流量退潮后现原形，三只松鼠的电商依赖症有多严重？

Core Viewpoint - The company "Three Squirrels" is facing significant challenges in the snack market, with a sharp decline in stock price and profits, highlighting the difficulties of relying solely on online sales and the need for a strategic shift in operations and branding [4][10][29]. Group 1: Financial Performance - In 2025, the stock price of Three Squirrels dropped from over 36 to 23, with net profit falling by more than half to 1.6 billion despite revenue exceeding 77 billion in the first three quarters [4][10]. - The company's revenue growth rate from its main channel, Douyin, plummeted from 180% to 20% in 2025 [10]. - Sales expenses reached 16 billion in the first three quarters of 2025, with over 7 billion spent on promotions, reflecting a year-on-year increase of over 25% [13][15]. Group 2: Market Position and Challenges - Three Squirrels, once a leader in the snack industry, has seen its online sales growth slow down significantly, with platforms like Tmall and JD.com experiencing declines since 2021 [12][13]. - The company has faced quality control issues, with nearly 5,000 complaints on the Black Cat complaint platform regarding product quality, including issues like mold and insects [16][19]. - The brand's attempt to diversify into offline channels and various product categories has not yielded significant results, with limited success in establishing a strong presence compared to competitors [21][23]. Group 3: Strategic Shifts - The company is exploring offline strategies, including the establishment of "Squirrel Alliance Stores" and community snack shops, but has struggled with execution and competition [19][21]. - Three Squirrels is attempting to expand its product range beyond nuts, including children's snacks and prepared foods, but consumer perception remains tied to its original nut products [23][25]. - The company must address supply chain issues, improve quality control, and clarify its brand positioning to succeed in a competitive market [27][29].