Mission Statement, Vision, & Core Values (2026) of Three Squirrels Inc.

Founded in 2012, Three Squirrels Inc. has grown into a household name in China's snack sector, reporting a latest fiscal-year revenue of 20 billion RMB and leveraging a robust e-commerce engine that drove roughly 70% of total sales in 2021, while its October 2023 share price near 60 CNY and analyst projections of a 15% CAGR over the next five years underscore strong market momentum; the brand's mission to prioritize natural ingredients and sustainability pairs with measurable commitments-$10 million earmarked for R&D in 2024 to develop healthier options and at least 12 new products, $15 million invested in quality control, a planned loyalty program targeting a 15% retention lift, a $5 million push to enter three new markets in 2024 (including Southeast Asia and Europe), an ambition to cut carbon emissions by 30% with biodegradable packaging by 2025, and a recent tally of 20 new product launches that amplify its playful mascot-driven identity and international expansion efforts.

Three Squirrels Inc. (300783.SZ) - Intro

• Founded: 2012
• Latest fiscal year revenue: >20 billion RMB (≈+15% YoY)
• Online sales share (2021): ~70% of total sales
• Share price (Oct 2023): ≈60 CNY
• International marketing launch: 2022 (Southeast Asia & Europe focus)
• Analyst 5-year CAGR projection: ~15%

Mission

• Deliver high-quality, natural snack products that enhance daily life for families.
• Build sustainable supply chains emphasizing traceability and reduced environmental impact.
• Leverage digital channels to make healthy snacks accessible nationwide and abroad.

Vision

• Become the most trusted snack brand in China and a recognized global player in healthy snacks by expanding into Southeast Asian and European markets.
• Achieve balanced growth: strong domestic leadership while attaining 10-20% annual revenue contribution from international markets over the medium term.
• Lead industry standards in ingredient transparency, sustainable packaging, and responsible sourcing.

Core Values

• Quality First - rigorous ingredient selection and production controls to protect consumer trust.
• Customer Centricity - data-driven product development and personalized marketing through digital platforms (online sales ~70% in 2021).
• Innovation - continuous R&D for health-focused snacks and packaging solutions to capture projected CAGR growth (~15% over five years).
• Sustainability - commitments to natural sourcing and reduced environmental footprint across operations and logistics.
• Integrity - transparent governance and financial discipline reflected in steady revenue growth (>20 billion RMB, ~15% YoY).

Strategic Priorities Linked to Mission & Vision

• Scale E-commerce & Omni-channel: sustain and grow the ~70% online sales mix while strengthening offline retail partnerships.
• International Market Entry: execute the 2022 international campaign to increase Southeast Asia and Europe penetration.
• Product Diversification: expand health-focused SKUs (low-sugar, organic, allergen-friendly) to address rising health-conscious demand.
• Operational Efficiency: optimize supply chain and packaging to protect margins amid a target CAGR of ~15%.
• Investor Relations & Market Performance: maintain transparency and growth metrics to support market valuation (share price ~60 CNY as of Oct 2023).

Three Squirrels Inc. (300783.SZ) - Overview

Three Squirrels Inc. (300783.SZ) centers its corporate identity on a mission to deliver high-quality, innovative snack products that enrich daily life while maintaining strict quality standards and a strong commitment to natural ingredients and sustainability. The brand's playful squirrel mascot and quirky imagery target younger demographics, strengthening emotional connection and loyalty. In 2023 the company reported revenue exceeding 20 billion RMB, illustrating the commercial effectiveness of its strategy. Expansion beyond China began in earnest with the company's first international marketing campaign in 2022, focusing on Southeast Asia and Europe, while sustained R&D investment produced 20 new product launches in the last year.

• Mission: Provide delicious, safe, and innovative snack products that enrich consumers' lives through quality ingredients and sustainable practices.
• Vision: Become a globally recognized snack brand synonymous with fun, healthful choices and continuous innovation.
• Brand positioning: Youthful, approachable, and innovative-leveraging mascot-driven storytelling to build long-term consumer affinity.

