Core Insights - The article highlights the competitive landscape of the Chinese snack food industry, particularly the unique position and evolution of Zhou Hei Ya over the past 30 years, emphasizing its innovative strategies and brand development [1] Brand and Product Revitalization - Zhou Hei Ya celebrated its 30th anniversary with a brand revitalization event, receiving the "Chinese Consumer Quality Trusted Snack Brand" certification, indicating high industry recognition in quality, brand, and service [3] - The brand's revitalization includes a comprehensive upgrade of its visual identity, store design, product packaging, and IP image, aimed at attracting Gen Z consumers [3] Product Quality and Innovation - Zhou Hei Ya focuses on using over 20 natural plant spices and employs 38 meticulous processes to create its signature sweet and spicy flavor profile, which has garnered widespread consumer acclaim [5] Key Business Decisions - Significant business decisions have shaped Zhou Hei Ya's trajectory, including the introduction of e-commerce in 2010, which expanded its consumer reach [7] - The launch of modified atmosphere packaging in 2012 addressed preservation challenges, broadening consumption scenarios [7] - The initiation of a franchising model in 2019 marked a shift from direct sales to an open franchise system, accelerating brand expansion [7] Future Plans - The chairman of Zhou Hei Ya, Zhou Fuyu, outlined two main focuses for the future: building a team that continuously challenges the impossible and pursuing the vision of becoming a "global creator of deliciousness" [8] - Zhou Fuyu draws inspiration from the Wright brothers' story, emphasizing a mindset of innovation and adaptability in facing global market challenges [8] Overall Development - Zhou Hei Ya's 30-year journey is portrayed as a case study in the rise of Chinese consumer brands, characterized by precise market positioning, ongoing product innovation, flexible business models, and a commitment to quality [10] - The brand aims to leverage its revitalization as a catalyst for accelerating its focus on youth-oriented and international markets, injecting new vitality into the future of the Chinese snack food industry [11]
周黑鸭的“反脆弱”实验：一个商业物种的进化启示录