A long time ago, coconut tree coconut milk took the idol route. It has two positionings. One is the casual drink of a white-collar bourgeoisie. For example, the advertisement was shot in 1996. It was so fashionable. It told a beautiful love story, , Wong Kar-wai style, and with the interlude of "Quizas Quizas Quizas", the current literary youth feels trembling when they watch it.
Another is the high-level positioning of "state banquet beverage", which highlights the B-shaped "juice Moutai". Coca-Cola and other things are all weak.
About 2014, Coconut Tree suddenly let itself go, and the warm packaging design became fierce and ugly, becoming a postmodern ugly style. Those who don’t know would think that the new designer had sent cards in a hotel.
In addition, Coconut Tree played the soft and color edge ball of "drinking the bigger the more you drink". The most important thing is that after being punished many times, he did not repent. In order to boost the confidence of Chinese women, he used various marketing methods to set off waves of public opinion climaxes, which were like addiction, and it was either a promotional selling point or a campaign, which made many marketing dogs shout that they couldn't understand.
According to my personal observation, I feel that the coconut tree is so weird, but it is just for one thing, that is,
Don’t forget me .
Don't forget me .
Don't forget me . The reason why
does this is because the competition in the beverage market is too fierce.
Beverage industry, which is probably one of the most undervalued industries in China, has a very large gross profit, usually reaching 40%, and it grows very fast. In the 30 years after the reform and opening up, the market size increased by 20% annually, a 500-fold increase. After 2010, China's richest people basically come from three industries, the Internet, real estate and beverages. Hahaha's Zong Qinghou and Nongfu Spring Zhong Shanshan , respectively, won the richest people twice.
The energy of the beverage industry has shocked some Internet tycoons. For example, the richest man in 2003, Ding Lei said that beverages do not have much technical content, and one or two yuan per bottle, how can you make money like this?
Because of this, many people have set their sights on this piece of fat, especially foreign-funded enterprises, such as "Liu Le". In January 1979, the second day after , China-US diplomatic relations was established, Coca-Cola returned to the mainland market and used free chopsticks and other means to open up sales within a few years. Then Pepsi, Unilever and Nestle came in.
At the same time, domestic brands such as Jianlibao began to rise, and the competition between the two sides began to heat up in the 1980s.
In addition, there is another feature of the beverage industry, which is that it is a rare free competition market. Because beverages do not matter to the lifeline of the national economy, after the reform and opening up, beverages are not like other industries, such as automobiles, with some protection and support policies, so they all rely on personal abilities.
In this case, the competition in the beverage market is very fierce, not only between Chinese and foreign capital, but also between national brands.
But in the growth period of the market, foreign capital's offense is even more fierce. At that time, foreign beverage companies mainly seized the Chinese market. One was to hide it.
For example, Arctic soda is a time-honored domestic soda brand, one of the eight major sodas. It is a childhood memory of northern friends. Before the 1990s, it was very popular.
However, with the increase of beverage brands, Arctic Ocean's market share began to decline. So in 1994, Arctic Ocean Company decided to attract investment and cooperated with Pession to establish "Pession - Arctic Ocean Beverage Company", hoping to learn from others' technology and management philosophy and regain the strength of Arctic Ocean.
However, the result was unexpected. After expanding its investment in holding Arctic Ocean, Pepsi signed a 15-year cooperation agreement with its parent company, on the condition that the parent company does not allow the use of the "Arctic Ocean" brand to produce beverages. At the same time, Pepsi used its sales channels to open up the Beijing market, which was equivalent to laying eggs by borrowing chickens, and the brand "Arctic Ocean" was hidden and disappeared from then on.
It was not until 15 years later, in 2009 that the agreement between the two parties expired. The leaders of Yiqing Holdings Company decided to restart Arctic Ocean, which was relisted in 2011. However, 17 years have passed, and things have changed, so it will be difficult to turn the tables again.
China's eight major soda companies, the other six, like Arctic Ocean, cooperated with foreign capital, but they all failed. This is the allusion of "two joys flood the seven armies".
The matter of hiding national brands is a routine operation of foreign companies, not only limited to the beverage industry, but also the same is true for Meijiajing back then. She was once the most well-known cosmetics brand in China in the 1980s and the absolute boss. In 1990, Shanghai Jahwa cooperated with SC Johnson, who won the U.S.-Canada Net by leasing, but it didn't work. As a result, the sales of U.S.-Canada Net fell from 300 million yuan to 6 million yuan within two years.
This business is very cost-effective.
In fact, the market competition is fierce, and it is the same for foreign capital. If you stamp it, you will be irritated. But in order to quickly expand the market, in addition to hiding, there is another trick that is even more ruthless, that is, acquisition.
