The three squirrels who apologized for the red scarf poster: the promotion cost is high, but the net profit is a new high

Within ten days, three squirrel posters "rolled over and opened twice".

A few days ago, the Nandu reporter noticed that some netizens in a group of three squirrels called "Brain Supplement" propaganda poster, the picture of the man wearing a red scarf, suspected of dressing as a Young Pioneer. According to the "Several Regulations on the Production and Use of the Flag, Team Emblem, Red Scarf and Team Cadre Logo of the Young Pioneers of China" issued by the National Committee for Young Pioneers on November 28, 2005, the use of red scarves in commercial advertisements is suspected of violating the law.

Therefore, the three squirrels were once again "scolded" on the hot search.

In response to the relevant situation, the relevant person in charge of the three squirrels replied to the company's response to the Nandu reporter on January 3. The three squirrels said that they apologized for the use of the red scarf pattern in the poster, and said that they had set up a working group for the first time to carry out self-examination and self-correction from advertising, official website, product packaging and detail pages.

After investigation, the advertisement was launched on March 28, 2019, and the three squirrels did not strictly control the online review of this page. After receiving the letter from the Wuhu Municipal Committee of Young Workers, the three squirrels have rolled off the relevant pages and products on April 1, 2019, and strengthened internal compliance audits and employee training and publicity. Three squirrels responded.

Nandu reporter noted that although the stock price of the three squirrels was affected by negative news, it finally "twisted down and turned up". In the early trading of January 4, the three squirrels once fell by more than 4%, but after the afternoon session, the decline of individual stocks gradually narrowed and began to rise, and as of the afternoon close, the company reported 39.75 yuan up 2%.

Three Squirrels stock price movement on January 4

In fact, this is the second time that three squirrels have been on the hot search for "problem posters" in ten days.

On December 26 last year, some netizens dug out three squirrels In October 2019, a product poster used "squinting" makeup, which caused a storm of Internet public opinion, believing that it was suspected of "deliberately defaming the image of the Chinese people", although the three squirrels apologized for the content of this poster, but some Internet social platforms are still hotly discussed.

Nandu reporter noted that in contrast to the recent poster marketing frequent "overturning", the sales cost of the three squirrels has been high.

According to the data of Three Squirrels in the first three quarters of 2019, 2020 and 2021, the company's sales expenses were 2.298 billion yuan, 1.712 billion yuan and 1.466 billion yuan, respectively, and the sales revenue ratio in the current period was 22.5%, 17.48% and 20.7%.

As the three squirrels with online as the main channel, their platform services and promotion fees account for a relatively large part of the sales costs. From 2019 to 2020, the platform services and promotion fees of the three squirrels were 660 million yuan and 961 million yuan respectively, and a total of 1.6 billion yuan was spent in two years.

However, the Nandu reporter noted that the net profit of the three squirrels hit a new high since the listing. In the first three quarters of 2021, the company's net profit was reported at 442 million yuan, setting a new high for the data since its listing. Even if the impact of the epidemic factor is removed, the net profit data of the three squirrels in the first three quarters of 2021 increased by nearly 50% compared with the same period in 2019.

However, nandu reporters also found that after the net profit of the three squirrels in the first quarter of 2021 has exceeded that of the whole year of 2020, the increase in net profit has slowed down significantly, of which the net profit in the second quarter is less than 35 million yuan.

It is understood that the net profit growth of the three squirrels has fluctuated greatly, mainly because it is still more dependent on the single channel of the Internet, so the company focuses on increasing the offline channel.

According to the financial report of the three squirrels in the first half of 2021, the total number of offline food stores and alliance stores of the company is 1104. At the same time, in the first half of 2021, the three squirrel alliance small shops opened 191 new and closed 122, a net increase of 69, and the small shop closure rate was as high as 63.87%.

For the future development prospects of the three squirrels, Nandu reporters will continue to pay attention.

Nandu reporter Babe