Core Values

• Quality Assurance: Rigorous supply-chain and quality-control measures to ensure food safety and product consistency.
• Innovation: Continuous product development (20 new SKUs launched in the past year) driven by consumer insights and R&D.
• Sustainability: Prioritizing natural ingredients and environmentally conscious sourcing and packaging decisions.
• Consumer Connection: Brand storytelling and mascot-led engagement aimed at younger consumers to cultivate loyalty.
• Global Ambition: Strategic international expansion, beginning with a 2022 campaign to enter Southeast Asian and European markets.

Further context on the company's origins, governance, and business model can be found here: Three Squirrels Inc.: History, Ownership, Mission, How It Works & Makes Money

Three Squirrels Inc. (300783.SZ) - Mission Statement

• Deliver a diverse portfolio of snacks that balance taste, nutrition and convenience.
• Prioritize customer satisfaction through service, quality control and loyalty initiatives.
• Invest in R&D to accelerate healthier product development and flavor innovation.
• Operate with environmental responsibility-reducing emissions, improving packaging sustainability, and advancing supply-chain transparency.
• Expand brand presence domestically and internationally with data-driven marketing and distribution strategies.

• R&D focus: projected R&D budget for 2024 - RMB 10 million, targeting development of new flavors and healthier options and launching at least 12 new products by fiscal year-end.
• Customer retention: launch of a loyalty program in 2024, targeting a 15% increase in customer retention.
• Market expansion: strategic entry into three new markets in 2024 (including targeted expansion into Southeast Asia and Europe) with an allocated investment of RMB 5 million for marketing and distribution.
• Sustainability: target to reduce carbon footprint by 30% in 2024 through sustainable sourcing and packaging initiatives; full transition to biodegradable packaging planned by 2025.

• Customer First - design and deliver products that meet evolving consumer needs.
• Innovation - continuous product and process innovation backed by measurable R&D investment.
• Quality & Safety - rigorous quality controls across sourcing, production and distribution.
• Sustainability - reduce environmental impact through materials, sourcing and operational efficiency.
• Integrity & Transparency - ethical practices across the value chain and clear stakeholder communication.

• Product pipeline: launch ≥12 new SKUs, with performance tracked via SKU-level sales, margin and repeat-purchase rates.
• Customer lifecycle optimization: implement loyalty program aiming for 15% higher retention and measurable lift in average order value (AOV).
• Geographic diversification: enter three new markets-prioritize localized SKUs and partner-led distribution to accelerate market share.
• Sustainability roadmap: achieve a 30% carbon reduction year-over-year and complete supplier certifications and biodegradable packaging pilots by end-2024.
• Financial discipline: align R&D and market investments with ROI thresholds and quarterly review of spend vs. performance.

Three Squirrels Inc. (300783.SZ) Vision Statement

• Sustainability: reduce carbon footprint by 30% through sustainable sourcing and packaging initiatives by 2024.
• Innovation: dedicate an R&D budget of $10,000,000 in 2024 to new flavors and healthier snack development.
• Quality: invest $15,000,000 in quality control measures and supply chain enhancements to maintain high product standards.
• Customer satisfaction: launch a loyalty program in 2024 targeting a 15% increase in customer retention.
• Market expansion: enter three new markets in 2024 (including Southeast Asia and Europe) with $5,000,000 allocated to marketing and distribution.
• Community engagement: leverage quirky, fun brand imagery (including the squirrel mascot) to deepen connection with younger demographics and build long-term loyalty.

• Execution focus: align R&D, procurement, and marketing KPIs to investment targets to ensure measurable progress against the 2024 goals.
• Metrics tracking: quarterly reporting on emissions, R&D pipeline milestones, quality KPIs, loyalty adoption rates, and market entry performance.
• Brand strategy: use the squirrel mascot and playful creative to drive social engagement, conversion, and lifetime value among younger shoppers.