With the rise of juice drinks in China, the business of a large number of domestic juice companies including coconut trees has become increasingly popular. Among them, Huiyuan has the largest energy. According to the report of Nelson , in the pure juice and high-concentration juice markets, Huiyuan's market share is 42.6% and 39.6% respectively, making it the leader in the domestic market.
Although Liangle has launched brands such as Queer and Fruit Colorful , compared with Huiyuan, it is just a younger brother. So Coca-Cola adopted the old method and announced in 2008 that it would acquire Huiyuan for HK$17.92 billion. There is no way, I can't beat you, but I have money.
But this huge acquisition case was rejected by the Ministry of Commerce. This was also the first acquisition case that failed to pass the review since the introduction of the " Anti-Monopoly Law ", which attracted great attention at the time.
is different from many people's thoughts. The Ministry of Commerce did this not to simply protect the national brand of Huiyuan. After all, its registered address was Cayman at that time, but was worried that after Coca-Cola took over Huiyuan, it would kill all the domestic small juice companies. After all, you are the boss of carbonated beverage . The stall is so big. The lowest-ranking husband-and-wife store convenience store has to store your goods. Once you start selling bundled, will there be a way out for a small factory? If you can't beat
, you can acquire it. This is a routine operation of Liangle. Pepsi's pure fruit was bought by 998. In order to occupy Australia's juice market, Coca-Cola also attempted to acquire Australia's largest juice company BERRI in 2003. If successful, it will seize 50% of Australia's market, but the Australian government rejected it.
But I don’t want to tell you about this, domestic beverage pills. On the contrary, domestic beverages are all mixed with pure water, juice drinks, functional beverages, dairy beverages, and tea drinks. Nongfu Spring, Hahaha, Pulse, Dongpeng Special Drinks , Xiangpiaopiao , etc. are all the first echelons in various fields. Except for carbonated beverages, it is really not possible, and other basics can be fought back and forth with foreign companies. Even Huiyuan, which has been bankrupt and reorganized, has begun to slowly recover.
So I oppose some media people, saying "domestic beverages are defeated" every day. The competition is so intense, so naturally there are old people crying and new people laughing. If you are at home, even the beverage market is rubbed on the ground, then what are you talking about making Chinese and international competition?
So since the competition is so fierce, in order to seize the market, major beverage companies have nothing but marketing, such as advertising.
Let me give you an example. According to the disclosure of Huidian Market News, in the first half of 2013, the companies that published the most advertisements in 2013, 6 of the top 20 were beverage and dairy companies, and the market competition was average.
So after 2014, with the rise of the mobile Internet, consumers' attention shifted from TV to mobile phones, so their playing style changed.
So go back to the coconut tree. Coconut trees had a smooth development before. In 2010, they won the first place in Maitu.com's "Top Ten Chinese Beverage Rankings" and became the absolute overlord of the coconut juice segment.
However, according to the report of Caixin.com , the output value of Coconut Tree Group fell into a bottleneck period after 2012 and showed a three-game decline from 2013 to 2016.
According to media disclosure, it was in 2014 that Coconut Tree and its own design team broke up. Mr. Wang Guangxing, chairman and artist, personally took charge of the design of the current packaging, and the changes in the future were relatively small, all of which were the postmodern style of .
At the same time, marketing positioning has also become a "career line artifact". It is said that in 1997, they saw a report in a Hong Kong newspaper that drinking coconut milk can grow more and more fiercely, and then they used it. However, in the past, it was not the focus, and now they only play this. No matter how I punished, even if I use the trick of "growing from a little girl to a doctor", I will still show my "effects" in a dark way.
Later, I saw that because of this dramatic effect, the melon-eating crowd was so popular that it was so popular that it was overwhelming as soon as it was posted. So I went to the point of making the "drink from childhood to adulthood" and playing with my own explosive packaging into a topic of public opinion. Then, based on the Internet, it harvested wave after wave of traffic through the spread of virus fission.
In fact, coconut trees have become the king of coconut milk. They have no rivals in their own circle, so it doesn’t matter what they sell.
But its competitors are more than these, including functional beverages, tea beverages, and carbonated beverages. There are more and more types of beverages nowadays. If you don’t advance, you will retreat. The competitors of plant protein beverage , "Southern Coconut Tree, Beilulu" Chengde Lululu , has not performed well in the past two years.
So this way of playing saves money and effort. As long as I can maintain my popularity and continue to be popular, sales can be maintained at least.
In January this year, Coconut Tree also sent a special good news. People have told you openly that my advertising storm, "drinks from childhood to big" has attracted more than 500 million people's attention, and has been a great success. Sales volume has increased by 16.8% year-on-year. Come and praise me!
So, it’s not that people don’t know how to design, nor is they just spoofs, everything is business.
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