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三只松鼠借力京东缔造电商时代“坚果神话”

2017-09-14 12:02:22   中国经济网

中国经济网北京9月14日讯 “坚果老少咸宜,既健康又美味,上午下单,下午就送到,走亲访友再也不用提着大包小包的礼品挤地铁了。”作为资深网购爱好者,逢年过节,齐敏喜欢在京东上挑挑选选,“像这个三只松鼠京东专供装,包装精美不说,价格也合适,味道更是十分棒!”

近几年来,“网红零食”三只松鼠与京东的合作已为越来越多的消费者带来了优质、便捷的购物体验,这与过去5年中双方在大数据、营销、供应链等方面的深度合作密不可分。那么,三只松鼠究竟与京东是如何齐心并力,缔造出了电商时代的“坚果神话”?

经历丛林残酷一课三只松鼠发现电商新大陆

2012年,当大家都认为电商已是一片红海的时候,章燎原辞去一家农产品企业总经理的工作开始创业,他看到了互联网可以创建一个全国化的品牌的机会:2012年6月,三只松鼠品牌正式成立,并只在线上销售。

三只松鼠定位高端品牌,卖给白领。生于互联网的三只松鼠拥有强烈的“个性”,比如,它创造了一个对顾客的称呼——主人,由此也形成了三只松鼠独有的主人文化。三只松鼠的所有员工名字也都以“鼠”为开头,章燎原自称为“鼠老爹”,这是三只松鼠卖萌式营销最显著的体现。

创立仅仅3个多月,三只松鼠就成为电商坚果第一品牌。不过此后一段时间,身为电商新宠儿的三只松鼠开始尝到互联网的一丝残酷。2012年“双11”,因为对消费者需求预判不足和产品销售的异常火爆,三只松鼠的供应链遭遇猛烈冲击,最终招致发货危机。紧急状况下,三只松鼠全员参与发货,甚至临时招来了200名大学生做临时工,连续9天昼夜奋战,最终化险为夷。

虽然有惊无险,但对于年幼的三只松鼠而言,这是丛林世界里残酷的一课。“这是当时遇到的比较大的挑战。”如今,三只松鼠电商总监鼠小七回想起这一幕还唏嘘不已。食品产业链冗长而复杂,从上游的食材、包装等原料供应链,到下游的运输、仓储等销售产业链都需要把控到位,而这并非靠三只松鼠一己之力就能短期能解决。

正当三只松鼠被供应链问题折磨时,在中国的电商版图里,京东正在强势崛起。强大的物流、海量的用户、精准的大数据……这些京东独有的优势都被三只松鼠看在眼里。对于正处在“成长的烦恼”里的三只松鼠而言,借势发展无疑会更容易追逐到更大的市场、更多的可能。

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