Zhang Liaoyuan, founder of Three Squirrels: Graduated from technical secondary school, once a punk, now he is worth tens of billions.

everyone says, "live fish will swim against the current, and dead fish will drift with the current." This sentence can describe Zhang Liaoyuan, the founder of the three squirrels.

In 1976, Zhang Liaoyuan was born in a little-known village in Jixi, Anhui Province. Like many rural youths, Hong Kong films became a limited pastime in their mundane life. Imagine yourself as a gangster, living a free life as a gangster.

But the cruel reality is that when I was 19 years old, I graduated from Zhang Liaoyuan technical secondary school, and I wandered around and did many kinds of humble jobs, at least more than 2 kinds. Finally, I found myself in self-exile in a gloomy future and a confused life. Until he met with his relatives, the relatives used the money they earned to buy bottles of mineral water to wash their hands, next to middle-aged people waiting to pick up the bottles. Zhang Liaoyuan was shocked physically and mentally, sobered up, and determined to fight and become the winner.

Zhang Liaoyuan started as a salesman with a lower threshold. In 23, Zhang Liaoyuan was engaged in nut business in Anhui Zhanshi Group. From the beginning, he talked about stacking fees, entrance fees and taxation. He was down-to-earth, relied on many methods and wide ideas, and accumulated some business experience from various failures. It took him nine years to become the general manager from the bottom.

Zhang Liaoyuan's ambition is far more than that.

around 21, the e-commerce industry was in the ascendant. Zhang Liaoyuan, who was sharp and sharp, smelled the wind, resolutely resigned from his leadership position and started an e-commerce entrepreneurial brand: shell fruit, which was the predecessor of the "three squirrels" that everyone was familiar with later. This move, which was later proved by facts, was the beginning of Zhang Liaoyuan's catching wind in the electric business.

In 212, three squirrels with an investment of 1.5 million US dollars started with only five people, and the office was only 7 square meters. The simple and domineering slogan "First or perish" was posted on the wall. Zhang Liaoyuan tried his best to manage the details, and he also wanted to do small things to the extreme. He called his employees to work before dawn, and gave everyone a nickname starting with squirrel. Until today, his Weibo name is still Squirrel Daddy.

Now three squirrels are doing more things around users. They have created three squirrel IPS and made children's cartoons, with a set of IP operations behind them. In addition to the extreme interactive marketing of "selling Meng", they also consider the details of the user experience, such as giving away fruit shell bags, sealing clips, wet wipes, etc. for free, so that they stand out in the hearts of users.

in the era of e-commerce where traffic is king and users are bought with money, Zhang Liaoyuan beat its rivals with market share. He preempted consumers' eyes and traffic portals by paying and other advertisements.

at one time, Zhang Liaoyuan resisted the pressure of the team and put nearly 6, yuan of advertisements on Taobao, but only 8, yuan of sales were completed, because he firmly believed that these advertisements would continue to bring clicks and purchases.

Sure enough, in the Double Eleven in 212, three squirrels created a single-day sales of 7.66 million yuan, ranking first among e-commerce foods in the whole network, creating a sales miracle that surprised the world. As long as a search for Taobao nuts, three squirrels become the undisputed number one.

if you want to wear a crown, you must bear its weight. Behind the bright performance of the Double Eleven, there are dangers. In 214, Tmall e-commerce snapped up new year's goods, and three squirrels sold 16 million yuan in half a month, but the reality taught Zhang Liaoyuan a painful lesson. The surge in orders, lack of manpower and weak supply chain became the first complaint of Tmall, which almost killed three squirrels directly.

Zhang Liaoyuan learned from a painful experience, turned the tide, compensated customers regardless of the cost, and maintained the stickiness and loyalty of customers. In addition, the three squirrels adopted the OEM mode, which greatly reduced the pressure of funds, and improved the overall operating efficiency by using specialized logistics, low-cost retail, IT industry chain and other means.

however, the initial bonus of Taobao gradually weakened after you stopped talking about the cruel shopping mall where I appeared. Zhang Liaoyuan decisively implemented strategic transformation and upgrading, laid out physical stores offline, and the types of food also developed from single nuts to all kinds of snacks. For internal operations, he divided the companies into groups, with several people in each group, who worked more and earned more, inspiring unprecedented passion and enthusiasm.

With its vigorous vitality, the three squirrels in the torrent broke through the 1 billion mark in annual sales, becoming the first enterprise in the snack industry to break through the 1 billion threshold.

Zhang Liaoyuan once said, "I am better at integrating teams than marketing skills." When he left his old club, he didn't dig his feet. Instead, he used the network platform to recruit e-commerce talents, gathered a group of energetic young people, and gave full play to everyone's advantages to become an unbeaten e-commerce stream.

In terms of employee welfare, Zhang Liaoyuan has also made a lot of money. On September 16th, 215, the three squirrels got as much as 3 million yuan in financing. On the same day, Zhang Liaoyuan took out 2 million yuan from the sale of some shares for employee welfare.

The five people who followed Zhang Liaoyuan at the beginning probably didn't expect at that time. Today, three squirrels have taken the lead in the industry by virtue of the east wind of e-commerce, with an annual income of 5 billion, far exceeding their original passion and dreams in the 7-meter office.

as the saying goes, current events make heroes. Every cloud has a silver lining. When the opportunity comes, you seize it, take advantage of it, and a miracle may be waiting for you.

Zhang Liaoyuan, an undeserving teenager, finally became a leader in business. As for the long-term planning of the three squirrels, Zhang Liaoyuan said that the three squirrels would be "nut-removed" and look at the world. In the eyes of Grandpa Squirrel, three squirrels have already crossed the former fields and headed for a broader future.