Core Viewpoint - The article highlights the success story of Jinye Food, which transitioned from a hawthorn strip seller to a beverage producer, achieving significant revenue growth by focusing on health-conscious products and innovative marketing strategies [3][6][11]. Company Overview - Jinye Food was established in 2003, initially acting as a distributor for various products before discovering the potential of hawthorn strips in 2012, leading to a transformation into a food manufacturing company [6][11]. - The company's revenue grew from 8 million in 2012 to 600 million in 2022, with a projected revenue of 776 million for 2024 [6][7]. Market Position - The hawthorn market is relatively small, with a projected market size of 125 billion in 2024, where Jinye holds a market share of approximately 6.2% [8][11]. - In the hawthorn snack category, Jinye has a leading market share of 17.3% [8]. Product Strategy - Jinye's success is attributed to its focus on "no additives" products, appealing to health-conscious consumers, particularly mothers [10][11]. - The company has expanded its product line to include various flavors of hawthorn strips and beverages, such as hawthorn juice and sugar-free tea [17][26]. Innovation and Development - Jinye has invested in R&D, with a team of around 80 people focusing on product and production line innovation [40][41]. - The company faced challenges in developing new products, learning from failures to prioritize product quality over branding [30][46]. Distribution and Channel Strategy - Jinye's products primarily relied on traditional retail channels, but the company recognized the importance of entering major retail chains like Sam's Club to enhance brand visibility [32][34]. - The successful launch of "Hawthorn Juice" at Sam's Club has significantly contributed to Jinye's revenue, generating nearly 100 million annually [40]. Challenges and Reflections - Despite rapid growth, Jinye faced challenges related to maintaining quality and customer satisfaction, leading to a reassessment of its growth strategy [46][49]. - The company is now focusing on standardizing processes and improving customer service to ensure sustainable growth [49].