三只松鼠“鼠名文化”惹争议 创始人曾自称“首席洗脑师”

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].