The spotlight of the third trend of domestic products is being hit on three squirrels

Affected by the repeated stimulation of the new crown epidemic, the economic growth was under pressure. From the perspective of the business environment, the overall stage of development has entered a slow development stage. Even the performance of mobile Internet companies has generally declined, and the market is facing high uncertainty.

Under the uncertain environment, the company cannot be in a sprinting state for a long time. From the Taobao shop of only 5 people to the three squirrels of listed companies, it has ushered in the bottom of the bottom after ten years of development.

It is gratifying that the three squirrels did not waste the buffer time brought by this setback. Instead, they deliberately slowed down, began to systematically adjust the company, and brought us new thinking.

Three squirrels of the "bottom period"

If you look at three squirrels from the perspective of crossing cycle, it is not important to go to the wind or against the wind. The past achievements of the three squirrels are not based on any wonderful tricks, but on the basis of seizing the opportunity of the times and adhere to the results of strategic.

If you observe it carefully, you can find that the three squirrels can always respond to different times and environments, adhere to the main business and continue to deepen their strategy.

Since the birth of the first three squirrels, this unique brand has seized the aesthetics of the young people of generations. From some extent, it determines the brand positioning of the three squirrels and the purchasing power of the young people.

Consumer Liu Fei (pseudonym) told the author after 95, "When I saw the brand design of the three squirrels and the brand image, I felt fresh, special, different from traditional brands, and could better represent myself on behalf of myself The youthful style, so I will pay for it. "

Why are young generations more willing to give new domestic products such as three squirrels? In addition to the unique brand and design, the core support of the current domestic brand brands is actually the emergence of new online channels and a new way of playing.

In the Internet era, e -commerce platforms have gathered a huge "SKU" at both ends of "supply" and "demand". The supply side, compared with the limited display of traditional supermarkets, online shelves are unlimited. There are also social APPs and strong user stickiness, which is conducive to the brand's occupation channels when the brand rises rapidly.

Therefore, three squirrels can use e -commerce channels to quickly establish a national brand cognition. It is reported that the current three squirrel shops and the number of fans of the JD.com stores are 115 million. Category sales first.

With the use of the potential energy of the national chemical brand, three squirrels have formed three -dimensional sales channels such as e -commerce, distribution, and stores. At the same time, the three squirrels always adhere to the basic market of nuts categories. During the New Year's Eve, the sales of nuts ranked first in the online market. Among them, the online market share of "Nuts" exceeded 30%.

Really excellent companies have always been driven by strategy. For three squirrels, it is obviously in the stage of building and recovery. The three squirrels in the bottom of the bottom period did not have their own hands and feet, and calm and calm.

In the new stage of development, whether it is the structure of the business layout or the level of organizational capabilities, a strategic fixed force and have adapted to the strategic transformation of three squirrels have been formed.

According to the strategic direction of the three squirrels in the next ten years: the three squirrels will focus on the nut industry, create a multi -brand model, and gradually move towards health, digitalization, and globalization. And we can see the phased effect of strategic transformation.

First of all, at the new manufacturing level, the three squirrels focus on extending the industrial chain, and enter the secondary production by building a nut demonstration factory to promote the industrialization level of the nut industry. The first factory of the three squirrels took daily nuts as a pilot. It started construction in April 2022. It adopted a 300,000 -level clean -up workshop, 36 sets of automated production production line equipment. Comprehensive factory that integrates production and delivery.

Secondly, at the new distribution level, the three squirrels began to focus on the distribution layout of product development and sinking markets that adapt to offline distribution channels. Wait.

Among them, the three squirrels have established long -term stable brand license distribution cooperation with 546 dealers and partners, and focus on developing new channels such as city flagship stores. Among them, more than 200 island -type counters have been completed. Dealers have added more than 100 new cooperation; the product side, focusing on nuts categories, upgraded and developed 2022 distribution series of 38 products, and entered various types of main terminal supermarkets in the form of brand island cabinets.

The last three squirrels actively promoted the reform of the business department, upgraded the organizational structure of the division, divided the six major distribution areas and platform distribution, KA sales, and nine major sales business units of new channels, and set up a team of more than 100 people with rich experience in the industry.

Behind the new direction of the three squirrel strategic transformation, it is the underlying logic from "performance -oriented" to "governance -oriented", which means that the competitiveness of the three squirrels has further improved, and the company will be nurtured. It also fits the development environment of three squirrels.

Adhere to long -term valueism, focus on the new future of domestic products

No company's growth path is a relaxed way. In the long run, the adversity under the eyes of the three squirrels is only a short -term episode, and its commercial potential needs to be further released.

