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 capitalize on the unexploited link between brand and country of origin for US food and beverage brands in China

  Written by Joel Bacall, Senior Client Manager @ The Silk Initiative Welcome to this, the first in a special three-part US brand case study series where we share insights drawn from our experiences helping American food and beverage brands navigate the complexity of the Chinese marketplace. In our numerous engagements, ranging from US global…
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How brands derive value from consumer immersions in China

How brands derive value from consumer immersions in China Written by Andrew Kuiler, Managing Director @TheSilkInitiative The Silk Initiative uses consumer immersions to bring brands as close to the hearts and homes of Chinese consumers as possible. Meet “Mrs. Zhang”, a Chinese consumer  Avid readers will be aware of the health and food scares that often trouble China. …
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China Market Entry: 3 tips on how to get it right first time

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…
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