text | Huashang Taoluo That day Su
When a brand is at the center of controversy, it has already achieved success.
In the just-passed National Day holiday, the national coconut milk brand coconut milk also entered the live broadcast industry. Eight live broadcast activities were held for 8 consecutive days, and the live broadcast room was very lively, with the number of viewers reaching 100,000 to 120,000.
The coconut milk, coconut oil, mineral water and other products on the shelves of coconut brand coconut milk were quickly snatched up as soon as they were put on the shelves.
Whether in terms of communication effects or sales results, the live broadcasts of Coconut Tree have been good in the past few times.
However, on October 8, the signal of Coconut Tree was suddenly cut off by the platform during the live broadcast. The keyword "Coconut Tree Live Streaming Style" also became a hot search, and even dominated the list of the Zhihu hot list.
There is no other reason. The four beautiful anchors with beautiful figures and dancing postures in Coconut Tree Live have sparked widespread discussion.
Around the style of coconut tree live broadcast, various media and netizens seemed to have started a debate. The positive side believes that this kind of live streaming sales is vulgar, has no bottom line, and is "out of the sky"; while the negative side believes that "no law can be used for anything without prohibition", and this time the beautiful anchor of Coconut Tree wears clothes tightly, but his figure is prominent, and there is no reason to be blamed.
As of now, Coconut Tree itself has not responded to the live broadcast controversy.
coconut tree does not need a response.
Coconut tree has always been a controversial brand, and has been criticized over the years around its packaging, advertising and marketing methods.
Simple, rough, and direct packaging, and is called "the mudslide in the design industry" by the industry; the shaking posture of the beautiful model in the advertisement, as if it was about to overflow the screen, was also rated as "traveling the edge" and "testing on the edge of violation".
Some people say that when they see the packaging of coconut tree brand coconut milk, they think of the advertisement of "Macau Casino".
Because of these disputes, coconut trees have been fined, warned and other penalized by local market supervision and management departments and industrial and commercial departments many times. In 2019, coconut tree coconut juice was fined 200,000 yuan for "violating the good social trends", and in 2021, it was fined 400,000 yuan by the Hainan Provincial and Municipal Supervision Bureau for recruitment advertising issues.
But these storms have not affected the existence of coconut trees becoming a coconut beverage brand and dominating the market.
According to the data released by Coconut Tree Group , from 2014 to 2020, the brand's revenue was 4.45 billion yuan, 4.336 billion yuan, 4.021 billion yuan, 4.157 billion yuan, 3.916 billion yuan, 4.329 billion yuan, 3.896 billion yuan, and 3.896 billion yuan, respectively.
It is estimated that Coconut Tree’s revenue in 2021 exceeds 4.6 billion!
No matter whether the economy is up or down, any new products have emerged in the beverage market, and its revenue to coconut trees is minimal. Because it is difficult for Volkswagen to come up with another coconut milk brand that can compete with it. With its excellent product strength, coconut milk has truly become an "evergreen" in the beverage market.
The secret of coconut milk standing lies in its product itself.
In the late 1980s, the Hainan canning factory, the predecessor of Coconut Tree Group, faced two fatal problems: one is that it is not adapting to the market and has suffered losses for years; the other is that the local coconut in Hainan is unsalable, which has affected the sales of coconut milk in the factory.
Faced with difficulties, the then factory director Wang Guangxing led a technical team of more than 20 people to conduct nearly 400 tests day and night, and finally solved the technical difficulties of "oil and water separation" of coconut milk. It became the only natural coconut milk on the market at that time that it did not add flavor preservatives and did not have "technology and ruthlessness".
In 1995, Wang Guangxing led his team to develop the "world's first and China's best" natural coconut juice and established Coconut Tree Group Co., Ltd. .
The controversial outer packaging of coconut tree was also designed by Wang Guangxing himself.
Some people say that the coconut tree brand is both earthy and low-end because Wang Guangxing's aesthetics cannot keep up with the times, but in fact it is not the case.
The early publicity of coconut tree coconut juice is quite avant-garde now, with simple packaging and design sense, while the advertisement is full of literary style, with a graphic style of Wong Kar-wai " Chongqing Forest ".
But such publicity did not bring feedback on sales to coconut trees. Wang Guangxing, who has always believed in pragmatism, chose his current style.
has to be said, although it looks vulgar. But the coconut tree coconut juice black base is unique on supermarket shelf and is very recognizable.
As for the advertisements placed by Coconut Tree on TV, let alone, I believe most people will not forget them for a long time after watching them.
When a brand is in the focus of controversy, it means that it already has conditions that cannot be ignored.
The controversy surrounding coconut trees continues, but one thing is certain: no matter how many criticisms there are outsiders, coconut milk, which has core technology, a huge audience and unique brand awareness, will be the number one brand of coconut milk in China for a long time.
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