Core Viewpoint - The food and beverage sector experienced an upward trend at the beginning of trading, with several companies reaching their daily limit on gains [1] Group 1: Company Performance - Hai Xin Food and Sunshine Dairy both hit the daily limit on gains [1] - Other companies such as Huang Shang Huang, An Ji Food, Youyou Food, and Three Squirrels also saw increases in their stock prices [1]

Core Viewpoint - The implementation of the "Mouse Name Culture" at Three Squirrels has sparked widespread public attention, with employees adopting names prefixed with "Mouse" and referring to customers as "masters" [2][3]. Group 1: Company Culture - Three Squirrels has a unique internal culture where employees use "Mouse" as a prefix for their names, creating a sense of camaraderie and brand identity [2][3]. - The founder, Zhang Liaoyuan, emphasizes that a good corporate culture is one that employees willingly accept and aligns with the company's values, focusing on consumer-centricity and internal collaboration [3]. - The "Mouse Name Culture" is seen as an extension of the internet industry's nickname system into the retail sector, aiming to transform employees into brand symbols [3]. Group 2: Public Reaction - There are mixed opinions regarding the name change policy, with some arguing it may infringe on personal rights and could be seen as extreme [4]. - The practice of calling customers "masters" has raised concerns about consumer dignity and the potential for creating an unequal service dynamic [4]. - The negative connotations associated with the word "mouse" in Chinese culture may conflict with the brand's intended image of being cute and approachable, potentially harming brand perception [4]. Group 3: Business Performance - Financial reports indicate that Three Squirrels experienced a 52.91% year-on-year decline in net profit in the first three quarters, suggesting that the "Mouse Name Culture" has not effectively translated into market competitiveness [5]. - Comparisons with other companies like Alibaba and Meituan highlight the importance of balancing symbolic expression with value resonance in corporate culture [5]. - Recommendations for Three Squirrels include offering diverse naming options, adjusting customer address strategies, and focusing on core product innovation to enhance market competitiveness [5].

Core Viewpoint - The article discusses the recent controversy surrounding the internal naming culture at Three Squirrels, highlighting the importance of consumer trust and brand management in response to public opinion events [2][5]. Group 1: Incident Overview - A recent post by a netizen claimed that employees at Three Squirrels are required to adopt a "mouse" themed nickname upon joining, which sparked widespread attention [2]. - Three Squirrels clarified that the "mouse name" is a non-mandatory aspect of their corporate culture, allowing employees to choose their nicknames freely without any negative consequences for opting out [2][6]. Group 2: Company Response - The founder and CEO of Three Squirrels, Zhang Liaoyuan, emphasized that any employee culture that aligns with the company's values and is accepted by employees is beneficial [2][6]. - The company addressed consumer concerns regarding a return process where the return recipient was labeled "Return Mouse," explaining that this is part of their internal culture and not intended to offend [2][5]. Group 3: Public Perception and Management - The incident illustrates how internal corporate culture can attract public scrutiny, leading to questions about employee respect and management style [5]. - Three Squirrels adopted a transparent approach in handling the situation, clarifying the voluntary nature of the nickname system and showcasing that even executives use similar nicknames, which helps mitigate public skepticism [6][7]. Group 4: Consumer Engagement - The company utilized social media to invite consumers to engage with and understand their corporate culture, transforming public criticism into an opportunity for brand explanation [7]. - The humorous and light-hearted nature of the corporate culture resonates well with the target consumer demographic, enhancing brand perception through effective public relations strategies [7].

Core Viewpoint - The article discusses the recent controversy surrounding the employee nickname culture at Three Squirrels, highlighting the importance of consumer trust and brand management in response to public sentiment [1] Group 1: Incident Overview - A recent post by a netizen claimed that employees at Three Squirrels are required to adopt a nickname starting with "Squirrel" upon joining, which sparked widespread attention [1] - Three Squirrels clarified that the use of "Squirrel" nicknames is voluntary and not mandatory, emphasizing that employees can choose whether to adopt such names without facing negative consequences [2] Group 2: Company Response - The company adopted a candid approach in addressing the public's concerns, stating that the nickname culture is not enforced and that it reflects a fun and engaging corporate culture [3] - Three Squirrels' founder and CEO, Zhang Liaoyuan, expressed that any culture that employees enjoy and aligns with the company's values is beneficial [2][3] Group 3: Consumer Interaction - The company faced criticism when a consumer noted that the return label for a product was "Return Squirrel," which was perceived as having a negative connotation [2] - In response, Three Squirrels explained that the nickname is part of their internal culture and is not intended to offend consumers [2] Group 4: Public Relations Strategy - The company effectively communicated its internal culture by showcasing that even executives use similar nicknames, which helped alleviate public skepticism regarding employee consent [3] - By inviting consumers to engage with the brand and understand its culture, Three Squirrels transformed public scrutiny into an opportunity to explain and promote its brand values [4]

