Three Squirrels(SZ:300783) 3 6 Ke·2025-11-27 10:35Core 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].