---
title: "In Search of the Next 'Three Squirrels': This 'Little Bear' is Leading the Way"
description: "After two years and three attempts at an IPO, Three Squirrels finally went public, surging on its first day with a market value approaching 10 billion yuan. From internet celebrity to listed company, Three Squirrels took only seven years. While people marvel at the speed of Three Squirrels, they are also examining the current 'internet celebrity speed.' Before Three Squirrels went public, there was a company that relied on the 'internet celebrity' concept to support almost all its performance: Kedi Xiaobai Milk, now favored by consumers. Founded in 1985 in a small county like Yucheng, Shangqiu, and historically producing agricultural processed products such as glutinous rice balls, instant noodles, and canned food, Kedi never imagined it would one day become an internet celebrity. And this path has widened, with daily sales of 400 tons, from one production line to fourteen, demonstrating the power of internet celebrity."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-07-23"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/in-search-of-the-next-three-squirrels-this-little-bear-is-leading-the-wa-43a30e0f/"
markdown: "https://xinjignxiao.com/en/articles/in-search-of-the-next-three-squirrels-this-little-bear-is-leading-the-wa-43a30e0f.md"
original_source: "https://mp.weixin.qq.com/s/Q27nG_6JdG4P3PnQ40hEoA"
translation: "https://xinjignxiao.com/zh/articles/%E5%AF%BB%E6%89%BE%E4%B8%8B%E4%B8%80%E4%B8%AA-%E4%B8%89%E5%8F%AA%E6%9D%BE%E9%BC%A0-%E8%BF%99%E5%8F%AA-%E5%B0%8F%E7%86%8A-%E5%9C%A8%E9%A2%86%E8%B7%91-43a30e0f.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/in-search-of-the-next-three-squirrels-this-little-bear-is-leading-the-wa-43a30e0f/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# In Search of the Next 'Three Squirrels': This 'Little Bear' is Leading the Way

> After two years and three attempts at an IPO, Three Squirrels finally went public, surging on its first day with a market value approaching 10 billion yuan. From internet celebrity to listed company, Three Squirrels took only seven years. While people marvel at the speed of Three Squirrels, they are also examining the current 'internet celebrity speed.' Before Three Squirrels went public, there was a company that relied on the 'internet celebrity' concept to support almost all its performance: Kedi Xiaobai Milk, now favored by consumers. Founded in 1985 in a small county like Yucheng, Shangqiu, and historically producing agricultural processed products such as glutinous rice balls, instant noodles, and canned food, Kedi never imagined it would one day become an internet celebrity. And this path has widened, with daily sales of 400 tons, from one production line to fourteen, demonstrating the power of internet celebrity.

