Three Squirrels is the first Internet forest food brand launched by Anhui Three Squirrels E-commerce Co., Ltd. in Wuhu, Anhui Province in 212, which is positioned as forest food. The following are the factors I shared to analyze the success of three squirrels' entrepreneurship. Let's take a look with me.

Analyze the elements of three squirrels' entrepreneurial success

Squirrel's first move: the fusion of virtual and real

No matter what? Rat nest? Whether it's Taobao shop or even Sina official micro, where there are three squirrels, you can find them after a little attention. Three squirrels? The founder, squirrel daddy Zhang Liaoyuan's existence trace.

Perhaps few people know that Zhang Liaoyuan had worked in Anhui Jane's Food for ten years before he founded three squirrels. From the initial porter, to the regional manager, and then to the managing director, ten years' experience gave Grandpa Squirrel a deep and comprehensive understanding of the nut industry, which also laid a solid foundation for the creation of the three squirrels.

Don't talk about the Internet without traditional industries, and don't be afraid of amateurs guiding experts. It should be noted that the Internet is just a carrier, and Internet thinking is just a slogan. If you want to go higher and further, you must learn from each other and integrate with each other.

Squirrel's second move: strong financial support

Before going online, with a clear brand positioning and development strategy, Squirrel's father succeeded in getting from IDG, the largest venture capital institution in China. Fool? To the $1.5 million angel investment fund. Then, with the expansion of sales and products, in May, 213, it was awarded a series B investment of $6.17 million from Today Capital and IDG Capital.

don't underestimate the investment of these two funds, which means that from the beginning of the business? Three squirrels? You can get rid of the shackles of the capital chain and let go? Losing money and shouting? . Build warehouses, build inspection workshops, independently develop databases, and develop derivative products? This kind of operation and investment are unattainable for most struggling entrepreneurial enterprises.

Squirrel's third trick: clear brand positioning

There has never been a shortage of industry representatives in nut roasted seeds and nuts. From fool melon seeds in the 198s, Chacha in the 199s, to Iraq years later, and now to three squirrels. Counting these successful cases, it is not difficult to find a * * * common point? Brand!

Enterprises are not so easy to do. If they are only agents without their own brands, they will be easily caught while making wedding dresses for others. If we say that we are out of stock, we will be out of stock, and if we raise the price, we will raise the price. This will inevitably lay a time bomb for the long-term development of enterprises. Squirrel dad, from the beginning, made clear the brand and LOGO, which made people give a thumbs up. It was really wise.

of course, the benefits of the brand are more than that. Another important aspect is to build up customers' awareness through the unique demands and core values of brand refinement. To put it bluntly, it is to instill a professional and dedicated thinking into the buyer, so that people can remember three squirrels when they think of dried fruits!

Squirrel's fourth trick: tap key talents

Dare to choose people and cut people! In the team of three squirrels with an average age of 23.5 years old, Grandpa Squirrel creatively proposed? Young people manage young people? Through the cultivation of internal talents and great efforts to poach the foundation, a group of young management cadres have been accumulated for the enterprise.

don't think it's over just like this. Behind this peaceful surface, there is still a cruel system of elimination at the end. Take the customer service department before and after sales as an example, there is mutual competition between each group. If it fails to meet the standards for several months in a row, not only the management will be punished, but the whole group at the end will be severely punished!

Three Squirrels: Introduction

Three Squirrels is the first Internet forest food brand launched by Anhui Three Squirrels E-commerce Co., Ltd. in Wuhu, Anhui Province in 212, which is positioned as forest food. Forest food is a new category created by three squirrels, representing nature, freshness and non-over-processing; Mainly engaged in nuts, tea, preserves, dried fruits and other forest products. In February 212, the team was established, and the three squirrel brands only went online for 65 days. Their sales jumped to the first place in Taobao Tmall nut industry, and the flower tea industry jumped to the top ten. Its rapid development has created a miracle in the history of e-commerce in China. In the promotion of Tmall Double Eleven in 212, three squirrels, which were established just over four months ago, sold nearly 8 million yuan that day, winning the championship of nut snacks in one fell swoop. On November 11, 213, the online store of three squirrels had more than 4.7 million clicks, 1 million people participated in the looting, 2.47 million items were sold, and the daily turnover was 35.62 million, ranking first in food sales in the whole network.

