With our vast experience in the food and beverage industry — as well as a deep understanding of the Chinese consumer — we ensure your brand reaches its full potential in China. We provide marketing and brand strategy consulting to clients ranging from global food and beverage giants to SMEs. All of our strategies are based on extensive consumer understanding and world-class research techniques, conceived by our expert, dynamic team based in Shanghai. Let us get your brands into the hearts and homes of Chinese consumers.
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 - Sanitarium Health & Wellbeing Company
Andrew and the Silk Initiative team have proven to be an invaluable local partner for Bulla as we look to gain a better understanding of the market and move from consumer insight to final product proposition in the China market. The quality of their research, in particular is of the highest quality. That coupled with a good understanding of brand and product development gives us the confidence that we will have market success on the back of our engagement.
Marsha Montebello, Insights and Strategy Manager - Bulla Dairy Foods
Written by Andrew Kuiler, Managing Director @ The Silk Initiative How do you go about introducing a brand new product concept in a market where consumers are already used to that product in a tried-and-tested format? What are some lessons we can learn from brands that have succeeded in getting consumers to try their food…
Written by Andrew Kuiler, Managing Director @ The Silk Initiative This week at The Silk Initiative (TSI), we show you evolutions in the “knock-off” space and share ways in which international food and beverage companies can protect their brand equity, and shore up against the threat of counterfeiting in China. The challenge “The problem with…