text/Li Guangdou
Coconut Tree Brand Coconut Juice 's new advertisement is popular. The big-breasted beauty Xu Dongdong is enchanting in a tight suit, with her left arm behind her head, and holding a bottle of Coconut Tree Brand Coconut Juice in her right hand. The slogan on the right "I have been drinking since I was a child" is a pun, which has attracted attention.
Coconut Tree brand coconut juice has once again made it a hot search. As a popular drink, the packaging and advertising of big-breasted beauty is very eye-catching, and even young netizens can't stand it. Being siege of public opinion, Coconut Tree Group quickly replaced new advertisements, allowing a group of young girls and children to reinterpret the advertisement of "drinking from childhood to adulthood".
Netizens still don’t sell accounts, and their children have not grown up yet. How could they drink from childhood to adulthood? Coconut Tree Group has been investigated by the Longhua District Industrial and Commercial Bureau of Haikou City for suspected false propaganda of "drinking coconut milk to enhance breasts".
Behind the advertising strategy of hinting at the edge, it is actually a serious fact that the sales of coconut brand coconut juice have been declining year by year. The efficacy demands such as "breast enhancement and whitening" are actually a desperate attempt to seek medical treatment.
In 2013, the annual output value of Coconut Tree Group was 4.456 billion yuan, 4.45 billion yuan in 2014, 4.291 billion yuan in 2015, 4.021 billion yuan in 2016, and nearly 3.9 billion yuan in 2017. Although Coconut Tree Group continues to try out the way of functioning to imply the edge, it still has not stopped the decline in performance. What is the reason why the sales of coconut brand coconut juice have declined year by year?
China's beverage market competition is becoming increasingly fierce. A deeper reason is that coconut juice drinks have been affected by the trend of consumption upgrading.
In the past, drinking a can of coconut juice was a symbol of a better life. Now, with the development of transportation and logistics, fresh food transportation has become very convenient. Fruits from all over the country and even around the world can be seen everywhere in community fruit stores. In addition, the business of takeaway platforms has penetrated into county markets. In Hainan and even Thailand's coconuts are everywhere: buying a coconut can not only drink the original coconut juice, but also eat the tender coconut meat. It is obviously healthier and more quality than drinking a can of coconut juice. In response to the demand for consumption upgrades, some merchants have launched coconuts that can be easily pulled and can be drunk with a light pull, solving the problem of peeling coconuts.
Coconut Shu brand coconut juice has been trying to transform into functional beverages: In 2004, Coconut Shu brand coconut juice released a new slogan: "Coconut Shu tree coconut juice, one cup every day; white and tender, with moving curves; zinc and calcium, and upward every day; plant protein, nutrition and healthy"; around 2009, "My wife likes her husband to drink Coconut Shu brand pomegranate juice", "I am afraid that I can't drink Coconut Shu brand pomegranate juice", and "I am full of papaya"; in 2016, Coconut Shu group launched the "breast model bottle" of volcanic rock mineral water, and selected the breast model champion as the spokesperson for tailoring.
For a popular beverage like coconut juice, this similarity of Dulace is obviously a misguided one. In fact, what Coconut Tree Company should try is category innovation, rather than giving too many new effects to old brands.
Coconut Tree Group has developed volcanic rock mineral water products. In order to enrich the product line, it can try to develop functional beverage products. Such as Red Bull and Dongpeng Special Drink, mainly focus on refreshing the mind, while Wanglaoji and Jiaduobao focus on fire removal functions, breaking out of the siege from the perspective of category innovation and seizing the new blue ocean market.
In addition to entering mature functional drinks, coconut trees can also adopt the strategy of insertion, organize product technical teams, amplify the characteristics of certain existing products, and launch coconut milk series with different selling points, just like Colgate toothpaste of various flavors, or even establish a separate brand for various differentiated series, forming a brand matrix similar to P&G shampoo with various functions, such as charcoal grilled coconut milk, original coconut milk, mango coconut milk, etc. As long as consumers think of coconut milk, they cannot escape the coconut tree brand, forming a comprehensive blockade of multiple categories.
