Three squirrels subvert the snack industry and create a new retail model of "high quality".
What you may not know, there is an amazing secret behind this snack brand!
It's Three Squirrels, a brand that leads the way on the snack track. Its secret is that it uses a magical strategy to make its products delicious and cheap, so that consumers can't put it down and competitors can't get rid of it.
This strategy is "high-end cost performance".
What is "high-end cost performance"?
To put it simply, on the premise of ensuring product quality, it is to reduce costs, give profits to consumers, and make consumers feel value for money. It sounds simple, but it's hard to do.
How did the three squirrels do it?
It has carried out a comprehensive reform of the whole chain, all channels and all categories from three aspects.
First of all, in terms of raw material planting, it has established nut raw material planting bases in many regions across the country in conjunction with first-class businessmen to promote the localization of nut raw materials, reduce the cost of raw materials, and ensure the quality of raw materials.
Secondly, in terms of production and manufacturing, it has independently built four core nut category demonstration factories and introduced fully automated production equipment, which has improved production efficiency, reduced labor costs, and ensured product quality.
Thirdly, in terms of logistics and distribution, it has built a origin warehouse and a cloud warehouse, realized direct delivery from the cloud warehouse, shortened the distribution time, reduced the logistics cost, and ensured the freshness of the product.
Through the reform of these three aspects, the three squirrels have achieved a significant reduction in product costs, and these cost reductions have been directly passed on to consumers.
That's why the products of Three Squirrels are not only tasty, but also cheap.
For example, its macadamia nuts this year are 30% lower than last year, and the amount in the hands of consumers is only more than 20 catties.
For example, its air-dried beef, this year's ** is 40% lower than last year's, and the ** to consumers is only 9875 yuan catty.
This kind of ** is much lower than that of its peers, and even lower than the snack mass stores that focus on low prices.
This is the charm of the "high-end cost-effective" strategy of the three squirrels.
It makes consumers feel the value, makes competitors feel the pressure, and makes the market feel the shock.
This strategy has allowed the three squirrels to achieve "accelerated overtaking" in the snack market.
In the past Double 11 promotion, Three Squirrels achieved the first place in the omni-channel snack category, with sales and order volume hitting a record high.
In the third quarter of this year, Three Squirrels also achieved double growth in revenue and net profit, with net profit increasing by 81% year-on-year42%。
Such achievements have made the three squirrels a dark horse in the snack industry, leaving other brands in the dust.
That's the secret of the three squirrels, the one that makes it lead the snack track.
A secret that makes its products both delicious and cheap.
A secret that makes its consumers fall in love with it.
A secret that its competitors can't replicate.
This secret is "high-end cost performance".
At present, the snack market is like a battlefield, and many snack stores have withdrawn, and the market chaos is gradually emerging. However, in this melee, with its unique "high-end cost-effective" strategy, the three squirrels have become the leaders leading the brand change, releasing huge market potential energy and setting an example for the entire industry to return to benign and healthy sustainable development.
In fact, by maintaining development focus and timely strategic reform, leading enterprises can still stand tall in the market and even go better. The three squirrels are one of them.
Three Squirrels is currently consolidating the construction of the omni-channel level, implementing the "high-end cost-effective" strategy to the omni-channel terminal, and providing more consumers with a "high-quality" service experience.
In terms of first-class channels, the three squirrels broke through the traditional traffic play, promoted the new e-commerce strategy of "integration of product and sales", opened up users, platforms and chains through digital means, and continued to launch "rich, fresh, high-quality, and low-price" products. Focusing on single product operation, driving the rapid growth of online e-commerce omni-channel, Tmall achieved double-digit growth in July, Jingdong platform gradually stabilized, and Douyin focused on vertical operation and all-round layout of the market.
In terms of channels, the three squirrels began to lay out the brand's community snack store as early as June. So far, more than 150 stores have been opened in Anhui, Jiangsu, Zhejiang and other provinces, and the single-store model has been continuously optimized, and the company's layout has continued to accelerate.
This layout not only conforms to the long-term strategy of "high-end cost performance", but also gives full play to its national brand influence and the strength accumulated over the years.
Different from other snack stores, Three Squirrels' own brand community snack store adheres to the business philosophy of "high-end, cost-effective, and a real reserve price at one time". The use of "tare weighing, integer quantification, no discount and no **" and other differentiated business methods highlight the brand's unique business philosophy.
Relying on the core brand advantages of its own nuts and the ability of the best chain of full-category development, Three Squirrels directly customizes products to high-quality factories, removes middlemen and brand premiums, and realizes "high-quality" products for consumers.
Compared with snack mass stores, the head brand community snack stores represented by Three Squirrels occupy a competitive advantage in at least four dimensions.
First of all, in terms of product richness, branded community snack stores not only quickly catch up with snack mass stores, but also have a tendency to surpass. In addition to the core nuts, Three Squirrels has launched special categories such as children's snacks and children's nutrition.
Secondly, in terms of **, the snack mass merchandisers that focus on low prices have not achieved a thorough improvement in cost performance. Through the strategy of "high-end cost performance", the brand community snack store has achieved the "best quality" of omni-channel and all-belt products.
In addition, in terms of consumer experience, although snack mass merchandisers achieve price concessions through price-breaking operations, it is difficult to truly "kill" the premium brought by the brand. With the advantages of its own brand, the branded community snack store has successfully challenged the premium and achieved a more competitive strategy.
The most important thing is that in terms of the first chain, although the snack mass store operates lightly, the brand community snack store has more advantages in the first chain. In the snack industry, the first chain determines whether the enterprise can develop stably for a long time, and the brand community snack store has more advantages in this regard by virtue of its own strength.
Conclusion
As a leading brand in the snack industry, Three Squirrels has a keen insight into market changes, quickly launched new strategies and put them into practice, providing a good prescription for the entire industry. In the future, companies that can break the "entropy increase" and make self-breakthroughs will surely eat industry dividends because of their forward-looking layout and stand tall in the snack market. The long-term brand and quality advantages will provide consumers with more "high-end cost-effective" services and lead the new trend of the snack market.