coconut tree has been overturned.
Coconut Tree Group , which is famous for its unique marketing style, has finally entered the end of the universe of live streaming and selling goods.
result, after only a few minutes of broadcasting, the live broadcast room was cut off by the Douyin platform. Ten minutes later, the live broadcast resumed, and it was not long after that, and it was repeated again. The reason behind this targeting of the Douyin platform is very simple: Coconut Tree’s live broadcast style is suspected to be "edge-by".
In the live broadcast room of Coconut Tree Group, four female anchors held coconut tree products, wearing monochrome tights, black shorts and transparent high heels, in a hot dance, showing off their figures while bringing goods.
Contact Coconut Tree’s famous "Big Boobs Beauty" advertisement a few years ago. This promotional method is known to everyone.
In addition to the Douyin platform banning this many times, Hainan Provincial Market Supervision Bureau also stated that it has received multiple reports, is paying close attention to the matter and studying the handling plan.
Relevant person in charge of Coconut Tree Group responded to the media, saying, "The live broadcast is opened because of the product needs. I am not clear about netizens' evaluation of the live broadcast room, and I do not understand the relevant situation for the time being."
Public opinion reversal
In fact, this time the public opinion is on the side of Coconut Tree.
After reading major platforms, I found that most netizens chose to stand up for the coconut tree:
"I would like to advise netizens not to meddle in other people's business!"
"What side do you rub??? Wear more than most girls on the street in summer"
"Is this conservative than major live broadcast platforms? Fitness people also wear sports vests"
Similar support remarks occupy the mainstream. Reflecting the public's tolerance towards Coconut Tree Live . Correspondingly, the live viewing data is increasing steadily.
According to Grey Dolphin data, on the evening of the 8th, the live broadcast in just 12 minutes made Coconut Tree Group's Douyin live broadcast room increase by 71,000. Related Weibo topics, with more than 300 million visits.
In advertising, the coconut tree "winned".
, but the widespread attention does not seem to be directly converted into sales. On October 5, the transaction volume of Coconut Tree’s Douyin live broadcast room was only 7,000 yuan. On October 8, the transaction volume was even less than 800 yuan because the live broadcast was too short. The conversion rate of Coconut Tree Live's sales is only 0.04%.
Compared with Coconut Tree Group, which once ranked second in the output value and third in the taxes of industrial enterprises in Haikou City, and its annual revenue of 4 billion yuan, the income of live broadcast does not seem to be worth mentioning.
But for Coconut Tree Group, which has a big business, the accounts should not be settled in this way.
As a national drink that has been best-selling for decades, coconut tree no longer needs to rely on marketing to make a name for itself like a new brand, and sell goods at a low price in the live broadcast room.
After 34 years of sales channels and national recognition have become the confidence of Coconut Tree Group to play "edge marketing". For many people, seeing the word coconut tree, the taste of childhood naturally pops up in their minds. The scope of distribution determines that it does not rely on the model of selling goods in the live broadcast room.
For coconut milk with low average customer price, as long as it can implant the brand impression within the public, it can get good sales feedback. The number of viewers in the live broadcast room of
is only tens of thousands of viewers, and controversial events can directly bring about exposure of tens of millions. , and the distribution scope covers coconut trees in major supermarkets across the country, there is no need to worry about sales. The sales data in the live broadcast room are just a drop in the bucket and cannot truly reflect its market conditions.
In April this year, Luckin Coffee and Coconut Tree Group launched a cross-border joint product. The total sales of the new Coconut Cloud Latte on the first launch of the new Coconut Cloud Latte exceeded 660,000 cups, reflecting its strong market appeal.
This poster of the beautiful woman holding a coconut tree is still a familiar taste.
Now this public opinion crisis is actually difficult to shake the product image of Coconut Tree. The storm brought widespread attention, and attention was accumulated into brand awareness, which eventually turned into sales.
On this traffic conversion line, no matter how much controversy there was in the initial storm, Coconut Tree will never be the loser.
earthy style
Chairman Wang Guangxing of Coconut Tree Group is the one who personally sets the tone of publicity.
As the predecessor of Coconut Tree Group, Haikou state-owned canning factory, it was once in trouble and suffered losses for years. In 5 years, four factory directors have been replaced. As a result, only 20,000 of assets remained.
