What are the characteristics of the Three Squirrels niche?

Three squirrels'It is the first Internet forest food brand launched by Anhui Three Squirrels E-commerce **** in 2012, representing natural, fresh and non-over-processed. 'Three squirrels'After only 65 days of launch, its sales jumped to the first place in the **Tmall nut industry, and the flower tea industry jumped to the top ten. Its rapid development has created a miracle in the history of Chinese e-commerce.

In the 2012 Tmall Double 11 promotion, it was established just over 4 months ago'Three squirrels'On the same day, the transaction volume was nearly 8 million yuan, winning the champion of the nut snack category in one fell swoop, and successfully sent 100,000 orders within the agreed time, creating a breakthrough in the history of China's Internet food.

The reason why I followed him at first was to wonder if the marketing tricks of Zhang Liaoyuan, the founder of Three Squirrels, were effective, because in fact, he was an e-commerce company that was turned by a traditional marketer, rather than a self-growing e-commerce.

Zhang Liaoyuan, as one of the first batch of traditional marketers who touched the Internet, through him, I think we can observe the success and defeat of traditional marketing and traditional merchants on the existing business formats of e-commerce in the future.

I was lucky enough to witness the rise of three squirrels. Or rather, the rise of the first stage. The three kinds of squirrels have a strong team, and Zhang Liaoyuan has tapped a lot of talents, including all aspects of e-commerce.

This is the first premise of his rise: no matter how good the idea and strategy are, if there are no reliable people to implement them, it is equal to air.

The second is his management that is suitable for the status quo. Obviously, the big direction and the small details are well grasped. The general direction is to grasp reviews and customer feedback; The details are reflected in the graphic design and customer experience process.

However, these are all floating clouds - especially for those large, medium and small sellers who have a certain amount of stable sales, they are curious, why they can't do it big, and they can't break the monopoly of the industry's first explosive style, while Zhang Liaoyuan can break the original industry pattern, break the original explosive style, and then become bigger?

If you do sand table deduction, I think Zhang Liaoyuan's strategic points lie in the following points:

Dig the blue ocean in the red sea.

The nut market is a Red Sea market. But pecans (the staple product of the squirrel family) are a blue ocean market.

To make a comparison, let's take a look at the old product pistachio.

We see that pecans are very growing, and they are far from being saturated.

Here's an example, around 2006, I had pecans for the first time, and they were creamy, had a great texture, and felt better than walnuts. Then I asked a friend to eat one, and she later told me on QQ that she couldn't forget it, and forced her boyfriend to look for it for a long time and bought it, but it didn't seem to be as delicious as mine.

Regarding the marketing market of the three squirrels, this paper mainly analyzes the overview of the macro environment and the micro environment combined with SWOT analysis.

Macro EnvironmentThe macro environment can be summarized into eight parts, namely politics, law, economy, population, society, culture, science and technology, and nature. Combined with this case, the analysis is carried out from four aspects: population environment, economic environment, natural environment and social and cultural environment.

1. Population environment.

1.Population size.

China is the most populous country in the world, with many consumers and strong spending power. The potential consumer market is also very broad and has the value of tapping.

2.The demographic structure is analyzed from the following perspectives in terms of the consumer group of the three squirrels:

Divided by the age of the consumer.

Among the consumers of the three squirrels, the proportion of the population under the age of 20 accounted for the total consumers, the proportion of the population aged 21 and 30, the proportion of the population aged 31 and 40, which is the same proportion as the proportion of consumers in the age group of 41 and 50 years old, and the proportion of consumers over 50 years old only accounted for the total consumers.

Segmented by gender of the consumer.

Although there is a difference in the proportion of male and female consumers in the consumer group of the three squirrels, the difference is not very large. Male consumers account for the total consumer percentage, while female consumers account for the total.

According to the occupation of the consumer.

Among the consumers of the three squirrels, the proportion of scientific researchers is that of public institution workers, enterprise employees, and freelance workers, while the largest proportion of consumer occupations is students, and the proportion of students accounts for the total number of consumers.

Divided according to the income level of consumers.

Among the consumers of the three squirrels, the lower-income group below 2,000 yuan is the mainstay, accounting for the total number of consumers, and the proportion of consumers in the income stage of 2001 3,000 yuan is.

The proportion of the number of people in the stage of 3001 5000 yuan is more than 5000 yuan.

The number of consumers in the stage is:

3.Population movements.

With the acceleration of urbanization in China, a large number of rural people flock to the city, they are engaged in various positions in the city, while meeting the needs of urban development, increasing the supply of various possible markets, including the supply of three squirrels, but also increasing China's consumer demand, the potential market is further expanded, ensuring the smooth development of the three squirrels marketing activities.

Second, the economic environment.

1.Macroeconomic environment.

At present, China has established a socialist market economy system, three squirrels as an enterprise, its status as the main body of marketing has been highlighted, can carry out marketing activities independently, and with the continuous improvement of China's national income, China's national consumption capacity is also rising, which is the advantage of three squirrels (i.e., strengths); On the other hand, although the national income has continued to rise in the past two years, the price ** and employment difficulties are also problems that cannot be ignored, which means that whether it is from the cost side or from the sales side, the three squirrels are also facing challenges.

Summary. Three Squirrel Products Main Competitors.

It's been almost five minutes, smart people.

The first thing I thought of was BESTORE and Baicaowei. It can be seen that the competition between these three brands is very fierce, and the three squirrels are not the first among all the snacks in the state.