Hao Liang, the founder and chairman of Zhengzhou Hanbao One Food Co. Ltd. (Hanbao One), convened a meeting with senior management at headquarters to discuss the company’s future development strategy. Founded in 1991, Hanbao One had become a major supplier of hamburger buns to large Western fast food brands in China. But consumer demand for more diverse and health-oriented bakery products had begun to grow along with the popularity of baked goods in coffee and tea houses, Chinese restaurants, and online delivery platforms. Recognizing the importance of catering to these emerging small clients, Liang faced a critical decision: should Hanbao One continue prioritizing large clients or shift its strategy to expand its reach to small clients?
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