Word for developing and refining a product: Choppa - dowa? and thank you for making time to help me with this question.

I met with a supplier recently, and they told me that in China there was a word for the process of developing and refining a product. 

The concept as explained to me was pronounced choppa-dowa. 

What is the correct spelling/pronunciation/interpretation of that concept?

Thank you so much again - Norman Lutes
Closest I can think of is 产品开发, or chanpin-kaifa (product development).

Where in China did you hear this? Sounds southern.