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With our vast experience in the food and beverage industry — as well as a deep understanding of the Chinese and Asian consumer — we ensure brands reach their full potential.
The Silk Initiative is the bridge between Western markets and China, demonstrating a strong sense of ownership with every engagement. They have been instrumental in providing a strong and strategic partner for our growth agenda in China – they are a seamless extension of the Campbell’s Marketing & Category team, providing strong critical thinking not only through a classic research lens, but through a cultural, categorical and commercial lense’.
Michael Barrett. Global Insights Director – Campbell’s
Truly excellent linkage from consumer insight to ideation to concept to testing. Their clear communication helped our broad multi-national team truly get the Chinese consumer.
Michael Lindsey. Senior Vice President and General Manager, China Nutrition and Commercialization - PepsiCo
China’s complex and rapidly changing market poses unique challenges for Western brand owners in translating findings into meaningful and actionable outcomes. During our most recent brand launch in China, Andrew and the TSI team were instrumental in assisting Sanitarium through the process of ensuring our brand architecture and on-pack communications were most appropriate for the Chinese consumer.
Matthew McKenzie, China Country Manager at Sanitarium Health & Wellbeing Company
Among Chinese consumers under 35 in Shanghai, coffee is cool. Tea? That’s for taxi drivers and parents, who waste their time and money brewing loose leaves. Or so the thinking about goes. But tea is back, and not just the cheese tea variety that has hit like a meteorite in 2017. Yes, that is the…
Written by TSI CEO Andrew Kuiler “Hipsters” in Chinese has a special meaning. The closest approximation, 文艺青年, literally translates to “young people into literature and art.” Chinese hipsters identify with products and brands to which they feel personally connected. To market to this group, beverage brands must understand what moves them and respond accordingly. So…