Marketing to Chinese hipsters?

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…
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Cheese is Just the Beginning: Change in China

Written by Andrew Kuiler, TSI CEO It’s a hard time to be a soft cheese in China. News spread this week from a WeChat platform of a cheese retailer to The Guardian and The Financial Times that China has banned the import a number of soft cheeses, apparently for exceeding allowable bacteria levels. (A theoretically…
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How US food and beverage companies use brand innovation to grow competitive advantage in China

Welcome to our third article in this three-part series where we share insights drawn from our experience helping American food and beverage brands navigate the complexity of the Chinese marketplace. This week’s article will address the role brand innovation can play in US companies’ ability to grow and penetrate the Chinese marketplace. This week we also have the pleasure of…
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How to use storytelling as a way to differentiate your brand in the Chinese marketplace

Written by Andrew Kuiler, Managing Director, The Silk Initiative Welcome to our second article in this three-part series where we share insights drawn from our experience helping American food and beverage brands navigate the complexity of the Chinese marketplace. As we explored in the first article, US brands wanting to successfully enter the Chinese market can…
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