We helped Shinho, a leading Chinese condiment brand, sharpen its position and connect with consumers.
4 cities in East ChinaIn-home visits
The challenge
Despite leading the market since 1992, Shinho had low awareness and recognition compared with other major brands.
Our approach
Home visits across four cities revealed segment values, cooking habits and how each condiment is used, which we compared against competing brands.
The result
A framework of key questions to guide Shinho’s market strategy and turn insight into action.
Brand-wide figures reflect the client’s overall performance, not this project alone.
