museum Launch
Gallery display panels
Gallery display panels — heritage venue
8oz cups on display table
8oz cups in premium lifestyle setting
Technical sketch display board
Technical sketch — design story as art
Event guests and presentation
KOL + media guests — heavy social documentation
Guests with Sttoke gift bags
Branded gift bags — social status signal
Sttoke cup close-up with flowers
8oz Blush — premium event product shot
💡
What this means for Taiwan
Use these 6 photos in KOL briefings, VM, Shopee brand page. The aesthetic communicates premium without words. 8oz must be at eye level in every flagship.
Japan Market — Popup Store Initiative
Japan distributor developing physical retail touchpoints in premium locations
🇯🇵
Japan: securing popup at premium shopping complex information zone
Japan team securing popup at main thoroughfare — dimensions measured, design in progress. Blueprint for Taiwan's Eslite or TSUTAYA popup.
Japan popup location — premium shopping complex
Japan popup location
現インフォメーション区画 — Main thoroughfare, dimensions annotated
What Japan is doing right
  • Securing premium, high-traffic location
  • Measuring space precisely before design
  • Main thoroughfare = maximum brand visibility
  • @sttokejp 16K followers to amplify
🎯
Taiwan should replicate: Taipei Coffee Exhibition Nov 2026
Book Taipei Coffee Exhibition NOW. Japan blueprint: brand wall + 8oz + cup+strap demo + GWP + QR→TikTok. 30,000+ footfall over 4 days.
📊
Japan benchmark for Taiwan
$1.5M
Japan FY revenue
16K
@sttokejp
Japan: multiple popups + dedicated IG + premium café partnerships. Taiwan's 2027 benchmark.
Taiwan Exhibition Booth Concept — V1 Holographic vs V2 Red
Sttoke booth concept
V1 Holographic · V2 Red — both with full colour shelving, 8oz hero at centre, cup+strap rack
Recommendation: V2 Red
  • Red wall = stronger 10m stop-zone presence in crowded coffee shows
  • 8oz hero on centre pedestal — immediate eye draw
  • Cup + strap demo rack on left — live demonstrations here
  • QR on tower → TikTok livestream during show
Q1 Marketplace: $270K+ Achieved + KAM Voucher Support
SG + MY: visual upgrades and KAM coordination drove conversion · Website comparison: TW vs SG vs JP
🇸🇬
Singapore Shopee — VM + Flash Sale + Voucher
KAM secured Flash Sale slot, enhanced banners, 50/50 voucher co-funding. Result: 8oz traffic + conversion uplift. Marketplace is active management.
🇲🇾
Malaysia Shopee — Brand Page Visual Upgrade
New lifestyle photos, bundle SKUs, SEO titles, A+ content. No extra spend — organic CTR and basket size improved from visuals alone.
💡
The lesson: visual quality is free performance uplift — Taiwan must audit its pages now
SG + MY improved by upgrading existing assets — better photos, bundles, SEO. Taiwan's Shopee + Momo pages need the same audit today. Free uplift.
Taiwan Marketplace ChecklistSGMYTaiwan Status
Lifestyle hero image✅✅❓ Audit needed
Bundle SKU (cup + strap / cup + brush)✅✅❓
Flash Sale slot booked Q2✅⚠️❌ Not booked
KAM contact + voucher co-funding✅✅❓
Shopee brand membership activated✅⚠️❌
A+ content — ceramic benefit✅✅❓
📦
Taiwan confirmed GWP assets (from sponsorship plan)
Swirl Cup 240 · Moomin stand 40 · Phone pad 260 · Brush 100 · Sttrap. Deploy across TSUTAYA(2), Eslite(11), 法雅客(3), Shin Kong/Ruiyi(14), Howard(1).
Website Benchmark: Taiwan vs Singapore vs Japan
Taiwan website currently migrating. Priority: 8oz hero landing + Traditional Chinese + membership + store locator.
Sttoke Taiwan website
🇹🇼 Taiwan — Migrating · Needs full revamp
Sttoke Global website
🌏 Global — THE ICONIC 8 hero · Lifestyle imagery · Clear CTA
Sttoke Japan website
🇯🇵 Japan — 8oz hero in Japanese · Full range · Moomin collab
Taiwan website action plan: Migrate with 8oz hero · Traditional Chinese · Member sign-up · 32-outlet store locator · KOL café content feed · Target: live before June Flash Sale.
