Company Name: Anhui Three squirrel Electronic Commerce Co., Ltd.

Company Name: Anhui Three squirrel Electronic Commerce Co., Ltd.

Entrepreneur: Chapter Prairie

Start-up time: 2012

Venture Place: Anhui

Business model: In the cat on the operation of the NUT brand, from upstream suppliers to purchase raw materials, rough outsourcing, core research and development, testing and distribution plant responsible for their own.

Financing records: March 2012 to obtain the ID G Capital 1.5 million dollars a round of investment, May 2013 to obtain today's capital of 6 million U.S. dollars B-round investment.

With the white-hot competition, clothing, home appliances and other fields have become the Red Sea, and just started the leisure food category is becoming the next round of the electricity business.

Internet food brand three squirrel from nuts, set up just over a year to jump the industry's entire network first, has attracted IDG capital and today's capital investment. Founder Chapter Prairie Fire to the South all reporters that the traditional food industry has been entrenched by big brands, and the Internet This new channel is just the opportunity of the start-up brand.

NUT industry Veteran

In fact, before the creation of three squirrels, chapter Prairie has been in the traditional nut industry for eight or nine years, and two years ago for the old club to build a network of fruit brand "shell fruit." Chapter Liaoyuan said, not all products are suitable for e-commerce, nut food is standardized products, easy to cut, and from the company's genes, peers like him with the traditional + electric quotient of the dual experience of entrepreneurs are not many.

But the Internet food brand many, three squirrels how to stand out? Chapter Liaoyuan said, competition is quality, logistics and other links.

"A lot of people think that we are an e-commerce light asset enterprise, in fact we have our own factory." "Chapter of A Prairie fire told the south are reporters, in the supply chain, the food safety and taste of the research and development, testing, packaging and other core links by the three Squirrel Pro, and raw materials directly from the upstream suppliers to buy, roughing also subcontract out (according to the three Squirrel set standards). Nuts food stress Fresh, in the inventory control, three squirrels in the country has 3 warehouses, with E R p system dedicated monitoring inventory flow, the current inventory turnover in 20 days, the future through system optimization is expected to reach 12 days, higher than the peer level. "The advantage of the electrical business is that large data control inventory accurately, we do not have a backlog of inventory, also did not return the goods to the supplier." "Chapter Liaoyuan said.

Sell Meng Sell share

Three squirrels sell not only nuts, but also those that can't be eaten by customers: Brand cartoon image of the package, spit shell garbage Bag, seal folder, wipe the mouth of the wet wipes and so on, when customer service and customer communication, but also evolved into the relationship between the pet and the owner, to sell Meng tone to narrow the distance with customers. South reporters in micro-blog found that many people bought three squirrels after the product, are happy to share the map.

Chapter Liaoyuan told South reporters, Internet enterprises to form a brand, relying not on traditional offline enterprises to advertise, but with social media ——— the younger generation of consumers have formed a habit of good and bad products in the micro-Bo share, in other words, if they can make customers satisfied, then they become the product of the dissemination of personnel, The spread of social media to form Word-of-mouth.

However, the three squirrel of this customer experience threshold is not high, in fact, each pack of nuts have to shell bag, seal folder practice, has a lot of nuts like the electric business operation. In this respect, the chapter Prairie said, three squirrels are not afraid to be imitated, because in the customer experience, they have been insisting on rapid innovation, such as customers each purchase received experience products are different. "The internet is characterized by the provision of personalized services, we have to do is through large data mining to better meet customer needs." "Chapter Liaoyuan said.

To try the mobile electric dealer

With the internet nut industry firmly in its heels, three squirrels have expanded their category plans. According to the introduction, in order not to affect the existing brand positioning, three squirrel extension are not over processed products, has been identified in the tea and coarse grains two categories. Chapter Liaoyuan told reporters that the new category will be with the existing Nut brand phase, in short, will develop into a diversified brand of squirrels.

In addition, mobile E-commerce is also three squirrels next year's focus on the project. Chapter Liaoyuan Frankly, this is because in the past "double 11" tasted the sweetness ——— three squirrels daily turnover of 20% from the mobile end of the purchase, and the purchase conversion rate of up to 93%, is the PC side 3 times times. "We have seen the trend of mobile Internet, although it is not clear how the future, but since the opportunity to try." "Chapter Liaoyuan said.

Making good use of the Internet to participate in the comments guest: IDG Capital Partner Li Feng

Three Squirrel's advantage lies in the founder online and on-line experience, in fact, the business nature of the industry has not changed, or retail + brand, how to shape the brand, how to impress consumers, how to take the consumer's participation, for the chapter Prairie Fire, the existing experience can be transformed.

Three squirrels in the dissemination of means to use the idea of Internet, which is its rapid development at this stage, I see in this industry can do this is still very little. But what needs to be paid attention to in the future, whether in product quality management, product source control, upstream and downstream grasp, and to maintain and enhance the brand, this is actually a retail brand needs to face the essence of the problem.