Wang Guangxing, who was born in an art worker, was already well-known in Haikou at that time and once saved Haikou Beverage Factory and Haikou Electronics Industry Corporation on the verge of bankruptcy.
He was sent to a state-owned canning factory in Haikou to "put out the fire". In just one year, he successfully stopped the huge losses and soon led the canning factory to a bright future of profitability.
Then he led technicians to develop the "coconut tree coconut juice" that is now best-selling in China. With the help of the product , entered a golden development period, and its sales quickly exceeded 1 billion yuan, becoming a local taxpayer.
, and Wang Guangxing did not forget his art experience. In 2000, he personally designed the packaging of coconut tree coconut juice using the office software Word. The packaging of high saturation, red, yellow, white, blue and black color matching, and eye-catching Chinese characters has been used to this day.
and earthy packaging are the edge advertisement of "I have been drinking since I was a child".
Coconut Tree Group invited Xu Dongdong to complete the product design with great significance in the history of Chinese advertising.
From then on, such publicity has become the consistent style of Coconut Tree Group.
Even though it is the fine of .2 million yuan for the Industrial and Commercial Bureau and the name criticism of People's Daily , it still does not change the Coconut Tree Group's own way. Wang Guangxing used one trick to eat everything he wanted to the extreme.
Whether it is black and red or real red, coconut trees have successfully embarked on their own path with this style.
Industry turmoil
Food industry has been in constant turmoil recently.
Today, Qianhe Flavor Industry was affected by the Haitian Food Additive Storm and its stock price rose to the daily limit. According to Qianhe Flavor Industry's official statement, its zero-added condiments revenue accounts for more than 50% of the company's condiments revenue.
In contrast, the stock price of , the leader in the condiment track, fell 7.99% at the opening, and then continued to fall, with its market value evaporated by more than 33 billion.
In fact, Haitian has a very rich product line at home and abroad, and can find soy sauce products with zero addition or food additives. Haitianhe many food industry practitioners were very wronged for this, saying that food additives within the national standard are indispensable in the food industry and that safe doses will not have a negative impact on consumers' bodies.
However, in order to form differentiated competition, condiment manufacturers such as Haitian have not focused on popularizing the harmlessness of food additives. Instead, has greatly exaggerated the concepts of "no addition" and "pure natural" to obtain more added value.
But when the publicity of "pure natural" and "no addition" is too deeply rooted in the hearts of the people, it is easy to cause the current situation of shooting stones.
Compared with colleagues, , the coconut tree, which looks like "earthy" is also facing similar hidden worries in terms of publicity methods.
Coconut trees have been widely criticized and widely praised on the "earthy flavor" packaging, and are eye-catching on to emphasize the keywords that Wang Guangxing, chairman of Coconut Tree Group, asked to emphasize "freshly squeeze fresh coconut meat in Hainan Island ", "do not use coconut milk to add flavor as raw", and "dare to promise not to add preservatives".
This creates the illusion that coconut milk is a freshly squeezed product for consumers.
But as a part of the food industry, Coconut Tree Group also benefits from the use of food additives.
It has achieved the promise of "fresh coconut raw", "no flavor", "no preservatives" and so on in the packaging, but it also inevitably uses food additives such as sodium caseinate. In the popular words nowadays. That is the true "technology and ruthless work".
In fact, sodium caseinate is a food additive allowed by the national standard. It has the effect of thickening and emulsification and is harmless to the human body. The application of coconut trees to it is reasonable.
But an unfamiliar and professional noun is often at a disadvantage in current advertising. The addition of any chemical product may make consumers afraid of talking. Focusing on the "no addition" publicity model has brought both manufacturers and consumers closer to an unfavorable position.
Once one day, there will be pseudo-sciences that are not good at using additives as an excuse to criticize the coconut tree brand coconut milk that is known as "freshly squeezed" and "no additives". At that time, it will be difficult for coconut trees to prove their innocence. After all, this pit was dug by Coconut Tree Group itself.
Consumers are instilled with "half the truth", and it is difficult to cultivate a correct understanding of the food industry, and thus are repeatedly involved in the wave of criticism of formal manufacturers.
Coconut tree has been very good at "beauty promotion" and "edge marketing". But high-intensity publicity is always a double-edged sword, which can hurt others and yourself at all times and cannot last long. The golden signboard of
product is the confidence of Coconut Tree Group. As the classic products of grow older, the confidence of coconut trees also needs to be re-estimated.
Author | Wu Xin
