The reason for the success of three squirrels

The secret of the rapid success of 3 squirrels

In 2011, when everyone thought that e-commerce was a red sea, "A Fu essential oil" was born, and spent a year to do the whole network first. The founder of the company, Mr. Eagle, has been idolized by countless Taobao sellers.

In 2012, when we all think that the red sea of e-commerce than 2011 is still red, in June, "three squirrels" came out of nowhere, just six months later, "double eleven" single day sales exceeded 8 million yuan, in January 2013 The single-month performance exceeded 20 million yuan, easily jumped to the nut industry network first. "Three squirrels" founder of the "old man" - Zhang Liaoyuan, stone broke the sky.

What are the secrets behind the rapid growth of "three squirrels"?

One of the core strategies of "three squirrels"

Why does "three squirrels" insist on being the "No. 1 brand of Internet customer experience" and "only do Internet sales"? "only do Internet sales"?

Because the Internet has greatly shortened the distance between manufacturers and consumers and links, three squirrels is located in the "Internet customer experience of the first brand", the product experience is the core of the customer experience, the speed of the Internet can make the product fresher, faster to reach, so why should we seek the distance? (See the table below)

Talking about branding: strengthening the online brand personality and shaping a unique competitive advantage

The online brand has the value of independent existence. Here why three squirrels did not use "brand" to unify the coverage, but to emphasize the online brand? The main reason why consumers choose to buy online--

Consumers buy online for four reasons: 1) online shopping is cheaper; 2) online shopping is more convenient, do not go out to buy, highly suitable for home men and women, that is, the time is precious and unwilling to go shopping crowd; 3) online shopping can be bought offline may not be able to buy things; 4) online shopping experience Unique. Online shopping in the interactive experience can not be replaced offline, "pro", "master", poor performance on the bad reviews, these are offline shopping can not provide consumers with a "cool" experience.

Therefore, three squirrels took advantage of the uniqueness of the online brand to differentiate themselves. The first and second general e-commerce companies have; three only squirrels only in the Internet sales, offline can not be bought, to meet the third; anthropomorphic communication, meticulous and professional no two packaging and service, fast and fresh products, beyond the consumer's psychological expectations of ...... are differentiated to strengthen the fourth. The strengthening of the third and fourth, the formation of a strong "three squirrels" brand personality, but also shaped its obvious competitive advantage.

Good products speak for themselves, which everyone knows, but Three Squirrels has really utilized this law by designing its products and services through researching the online shopping crowd and making its products a vehicle for communication.

Memorable - the most iconic feature of the Internet is the massive amount of information, information fragmentation, if the brand name is not easy to remember, the cost of corporate communication is very high, so the name "three squirrels" came out, good memory!

Communicable - the Internet has developed to today, the biggest feature of communication is decentralization, everyone can be the media (microblogging, micro letter, BBS, SNS, etc.). Therefore, do nothing to make the product and service good (within the scope of cost control, this part of the cost is about no more than 2% of the cost of the product), good enough to exceed the customer's psychological expectations, the era of self-media, everyone loves to share, at this time, the self-media is bound to be inspired. Three squirrels used a lot of "art" things to stimulate the media. (The art of things have already said a lot, do not repeat

Can be word-of-mouth - the system of communication material, disassembled into independent chapters of the "point", easy for customers to disseminate the fragmentation. For example, a distinctive box, a distinctive response, a distinctive customer package.

Three, about distribution: why three squirrels refused to distribute

Brand owners in the rapid development process, distribution is often a very common means. "Strong brand + strong distribution" method of play is a lot of domestic brand rapid growth of the magic weapon (such as Wahaha, Belle, Nanjiren, You Shark), but the three squirrels - in the brand power has been done online nut category No. 1, still insist on Refuse to distribute, the reason -

1. Do not do offline distribution: three squirrels enterprise is located in the Internet sales of the first brand, the purpose is because the network can shorten the distance with consumers, and offline distribution will inevitably increase the circulation link, will destroy the freshness of the product, which in turn affects the consumer experience, weakening the brand power. Unless the future convergence of O2O produces a model or technology that can solve this problem. Now the most annoying thing is that every day to keep going to reject the business friends from all over the country requesting to join offline.

2. Do not do online distribution: the main thing is still the shipment of nuts. Three squirrels nuts are unified warehousing in the low-temperature warehouse, the general online distributors do not have this condition, then distribution cooperation is bound to still goods in the manufacturer's library, and then the manufacturer to ship, distributors to sell the goods, to increase the shipping link will also affect the freshness.

3. To be a brand, it is necessary to give up, receive all favorable brand development, give up all unfavorable brand development.

