How did three squirrels rise rapidly? 20 18.5. 15

On June 9, 2065438, three squirrels were officially launched. At the beginning of the team, there were only five people. On the day of 12 pairs 1 1, the sales reached 7.66 million, and the brand growth rate reached the fastest in Taobao. 111In 2004, the sales exceeded 100 million yuan, and the rapid growth of the three squirrels could not be separated from the three crazy brand strategies. Today I will share the development strategies of three squirrels.

1: To be or not to be.

20 12 years, Taobao is still in the dividend period. At that time, food brands such as Herb Flavor and Tea Tea achieved good sales only by the natural flow of Taobao, and few people drove through trains. As for the money spent on diamond drills, it is even less. The newly established three squirrels are willing to pay a high price to bid for the diamond position on Taobao's homepage, which brings huge traffic to the three squirrels. Coupled with the excellent quality of their own products, the three squirrels rise rapidly.

On the eve of "1 1" in 2002, Zhang Liaoyuan increased his investment in various advertisements. He firmly believes that Internet companies only have the first place, and there is no second place. Therefore, even if they lose money, they will advertise, and the company must take the first place, even if it is only the first place for a certain period of time. Although this desperate way is extreme, the effect is very effective. However, I don't think it applies to most people. Entrepreneurship and investment are full of uncertainty, so leave yourself a way out. Even if you fail, you can make a comeback again. So, don't bet all your money on it, lest there be a devastating failure and you will never recover.

2. Develop entertainment culture and build a strong IP

The cute heads of three squirrels are deeply loved by consumers. According to the survey, 90% of consumers can remember their names after buying three squirrels. However, the ambitions of the three squirrels are not remembered, but engraved in the minds of customers. How can we do that? To build a powerful IP, three squirrels have been made into cartoons, and tfboys have been invited. Three cute little squirrels quickly won the love of the younger generation.

Zhang Liaoyuan realized that relying solely on Tmall's traffic is not enough to support the development of enterprises. In addition, IP is popular at present, and three squirrels should also have their own IP. Just like Disney, the character in every movie is an IP. As long as IP is produced, it will continuously create wealth for the company in the later period. Zhang Liaoyuan realized the necessity of IP. So now the three squirrels are not only giants in the food industry, but also entertainment and cultural companies.

3. Experience and details

Friends who have bought three squirrels should know that the details of the three squirrels are in place. Three squirrels will put a squirrel's paw on the outer packaging to facilitate consumers to open the box, and small items such as garbage bags and paper towels are prepared in the packaging.

In addition, three squirrels set out from each process to provide customers with a perfect experience. For example, three squirrels say that customers are the main people. The customer didn't say "Dear XXX, thank you for your support, we'll deliver the goods for you right away …" when paying, but the three squirrels made this more humane: "Master, the little squirrel came running …"

Life or death, forcing enterprises to grow rapidly; Create a strong IP and use IP for marketing; Pay attention to details and create a good experience for customers. Have you ever bought three squirrels? What do you think is the difference between squirrels and other food brands? )? Welcome to share.