--- title: "Three Squirrels: From 'Taobao Brand' to 'First National Snack Stock' - The Methodology Behind It" description: "After the conclusion of Singles' Day, Three Squirrels reported total sales of 1.049 billion yuan across all channels, a year-on-year increase of 53.81%, with online sales exceeding 923 million yuan and offline sales surpassing 126 million yuan, up 226%. The company secured the top position on nine major platforms, achieving its eighth consecutive victory in online nut sales. This performance highlights its successful transition from a nut-focused brand to a full-category retail brand, supported by a diversified channel strategy." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2019-11-24" categories: "Brand Marketing, Consumer & Categories, Management & Methods" language: "en" canonical: "https://xinjignxiao.com/en/articles/three-squirrels-from-taobao-brand-to-first-national-snack-stock-the-meth-58613600/" markdown: "https://xinjignxiao.com/en/articles/three-squirrels-from-taobao-brand-to-first-national-snack-stock-the-meth-58613600.md" original_source: "https://mp.weixin.qq.com/s/9rC1GLLZKdpkGVkfoGQgpw" translation: "https://xinjignxiao.com/zh/articles/%E4%B8%89%E5%8F%AA%E6%9D%BE%E9%BC%A0-%E4%BB%8E-%E6%B7%98%E5%93%81%E7%89%8C-%E6%88%90-%E5%9B%BD%E6%B0%91%E9%9B%B6%E9%A3%9F%E7%AC%AC%E4%B8%80%E8%82%A1-%E8%83%8C%E5%90%8E%E7%9A%84%E6%96%B9%E6%B3%95%E8%AE%BA-58613600.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/three-squirrels-from-taobao-brand-to-first-national-snack-stock-the-meth-58613600/" citation: "New Distribution. “Three Squirrels: From 'Taobao Brand' to 'First National Snack Stock' - The Methodology Behind It.” New Distribution, 2019-11-24. https://xinjignxiao.com/en/articles/three-squirrels-from-taobao-brand-to-first-national-snack-stock-the-meth-58613600/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Three Squirrels: From 'Taobao Brand' to 'First National Snack Stock' - The Methodology Behind It > After the conclusion of Singles' Day, Three Squirrels reported total sales of 1.049 billion yuan across all channels, a year-on-year increase of 53.81%, with online sales exceeding 923 million yuan and offline sales surpassing 126 million yuan, up 226%. The company secured the top position on nine major platforms, achieving its eighth consecutive victory in online nut sales. This performance highlights its successful transition from a nut-focused brand to a full-category retail brand, supported by a diversified channel strategy. Recently, the end of Singles' Day always gives people the illusion of riding a roller coaster—"the body runs ahead, while the soul chases behind." Why is that? Just as the event concludes, a flurry of data follows, overwhelming the senses. Yet, one must admit that this data is the soul of Singles' Day, especially as the most direct representation of e-commerce companies' strength. Public data shows that **during the Singles' Day period on November 11, Three Squirrels achieved total sales of 1.049 billion yuan across all channels, a year-on-year increase of 53.81%. Online channel cumulative sales exceeded 923 million yuan, while offline channel cumulative sales surpassed 126 million yuan, up 226% year-on-year.** The company secured the top position on nine major platforms, including Tmall Flagship Store, Tmall Supermarket, JD Super, JD Flagship Store, Social E-commerce, Suning.com Flagship Store, Vipshop, Kaola, and Dangdang, successfully defending its title as the "eight-time consecutive champion" in online nut sales. As the "First National Snack Stock," Three Squirrels just experienced its first Singles' Day after its IPO, and this report card is quite impressive. **-01-** In this report card, five non-nut single products exceeded 10 million yuan in transactions: Three Squirrels Duck Meat Gift Box, Roasted Cheese Toast, Pork Jerky, Hand-Torn Bread, and Dried Mango. For a long time, Three Squirrels' nuts have been highly prominent, while other categories have developed modestly under the shadow of nuts. Looking at the Singles' Day results and then reviewing the first-half financial report, in the first half of the year, Three Squirrels' revenue from non-nut products was 2.289 billion yuan, accounting for 51.05% of main business revenue; revenue from nut products was 2.195 billion yuan, accounting for 48.95%. Since 2015, Three Squirrels has been laying out a full-category coverage including nuts, dried fruits, bread and bakery, jerky, and beverages. In other words, Three Squirrels is no longer the Taobao store that took off with "nuts"; its dependence on the nut category is continuously decreasing, completing the transformation from a nut brand to a full-category retail brand. The growth of the snack business has diversified the company's categories, validating the logic that category expansion drives revenue growth. **-02-** Speaking of achievements and revenue, in the 1.049 billion yuan in Singles' Day sales, not only e-commerce but also offline channels contributed cumulative sales exceeding 126 million yuan, accounting for 12.01%, with a year-on-year growth of 226%, far exceeding online growth. Among these, sales at investment stores (投食店) increased by over 89% year-on-year, squirrel alliance stores (松鼠小店) saw a sales increase of over 9539%, and Three Squirrels' new distribution channels achieved a growth of 185%. Here, it is necessary to mention Three Squirrels' channel strategy: **Three Squirrels adopts a channel pattern of "one main, two wings"—with e-commerce platforms as the main, and investment stores plus squirrel alliance stores as the two wings—and together with Alibaba's Retail Link platform, self-operated APP, and group buying, it constructs an omni-channel marketing model**, achieving deep coverage of consumer groups while reducing the risk of channel concentration. Three Squirrels' founder, Zhang Liaoyuan, once said, "The pure e-commerce era is over." According to Three Squirrels' plan, by 2025, it will build 100 alliance factories in six major regions, acquire 200 million users online, and have 1,000 direct-operated experience stores and 10,000 alliance stores offline. Currently, in China's 2 trillion yuan leisure snack market, online accounts for only 19%. From the development trend, offline stores are expected to become a new growth point for Three Squirrels' performance in the future. Of course, although there is often discussion about the reduction of online dividends and the increase in customer acquisition costs, iResearch predicts that the online transaction scale will reach 10.8 trillion yuan by 2020, accounting for 21.9% of total retail sales of consumer goods, with sub-sectors such as food and beverages expected to further penetrate e-commerce channels. Three Squirrels' online business is still expected to benefit from the increasing penetration rate. Therefore, whether it's online channels for sales or offline channels for experience, Three Squirrels will pursue both: "Only children make choices; adults want it all." **-03-** For a long time, both the founder of Three Squirrels and the company itself have been shrouded in mystery. Perhaps due to the brand's squirrel IP setting, people unconsciously feel that Three Squirrels is involved in the animation industry. In fact, it may stem more from the fact that Three Squirrels achieved the leap "from 0 to 1" in seven years, transforming a "Taobao brand" into the "First National Snack Stock," and fulfilling the ambitious goal set two years ago, in addition to the never-broken "Singles' Day sales champion" record. The difficulties and obstacles encountered are numerous, but everything seems to follow a scripted plot, making one feel—yes, it is developing along this line. As for the success or failure of Three Squirrels' full-category coverage and omni-channel model, let's wait and see. Compiled and edited by --- ## Citation metadata - Publisher: New Distribution - Author: New Distribution - Published: 2019-11-24 - Canonical: https://xinjignxiao.com/en/articles/three-squirrels-from-taobao-brand-to-first-national-snack-stock-the-meth-58613600/ - Original source: https://mp.weixin.qq.com/s/9rC1GLLZKdpkGVkfoGQgpw ## 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