Company Profile
ChaCheer is a leading Chinese snack food company founded in 2001, specializing in roasted nuts, sunflower seeds, and leisure snacks. With a strong domestic market position (particularly in the sunflower seed category) and growing international presence, ChaCheer operates 21 regional divisions, 117 offices, 1,100 professional dealers, and 4 major retailers. The company is actively implementing its “New Cultivation Strategy” to deepen market penetration and drive digital transformation in its B2B group-purchase business.
Industry
Retail & FMCG
Company Size
15,000+
HQ Location
China
Business Challenge
1. Fragmented and Privatized VIP Customer Data
Departments in ChaCheer treated VIP clients as private resources, resulting in scattered customer records with no centralized view. This made it extremely difficult to understand purchase history, repeat patterns, or upsell opportunities, leading to duplicated efforts and missed revenue potential.
2. Inefficient Cross-Department Collaboration
ChaCheer’s marketing, sales, and key account teams relied on offline communication, creating high coordination costs and slow response times. Without a shared platform, market activities, event leads, and customer interactions could not be tracked or leveraged effectively across functions.
3. Weak Dealer Reporting and Resource Control
Dealer customer registrations lacked proper oversight, causing customer resources to remain trapped in individual hands. There was no standardized process for reporting new opportunities or managing group-purchase orders, resulting in lost visibility and inefficient resource allocation.
4. Lack of Standardized Follow-Up and Relationship Maintenance
Historical contracts and payments were poorly documented, with no automated reminders for renewals or for important events. This led to low repeat purchase rates and weak long-term customer relationships, limiting the B2B channel’s contribution to overall growth.
Neocrm Solution
1. Unified SFA Platform for Centralized Customer Management
Neocrm SFA Platform created a window to manage all VIP and group-purchase clients, consolidating scattered data into structured profiles with tagging, segmentation, and full history tracking. This enabled accurate customer insights and eliminated departmental silos.
2. Standardized Business Processes and Cross-Department Collaboration
Neocrm platform digitized market activities, event management, and lead follow-up with automated workflows. Sales, marketing, and key account teams now collaborate in real time, dramatically reducing communication costs and improving coordination efficiency.
3. PRM Dealer Management with Automated Reporting and Rebates
Dealer registration and opportunity reporting were standardized with built-in controls and approval processes. Automated rebate calculation and payment referencing streamlined group-purchase order handling, ensuring accurate and timely financial operations.
4. Intelligent Follow-Up and Relationship Maintenance Tools
Neocrm’s automated reminders for contract anniversaries, renewals, and key events help the team maintain proactive contact with existing clients. Full activity logging and BI analytics provide clear visibility into customer behavior and performance trends.
Result
Since partnering with Neocrm, ChaCheer has achieved a complete digital upgrade in its B2B group-purchase operations. Previously privatized customer resources are now fully public and actively managed, giving the team a clear, unified view of VIP clients’ information.
Standardized processes have transformed how the company handles contracts, orders, rebates, and market activities — significantly reducing manual effort and coordination friction. Automated reminders and intelligent follow-up tools have strengthened long-term customer relationships, driving higher repeat purchase rates and more consistent revenue from institutional clients.
With 500 users actively engaged on the platform, ChaCheer now benefits from real-time visibility, data-driven decision-making, and seamless cross-department collaboration. The B2B channel is better positioned to support the company’s ambitious growth targets while maintaining its leadership in the competitive snack food market.
