Core Viewpoint - The article discusses the launch of the first municipal-level "Media+" action plan in Zhanjiang, Guangdong, aimed at enhancing the agricultural product market system through media empowerment, with a focus on the "Zhanpin" brand. Group 1: Implementation Plan Overview - The "Media+" action plan aims to achieve five main goals over three years: promoting consumption, foreign trade, cultural tourism, increasing farmers' income, and transforming media [6][7]. - The plan is structured around eight key areas: market expansion, cultural co-creation, lifestyle integration, industry integration, brand building, technological innovation, think tank support, and resource integration [8][9]. Group 2: Agricultural Marketing System - Zhanjiang is recognized as the source of Guangdong's agricultural product marketing system, having successfully implemented the "12221" marketing system since 2019 to address sales challenges for local products [12][14]. - The new plan incorporates the "12221" system to enhance the value and scope of agricultural products, promoting a systematic and collaborative approach across the province [16]. Group 3: Focus on "Zhanpin" Brand - The plan emphasizes the development of the "Zhanpin" brand, aiming to create a competitive and culturally recognizable agricultural brand through a multi-faceted strategy involving regional, enterprise, product brands, and personal IP [21][22]. - Activities to promote "Zhanpin" include nationwide campaigns and cultural festivals to enhance brand visibility and market penetration [23][24]. Group 4: Industry Development and Innovation - The implementation plan encourages collaboration between local areas and media for project co-construction, operational cooperation, and brand development, aiming to create exemplary cases of "Media+Industry" integration [30][31]. - The plan also focuses on technological innovation, utilizing AI to analyze consumer trends and develop a comprehensive data system for agricultural products [35][36].

Core Viewpoint - The company has emerged from a significant downturn, with a focus on adapting its strategies and embracing a "high-end cost-performance" approach to regain market share and revenue growth [3][6][20]. Group 1: Company Recovery and Strategy - The company faced a prolonged decline in revenue and profit after its IPO in 2019, marking a peak followed by a four-year low [3][4]. - A pivotal moment occurred in late 2022 when executives recognized that the company's products were priced too high, leading to a strategic shift [5][21]. - The company has successfully leveraged platforms like Douyin (TikTok) to boost sales, achieving 2.2 billion yuan in sales in 2023, surpassing Tmall for the first time [8][6]. Group 2: Organizational Changes and Adaptation - The company adopted a "weaker" mindset to better align with market demands, simplifying processes and adjusting pricing strategies [12][16]. - A focus on small changes and empowering frontline managers has been crucial in driving transformation [18][21]. - The company is expanding its product range with 33 new proprietary brands across various categories, including pet food and convenience products [8][38]. Group 3: Supply Chain and Market Position - The company is building a "super supply chain" to enhance efficiency and reduce costs, with plans to establish four major supply chain bases by the end of the year [23][25]. - The company aims to create a closed-loop system from supply chain to retail, allowing for greater control over production and distribution [25][38]. - The company recognizes the importance of community-based retail, planning to open convenience stores and lifestyle shops to capture local market demand [28][39]. Group 4: Future Outlook and Philosophy - The company emphasizes the need for continuous adaptation and learning from failures, viewing setbacks as opportunities for growth [9][62]. - The leadership believes that true success comes from navigating challenges and maintaining a realistic perspective on future performance [53][62]. - The company is committed to exploring new product categories and maintaining a flexible approach to market changes, ensuring resilience in a competitive landscape [36][44].

Core Viewpoint - The company, Three Squirrels, is expanding its product line to include a new sanitary napkin brand called "She Zhi Mei," aiming to become a comprehensive consumer brand beyond just nuts [1][3]. Group 1: Product Expansion - Three Squirrels is not only launching sanitary napkins but also plans to develop various other product lines, including pet food, alcoholic beverages, and personal care products [1][5]. - The sanitary napkin brand "She Zhi Mei" emphasizes high safety and quality standards, featuring a sterilization level, 0 fungal contamination, and a 99% antibacterial effect [3]. Group 2: Market Context - The sanitary napkin industry has faced significant scrutiny due to safety issues, leading to a consensus that the industry is in a period of reshuffling and requires a reset [3][4]. - The entry of Three Squirrels and other brands into the sanitary napkin market is seen as an attempt to address these safety concerns and provide reliable products [3]. Group 3: Financial Performance - In 2024, Three Squirrels reported revenue of 10.622 billion yuan, a 49.3% increase year-on-year, and a net profit of 407.7 million yuan, up 85.5% [6][7]. - The company has invested heavily in marketing, with sales expenses reaching 1.868 billion yuan, a 50.9% increase from the previous year [7]. Group 4: Strategic Goals - Three Squirrels has set ambitious sales targets for its new product lines, including 250 million yuan for convenience food and 100 million yuan for both alcoholic beverages and personal care products by 2025 [5]. - The company aims to enhance its supply chain by establishing new processing plants across various regions in China and in Vietnam to achieve economies of scale [8]. Group 5: Future Outlook - The company's founder, Zhang Liaoyuan, describes the upcoming year as a "year of rebirth," indicating a focus on growth and market expansion [6]. - The success of Three Squirrels' diversification strategy will depend on its ability to establish competitive positions in new market segments [5][9].