Three Squirrels: Founder

Zhang Liaoyuan, born in Jixi, Anhui Province in 1976. In the electric business? Squirrel daddy _ Zhang San crazy? . Practical and revolutionary grassroots strategic marketers are good at subdividing brand positioning and developing the blue ocean market. Zhang Liaoyuan has nearly 1 years' experience in traditional nut product channels, and was the managing director of Anhui Jane's Food Co., Ltd.. This is a leading enterprise in hickory category in China, which is located in Huizhou culture and focuses on high-end gift market. In 21, it achieved sales of nearly 2 million yuan. Zhang Liaoyuan worked as a cargo moving, delivery, marketing, regional manager, marketing director and managing director in Zhan's company. In 211, it took him a year to build it? Shell fruit? This online nut brand achieved sales of 1 million yuan in 8 months, and combined the founding team of three squirrels in March 212.

Zhang Liaoyuan's self-description: Born in the countryside, grew up at the grass roots, had a dream at the age of 18, taught himself marketing at the age of 19, set up a stall, opened a shop, worked and served an iron rice bowl, and failed all the way! At the age of 27, I opened my eyes and concluded at the age of 31: Perseverance! 35-year-old summary: willing! Future: Do a good job? !

Successful analysis of three squirrels

I. Analysis of political environment

Since the 199s, with the rapid development of Internet technology, the number of netizens in China has also increased rapidly. It is an important principle for the development of Internet in China to build the network, pipe network and use the network according to law, and it is also the same practice in all countries in the world. In recent years, China has attached great importance to the construction of Internet laws and regulations, and standardized the Internet order in China. The related basic work such as legal construction and website filing is progressing steadily, and the National People's Congress's Decision on Internet Security and E-commerce Development have been promulgated and implemented successively. Eleventh five-year plan? Planning, Planning for the Adjustment and Revitalization of Electronic Information Industry, Electronic Signature Law and Guidelines for Electronic Payment, etc., provide strong legal protection for regulating online transactions. It can be seen that the country pays more and more attention to the development of e-commerce, and the relevant supervision work is gradually carried out and implemented. These new changes are conducive to the government's standardized guidance and promotion of e-commerce in the future, and are more conducive to the long-term development of e-commerce market.

second, analysis of economic environment

the scale of netizens continues to grow rapidly, and the huge netizen base has brought huge business opportunities and broad market space for the development of the internet industry. The operating rate of e-commerce is further improved, the e-commerce platform continues to develop in depth to the industry, and the scale of online shopping market is growing rapidly, which has become a huge driving force to promote consumption and economic growth. With the gradual increase of China C2C/B2C market entrants and the massive investment of funds, its competition will be more intense. Competition will produce two results. On the one hand, some C2C/B2C websites gradually improve their own governance and services, provide a good trading environment for both parties, accumulate a huge customer base, and form an obvious network economic effect, while some small websites are overwhelmed and gradually launch the market, which will help the market to mature; On the other hand, the market competition has attracted great attention from all walks of life, cultivated people's online trading habits, deepened their participation, and brought prosperity to the C2C/B2C market, which will bring good development prospects to the three squirrels.

iii. analysis of social environment

in recent years, with the rapid growth of netizens, the scale of online shopping latent users

is also expanding, which will undoubtedly promote the development of C2C/B2C e-commerce market in China. On the other hand, online shopping is a change of usage and consumption habits. For users who are used to traditional contact and shopping guide, there are many factors that drive the first online shopping, among which price is the most important one. In addition, any problem in the whole process of ultimate purchase will lead to the loss of users, and related social supporting services such as logistics and payment also determine whether users are willing to accept online shopping. Nowadays, with the continuous improvement of related social supporting services such as logistics and payment, online shopping is becoming more and more popular, and the number of online shopping is increasing. Nowadays, e-commerce activities have involved almost all commercial fields, and online shopping has penetrated into our daily life, which undoubtedly brings more and better development opportunities to the three squirrels.

IV. Analysis of technical environment

Since the 199s, the rapid development of network technology, especially the popularization of classified search engines, the improvement of interactive community platform technology and the development of instant chat tools, has played a certain role in promoting the development of online shopping platform technology, especially the invention and popularization of electronic payment means. The emergence and continuous improvement of new technologies such as third-party payment platform technology (Alipay) and digital certificate security authentication have made the online shopping technology platform constantly updated, with more friendly interface, more powerful functions, and greatly enhanced interactivity and security, thus technically ensuring the deep-seated development of the online shopping market.

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