? Comparing the nut brands, we can see which ones the three squirrels are competing for.

1. Good Store 2. Cha cha? 3. Herbal flavor

? Holding the internet traffic dividend and relying on the IP image of "three squirrels" in one hand, it captured the eyes of many young people in the era of mobile internet and once became synonymous with leisure zero food. The annual report of 20 19 and the first quarterly report of 2020 released by three squirrels show that the annual revenue of three squirrels is 20101730,000.

? However, the profit data in the financial report of the three squirrels shows that the net profit returned to the mother in 2065438+2009 was 239 million, down 2 1.43% year-on-year. This data shows that the profits of billions of squirrels are relatively low, and "paying more attention to income than profits" seems to be a typical portrayal of traffic brands that rely more on the Internet. It took the lead in occupying the category leader of leisure retail, but it did not ride the dust. Now, behind the three squirrels, not only qiaqia melon seeds, good shops and other brands are catching up, but also many regional brands and vertical brands are carving up market share. It seems that the top spot in revenue10 billion is not reliable.

? Qiaqia, a brand, was once closely associated with melon seeds. When consumers think of melon seeds, they always think of qiaqia. And just the growth failure can be described as "success is also a melon seed, and failure is also a melon seed." At one time, qiaqia's food melon seeds products accounted for nearly 80% of the total revenue, and the market growth space of melon seeds cultivated for decades became smaller and smaller, even showing negative growth in 20 17. Single product and brand aging have become two big mountains on the road of food growth in qiaqia. Missed the first wave of expansion and consumption upgrade using e-commerce platform, and once qiaqia food was temporarily lost to three newly established squirrels.

In order to reverse the current situation, qiaqia Food has decisively entered the nut industry and e-commerce platform, and has caught up with it through clear positioning and strong brand building. According to the financial report, in 20 19, qiaqia's main product "Xiaohuangbao Daily Nuts" achieved tax-included sales of about 850 million, up 64.25438+0% year-on-year, making it the strongest food category in qiaqia.

Qiaqia pointed out in the third quarterly report of 20 19 that the core of Xiao Huangbao's rapid rise still comes from the precise positioning of the brand and the strong detonation of strategic cooperation with Focus Media. On the one hand, qiaqia found the differentiated positioning of the nut market from a fresh perspective and won the national special prize for scientific and technological progress as a super symbol of "mastering key preservation technologies"; On the other hand, reverse promotion of brand potential energy through offline media channels. Qiaqia will concentrate hundreds of millions of budgets on Focus Media Elevator Media, fully detonate the "fresh" core advantages in the apartment buildings and office buildings that mainstream consumers in 300 million cities must pass through every day, guide consumers to spend on e-commerce platforms and peripheral stores, and form differences in competing products in consumers' minds, thus achieving breakthroughs.

However, with the development of the brand, the categories are more and more diversified. From bacon to dried fruit, what the three squirrels represent seems to be more and more blurred. Originally, IP was only the added value of the brand, but it was not the core of brand positioning. In the spread of three squirrels, the budding taste of squirrels' petty gain, squirrels' small beauty and squirrels' small coolness brought brand reputation and interactive brand design to the brand, but it was isolated from other brands because of the brand positioning. Even the breakthrough in the high-end field is too dependent on traffic, giving other brands the opportunity to develop in the Internet era.

? At this time, the good shop of "higher-end snack food" was selected, which opened a new hole in the nut market. The high-end of the "good shop" is not the high-end on the slogan, but the all-round high-end from strategy to landing, capturing not the consumers driven by price alone, but the mainstream middle class in the city.

? The "high-end" of a good store begins with the screening criteria of each raw material. For example, cashews are upgraded from 260 to 180 per pound, and pistachios are 2 1-23 per ounce. For modern consumers who pursue exquisite life, this better quality control is undoubtedly more sought after. Secondly, the packaging is higher. 20 19 Mid-Autumn Festival, Liangpin Shop cooperated with Dunhuang Museum to release the "Dunhuang Lichao" Mid-Autumn Festival gift box. With the cooperation of enterprises, museums and designers, small moon cakes have become the gateway to lead consumers through the Millennium sandstorm, and * * * has entered the depths of the desert composed of dancers, three-eared rabbits and nine-colored deer.

? According to the latest financial report of Liangpin Shop, Three Squirrels and Miss You (the parent company of Baicaowei), the revenue of the three companies in 20 19 was 7.765438 billion+respectively, up by 20.97% year-on-year; The annual sales of three squirrels in 20 19 years10.2 billion, up 45.3% year-on-year; Miss your annual revenue of 5.96 billion, up 20.44% year-on-year. Only from the data of revenue scale and growth rate, among the three companies, the three squirrels founded in 20 12 seem to be latecomers, while the two "predecessors" of Liangpin Store (founded in 2006) and Baicaowei (founded in 2003) are left behind.

However, judging from the gross profit margin of each company in the first quarter, the three squirrels on the main line are not dominant. In the first quarter of 2020, the gross profit margins of Liangpin Store, Three Squirrels and Missing were 29.6 1%, 27. 15% and 27.64% respectively, while the gross profit margins of qiaqia Food and Yanjin Store were 32. 12% and 40.42% respectively, with three squirrels almost at the bottom. If we only look at the growth rate of net profit, we find that although the operating income of three squirrels in 20 19 was 102 billion yuan, up 45.3% year-on-year; However, the net profit attributable to shareholders of listed companies is only 239 million yuan, with a year-on-year growth rate of-265,438+0.43%. In the same period, the growth rate of your net profit for good shops and good ideas was 42.68% and 48.66% respectively.

From the cost point of view, the operating costs of a good shop, three squirrels and Miss You last year were 5.26 billion, 7.345 billion and 43.10.50 billion respectively. Compared with 20 18, it increased by 19.8%, 46.22% and 2 1.9% respectively.

Based on the above data, on the one hand, the operating cost of the three squirrels is the biggest increase among the three, on the other hand, it has achieved good revenue as a "back wave", but the growth rate of net profit is not dominant.