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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
There’s a looming question for every producer in the China snack market. How sweet or salty should my product be? For foreign producers, the question is particularly vexing, as Chinese preferences for the sweet and savory are often different from the brand’s home market, and can both overlap and diverge significantly. To get some perspective…
We’ve all heard the saying that “failing to plan is planning to fail”. While that does ring true, planning alone isn’t enough to ensure the success of your brand. Instead, it’s your ability to execute on that plan that matters. While strategic planning will give you the direction you need, effective execution is the driving…