Three Squirrels(SZ:300783) 智通财经网·2025-05-05 02:02Core Viewpoint - Three squirrels (300783.SZ) has initiated its IPO process in Hong Kong after its revenue returned to over 10 billion RMB, aiming to strengthen its position in the snack market through global supply chain enhancement, channel expansion, digital capability improvement, and strategic investments [1][2]. Company Overview - Founded in 2012, Three Squirrels has grown from a single nut product to the largest Chinese snack company, with revenue increasing from 924 million RMB in 2014 to 10.17 billion RMB in 2019, achieving a compound annual growth rate (CAGR) of 57.2% [2]. - The company faced a decline in revenue from 2020 to 2023, dropping to 7.115 billion RMB due to rising customer acquisition costs and challenges in offline expansion [2][3]. - In 2024, Three Squirrels' revenue rebounded to 10.622 billion RMB, marking a historical high, with a net profit of 408 million RMB [2][3]. Market Position - As of 2024, Three Squirrels ranks as the fourth largest snack company in China, with a retail revenue of 13.98 billion RMB and a market share of 3.2% [4][6]. - The company has the fastest CAGR among the top five snack companies in China, at 18.86% from 2022 to 2024 [4]. Industry Trends - The Chinese snack market is projected to grow from 1.0816 trillion RMB in 2019 to 1.344 trillion RMB in 2024, with a CAGR of 4.4% [7]. - Consumer demand is shifting towards healthier, personalized snacks, with increasing interest in low-sugar, low-fat, and high-protein options [11]. Competitive Landscape - The snack market is highly fragmented, with the top five companies holding only 5.9% of the total market share, necessitating strong brand influence and product competitiveness for success [12]. - Three Squirrels has implemented a "high-end cost-performance" strategy to enhance product competitiveness and market share, but faces challenges in balancing cost control and pricing strategies [12][13]. Product and Pricing Strategy - In 2024, the average selling prices of core products such as nuts and baked goods decreased significantly, which may compress profit margins if low pricing is maintained [13]. - The company is exploring multi-brand and new product categories to diversify risks and identify new growth points, although some brands are still in the incubation stage [15]. Future Outlook - The IPO is a critical decision for Three Squirrels, presenting both opportunities and challenges. The company must effectively utilize the raised funds to address strategic, channel, and product innovation issues to enhance brand competitiveness and market adaptability [15].