Location: Hangzhou
Industry: Retail
Suitable time: 0.5 Day
Be&Cheery is a leading domestic brand of leisure snacks, primarily engaged in the R&D, processing, production, trade, warehousing, and logistics of leisure foods. Dedicated to leisure food, Be&Cheery sources delicious flavors from premium origin regions around the world, explores healthier leisure lifestyles and enhanced user experiences across the entire value chain, and reaches consumers seamlessly through all channels. Be&Cheery is committed to the mission of "enabling more people to enjoy safe and healthy food". It continuously innovates its retail model, deeply deploys across all channels, and achieves full-network coverage spanning e-commerce, supermarkets, and new retail formats, bringing a better shopping experience to over 200 million users and even more consumers. Focusing on the category mindset of nuts and nut gift boxes, Be&Cheery continues to deepen the upgrade of dried fruits, meat products, and pastry items. Currently, it offers over 1,000 SKUs across all snack categories. In June 2020, Be&Cheery officially joined PepsiCo, becoming its independent business unit in the Asia-Pacific region while maintaining its brand's independent operations.
Understand China's new‑consumption market model
Step inside a benchmark domestic snack enterprise. Observe the full‑cycle brand‑building practice of a representative new‑consumer player and grasp the consumption trends reshaping China's food sector.
Learn brand & hit‑product innovation strategies
Through dedicated thematic sharing, explore Be&Cheery's brand positioning, market expansion, communication approaches and brand‑empowerment logic. Study practical cases of developing popular snack products for Chinese consumers.
Immerse in distinctive corporate culture
Walk through the company's culture wall, product showroom and working offices. Experience how corporate culture is designed, visualized and innovated within a fast‑growing consumer‑focussed business.
Interactive cross‑cultural industry dialogue
Engage in Q&A and group exchanges with internal brand practitioners. Overseas delegates may share international consumer‑product perspectives and compare brand‑building practices across markets.
09:30‑10:30｜Guided Tour of Be&Cheery Headquarters
The group will follow an on‑site guide through key areas of Be&Cheery headquarters. Visit the corporate culture wall to trace the brand's growth story, browse the new‑snack exhibition zone showcasing its diverse product portfolio, and walk through open‑plan office spaces. This segment lets participants experience Be&Cheery's unique corporate‑culture construction and innovative atmosphere.
Learning Takeaway: Observe and experience Be&Cheery's construction and innovation in corporate‑culture development.
10:30‑11:30｜Thematic Session: Brand Empowerment and Hit‑Product Innovation at Be&Cheery
Be&Cheery brand specialists deliver an in‑depth presentation covering four core modules:
Important Note: This itinerary serves as a reference template. Exact timing, speakers and session content will be adjusted subject to Be&Cheery’s actual on‑site arrangements.