Core Insights - The article discusses how Three Squirrels leveraged a recent controversy regarding a return label named "Return Mouse" to enhance its brand visibility through meme marketing and cultural engagement [1][2]. Group 1: Crisis Management - Three Squirrels quickly addressed the potential public relations crisis by clarifying that the "mouse names" are part of the company's culture and not mandatory, with employees voluntarily adopting these names [3][4]. - The company promptly corrected the controversial label from "Return Mouse" to "Return Group" and engaged consumers through a live-stream event to discuss the mouse culture, which helped mitigate misinformation and foster interaction [3][8]. Group 2: Brand Engagement - The company initiated a "Squirrel Name Culture" campaign, encouraging fans to create humorous names, which resulted in a significant increase in online engagement and brand visibility [6][8]. - Employees actively participated in social media interactions, further enhancing the brand's presence and relatability [6][7]. Group 3: Brand Persona Development - The "Mouse Name Culture" reflects Three Squirrels' long-term efforts in building a brand persona characterized by humor and service orientation, which is evident in their unique naming conventions and customer interactions [9][10]. - The brand has established a distinct communication style that emphasizes entertainment and customer engagement, aligning with its vision of creating a joyful shopping experience [10][16]. Group 4: IP and Content Strategy - Three Squirrels has invested in creating brand IP through animated series and various content formats, aiming to deepen consumer connections and enhance brand value [13][14]. - The company is exploring cross-industry collaborations and product extensions to maximize the lifespan and commercial potential of its brand IP [32][33]. Group 5: Future Directions - To further capitalize on its brand persona, Three Squirrels is encouraged to adopt strategies similar to successful brands like Mixue Ice City, focusing on viral marketing, user-generated content, and immersive experiences [17][18][28]. - The brand should consider expanding its IP through licensing and partnerships, as well as developing non-food products to broaden its market reach and visibility [32][33].

对于这一现象，舆论褒贬不一。支持的声音认为，花名文化能拉近团队距离，反而能让工作氛围更轻松，反对的声音认为，一是"鼠"字 有负面文化内涵，二是担忧这侵犯员工的姓名权和人格尊严，成为《千与千寻》的现实版——《鼠与鼠寻》。 舆论发展到现在，网友已经开始玩起谐音梗，要取名"鼠掉惹"、"鼠雨荨"等，让"打工像一场大型的COS"。而这种独特的花名文化，究竟 影响几何，身处其中的员工无疑最有发言权。 来源丨凤凰网财经《公司研究院》 "入职三只松鼠就会失去本名"，近日，有网友爆料，员工入职三只松鼠后需使用"鼠某某"形式的花名，并晒出相关名牌截图，引发网络 热议。 三只松鼠回应称，"鼠名"是非强制性企业文化，仅用于内部工作场景，"这种命名方式是为了更好地契合三只松鼠的品牌形象，让内部工 作氛围更显亲切，同时强化品牌特色。" 来源/小红书截图 01 关于花名，员工眼中的两个世界 和网络上的舆论类似，三只松鼠员工们的观点似乎也颇为两极。 一位在职员工对凤凰网财经《公司研究院》表示，"花名制度"下家人朋友叫她本名，同事叫她花名，反倒让她觉得工作是工作，生活是 生活。同时，这样的称呼方式下，领导不用叫"XX总"、"XX老板"，也弱化 ...

