For our Tuesday China Business and Marketing article today we are changing gears.
By now you will have realised we either run a story or trending news articles directly from one of our secure China news sources. Or we take a trending topic and look at it in depth – from our perspective. Not today Jenny May.
Today we are referencing TSI, or The Silk Initiative. TSI was founded by Andrew Kuiler and is in their words;
Our global client reach and industry focus spans F&B, personal care, nutraceuticals, and wellness. From established names like General Mills and Mars, to newer brands like Beyond Meat and Silver Fern Farms, we pride ourselves on bridging the gap between brands and consumers
We share a similarly long history as both they and our grandmother company WPBeijing began in China around much the same time. For our clients in the F&B, FMG sector looking for ongoing marketing support, we have no hesitation in referring them to TSI.
Today we want to focus on their campaign for Beyond Meat which entered the China market a few years back. We covered the alternative to meat market in China in a few of our past articles – below.
This link: Launching the plant-based alternative meat category in China with Beyond Meat leads you to TSI’s overview on their work in, as the headline says, launching Beyond Meat in China.
You can find TSI in Melbourne and Singapore or, if you are in Shanghai, why not pop into their office: – We know they’ll make you very welcome.
406 Jiangguo West Road,
Room 215, Xuhui District, Shanghai 200031
Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
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Then perhaps you may like to chat directly and personally with Everlyne?
But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.
Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;
Introducing Everlyne YU
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.
She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.
Hello, Nihao, I’m Everlyne
“I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.“
Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.
Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.
If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.
CONTACT EVERLYNE
Take Tea with Everlyne
Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat
B1 XlabBuilding 1, TusPark B, Tsinghua Science Park
No.1 East Zhongguancun Road,Beijing, Haidian District 100084China
Aim2D China Business: News 
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