Analyze the elements of entrepreneurial success of three squirrels

Three Squirrels is the first Internet forest food brand that was strongly launched by Anhui Three Squirrels E-commerce Co. Ltd. in 2012 in Wuhu, Anhui Province, which is located in the forest food. Here is what I share to analyze the elements of three squirrels business success, come and I see it.

Analysis of three squirrels entrepreneurial success factors

Squirrels first move: the integration of virtual and real

Whether it? The first step is to make sure that you have a good understanding of what is going on in the world.

Whether it's the "Mouse's Nest", the "Taobao" store or even the Sina official microblogging site, wherever the three squirrels have a foothold, a little bit of attention can find the "Three Squirrels". The three squirrels? The founder of the squirrel father Zhang Liaoyuan traces of existence.

Perhaps few people know that before founding the three squirrels, Zhang Liaoyuan had a decade-long working experience in Anhui Zhan's food. From the initial porter, to the regional manager, to the managing director, ten years of experience, so that the squirrel father has a deep and comprehensive understanding of the nut industry, which also laid a solid foundation for the creation of three squirrels.

Do not detach from the traditional industry to talk about the Internet, but also taboo on outsiders to guide insiders. It is important to know that the Internet is only a carrier, Internet thinking is just a slogan, want to go higher and farther, it is necessary to complement the shortcomings, mutual integration.

Squirrel's second move: strong financial support

Not before the line, with a clear brand positioning and development strategy, Papa Squirrel has succeeded from China's largest venture capital organization IDG,?

Don't underestimate the investment of these two funds, which means that from the beginning of the venture? The three squirrels? It is free from the constraints of the capital chain, can let go? The three squirrels will be free from the constraints of the capital chain, and they can let go of their feet? Build warehouse, build inspection workshop, independent research and development database, development of derivative products? Such operation, such investment, for most of the struggling entrepreneurial enterprises, are unattainable existence.

Squirrel's third move: a clear brand positioning

Nuts fried food category has never lacked industry representatives. From the 80's silly melon seeds, 90's cha-cha-cha, 00 years after the Laiyifen, and now the three squirrels. Counting these success stories, it is not difficult to find a **** common point? Brand!

The enterprise is not so good, if only the agent without their own brand, in the dowry for others at the same time, but also very easy to be taken. Said out of stock on out of stock, said price increases on price increases, so that everywhere subject to the constraints of others, is bound to bury a time bomb for the long-term development of the enterprise. Papa Squirrel, the beginning of the clear brand and LOGO approach, people can not help but thumbs up, really very wise.

Of course, the benefits of branding go beyond this. Another important aspect is the ability to build customer awareness through the unique claims and core values that brands distill. To put it bluntly, it instills a professional and dedicated mindset in buyers, so that when people think of dried fruit, they can remember Three Squirrels!

Squirrel's fourth move: tap key talent

Dare to use people dare to lay off! In the three squirrels, a team with an average age of 23.5 years old, Papa Squirrel creatively proposed ? Young people manage young people? The idea, through the training of internal talent, and the big force of the digging wall, to the enterprise has accumulated a number of young management cadres.

Don't think it's over just like that. After this peaceful surface, there is also a cruel end of the elimination system. Take the pre-sale and after-sale customer satisfaction department for example, there is mutual competition between each group, if the consecutive months do not meet the standard, not only the management is punished, at the end of the whole group will be strongly sanctioned off!

Three Squirrels: Introduction

Three Squirrels is the first Internet forest food brand launched by Anhui Three Squirrels E-commerce Company Limited in Wuhu, Anhui Province, in 2012, is located in the forest food, the forest food is a new category created by the three squirrels, which represents the natural, fresh, and non-over-processed; the main business is nuts, tea, tea, tea, tea and tea. Mainly engaged in nuts, tea, candied fruit, dried fruit and other forest products. 2012 February team was established, three squirrels brand only on-line 65 days, its sales in the Taobao Tmall nuts industry jumped to the first place, tea industry jumped to the top ten. The speed of its development has created a miracle in the history of e-commerce in China. In 2012 Tmall double eleven promotion, was established just more than 4 months three only squirrels on the day of the transaction of nearly 8 million yuan, and won the nut snacks category champion throne, in November 11, 2013, 24 hours, three only squirrels online store more than 4.7 million clicks, 1 million people to participate in the mad rush, 2.47 million pieces of merchandise were sold, the daily turnover of 35.62 million, ranking first in the whole network of food sales.