Joint Trade Spend — Taiwan 2026
Sttoke HQ $80,000 + Distributor co-investment $20,000 = Combined $100,000
$80K
Sttoke HQ
+$20K
Distributor
=$100K
Combined
Category%AmountKey Mechanics
🤝 KOL 合作 & 圍購25%$20,000Demo-first · Mix & match · 10% affiliate · 3×/week
📱 Meta Ads & CPAs15%$12,000FB+IG · Retargeting · ROAS min 3× · Spark Ads excluded
🏢 企業禮贈 & 禮軍13%$10,400Corporate gifting · B2B pipeline · Co-branding 48+
🎁 Free Gift / GWP12%$9,600LIVESTREAM ONLY: Buy 1=strap · Buy 2=strap+brush
🎉 Exhibition & Pop-up12%$9,600Taipei Coffee Exhibition (Nov) · Quarterly café popups
🌐 Sttoke.com + Digital10%$8,000Shopee membership · LINE@ · Google ads · Flash Sale
🏪 VM Display5%$4,000Flagship 1–2 stores · SG display kit · Seasonal refresh
🎪 Exhibition Props5%$4,000Reusable booth kit · Mix & match boards
🏆 賽事贊助3%$2,400Coffee competition · Barista gifting
Sttoke HQ Total100%$80,000Annual · Review quarterly
💼 Distributor Co-investmentTBC$20,000Breakdown TBC — submit plan by May 15
GRAND TOTAL—$100,000HQ + Distributor combined
🔒
A&P Policy — Q1 claimable: $8,267 (not $20,000)
Q1: 41.3% × $20K = $8,267 claimable. Full $80K only at $400K FY. Q2 advance $20K available for pre-approved activities — June reconciliation required.
Q2–Q4 Taiwan Marketing Plan 2026
Monthly breakdown: NPD launch · Promotion · KOL details · Exhibition · Online events
NPD New product/hero SKU PROMO Promotion KOL KOL EVENT Exhibition / offline LIVE Livestream
Row Apr May Jun Jul Aug Sep Oct Nov Dec
NPD — New Product / Hero SKU of the Month
Hero NPD 8oz
Hydrate+		 Flow Series Earth 12/16/20oz Moomin Ocean Series
Sharing Jug		 Thirst Aid Kits Kerries Bags NEW
Kerries Strap v4		 Midnight Black
Transparent Lids		 Zoo Series 12/16/20oz
Supporting launch +New product bundling Flow Series push 20oz Leakproof Lids — — Swirl 12oz? Kerries Strap colors Powder Coating Black Gift set bundles
PROMOTION — Monthly mechanics and price events
Promotion of month 8oz 13% off
Stoke Cup Free Holoho Apr 22–31		 Storewide 13%
Mother's Day		 618 大促 17% off 新色上市優惠 Moomin GWP
Sharing Jug Pre-order		 七夕情人節雙入
Thirst Aid Kits -20%		 TBC 雙11 年度最低價 聖誕送禮優惠
GWP Mechanic (Live) BUY 1 CUP = FREE STRAP BUY 2 = FREE STRAP + BRUSH All months — LIVESTREAM ONLY
Festival / gift set — World Earth Day
Flow系列推廣		 — — Moomin Anniversary 中秋禮盒限定版 — — CNY 2027 早鳥
KOL — Creator briefs and livestream details by month
KOL confirmed AQ Cafe KOL
1位測評 · 待確認		 ICE Flow色 KOL
中普鏈 KOL		 Connie
安妮旅游
Mini Select
Alien · Earth新色		 Sloth ($17K)
Moomin KOL		 宿宅 KOL
1位測評 · 待確認		 安排3–4位KOL Kerries-focused KOL 雙11 conversion KOL CNY gifting KOL
KOL content brief 8oz pour + drop test Flow colors · Earth Day Earth new colors · mix & match · 618 deal Moomin unbox · limited edition · taste test Sharing Jug + Ocean · Moomin anniversary Thirst Aid gifting · Mid-Autumn · 七夕 pair Kerries Bag styling · new colors 雙11 countdown · gift guide CNY 2027 early · Zoo launch
Livestream freq. MINIMUM 3× PER WEEK — every week, all months · Demo-first: cup + strap mix & match · office / camping / commute
OFFLINE — Exhibition, pop-up, café retail activation
