洽洽食品：纵横零食市场

Chen Xianbao, founder of Chacha Food, realized during a long railway journey that his company's roasted sunflower seeds were still far from perfect. Given the low barrier to entry of roasted sunflower seeds, competition had been fierce in the market. Chacha, determined to transition from roasting to boiling sunflower seeds, deployed necessary equipment to produce boiled sunflower seeds. In addition, it invested heavily in marketing. As a result, Chacha stood out in terms of market share from its rivals. Following the success of sunflower seeds, Chacha made a foray into potato chips and jelly, etc. However, it later sold the jelly business out of pessimism about jelly's sales growth. In recent years, its mixed nuts business had grown very rapidly. So, was it a good idea for Chen to double down on mixed nuts in order to create the second Hero product? While Chacha was striving to cross the 10-billion sales mark, the Chinese market for sunflower seeds became more saturated. Going forward, how could Chacha navigate the trillion-yuan snack food market?