What is the marketing strategy of three squirrels?

A core strategy

Anhui Three Squirrels E-commerce Co., Ltd. is located in Anhui Wuhu High-tech Industrial Development Zone, Xishan Road, Software Park Building. As a company that works in a third or fourth-tier city, why does "Three Squirrels" insist on being the "No. 1 brand of Internet customer experience" and "only do Internet sales"

Because the Internet has greatly shortened the time between the manufacturer and the customer, and the time between the customer and the Internet is very short. >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, why bother to seek far away?

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

All of the current leading network marketing big brother, whether B2C, or Taobao system represented by the original brand of Tmall, can not get around two types of competitors.

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

1)Positioning:

Traditional brand companies have the advantage of their offline accumulated resource advantages, but these resource advantages also happen to be the disadvantage of their competition with pure online enterprises. Choose online unique advantages of the latter advantage, positioning, focus, extension, amplification.

2)Team:

Traditional brand enterprises in the initial stage, e-commerce is at most 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 changes in 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 companies have accumulated a large amount of consumer data, can be based on the insights behind the data to design products, catering to the online shopping crowd (note: there is a clear difference between the core online shopping crowd and offline purchasing crowd's shopping psychology and habits). The traditional brand enterprises, 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 competitors are "losers" type you do what he copied, 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 and low price to follow the single. You reduce the price, the R & D costs in the early stage there, certainly loss; he reduced the price, 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 innovative implanted in your core competitiveness in the real competitive innovation, from the core of the strategy began, 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 guests feel more cute, more respected. For example, call the guest as "master" (squirrels can call the guest master, you also call the customer master, the customer will get goosebumps?)

The whole thing is about the guest.

The entire site decoration, interaction, are designed around this core to make customers feel closer (you will not also change their own site into this right). Building warehouses at the origin, intelligent storage and logistics management, all in order to make each package 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, imitation and even copy, so that online enterprises are powerful, consumers will be further pulled from offline to online. For example, three squirrels in order to enhance the customer experience, each packet of nuts in the spit shell bag, sealing clip, and now many nuts class electricity supplier are also so to operate.

Three, talk about the brand: to strengthen the online brand personality to shape a unique competitive advantage

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, there are four reasons:

Online shopping is cheaper;

Online shopping is more convenient, do not go out to buy, highly suitable for home men and women, that is, time is precious and unwilling to shop the crowd;

Online shopping can buy offline may not be able to buy things;

Online shopping experience is unique.

Internet shopping in the interactive experience is offline can not be replaced, "pro", "master", poor performance on the bad evaluation, these are offline shopping can not provide consumers with "cool" experience. The "cool" experience is not available to consumers in offline shopping.

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 are only sold on the Internet, can not be bought offline, to meet the third; anthropomorphic communication, meticulous professional no two packaging and service, fast and fresh products, beyond the psychological expectations of consumers ...... 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, "three squirrels" name out, remember! Can spread the development of the Internet 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, the service is good (cost-controllable category, 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 age of self-media, everyone loves to share, and at this time, the media is bound to be inspired.

Three squirrels used a lot of "art" things to stimulate the media. (The art of things have already spoken a lot, not to repeat the word-of-mouth will be the system of communication material, disassembled into independent chapters of the "point", to facilitate the fragmentation of the customer's dissemination. For example, a distinctive box, a distinctive reply, a distinctive customer package.

Four, about distribution: why three squirrels refused to distribute

Brand owners in the rapid development process, distribution is often 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, NJM, You Shark), but three squirrels in the brand power has been to do online nut category No. 1, still insist on refusing to distribute, the reason:

1. p>

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:

Mainly 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 be still goods in the manufacturer's library, and then the manufacturer to ship, distributors to sell the goods, 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.

Fifth, on talent: the boss "control disk", let go of 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 the problem of 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 enabled, more suitable for the e-commerce set of skillful boss, because young people to accept new things fast, strong learning force, the boss to control the direction, can let the young people grow quickly.

Of course, "control" is very important, the boss must be very proficient in the business, otherwise, the boss can not hold, the development of the whole 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 a lack 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 the three squirrels will be at the right time, to these talent-rich cities to set up.

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