In the macro environment, the inherent growth logic of consumption upgrades and the trend of urbanization remains unchanged, and the state's stable growth policy will continue to promote consumption recovery. With the continuous improvement of consumer consumption capacity, residents' willingness to consume will be higher. From the perspective of the industry, the total retail sales of my country's leisure food industry exceeded 700 billion yuan. According to FROST & Sullivan data, it is expected that the retail sales of my country's leisure snack industry in 2025 will reach 1101.4 billion yuan. The annual compound growth rate of 2020-2025 is about 7.3 %. Especially for nuts, as an emerging category in leisure food, it is in line with the long -term trend of health.

From the perspective of enterprises, the three squirrels have the first advantage in the field of leisure snacks, especially the nuts field. More importantly, its strategy also conforms to policy orientation, showing long -term value.

For example, three squirrels have now constructed a supply chain management system covering all -links such as research and development, procurement, production, testing, warehousing, and logistics. In addition, focusing on the Nut Strategy, the Australian Nut Industry Key Technology Innovation and Application, which cooperate with the Units of the Tropical Research Institute and other units of Guangxi Asia, won the second prize of the Guangxi Province Science and Technology Progress; Agricultural Technology Promotion Cooperation Award.

It is reported that in order to promote the strategic planning of the transformation supply chain, the three squirrels intend to use their own funds of RMB 100 million to set up a wholly -owned subsidiary "Three Squirrels (Wuhu) Nuts Intelligent Manufacturing Co., Ltd." (tentative name, with final registration as the final registration. allow). Through the establishment of a demonstration factory to enter the secondary production, promote the increase in the level of industrialization and increase the added value brought about by technological innovation, and further meet the growing market demand.

This provides a solid foundation for three squirrels to create high -quality products and control production costs. At present, the three squirrels have already caught up with the quality of the product. In the future, it will inevitably continue to continue to improve the impact of the brand. It is like a catfish in the industry that is leading the quality upgrade of the entire leisure snack industry.

The "happy water" that has caused people to queue up today is no longer Coca -Cola, but has become a new Chinese tea drink. It is no longer KFC and Coca -Cola who triggered the wave of consumption, but three domestic products such as squirrels, tea Yanyue color.

In general, we are now in the third wave of domestic products.

The first wave of domestic products, driven by the trend of nationalism, gave birth to brands such as Anshan Iron and Steel, Bank of China, and so that old China had real "domestic goods". The rise of domestic goods was to support the country's self -improvement.

The representative incident of the second wave of domestic goods was the price war of color TV. In order to seize the market with the foreign brand, the cost of home appliances greatly reduced, allowing Chinese consumers to enter the era of comprehensive home appliances.

The factors to promote the third wave of domestic goods should be the game of great powers. Various trade sanctions have re -ignited people's patriotic pride. Most people's consumption intention shifted from international brands to local brands, and quickly set off the third wave of domestic products.

The keywords of this wave of domestic products are "the rise of subdivisions". In other words, the needs of market categories broke out, such as the outbreak of casual snack nut products, and put forward new requirements for the quality, function, aesthetics and services of the brand.

This forced enterprises to appear in front of customers with new concepts and images. As a representative of the brand IP, the three squirrels reflect such a strategy to adapt to the wave of domestic brand brands. IP is an expression of personality. It has its own values ​​and core concepts. There are thousands of carriers, no specific form. What is important is the core and bring emotional connection.

This makes the three squirrels more unique and recognizable in visual expression, and it is difficult to be copied by other brands. Today, the "three squirrels" trademarks are well protected by the State Intellectual Property Office. In recent years, the company has won the case in multiple rights protection cases, establishing the company's leading position in patent and intellectual property creation.

In addition, the natural squirrel image of the three squirrels is naturally compatible with its focal category, which is more likely to make consumers understand the intention of the brand to express. I believe that the brand's positioning proposition allows consumers to have a strong recognition of the three squirrel brands. Knowledge.

Finally, changes in consumer scenarios and experience make interaction particularly important. Since the beginning of the three squirrels, I have been interacting with the "master" with IP. The three cute little squirrel images, on packaging, pages, spreading materials ... They interact with consumers everywhere to please consumers everywhere. Not only is it more fun, but also the brand proposition of three squirrels can be transmitted easily and effectively.

The growth path of no company is easy. During this period, consumers need to be tolerant and understanding such active domestic products brands.

Some people in the industry have pointed out that compared with the Internet, the three squirrels know the manufacturing very well; compared with the manufacturing industry, they know the Internet. Such a brand has been running for ten years in a dark horse. After a shock, the three squirrels then reached the accumulation stage of accumulation, and the next step may bring a more updated and big tide to the industry.

Finally, I also hope that the three squirrels can make a new direction of strategic transformation to the end. After carrying adversity, after going forward, the future journey has just started.

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