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Three Squirrels Digital-First Strategy Striking Cord with China's Gen Z

By the time Alibaba's Single's Day 2019 rolled around, the share price of Three Squirrels (a significant player in China's snack food sector) had reached 63.33RMB. 331.4% higher than its IPO just several short months before. Three Squirrels have three major pillars to its business strategy, which are: "digital-first" retail and marketing strategy, creation of IP, and harnessing holiday seasons to drive seasonal spikes in sales. As part of its marketing campaigns, Three Squirrels releases both animated short movies (primarily for children) and short films (for adolescents and young adults). The most recent short film was titled "Little Peakedness," and depicted the "golden hours" of the lives of young Chinese. The film is just one of the many innovative marketing strategies the company has used to catapult itself to the forefront of China's snack industry.

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