Three Squirrels: The Founder

Zhang Liaoyuan, born in 1976, Jixi, Anhui. In the e-commerce world known as ? Squirrel old man _ chapter three crazy ? Practical combat, revolutionary grassroots strategic marketers, specializing in segmented brand positioning, blue ocean market development. With nearly 10 years of channel experience in traditional nut products, Zhang Liaoyuan was the Managing Director of Anhui Zhan's Foods Co. This is a domestic pecan category of industry leading enterprises, located in the Hui culture, focusing on high-end gift market, in 2010 to achieve sales of nearly 200 million yuan. Zhang Liaoyuan in Zhan's has done moving, delivery, marketing, regional manager, marketing director, to the managing director. 2011, he spent a year to create ? Shell Fruit? This network nut brand, to achieve 8 months of 10 million yuan in sales, and in March 2012 the combination of three squirrels founding team.

Zhang Liaoyuan's self-description: ? Born in the countryside, long in the grassroots, 18 years old dream, 19 years old self-taught marketing, set up a stall, opened a store, played a job also end of the iron rice bowl, all the way to failure! 27 years old, the sky opened eyes, 31 years old summarized: perseverance! 35 years old summarized: give up! The future: do a good job of a cause?

Three Squirrels Success Analysis

First, the political environment analysis

Since the 1990s, with the rapid development of Internet technology, the number of Internet users in China has also begun to increase rapidly. Building the Internet according to law, managing the Internet according to law, and using the Internet according to law are important principles for the development of China's Internet business, as well as the ****same practice of countries around the world. In recent years, China attaches great importance to the construction of Internet laws and regulations to regulate the order of the Internet in China, and the related legal system construction and

Website filing and other basic work is being steadily promoted, has promulgated and implemented the "National People's Congress will be on the decision of Internet security", "e-commerce development? Eleventh Five-Year Plan Plan", "Electronic Information Industry Adjustment and Revitalization Plan", "Electronic Signature Law" and "Electronic Payment Guidelines", etc., which provide more powerful legal protection for regulating online transactions. From this, it can be seen that the state attaches more and more importance to the development of e-commerce, and the relevant regulatory work has been gradually launched and implemented. These new changes are conducive to the government's future guidance and promotion of the standardization of e-commerce, which is more conducive to the long-term development of the e-commerce market.

Second, the economic environment analysis

The scale of Internet users continues to maintain rapid growth, the huge Internet user base for the development of the Internet industry has brought enormous business opportunities and a broad market space. The e-commerce operation rate has further increased, the e-commerce platform continues to develop in depth to the industry, and the scale of the online shopping market is growing rapidly, which has become a huge driving force to drive consumption and economic growth. With the gradual increase in the number of entrants and the large amount of capital invested in China's C2C/B2C market, the competition will become more intense. Competition will produce two results, on the one hand, the competition to realize the survival of the fittest, some C2C/B2C website gradually improve their own governance and services for both sides of the transaction to provide a good trading environment, the accumulation of a large customer base, the formation of an obvious network economic effect, and some small sites are overwhelmed, and gradually introduced into the market, which will be conducive to the maturity of the market; on the other hand, the competition of the market has attracted great attention from all walks of life, and cultivated a new market for C2C/B2C market, which has become a great driving force for consumption and economic growth. On the other hand, the competition in the market has attracted great attention from all walks of life, cultivated people's habit of online trading, deepened the degree of participation, and brought prosperity to the C2C/B2C market, all of which will bring three squirrels a good prospect for development.

Third, the social environment analysis

In recent years, as the scale of Internet users continue to maintain rapid growth, the scale of latent users of online shopping

is also expanding, which will undoubtedly promote the development of China's C2C/B2C e-commerce market. On the other hand, online shopping is a shift in usage and consumption habits. For users who are used to traditional contact and guided purchases, there are many factors that drive first-time online shopping, of which price is one of the most important. In addition, in the ultimate realization of the entire process of purchase of any part of the problem will bring about the loss of users, and related logistics and payment and other related social support services also determine whether the user is willing to accept the network shopping. Now, the logistics and payment and other related social support services continue to improve, making online shopping more and more popular, the number of online shopping in the increasing; now, e-commerce activities have been involved in almost all business areas, online shopping has also penetrated into our daily lives, which undoubtedly give three squirrels to bring more and better opportunities for development.

Fourth, the technical environment analysis

Since the 1990s, the rapid development of network technology, especially the popularity of categorized search engines, interactive community platform technology to improve and timely chat tools and other technological development of the development of online shopping platform technology have played a role in promoting, in particular, the invention of electronic means of payment and the promotion of third-party payment platforms. In particular, the invention and promotion of electronic payment means, the third-party payment platform (Alipay) and the emergence of new technologies such as digital certificate security authentication and continuous improvement, all make the network shopping technology platform is constantly updated, the interface is more friendly, more powerful, interactivity and security has been greatly strengthened, so that technically to ensure that the network shopping market to the depth of the development of a continuous period of time.

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