Analyze the elements of the success of three squirrels in starting a business.
Squirrel's first move: the fusion of reality and reality
Is it? Mouse nest? No matter Taobao shop or even Sina Guanwei, where there are three squirrels, you can find them with a little attention. Three squirrels? The founder, squirrel father Zhang Liaoyuan's existence trace.
Perhaps few people know that Zhang Liaoyuan 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 has given Grandpa Squirrel a thorough and comprehensive understanding of the nut industry and laid a solid foundation for the establishment 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, Grandpa Squirrel successfully obtained funds from IDG, the largest venture capital institution in China, with clear brand positioning and development strategy. Fool? Give angel investment fund $654.38+500,000. Then, with the expansion of sales and products, in May of 20 13, we obtained another round of investment of 6170,000 USD from Today Capital and IDG Capital.
Don't underestimate the investment of these two funds, that is to say, from the beginning of entrepreneurship? Three squirrels? Can you get rid of the shackles of the capital chain and let go? Losing money and calling people? . Build warehouses, build inspection workshops, independently develop databases and develop derivative products? This kind of operation and investment is beyond the reach of most struggling entrepreneurial enterprises.
Squirrel's third move: clear brand positioning
Nut roasted seeds and nuts have never lacked industry representatives. From fool melon seeds in the 1980s, Chacha in the 1990s, to Iraq in 2000, and now to three squirrels. Counting these successful cases, it is not difficult to find a common ground? Brand!
Enterprises are not so easy to do. If you are only an agent and don't have your own brand, it is easy to be caught when making a wedding dress for others. If you say out of stock, you will be out of stock, and if you raise prices, you will raise prices. 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. This is really wise.
Of course, the benefits of the brand are not limited to these. Another important aspect is to build customer awareness through the unique needs and core values of brand refining. To put it bluntly, it is to instill a professional and focused thinking into buyers, and people can think of three squirrels when they think of dried fruits!
Squirrel's fourth move: mining key talents
Dare to choose people, dare to cut people! In the team of three squirrels with an average age of 23.5, Grandpa Squirrel creatively proposed? Young people care about young people? Through the training of internal talents and vigorously poaching, a group of young management cadres have been accumulated for the enterprise.
Don't think it's over. Behind the surface of this peace, it is still a cruel elimination system. Take the customer service department before and after sales as an example, all groups compete with each other. If you fail to meet the standards for several months in a row, not only the management will be punished, but also the whole group 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 on 20 12, and it is positioned as forest food. Forest food is a new category created by three squirrels, which represents natural, fresh and not over-processed; Mainly engaged in nuts, tea, preserves, dried fruits and other forest products. The team was established in February, 20 12, and the three squirrel brands were only launched for 65 days. Their sales jumped to the first place in Taobao Tmall nut industry, and the scented tea industry jumped to the top ten. Its rapid development has created a miracle in the history of e-commerce in China. In the 20 12 tmall double eleven promotion, three squirrels, just established for more than four months, sold nearly 8 million on that day and won the nut snack championship in one fell swoop. 20 1 65438+1October1,the online shop of the three squirrels has more than 4.7 million hits in 24 hours.
Three squirrels: the founder
Zhang Liaoyuan, 1976, from Jixi, Anhui. In the power industry? Daddy Squirrel _ Zhang Sanfeng? . Practical and revolutionary grassroots strategic marketers are good at subdividing brand positioning and opening up the blue ocean market. Zhang Liaoyuan has nearly 65,438+00 years of experience in traditional nut product channels, and was once the managing director of Anhui Jane's Food Co., Ltd. ... This is a leading domestic pecan enterprise, which is located in Huizhou culture and focuses on the high-end gift market, with sales of nearly 200 million yuan in 20 10. Zhang Liaoyuan worked in Zhan's company as cargo handling, delivery, marketing, regional manager, marketing director and general manager. 20 1 1 year, which took him a year to build? Fruit shell? This online nut brand achieved sales of 10 million yuan in 8 months, and assembled three squirrel founding teams in March of 20 12.
Zhang Liaoyuan's self-description:? Born in the countryside, grew up at the grass-roots level, dreamed at the age of 65,438+08, taught himself marketing at the age of 65,438+09, set up a stall, set up a shop, worked part-time, and failed all the way! 27 years old, 3 1 year old summary: perseverance! 35-year-old summary: willingly! Future: Do a good job? !
Successful analysis of three squirrels
I. Analysis of Political Environment
Since 1990s, with the rapid development of Internet technology, the number of netizens in China has also increased rapidly. Building networks, pipe networks and using networks according to law is an important principle of Internet development in China, and it is also a common practice all over the world. In recent years, China has attached great importance to the construction of Internet laws and regulations, standardized the Internet order in China, and related laws and regulations.
Basic work such as website filing has been steadily advanced, and the National People's Congress's Decision on Internet Security and E-commerce Development has been promulgated and implemented one after another. Eleventh five-year plan? Planning, electronic information industry adjustment and revitalization planning, electronic signature law, electronic payment guidelines. To provide a strong legal guarantee 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 normative guidance and promotion of e-commerce in the future, and are more conducive to the long-term development of e-commerce market.
Second, the economic environment analysis
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 has been further improved, the e-commerce platform has continued to develop in depth to the industry, and the scale of online shopping market has grown rapidly, which has become a huge driving force for promoting 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 kinds of results. On the one hand, some C2C/B2C websites gradually improve their own governance and services, provide a good trading environment for both parties to the transaction, accumulate a huge customer base, and form obvious network economic effects, while some small websites are overwhelmed and gradually launch the market, which will help the market mature; On the other hand, market competition has aroused great concern 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.
Third, the social environment analysis
In recent years, with the rapid growth of the number of netizens, online shopping has a potential user scale.
It 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 in 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, in the whole process of final purchase, any problem 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 logistics, payment and other related social supporting services, online shopping is becoming more and more popular, and the number of online shoppers is increasing. Nowadays, e-commerce activities have involved almost all commercial fields, and online shopping has penetrated into our daily life, which undoubtedly brought more and better development opportunities to the three squirrels.
Fourth, the technical environment analysis
Since the 1990s, the rapid development of network technology, especially the popularity 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. All these make the online shopping technology platform constantly updated, the interface more friendly, the function more powerful, and the interactivity and security greatly enhanced, thus technically ensuring the deep development of the online shopping market.
?
Guess you are interested in:
How did three squirrels succeed?
2. The success story of three squirrels
3. Inspirational stories of entrepreneurs in China
4.90 Post-Internet Entrepreneurship Cases
5. Internet thinking and entrepreneurship
6. Taobao's entrepreneurial story