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Be&Cheery | Profile

Be&Cheery, China's leading brand of leisure snacks

Be&Cheery is a leading domestic brand of leisure snacks, primarily engaged in the R&D, processing, production, trading, warehousing, and logistics of leisure foods. Focused on leisure food, Be&Cheery sources delicious flavors from high-quality 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’s mission is to “enable 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.

2003 Year

Be&Cheery was founded in 2003.

200 million +

Over 200 million users

Be&Cheery | History

Become a food company respected worldwide.

2003

The first physical store was established in Hangzhou; at its peak, the number of stores exceeded 160.

2010

Transforming into e-commerce. By joining Taobao Mall, we’ve ushered in a new era of e-commerce.

2013

Rapid Growth—Single-day sales on Double 11 reached 21.4 million.

2014

The e-commerce industry's first food IP festival—Be&Cheery's pioneering "517 Foodie Festival"—has made May 17 a key promotional day for the food category across major platforms. The groundbreaking ceremony was held for Be&Cheery's headquarters base in Linjiang, which will cover a total area of 100,000 square meters and will be used to build a new R&D center, a production plant, a warehousing and logistics center, and an office building.

2015

Early Exploration of Entertainment Marketing—Signing Yang Yang as the brand’s spokesperson. Be&Cheery exclusively sponsors the Oxygen Music Festival during the 517 Foodie Festival.

2016

Launch of the Be&Cheery Hit Product Initiative—The IP-based flagship products “Hug Fruit” and “Renren Fruit” are born. The collaborative film and TV series “July and Ansheng” saw both female leads later win the Golden Horse Award for Best Actress. Additionally, Be&Cheery has collaborated on popular TV series such as “Beijing-Shanghai-Guangzhou Still Believe in Love,” “Wind Girl 2,” “Give Up Myself, Hold Me Tight,” and the Korean drama “W: Two Worlds.” Be&Cheery’s entertainment marketing has gone fully viral.

2017

Sales reached 4 billion yuan, and the Linjiang headquarters base was officially completed and put into operation. Be&Cheery’s entertainment marketing continues to gain momentum, with precise placements in popular IP dramas such as “Eternal Love of Dream,” “The King's Avatar,” and “My First Half of Life.” Be&Cheery was named “2017’s Most Worthwatching Entertainment Marketing Company.” The Food Research Institute, jointly established by Be&Cheery and Jiangnan University, was officially inaugurated.

2018

The new retail strategy has been fully launched, and a New Retail Business Unit has been established. Be&Cheery’s super hit product—Daily Nuts—has been officially released, featuring the industry-first “Freshness-Keeping Packaging” patent, which separates nuts and dried fruits to ensure freshness. Within three months of its launch, sales exceeded 100 million yuan, topping the sales charts for daily nuts, and reaching 400 million yuan in sales in 2018.

2019

Be&Cheery returns to offline channels, and its first “Snack Selection” store officially opens. The company is pursuing an omnichannel strategy across online and offline platforms. Announcing the new brand ambassador—Jackson Yee. Be&Cheery, in collaboration with Tmall, is hosting the “Chinese Flavor Snack Show,” attended by brand ambassador Jackson Yee, who, through a thematic short film, vividly conveys the brand’s core message: “Be&Cheery—A Taste of China.”

2020

Partnering with Pepsi—As an independently operated business unit within PepsiCo’s Asia-Pacific region, we maintain independent operations. We’ve made strategic inroads into livestreaming e-commerce, and within just 15 days of launching our first livestream, we’ve already achieved a single-stream GMV exceeding 10 million yuan.