‘How digitalisation and consumer trends affect beverage brands’

Andrew Kuiler, managing director and founder of The Silk Initiative in Shanghai, explores what changing consumer trends and digitalisation mean for beverage brands in China – as well as in India.

He explains that the internet economy is evolving at different paces in the two countries, with China well ahead of the curve, so much so that the distinction between e-commerce and social media is becoming increasingly blurred.

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