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Behind Thread Scenes with Justine Lefebvre, Managing Partner

  As part of our Behind Thread Scenes series, we’re sitting down with Justine, Managing Partner, to chat about what it’s like managing an agency, how times have changed in China and what it means to be a leader. If you ever want to swing by the office and get to know her or any […]

China’s Generation Z: They’re young, entitled and have cash to burn

Thread Newsletter – August Edition It’s back to school season and as parents are nervously getting their kids, teens and young adults ready for school, we’ve turned our attention to that exact same group. Why you might ask? Well this group, called Generation Z (born between 1997 to 2016), is a force to be reckoned […]

Behind Thread Scenes with Adam, Strategy Director & Partner

  At Thread, we believe that it’s the people that you “work” with (both colleagues and clients) and the challenges you take on that make “work” exciting and worthwhile. We’ve put work in quotes because we also believe that if it feels like work, then you’re doing it wrong. There is a purpose to all […]

CHINA’S CHANGING BUSINESS MODELS

Thread Newsletter – July Edition For an agency that’s been in China for the last 14 years and have helped hundreds of brands find their way, we’ve seen our fair share of the highs and lows of trends in the market. The latest and most interesting? Business models changing in order to meet the needs […]

Three unexpected areas where branding agencies help with market entry

By: Adam Thurland, Partner and Strategy Director   I recently discovered that my iphone could be used as a magnifying glass by changing a couple of settings, it got me thinking, I’ve spent all this money, what other benefits does it have. As a stakeholder in a company that is looking to enter China, you […]

ALDI Stores Open!

Get the RMB29 ALDI sparkling wine ready, ALDI open’s its first two (yes two) retail stores in China today! It’s an especially exciting day for us as we’ve had to keep it secret since our first project behind closed doors back in 2016. After choosing their Chinese name and putting the pieces of local brand […]

China’s E-Commerce Festivals Continue to Grow

Thread Newsletter – May Edition Over the last years, China’s E-Commerce Festivals have been dominating news with jaw dropping headlines and this year was no different with record sales of $30.8 Billion in sales on Singles Day. Even though it’s the biggest and most well-known invented shopping festival on the planet, with 81% of Chinese […]

China’s Changing Vegetarian and Vegan Market

Thread Newsletter – April Edition More than a decade ago in Shanghai, your typical vegetarian options were probably a sad cheese sandwich, an over-priced bowl of lettuce with carrots and tomatoes, or a plain bowl of noodles. A vegan meal? It was almost impossible to get your hands on a decent one, but today – […]