Four, on talent: boss "control disk", let go of the young people to grow rapidly

Parochial third-tier cities to do e-commerce, although there are a lot of local governments to give concessions and resources, but can not get around a problem - talent. Because of the constraints of talent, many e-commerce brands do not dare to reduce office costs, against the trend of choosing a first-tier or even super first-tier cities, three squirrels how to view and solve the problem of talent?

1. E-commerce is not a lack of talent

E-commerce industry is too new, the total **** in the country only ten years of history, high-speed development is also four or five years, therefore, a lot of things are new, so the threshold is low, especially suitable for young people with strong learning ability. Young people as long as the IQ is normal, the attitude is correct, will be online, diligent, fumble for a period of time, is the e-commerce talent. Internal training, boldly enable, more suitable for e-commerce set of skillful boss, because the young people accept new things fast, strong learning force, the boss control the direction, can let the young people grow quickly. Of course, "control" is very important, the boss must be very proficient in business, otherwise, the boss can not hold, the development of the entire enterprise may be reduced to the cost of young people make mistakes.

2. E-commerce is still a lack of talent

Two or three cities are not short of young people, so you can learn to quickly master the operation of e-commerce, marketing, customer service, warehousing, logistics and other work. But design, animation, technology and other categories of talent is still lacking, so three squirrels will be at the right time, to these talent-rich cities to set up.

Fifth, talk about competition: "rich and handsome" to pressure you, pure "losers" to copy you, how to do

All of the current leading e-commerce big brother, whether it's B2C, or Taobao system as the representative of the original brand of the Tmall, can not be avoided! Two types of competitors.

The first type of competitors for the "rich and handsome" - into the e-commerce of the industry's traditional brand big brother, the strength of the group, recruiting luxury e-commerce team, and even poaching your team. They have brand advantage, financial advantage, talent advantage, and also diligent. How to deal with their competition?

1)Positioning: the traditional brand enterprise advantage is their offline accumulated resource advantages, but these resource advantages also happen to become their with pure online business competition disadvantage. Choose the unique advantages of online - the advantage of latecomers, positioning, focus, extension, amplification.

2) team: the initial stage of the traditional brand enterprises, e-commerce is at most only a department, and more professional managers to lead the team, and pure e-commerce enterprises by the full commitment of the boss to lead a group of passionate, almost "crazy" online team compared to the latter at least will not be at a disadvantage, right.

3)Pricing: traditional brands have a large number of dealers offline, in the face of online consumer spending trends occurring within a short period of time, pricing can not be as fast as the online business response.

4)Products: online enterprises have accumulated a large amount of consumer data, can be based on the data behind the insight to design products, catering to the online shopping crowd (note: the core online shopping crowd and offline purchasing crowd shopping psychology and habits are very obvious differences). Traditional brand companies, first of all, to take into account their own sales volume of more than 90% of the offline population, even if the online design of the special models are only a flash in the pan, occasionally.

In a word, the other side is a big boat, not good to turn around, you are a small boat, better water, more close, more flexible.

The second type of competitor is the "loser" type - you do what he copied what, stalker, you spend a lot of time, manpower and financial costs of R & D output of innovation, just started to produce brand premiums, sold in a few days, he began to The same model and low price to follow according to a single. You lower prices, the R & D costs in the early stage there, certainly lose; he lowered prices, just to steal your customers. Less than half a year, this market was killed into a red sea of chaos. How to do?

1) will be implanted in your core competitiveness of innovation - truly competitive innovation, from the core of the strategy has begun, around the core derived from the entire system of differentiation. In this way, rivals copy, can only be a copy of a half-claw, the entire operating system can not be copied.

For example, the strategic core of the three squirrels is "closer to the consumer", then the image, the image of animation to make the customer feel more intimate (you can't change your logo if you copy it), anthropomorphic communication to make the guest feel more cute, more respected, for example, call the guest as the "master" (the master). "master" (the squirrel can call the guest master, you also call the customer master, the customer will get goose bumps?) . The entire site decoration, interaction, are designed around this core to make customers feel closer (you will not also change your own website to this). Building warehouses at the origin, intelligent storage and logistics management, are all designed to make each packet of nuts faster delivery, fresher to reach the hands of customers (such a threshold so that the general losers rivals can not be copied).

2)OPEN mindset, welcome more losers rivals to copy. Because of the strong and confident, three squirrels hope that more online counterparts to learn, imitate and even copy, so that online enterprises are powerful, consumers will be further pulled from offline to online. For example, three squirrels to enhance the customer experience, each packet of nuts in the spit shell bag, sealing clip, and now a lot of nut-based e-commerce companies are also so to operate.

(By: iWorld Online Business Originally published in the May 2013 issue of World Online Business)