章燎原的“花名”执念：员工都有“鼠名” ，CEO叫松鼠老爹

Core Viewpoint - The recent controversy surrounding the unique "nickname culture" at Three Squirrels reflects the company's organizational structure and strategic choices during market transitions, highlighting a disconnect between internal perspectives and external consumer perceptions [2][4][10] Group 1: Organizational Culture - The "nickname" culture aimed to break down hierarchical barriers and foster a sense of equality, but terms like "Old Squirrel" and "Old Mother" inadvertently reinforce centralized authority, contrasting with the flat, professional structures favored by modern internet companies [4][6] - The emergence of the term "Return Squirrel" illustrates a focus on internal efficiency, yet it clashes with consumer sensitivities, indicating a growing disconnect as the company scales [4][9] Group 2: Strategic Shifts - Since 2023, Three Squirrels has initiated aggressive reforms aimed at reducing prices and increasing profits, aligning with its "high-end cost-performance" strategy [6][8] - The company has implemented deep supply chain reforms, significantly lowering costs in manufacturing and distribution, which necessitates a highly efficient and committed internal team [8] Group 3: Market Positioning - The strong execution culture is reflected in the company's performance, with high double-digit growth in revenue from platforms like Douyin, indicating a recovery in both revenue and net profit across channels [8] - The nickname culture serves as a tool for organizational management, with the CEO emphasizing the importance of employee alignment with corporate values to maintain operational efficiency [9] Group 4: Risks and Challenges - The brand faces risks of dulling consumer perception as younger generations prioritize equality and emotional value, which may conflict with the paternalistic image projected by the company's internal culture [9][10] - Overemphasis on cultural uniformity may stifle innovation and adaptability within the organization, as evidenced by the delayed response to consumer complaints regarding the "Return Squirrel" incident [9][10]