Following the Narrow Eyes controversy, the three squirrels were once again thrust into the spotlight by an old brain-boosting festival advertisement; at this time, the three squirrels were in a very embarrassing situation. If it cannot successfully overcome the obstacles, the future outcome will be nothing more than collapse or the brand changing hands. Three Squirrels started and failed due to hype.
From being unknown to having annual sales of hundreds of millions, it only takes a few years. Looking back at the rapid rise of the three squirrels, it is not difficult to find the risks hidden behind them. Initially, in order to attract foreign capital to accelerate financing, Three Squirrels signed a gambling agreement with foreign investors - a time limit for listing. If it cannot be listed as scheduled, it will undoubtedly be a disaster for the company.
We know that Three Squirrels is only responsible for publicity and sales. They do not produce nut snacks. In other words, they use OEM and online publicity to package a well-known big brand out of thin air; however, this However, there is a potential problem with this business model - can the manufacturer guarantee 100% of the quality you sell?
The road to market for Three Squirrels has not been very smooth. It has been stopped many times due to safety and quality issues such as excessive mold and eating bugs. The only advertising campaign that worked was also overturned repeatedly. The previous Squinting Eyes incident has already lost a lot of popularity among passers-by. For a long time, the live broadcast room has been scolded by everyone and has been unable to start broadcasting normally. The anchor often yells hard all night, but only a few orders are placed.
This time it was revealed that the image of "Young Pioneers Wearing Red Scarves" was used in an advertisement three years ago. Although Three Squirrels immediately issued an apology letter on Weibo, they still received a lot of criticism. Few people resisted. As far as the advertising law is concerned, it does not include regulations on red scarves; however, the National Youth Working Committee issued a regulation on the use of red scarves and other Young Pioneers symbols, which prohibits the use of the Young Pioneers logo in trademarks, commercial advertisements, and commercial activities. Water can carry a boat, but it can also capsize it!
Whether it is the squinting incident or the red scarf incident, these two incidents have indeed inflamed the emotions of netizens. There is no doubt that the three squirrels will face a long period of trough. The experience of the three squirrels also serves as a warning to other companies - for a company, it must always pay attention to the direction of national policies, effectively avoid policy risks and legal risks, and must never do things that hurt people's feelings.