Consumers’ needs have changed, and brands should also keep pace with the times: Coconut Tree Group can develop high-end product lines - full cold chain fermented coconut juice. Coconut juice with a short shelf life can become a high-profit product. In this regard, we can learn from the successful experience of Zero Degree Fruit Fang .
You might as well take a look at how Coca-Cola is made.
As a carbonated beverage, from the perspective of consumption upgrading, it is obvious that Coca-Cola should be hit harder. The view that "drinking carbonated beverages is unhealthy" has been circulating for a long time, but Coca-Cola seems to be unaffected at all. How did it do it?
From the advertising history of Coca-Cola, it can be seen that Coca-Cola does not emphasize the functions of the product, but insists on emphasizing emotional resonance with consumers.
This creates a connection with consumers' consumption in related scenarios.
For coconut brand coconut milk, it can advocate the concept of leisure life, such as "coconut brand coconut milk, every bite is the taste of sunshine." It can also cater to young people and put forward emotional propositions such as "coconut brand coconut milk, youthful flavor" and "coconut brand coconut milk, drink youthfulness".
Of course, with the help of existing brand assets, nostalgia and imitate Jiaduobao's practice, "still the original formula and the original taste." It is also a stable way to maintain the brand image.
cannot change randomly, nor can it not change.
In 2008, Coca-Cola could not beat Huiyuan in the Chinese juice market. Even though it launched the Meijuyuan juice brand confrontation, it was still the defeated Huiyuan Juice . If you can win, fight, and if you can’t win, buy. Coca-Cola launched a high price of nearly HK$18 billion to initiate an acquisition of Huiyuan Juice, but was born at the wrong time, and the merger and acquisition clause was rejected by the Ministry of Commerce of China. Unfortunately, since then, Huiyuan has begun to decline all the way.
In fact, Huiyuan Juice also has a grand ideal, focusing on the entire industry chain. But it faces the same dilemma as coconut milk. That is, under the trend of consumption upgrading, the streets are full of newly opened fruit stores. No matter how much Huiyuan promotes 100% juice, it cannot stop it from gradually losing its unique charm in the past. Under this circumstance, the sales of Huiyuan Juice are becoming increasingly unoptimistic.
Huiyuan Juice’s promotional tone has not changed in recent years, but consumers are increasingly reluctant to buy it. As a company listed in Hong Kong, Huiyuan faced the risk of delisting and delisting due to a 4.2 billion yuan illegal loan in 2018.
The once-popular beverage giant Wahaha Group has also seen sales decline year by year since 2013. From 78.2 billion in 2013 to 45 billion in 2017, the decline was as high as 43%.
Wahaha started by selling children's nutrition solution. "Drinking Wahahaha, eating is delicious" has brainwashed a generation of Chinese parents and children: AD calcium milk, nutrition express line, zinc, calcium... It will never leave you selling nutrition even if you change. Who knows that Chinese consumers have long been short of nutrition. In the era of nutrition, Wahaha's marketing journey is getting more and more difficult.
and Wahaha pure water also faces severe challenges. Back then, Wahaha Pure Water fascinated many fans with Wang Leehom's "I'm the only one in my eyes". However, China's water market has undergone qualitative changes, with natural mineral water, weak alkaline water, soda water and other upgraded products emerging one after another. Faced with the consumption-graded water market, Wahaha failed to pay attention to the high-end water market, but instead gave competitors Nongfu Spring and 5100 brands the opportunity to add to the position.
Coconut Tree, Huiyuan, and Wahaha all made the same mistake. When the consumption trend changes, they failed to keep up with consumer demand in time.
"There are changes in the world, and the way also changes." The practice of "responding to changes with the same change" will be abandoned by consumers under the tide of consumption upgrading. When the market changes, the brand will not change, nor will it change randomly. How to maintain the position of flagship products, discover new sales propositions related to consumers, and how to innovate categories and launch a multi-brand strategy when the future market prospects of flagship products are worrying, these are new challenges that companies must face.
(Some pictures are from the Internet, and the copyright belongs to the original author)
The author of this article Li Guangdou: the first person in China's brand, CCTV brand consultant, famous brand strategy expert, founder of the brand competitiveness school, and founder of Huasheng Zhiye Li Guangdou brand marketing agency.
