新闻 > 经济
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China

三只松鼠借力京东缔造电商时代“坚果神话”

2017-09-14 11:26:24   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。

上一页1/3下一页
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China

相关阅读

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
分享到:
0 0
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China

美图推荐

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China

为您推荐

加载更多>>
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170914/31397281.html
Server: cms-8-252
Date: 2024/11/15 19:41:34

Powered by China
China