After two years and three attempts at an IPO, Three Squirrels finally went public, surging on its first day with a market value approaching 10 billion yuan. From internet celebrity to listed company, Three Squirrels took only seven years. While people marvel at the speed of Three Squirrels, they are also examining the current 'internet celebrity speed.'
Before Three Squirrels went public, there was a company that relied on the 'internet celebrity' concept to support almost all its performance: Kedi Xiaobai Milk, now favored by consumers. Founded in 1985 in a small county like Yucheng, Shangqiu, and historically producing agricultural processed products such as glutinous rice balls, instant noodles, and canned food, Kedi never imagined it would one day become an internet celebrity. And this path has widened, with daily sales of 400 tons, from one production line to fourteen, demonstrating the power of internet celebrity.
**The Road of Internet Celebrity**
Three Squirrels took advantage of the fact that early traditional enterprises did not understand internet sales, becoming the first generation of internet celebrities. But Kedi Xiaobai Milk's path was much harder than Three Squirrels'. Not to mention the three dairy giants like Yili, Mengniu, and Guangming, even Henan local brand Huahuaniu seems more influential than Kedi.
Three Squirrels survived in the cracks, while Kedi created its own crack to survive. And it turned out that this internet celebrity path became Kedi's survival method. No matter how the three dairy giants or other local brands imitated, launching similar Xiaobai Milk at cheaper prices, they could not shake Kedi Xiaobai Milk's position.
From these two examples, we can see that in the traditional FMCG industry, to rise in a short time in this era of stock economy, relying on the old ways of competing on product, price, and personnel is no longer enough. You need to choose a different path, avoiding direct conflict with traditional enterprises while quickly capturing consumer minds—this is the internet celebrity path.
So who is the next trustworthy brand?
This Japanese century-old brand, Meiji Bear Biscuits, produced in Singapore, can compete.
**Sales in Motion**
When it comes to bear biscuits, post-80s consumers will think of a 'cheeky' little boy with thick eyebrows, whistling and saying: 'Beautiful lady, would you like to eat my bear biscuits with me?' This boy, Crayon Shin-chan, is a memory of youth for post-80s consumers, and the 'bear biscuits' he mentions have become a delicious snack they once yearned for.
But when they grew up and could afford bear biscuits, they no longer had a reason to eat them. Looking back at the biscuit series now, Oreo is the eternal 'twist, lick, dunk,' Master Kong '3+2' is more of a snack for girls; as for Lotte, it has never been related to their memories.
So when Meiji Bear Biscuits suddenly appeared online and quickly became popular because 'shaking' for fifteen minutes turns it into a ball, post-80s consumers consume childhood fun, post-90s consume a common topic, post-00s follow the 'internet' challenge, and post-10s are, of course, consumed by post-80s under the guise of buying for them.
'Internet celebrity' is just a flat display of product attributes, but what truly makes it 'red' is the essence of the product. As a new internet celebrity product from a century-old brand, Meiji Bear Biscuits truly makes sales 'move.'
**Adult Kinder Joy**
We see that in all the consumption scenarios where Meiji Bear Biscuits became an internet celebrity, 'children' consumers rarely appear; more often, adults consume bear biscuits in various scenarios. There are gift-giving scenes, showing affection scenes, dancing scenes, etc., with various reasons to play with 'bear biscuits' anytime, anywhere.
This is because in this round of communication, the team behind Meiji Bear Biscuits—Oriental Express—aims to shape bear biscuits into an adult Kinder Joy—delicious and fun, allowing consumers to participate and achieve a full sense of accomplishment.
Children cannot resist the temptation of Kinder Joy, not only because of the delicious biscuits and chocolate, but mainly because each egg contains a different toy that children must assemble themselves. Many children buy Kinder Joy not for eating but for the surprise of different toys and the joy of assembly.
Similarly, Meiji Bear Biscuits, when shaken for fifteen minutes to become a ball, the shaking process, the shaking posture, success or failure, is the simple joy for adults after taking off the day's disguise.
Of course, as an adult Kinder Joy, Oriental Express chose a two-way traffic approach in its development—not only making bear biscuits an online internet celebrity product but also focusing on offline channel development. It is known that Three Squirrels succeeded in its IPO only after three attempts in two years because of its weak offline channels. And Meiji Bear Biscuits, from entering the Chinese market, Oriental Express required it to walk on two legs.
On online platforms, there are Tmall, JD, and Suning for sales, as well as Xiaohongshu, Douyin, and other platforms for seeding and带货. On offline terminal channels, Meiji Bear Biscuits also has a strong performance. Meiji biscuits are highly exposed in 5,000 Suning Xiaodian stores nationwide, convenience store systems like Lawson, 7-11, and C-Store, hypermarkets, high-speed rail, and cinemas.
Oriental Express also holds display competitions in Suning Xiaodian, street dance flash mobs in hypermarkets, helping distributors with market promotion and providing a foundation for distributors to monetize traffic.
**Miss It and You'll Miss Out**
Now, with the cold wave hitting the FMCG industry, manufacturers either have weak promotion or extremely low profits, ignore cross-regional sales, and make distributors advance large amounts of expenses, so that at the end of the year, they earn less than they owe in high-interest loans.
But Meiji Bear Biscuits has already filled these pitfalls for distributors. Promotion goes without saying—another internet celebrity masterpiece after Three Squirrels, visible to the naked eye. In terms of profit, it guarantees distributors a gross margin of 20%-30%. Compared to the current FMCG market, this margin space is definitely first-tier brand promotion with third-tier brand profit space.
Although Meiji Bear Biscuits is an internet celebrity product, it does not mean that online prices are lower than offline prices. Oriental Express has set prices for each channel from the beginning to ensure distributor profits, especially for cross-regional sales, which are severely punished, strictly adhering to single brand, exclusive distribution; single channel, exclusive supply, protecting the fundamental interests of distributors.
Meiji Bear Biscuits is a traditional enterprise with internet thinking. They use internet thinking to create hit products, and then follow traditional FMCG industry practices to solidify the foundation offline and ensure profits. It is definitely your best profit product for the next five years.
Now, the recruitment for offline blank markets for Meiji Bear Biscuits has begun, inviting you to create the next 'Three Squirrels.' Future wealth is beckoning to you...
Tips will be paid 400-2000 yuan once adopted.
**China FMCG + Internet Professional New Media**
**Committed to FMCG manufacturer and distributor transformation and channel digital solutions**


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671