What’s Wrong With Industrial Food? In China, Nothing.

Four men, covered head to toe in protective uniforms, hover over the conveyor belt, checking off items on their notepads. The product shuttles along the manufacturing process, and is optically scanned. A second QA person, covered so thoroughly they might as well be wearing a burqa, peers out from a slit in their face covering…
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As Hot As Tea: The Chinese Consumer Goes Back to Leaves

Among Chinese consumers under 35 in Shanghai, coffee is cool. Tea? That’s for taxi drivers and parents, who waste their time and money brewing loose leaves. Or so the thinking about goes. But tea is back, and not just the cheese tea variety that has hit like a meteorite in 2017. Yes, that is the…
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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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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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