Recently, Three Squirrels has reached a cooperation with Snacks, the head brand of the snack wholesale system, and successfully entered thousands of stores across the country with its 4 nut products. This action has undoubtedly brought new challenges and opportunities to the entire snack market. So, how did the three squirrels catch up and become the frontrunners in this race?
1. A match made in heaven: Three squirrels are busy with snacks
With consumers' increasing attention to cost performance, Three Squirrels forward-looking put forward the strategy of "high-end cost performance". This strategy is not simply to reduce the quality of the product, but to ensure the quality of the product while achieving profit overflow through the optimization of the whole link chain, and to give back this part of the profit to consumers.
The snack wholesale industry has achieved rapid development with a wide range of snacks and affordable products. As the head brand of the snack mass sales track, the cooperation between the three squirrels and the snacks is very busy can be said to be a "match made in heaven". This "strong combination" not only demonstrates the determination of the three squirrels to pursue product cost performance, but also adds another important link to their omni-channel development.
2. Military merit system: business model innovation of three squirrels
Zhang Liaoyuan, who is known as the "godfather" in the industry, led the transformation of the three squirrels with his unique strategic vision and business model. The "high-end cost-effective" strategy proposed by him can be regarded as the "military merit system" in the Shang Dynasty reform. The core concept of this strategy is to lead the total cost and rely on the advantages of its own brand to achieve product customization and full-link optimization. He transformed the original store logic into a single product logic, and reconstructed the value chain of "people, goods and yards".
In terms of implementation, the three squirrels quickly built the basic plate of "all categories + all channels". They promote the full-link optimization of the first-class chain with nuts as the core, and build a matrix of large single products in all categories; At the same time, we will embrace emerging channels, adjust traditional channels, and build an omni-channel matrix. Under such a strategic layout, the three squirrels have successfully achieved explosive growth in all categories.
3. Integration of product and sales: a new retail model driven by digitalization
In the face of new channel changes, the three squirrels adhere to the principle of "consumers are in the world, we will go". Therefore, they have comprehensively laid out an omni-channel network such as integrated e-commerce, short-term e-commerce, new distribution and community snack shops. This layout not only increases the brand's popularity, but also enhances the shopping experience of consumers. At the same time, they actively promote the new strategy of "integration of product and sales", open up the integrated operation system of users, platforms and chains through digitalization, focus on single product operation, further control costs and increase efficiency, and enhance market competitiveness.
Fourth, high-end cost performance: the future trend of the snack industry
As the market size of the snack food industry continues to grow, brands need to find new growth momentum. The "high-end cost-effective" strategy proposed by Three Squirrels is forward-looking in the industry and has achieved remarkable results in practice. During the 2024 Goods Festival, Three Squirrels' omni-channel sales exceeded the same period last year, and set a new industry record on Douyin e-commerce. This proves the effectiveness of the "high-end cost-effective" strategy and provides a transformation idea for other snack food brands.
Conclusion:
In general, in the face of the uncertainties and challenges of the leisure snack industry in the future, companies need to remain sensitive and forward-looking, and constantly adapt and lead consumer trends. In this process, companies like Three Squirrels, with their deep insight into the market and flexible adjustment of strategy, will undoubtedly continue to maintain a leading position in the industry. It is expected that the three squirrels will continue to interpret more transformation and upgrading models in the future and lead the development of the entire industry.