To ask which brand is the hottest in the offline Spring Festival gift market this year, the leading brand of nuts, Three Squirrels, definitely has the right to speak. According to the company's latest New Year Festival war report, during the 2023 Festival (November 2022-January 2023), the shipment of three squirrel gift boxes reached 18.23 million boxes, an increase of 8.02 million boxes over the 2022 festival, of which the sales of nut gifts increased by 67% year-on-year.
The data is not impressive. Among them, there is a good sales ability as the head brand of the nut category "far ahead", and it is inseparable from the global distribution strategy of the Three Squirrels distribution team this year.
For brands, online and offline linkage omni-channel new retail has become an important focus for many brands, especially leisure snack brands. In recent years, Three Squirrels has achieved rapid development through online channels, establishing its position as a leader in the nut industry, and announced its transformation in April 2022, clarifying the new strategic direction of "focusing on the nut industry, creating a multi-brand model, and gradually moving towards health, digitalization and globalization" in the next decade.
The online channel has a clear lead, and the offline development is also advancing by leaps and bounds. After having spread to all major KA supermarkets across the country, this year's New Year Festival, the distribution team of Three Squirrels aimed at the broader county and rural sinking market. In the terminal display, the main investment direction is based on KA core stores, main stores in counties and townships, second-batch displays in key cities, and small and medium-sized stores in traditional channels.
The huge consumer demand in the county and township met with the national well-known brand, and the market quickly made positive feedback. At present, Three Squirrels has more than 500 brand authorized dealers, covering more than 500 county-level markets with a population of more than 300,000, and at the same time, more than 80 dealers have been laid out in key cities across the country, and more than 200 main dealers of gift group buying have been integrated.
In order to efficiently prepare for this year's New Year Festival, the Three Squirrels distribution team completed the formulation of the New Year Nut Gift market operation plan as early as October last year, laying the foundation for the hot sales of Nut Gift.
As the first New Year goods war in the global distribution layout, the three squirrels have achieved gratifying results in offline channels. Dealer feedback said: "During the New Year Festival, the demand for three squirrel nut gift boxes skyrocketed, a large number of orders poured in, and at 7 p.m. I was still watching the loading and unloading at the warehouse. "The data shows that before November 1, 2022 alone, the demand for the first batch of payment arrival and stocking plans of the three squirrels offline channels reached 723 million, which is close to the sum of the performance of last year's New Year Festival (November-January).
In the future, the three squirrels will continue to build core advantages and create brand barriers in terms of brand influence, R&D and innovation capabilities, quality control capabilities, and supply chain management capabilities.