"入职三只松鼠就会失去本名"，近日，有网友爆料，员工入职三只松鼠后需使用"鼠某某"形式的花名，并晒出相关名牌截图，引发网络热议。 三只松鼠回应称，"鼠名"是非强制性企业文化，仅用于内部工作场景，"这种命名方式是为了更好地契合三只松鼠的品牌形象，让内部工作氛围更显 亲切，同时强化品牌特色。" 来源 / 小红书截图 对于这一现象，舆论褒贬不一。支持的声音认为，花名文化能拉近团队距离，反而能让工作氛围更轻松，反对的声音认为，一是"鼠"字有负面文化内 涵，二是担忧这侵犯员工的姓名权和人格尊严，成为《千与千寻》的现实版——《鼠与鼠寻》。 舆论发展到现在，网友已经开始玩起谐音梗，要取名"鼠掉惹"、"鼠雨荨"等，让"打工像一场大型的COS"。而这种独特的花名文化，究竟影响几 何，身处其中的员工无疑最有发言权。 01 关于花名，员工眼中的两个世界 和网络上的舆论类似，三只松鼠员工们的观点似乎也颇为两极。 来源丨凤凰网财经《公司研究院》 一位在职员工对凤凰网财经《公司研究院》表示，"花名制度"下家人朋友叫她本名，同事叫她花名，反倒让她觉得工作是工作，生活是生活。同时， 这样的称呼方式下，领导不用叫"XX总"、"XX老板"，也弱 ...

日前，有网友在社交平台发帖称，在入职三只松鼠（300783.SZ）后会失去本名，员工会将自己的名字改 为"鼠某某"。该帖子发布后，引发广泛关注。三只松鼠回应，公司确实有以"鼠"字作为名字前缀的文 化，感觉更亲切、可爱，此举并没有强制规定。 从"松鼠"到"鼠"可能带来消费者认知错乱 每经记者观察到，三只松鼠曾因消费者退货时收件人显示为"退货鼠"引发争议，被质疑存在不尊重消费 者的情况。对此，上述员工表示，在推行这类极具特色的企业文化时，三只松鼠并未主动对外进行预防 性解释或宣传："我们认为这本质上属于内部文化建设的范畴，许多企业也都有类似实践。当时在对外沟 通中，我们首先对文化背景做了必要说明，公众在了解初衷后普遍表示理解和认可。" 关于推行"鼠"字花名的主要原因，三只松鼠董事会办公室工作人员接受《每日经济新闻》记者（以下简 称每经记者）采访时表示："入职时每位同事都会取一个以'鼠'字开头的署名，象征着大家同属一个大家 庭。在这样的氛围中，每位成员都能充分发挥潜能、贡献力量，这也体现了团队的凝聚力。" 记者注意到，除了三只松鼠，互联网企业起花名也是常见现象。国家工信部品牌培育专家，华南理工大 学工商管理学院市场 ...

三只松鼠花名文化引热议 近日，一名网友在社交平台发布的照片显示，在一会议现场，每个座位都摆放着以"鼠"字开头的名牌， 如"松鼠老爹""松鼠老母"等，该帖子迅速引发关注，三只松鼠的花名文化也浮出水面。 近日，休闲食品企业三只松鼠的内部"花名制度"意外引发舆论热议。有网友在社交平台爆料，入职三只 松鼠后员工需以"鼠"字命名，仿佛"失去本名"，客服还要叫消费者"主人" 。11月24日，三只松鼠工作人 员回应媒体称，公司确实有以"鼠"字作为名字前缀的文化，但并不是强制规定的。 从早期阿里巴巴的"风清扬""逍遥子"……到如今的"松鼠森林"，花名成为新兴企业的一种文化标识。表 面上，这是"淡化层级、营造亲和氛围"的管理举措，但随着此次争议发酵，也引发了大众关于企业文 化、员工权益与法律边界的广泛讨论。 全员"鼠"姓、称消费者"主人" 在业绩方面，三只松鼠前三季度的营收为77.59亿元，同比增长8.22%；归属于上市公司股东的净利润为 1.61亿元，同比下降52.91%。今年4月，三只松鼠还向港交所递交招股书，若成功上市，其将成为国内 首个"A+H"双上市的零食品牌。 互联网公司花名文化成风 律师：强制花名或触法律红线 可 ...

Core Viewpoint - The recent controversy surrounding Three Squirrels (300783) involves employees changing their names to include the character "鼠" (meaning "squirrel"), which has sparked public discussion about the company's culture and branding [1] Company Culture - Three Squirrels has a cultural practice of using the character "鼠" as a prefix in employee names, which is intended to create a sense of warmth and cuteness, while also highlighting the brand's unique identity [1] - Customer service representatives from Three Squirrels confirmed that the name change is part of the company's culture and denied any claims of it being mandatory for employees [1]