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
Five years ago McKinsey made predictions about the changes we would see in Chinese consumer behavior over the next ten years. This week they released an article that took stock of those predictions, coupled with the results of a new in depth survey and revealed some interesting trends so far. In response to this, The Silk Initiative (TSI) took to the streets of Shanghai to find out…
China market entry: 3 tips on how to get it right first time Written by Andrew Kuiler, Managing Director @TheSilkInitiative The Silk Initiative (TSI) is your brand bridge to the fast-evolving food and beverage consumer in China. To ensure your brand’s China market entry reaches its full potential in this complex and dynamic country, here are…