Analysis of the three squirrels’ factors for entrepreneurial success

Three Squirrels is the first Internet forest food brand launched by Anhui Three Squirrels E-Commerce Co., Ltd. in Wuhu, Anhui in 2012, positioning itself as forest food. The following is my analysis of the three squirrels’ factors for entrepreneurial success. Come and take a look with me.

Analysis of the factors for the success of three squirrels in starting a business

The first move of the squirrels: the integration of virtuality and reality

Whether it is a squirrel? Whether it's a nest, a Taobao store, or even a Sina official account, wherever Three Squirrels has a foothold, with a little attention you can find traces of the founder of Three Squirrels, Squirrel Dad Zhang Liaoyuan.

Perhaps few people know that before founding Three Squirrels, Zhang Liaoyuan had ten years of working experience in Anhui Zhan’s Food. From the initial porter, to the regional manager, and then to the managing director, ten years of experience gave Daddy Squirrel an in-depth and comprehensive understanding of the nut industry, which also laid a solid foundation for the creation of Three Squirrels.

Don’t break away from traditional industries to talk about the Internet, and don’t allow laymen to guide 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's strengths, complement each other's weaknesses, and integrate with each other.

Squirrel’s second move: strong financial support

Before going online, with clear brand positioning and development strategy, Squirrel Daddy successfully obtained IDG, the largest venture capital institution in China. There, he got an angel investment fund worth US$1.5 million. Then, with the expansion of sales and products, in May 2013, it received another US$6.17 million Series B investment from Capital Today and IDG Capital.

Don’t underestimate the investment of these two funds. This means that from the beginning of the business, the three squirrels have been freed from the shackles of the capital chain and can freely lose money and make profits. Building warehouses, building inspection workshops, independently researching and developing databases, and developing derivative products? Such operations and investments are out of reach for most struggling entrepreneurial companies.

Squirrel’s third move: Clear brand positioning

There has never been a shortage of industry representatives in the nut roasting category. From the fool Guazi in the 1980s, Cha Cha in the 1990s, Lai Yifen after 2000, and now the three squirrels. Counting these successful cases, it is not difficult to find a common denominator? Brand!

Enterprises are not so easy to do. If you are just an agent without your own brand, you will not be able to make wedding dresses for others while making wedding dresses for others. , and it is easy to grasp. If you say the stock is out of stock, it will be out of stock, and if you say the price will be raised, the price will be raised. Such being controlled by others will inevitably lay a time bomb for the long-term development of the company. Squirrel Daddy’s approach of clarifying the brand and LOGO from the beginning makes people give a thumbs up. It is really very wise.

Of course, the benefits of branding go beyond this. Another important aspect is to build customer awareness through the unique appeal and core values ??refined by the brand. To put it bluntly, it is to instill a professional and focused thinking in buyers, so that when people think of dried fruits, they can remember the three squirrels!

The fourth squirrel trick: tap key talents

Dare to employ people and dare to lay off people! In the three squirrels, a team with an average age of 23.5 years old, Squirrel Daddy creatively put forward the idea of ??"young people manage young people". Through the cultivation of internal talents and vigorous poaching, It has accumulated a group of young management cadres for the company.

Don’t think that this is the end. Behind this peaceful surface, there is still a cruel final elimination system. Take the pre-sales and after-sales department as an example. There is competition between each group. If the standards are not met for several consecutive months, not only the management will be punished, but the entire group at the bottom will be forcibly dismissed! < /p>

Three Squirrels: Introduction

Three Squirrels is the first Internet forest food brand launched by Anhui Three Squirrels E-Commerce Co., Ltd. in Wuhu, Anhui in 2012. It is positioned in Forest food, forest food is a new category created by three squirrels, which represents natural, fresh, and non-over-processed; it mainly deals in forest products such as nuts, tea, candied fruits, and dried fruits. The team was established in February 2012, and the Three Squirrels brand has only been online for 65 days. Its sales ranked first in the nut industry on Taobao and Tmall, and ranked among the top ten in the scented tea industry. Its rapid development has created a miracle in the history of Chinese e-commerce. In the 2012 Tmall Double Eleven promotion, Three Squirrels, which was founded just over 4 months ago, sold nearly 8 million yuan on that day and won the championship in the nut snack category. On November 11, 2013, in 24 hours, The Three Squirrels online store has received more than 4.7 million clicks, 1 million people have participated in the frenzy, 2.47 million items have been sold, and the daily turnover is 35.62 million, ranking first in food sales on the entire Internet.

