Nut sales slogan

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 three squirrels.

1976, Zhang Liaoyuan was born in a little-known village in Jixi, Anhui. Like many rural youths, Hong Kong movies have become a limited pastime in their ordinary lives. He imagined that he would live a free life like a robber.

But the cruel reality is that 65,438+09-year-old Zhang Liaoyuan graduated from technical secondary school. After all kinds of vagrancy, I have done many kinds of humble jobs, at least more than 20 kinds, and finally found myself in self-exile in a gloomy future and a confused life. Until he met his relatives, the relatives used the money they earned to buy several bottles of mineral water to wash their hands, next to middle-aged people waiting to get the bottles. Zhang Liaoyuan was shocked physically and mentally, woke up and determined to fight and become a winner.

Zhang Liaoyuan started as a salesman with a lower threshold. In 2003, Zhang Liaoyuan was engaged in nut business in Anhui Zhanshi Group. From the beginning, he talked about stacking fees, admission fees and taxes. He is down-to-earth, relying on many methods and extensive ideas, and has accumulated some business experience from various failures. It took him nine years to become the general manager from the bottom.

With his fledgling wings, Zhang Liaoyuan's ambition goes far beyond this.

Around 20 10, the e-commerce industry was in the ascendant. Zhang Liaoyuan, keen and keen, smelled this and resolutely resigned from his leadership position and founded an e-commerce entrepreneurial brand: the shell, 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 shadows in the electric business circle.

In 20 12, three squirrels with an investment of $65,438+$500,000 started with only five people and an office of only 70 square meters. On the wall is a simple and domineering slogan "success or death". Zhang Liaoyuan tries his best to manage the details, and he also wants to do the little things to the extreme. He called the staff to work before dawn and gave everyone a nickname that began with squirrel. To this day, his Weibo name is still Father Squirrel.

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 ultimate interactive marketing of "selling cute", they also consider the details of the user experience, such as giving away fruit shell bags, sealing clips, wet wipes and so on. Free of charge, let them stand out in the hearts of users.

In the era of e-commerce where traffic is king and users pay by burning money, Zhang Liaoyuan defeated his opponent with market share. He grabbed consumers' eyeballs and traffic portals through payment and other advertisements.

For a time, Zhang Liaoyuan resisted the pressure of the team and put nearly 600,000 yuan of advertisements on Taobao, but only sold 800,000 yuan, because he firmly believed that these advertisements would continue to bring clicks and purchases.

Sure enough, in the Double Eleven of 20 12, three squirrels created a single-day sales of 7.66 million yuan, ranking first in the e-commerce food in the whole network, creating a sales miracle that surprised the world. As soon as you search for Taobao nuts, three squirrels will become the undisputed first place.

If you want to wear a crown, you must bear its weight. Behind the glamorous performance of the Double Eleven, there are also hidden dangers. 20 14 tmall e-commerce snapped up new year's goods, and three squirrels sold1600,000 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 Tmall's first complaint, killing almost three squirrels directly.

Zhang Liaoyuan learned from a painful experience, saved the day, compensated customers at no cost, and kept their stickiness and loyalty. In addition, the three squirrels adopted the OEM mode, which greatly reduced the financial pressure, and improved the overall operational efficiency by means of specialized logistics, low-price retail and IT industrial chain.

However, after you stopped talking about my cruel shopping mall, Taobao's initial dividend became weaker and weaker. Zhang Liaoyuan decisively implemented strategic transformation and upgrading, laid out offline physical stores, and developed food types from single nuts to various snacks. For internal operation, he divided these companies into groups, and each group had several people. They worked more and earned more, which inspired unprecedented passion and enthusiasm.

The three squirrels in the torrent broke through the 10 billion mark with their vigorous vitality and became the first enterprise in the snack industry to break through the 10 billion threshold.

Zhang Liaoyuan once said: "I am better at integrating teams than marketing skills." He didn't dig his own feet when he left his old club. On the contrary, he used the online 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 also made a lot of money. On September 65, 2005, three squirrels received financing of up to 300 million yuan. On the same day, Zhang Liaoyuan took out 20 million yuan from the sale of some shares for employee welfare.

At the beginning of Zhang Liaoyuan's founding, the five people who followed Zhang Liaoyuan probably didn't think at that time that today's three squirrels have won the top spot in the industry with the east wind of e-commerce, with an annual income of 5 billion, which has far exceeded their passion and dream in the 70-meter office.

As the saying goes, times make heroes. Every dark cloud has a silver lining. When the opportunity comes, you seize it and use it. Miracles may be waiting for you.

Zhang Liaoyuan, a grinding teenager, eventually became a business leader. As for the long-term planning of the three squirrels, Zhang Liaoyuan said that the three squirrels will "remove nuts" and look at the world. In Grandpa Squirrel's eyes, three squirrels have already crossed the former fields and headed for a broader future.