Exhibition 台中國際精品咖啡月 — — 台中咖啡展 — 台南咖啡展 — 台北國際咖啡展 ⭐ —
Offline activation 花蓮店特展
蔦屋嵐山店		 花蓮店特展（cont.）
KOL半馬門市曝光		 — — — — — — —
Flagship VM ⚠️ Select flagship now ✅ Install flagship (Eslite/TSUTAYA) ——— CNY refresh prep —— CNY 2027 VM refresh
☕ CAFÉ RETAIL — Target 20 outlets by Q3 · ⚠️ Q3 = PEAK GIFTING SEASON — all POs & planning must be locked in Q2
KOL café visits —— Launch 5 outlets
Barista KOL posts at partner café		 10 outlets · Ocean Series 15 outlets · Sharing Jug demo ⭐ 20 outlets PEAK · Corporate gifting push Kerries styling café tour ⭐ 雙11 café countdown CNY 2027 gift preview
In-store gimmick —— Jun — Buy 1 = Free Strap Buy 2 = Free Strap + Bag Jul — Buy 1 = Free Brush Buy 2 = Free Strap + Bag Aug — Buy 1 = Free Strap Buy 2 = Free Strap + Bag Sep — Buy 1 = Free Brush Mid-Autumn gift set Oct — Buy 1 = Free Strap Kerries Bag corner Nov — Buy 1 = Free Brush 雙11 flash price Dec — Buy 1 = Free Strap CNY early bird bundle
🏆 Monthly winner —— 🥇 Top spender of month → Thirst Aid Kits 12oz FREE (5 winners/month) 📸 Best IG post → Thirst Aid Kits 12oz FREE (5 winners/month) All months Jun–Dec · Winners announced on Sttoke Taiwan IG
🌟 Fanbase Building —— 📱 In-store QR code → Follow Sttoke Taiwan IG Scan → Join Sttoke member community · Exclusive promos + early access Goal: owned audience in Taiwan — reduce paid traffic dependence
📈
Q2 Priority: Fix the foundation
Shopee membership · Flash Sale · KOL launch · Flagship VM · Explain May/Jun drop. Q2 target: $100K.
🎯
Q3 Priority: Corporate gifting season
Mid-Autumn Sep 29 = biggest corporate gifting. Start July. Cup+strap+box bundle. Thirst Aid Kits. Q3 target: $120K.
🏆
Q4 Priority: Coffee Exhibition + CNY prep
Taipei Coffee Exhibition — book NOW. 雙11 lowest price. CNY 2027 prep from Oct. Zoo + Midnight Black. Q4 target: $140K.
Key Ask — Choose Your 1–2 Flagship Stores
32 outlets · 1 flagship sets the standard for all others
💡
You don't need 32 perfect displays. You need ONE — then everyone else wants to match it.
The flagship becomes the proof photo, the benchmark. HQ provides the display kit. Distributor commits to install + photo confirmation.
誠品 eslite
11 stores across Taiwan
⭐ Flagship #1
Taiwan's most prestigious lifestyle brand. 11 stores = wide rollout once standard is set. Good Design Award + B Corp story resonates perfectly. Recommended: Eslite Spectrum 台南 or Songyan 台北.
蔦屋 TSUTAYA
2 stores (potential 12 all-Taiwan)
⭐ Flagship #2
Japan's iconic lifestyle brand — premium positioning. Sophisticated consumer who pays for quality. SaaS insight: document buyer pain points here. Currently 2, potential 12 all-Taiwan.
瑞技 / 新光三越
14 stores nationwide
Phase 3
14 stores = widest footprint. Use Eslite flagship photos to negotiate better shelf position with Shin Kong buying team. Activate after flagship is proven.
法雅客 fnac
3 stores
Phase 2
Tech-forward consumer — good for 8oz commuter positioning. Activate after flagship kit is proven. KOL commuter content is your sell-in tool.
Taiwan To-Do List — Pending Actions
Taiwan market tasks only · Forecast by SKU · Corporate orders · Café activation · Exhibition
0 done
0 pending