Songuo Financial News, on December 2, the national snack brand Three Squirrels, its own brand community snack stores opened 17 in Zhejiang and Jiangsu simultaneously, and the total number of stores in the country exceeded 150. This is an excellent achievement of the offline community store layout strategy implemented by Three Squirrels since June this year, and it is also regarded as the obvious result of its "high-end cost-effective" strategy.
In the current snack industry, the main cost-effective mass snack format is accelerating. On the afternoon of December 3, Zhang Liaoyuan, the founder of the Three Squirrels Company, also responded to the recent price reduction action of BESTORE in his personal WeChat circle of friends, saying that the three squirrels proposed the "high-end cost-effective" strategy as early as the end of last year. In terms of business model, it is necessary to achieve high-quality and differentiated products while ensuring the leading total cost, and the best way to achieve this goal is private label, because only private label can solve the problem of product customization and full-link optimization. From the perspective of consumer demand, the low price of snacks is only the basic demand, and the real first demand is delicious. People don't need a snack to solve their hunger, but they need a variety of snack solutions with different carriers, different flavors, and continuous substitution, so brands need to constantly innovate and launch new products to meet consumer needs.
In order to make consumers perceive that "price reduction does not reduce quality", Three Squirrels also adopted the principle of "two selections and three benchmarks". That is, choose products with quality assurance and choose products with market share;**The benchmarking expert brand should be far lower, the benchmarking brand of the same industry should be significantly lower, and the benchmarking low-end brand should be closer. The company's daily nuts, nut gift packs, macadamia nuts, shredded bread, quail eggs, milk shaqima, air-dried beef, dried mango, cod intestines, boneless phoenix feet, etc. have all achieved significant cost reductions.
In terms of performance, the three squirrels have achieved healthy growth through "high-end cost performance", which verifies the correctness of its strategy. In the third quarter of 2023, Three Squirrels' operating income reached 168.9 billion yuan, a year-on-year increase of 3856%；Net profit was 1600940,000 yuan, a year-on-year increase of 4086%；The net profit after deduction was 1229010,000 yuan, a year-on-year increase of 17539%。In the past Double 11, the three squirrels led the online omni-channel again: on the top 50 popular list of Tmall casual snacks, the three squirrels occupied 10 seats, and the sales of daily nuts, nut gift packs, pecans, and macadamia nuts were "far ahead";Taking Douyin as an example, the sales of new e-commerce companies increased by more than 200% year-on-year, with more than 27 million single products and 3 transactions exceeding 5 million yuan.
Based on the corporate mission, Zhang Liaoyuan put forward the business strategy of opening up all internal and external cooperation, and implemented the business strategy of "all categories and all channels". Whether it is on or offline, whether it is in a supermarket or a mass snack channel, consumers can see the products of the three squirrels. Even in the community snack store of its own brand, consumers can see a variety of big-name snacks from home and abroad. "Everything is consumer-oriented, and it is the same to respond to all changes!".”