Interview with Three Squirrels Founder Zhang Liaoyuan: Over 30 Factories to Rise, Aiming to Become a Super Supply Chain Company

After emerging from a three-year slump, Three Squirrels’ revenue returned to 10 billion yuan in 2024.

Founder Zhang Liaoyuan declared 2025 as the “Year of Rebirth”: 1) On the brand front, 33 sub-brands are being incubated simultaneously, spanning food, beverages, pet products, baby products, and alcohol, focusing on premium value-for-money; 2) On the channel front, the company plans to open 20 self-owned, 500㎡ lifestyle stores featuring all product categories within the year, and launch a franchise model for “One-Cent Profit” convenience stores with a low entry threshold of 200,000 yuan, targeting 500 franchise agreements by year-end; 3) On the supply chain front, production bases in Anhui, Tianjin, and Sichuan are operational, with factories in South China and Southeast Asia under construction. Within three years, over 30 factories will be established, deeply integrating upstream through joint ventures and acquisitions, and opening up to the entire industry to build a Chinese-style hard-discount super supply chain.

Organizationally, the company has abolished its hierarchical structure, appointing 508 “MINI CEOs” to directly oversee brands, products, and profits, adopting a networked structure to rapidly respond to market demands.

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