Three Squirrels: Founder

Zhang Liaoyuan, born in 1976, is from Jixi, Anhui. In the e-commerce industry, he is known as "Squirrel Daddy_Zhang Sanfeng". A practical and revolutionary grassroots strategic marketer who is good at segmented brand positioning and blue ocean market development.

Zhang Liaoyuan has nearly 10 years of experience in traditional nut product channels and was the managing director of Anhui Zhanshi Food Co., Ltd. This is a domestic industry leader in the pecan category. It is positioned in Huizhou culture and focuses on the high-end gift market. In 2010, it achieved sales of nearly 200 million yuan. Zhang Liaoyuan worked in Zhan's as a moving, delivery, marketing, regional manager, marketing director, and finally managing director. In 2011, he spent one year building the online nut brand "KeKeguo", achieving sales of 10 million yuan in 8 months. In March 2012, he assembled the founding team of Three Squirrels.

Zhang Liaoyuan’s self-description: Born in the countryside, raised in the grassroots, had a dream at the age of 18, taught himself marketing at the age of 19, set up a street stall, opened a shop, worked and held an iron rice bowl, and failed all the way. !My eyes opened at the age of 27, and I summarized it at the age of 31: Perseverance! I summarized it at the age of 35: Be willing! The future: Do a good job?!

Analysis of the success of the three squirrels

1. Political environment Analysis

Since the 1990s, with the rapid development of Internet technology, the number of Chinese Internet users has also begun to increase rapidly. Building, managing, and using the Internet in accordance with the law are important principles for the development of China's Internet industry, and are also the common practices of all countries in the world. In recent years, China has attached great importance to the construction of Internet laws and regulations and the standardization of China's Internet order. Basic work related to this, such as legal construction and website registration, has been steadily advancing. It has successively promulgated and implemented the "National People's Congress on the Internet" Security Decision, "Eleventh Five-Year Plan for E-Commerce Development", "Electronic Information Industry Adjustment and Revitalization Plan", "Electronic Signature Law" and "Electronic Payment Guidelines", etc., provide relatively powerful laws for regulating online transactions. Assure. It can be seen from this that the country is paying more and more attention to the development of e-commerce, and 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 the e-commerce market.

2. Analysis of Economic Environment

The scale of Internet users continues to grow rapidly, and the huge base of Internet users has brought huge business opportunities and broad market space to the development of the Internet industry. The operating rate of e-commerce has further improved, e-commerce platforms have continued to develop in-depth into the industry, and the scale of the online shopping market has grown rapidly, becoming a huge driving force for consumption and economic growth. With the increasing number of entrants and massive capital investment in China's C2C/B2C market, competition will become more intense. Competition will produce two results. On the one hand, competition will achieve the survival of the fittest. Some C2C/B2C websites will 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 an obvious network. Economic effects, while some small websites are overwhelmed and gradually launched into the market, which will help the market mature; on the other hand, market competition has attracted great attention from all walks of life, cultivated people's habits of online transactions, and deepened participation. Bringing prosperity to the C2C/B2C market will bring good development prospects to Three Squirrels.

3. Social Environment Analysis

In recent years, as the scale of Internet users continues to grow rapidly, the scale of potential online shopping users

is also constantly expanding. This It will undoubtedly promote the development of China's C2C/B2C e-commerce market. On the other hand, online shopping is a change in usage and consumption habits. For users who are accustomed to traditional contact-based and guided shopping, there are many factors driving their first online shopping, among which price is the most important factor. . In addition, problems in any aspect of the entire process of ultimate purchase will lead to the loss of users, and related social support services such as logistics and payment also determine whether users are willing to accept online shopping. Nowadays, relevant social support services such as logistics and payment are constantly improving, making online shopping more and more popular, and the number of online shoppers is increasing; now, e-commerce activities have involved almost all commercial fields, and online shopping has also Having penetrated into our daily lives, these pairs will undoubtedly bring more and better development opportunities to the three squirrels.

IV. Analysis of technical environment

Since the 1990s, network technology has developed rapidly, especially the popularization of classified search engines, the improvement of interactive community platform technology and real-time chat tools The development of other technologies has played a certain role in promoting the development of online shopping platform technology, especially the invention and promotion of electronic payment methods, the emergence and continuous emergence of new technologies such as third-party payment platform technology (Alipay) and digital certificate security authentication. Improvement has made the online shopping technology platform constantly updated, with a friendlier interface, more powerful functions, and greatly enhanced interactivity and security, thus technically ensuring the in-depth and continuous development of the online shopping market.