Author: Zicheng
"A cup in the morning and evening, white and tender, drink it from childhood to adulthood..."
is still a familiar advertising slogan, and still has the usual eye-catching style.
, which has always been good at playing edge balls, Coconut Tree Group has officially entered the live streaming and selling goods. The plump female anchors are wearing tight clothes, revealing their long legs, dancing magical dances, and displaying products such as coconut milk. The style of
can be said to be on the verge of being blocked in the live broadcast room.
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edge broadcast live, and has been blocked many times
"soil stain" style to the extreme Coconut Tree Group, which has recently started to broadcast live on the Douyin platform, and this time they continued their usual "large-scale" style and became a hot search again without any surprise. In the early preheating poster, one of the anchors also put on the action of holding up coconut milk with his backhand, which felt like he was paying tribute to the classic actions of his senior Xu Dongdong. In the live broadcast room, the anchors vigorously promoted the quality assurance of coconut juice. On the other hand, the four models and anchors with plump body and sweet appearance were dancing while selling goods, and netizens watched. Let’s first take a look at the style of the live broadcast room: and daily videos, it’s like this: and this: live broadcast venue is also very " Coconut Tree ": Entering the live broadcast room many netizens praised the boss for his good vision and his ability to select people. These anchors not only have a good face, but also have a strong figure. You can tell at a glance that the effect is definitely drunk since childhood. According to official data from Douyin, Coconut Tree Group has been broadcast live for 6 days in total, starting live broadcast on October 1, 2, 3, 4, 5 and 8. The live broadcast duration is up to 1 hour and 52 minutes, and the shortest is only 3 minutes. It is worth mentioning that "has been walking at the forefront of the edge" during the live broadcast, the platform has blocked it many times during the 6 days of the live broadcast. This is also commonplace, which is related to the style of Coconut Tree Group. Regarding the problem of "playing the edge" in the live broadcast style of Coconut Tree Group, Hainan Provincial Market Supervision Administration staff said that if Coconut Tree Group has advertising problems, they will definitely deal with it seriously.
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The boss behind the sign advertisement
Speaking of Coconut Tree Group, one person must be mentioned - Wang Guangxing.
1940, Wang Guangxing was born in Hainan. When he was a child, his family was very poor, his father died early, and his mother relied on selling old clothes to support the three siblings in the family. After Wang Guangxing finished junior high school, he entered society early and started working. His first job was an artist from the Palace of Culture. At this time, he would not have thought that this art job would lay the foundation for designing the packaging of coconut tree brand coconut milk in the future.
In 1983, Wang Guangxing was transferred to Haikou Beverage Factory as the director. At this time, the beverage factory was seriously under-managed due to poor management. In order to open up consumer demand, Wang Guangxing decided to start with packaging and turn the beverage factory into profits under his operation. After
, he was sent to save the loss-making Haikou Electronics Industry Corporation. Soon, with Wang Guangxing's efforts, the company also got out of the dilemma. At this time, Haikou Canning Factory, the predecessor of Coconut Tree Group, was in trouble and was on the verge of bankruptcy. So in 1986, Wang Guangxing, who was in his 40s, took office and became the canning factory director. He relied on the developed coconut tree brand natural coconut juice to bring the company back to life.
From 1994, Wang Guangxing renamed the factory to Coconut Tree Group. Since then, for five consecutive years, Coconut Tree Group's sales have exceeded 1 billion, and sales have continued to grow.
However, with the advent of the new century, the beverage market has become more diversified.In addition, plagiarized coconut milk brands are emerging one after another, and coconut tree coconut milk is attacked from both sides and has suffered considerable challenges. In order to produce its core product, natural coconut juice, Wang Guangxing, who was an artist, focused on the outer packaging. He proposed the following set of standards for product packaging: "The characters should be big, the colors should be bright, and they can attract attention."
In fact, before 2004, the outer packaging of coconut tree coconut juice was very simple. Except for the words "natural coconut juice", the other words are relatively small.
In order to create a special feature, Wang Guangxing acted in reverse, abandoned the various commonly used packaging on the market, and used black cans, adding bright colors to "contrast colors", and praised his own coconut milk with various big words, "not using coconut milk to add flavor as raw squeeze, not lie, etc...." Although this design looks very rustic, the effect is obvious. has attracted a lot of attention and has also brought about a surge in sales.
In 2005, Coconut Tree Coconut Milk found three beauties with convex and convex swimsuits and played "One cup every day, white, tender, plump and charming" , which is full of suggestive advertising copy . Back then, Coconut Tree Coconut Milk not only successfully became a topic of conversation for people after dinner, but also sales also grew against the trend.
In 2006, Coconut Tree Group became a private enterprise. After joining advertising content such as "breast enhancement" , the group's output value in 2014 exceeded 4.4 billion yuan, doubling again.
So, Wang Guangxing, who tasted the sweetness, was out of control and went further and further on the road of such large-scale edge marketing.
From a beautiful model in exposed clothes to suggestive advertising slogans, to extremely attractive prizes and job advertisements...
The most famous one is Xu Dongdong, a big-breasted beauty holding coconut milk in her back hand, with a concave S-shaped styling with her front and back.
I have to say that Xu Dongdong is really very dedicated and never forgets to advertise to Coconut Tree Group, and his unique skills come at your own words.
Once filming in Haikou, Xu Dongdong seized the gap in time and slipped to Haikou coconut tree coconut juice door to check in, imitating the advertising style to start business.
Regarding the advertisements of Coconut Tree Group, some netizens said they were vulgar and disliked, while others said that there was no problem with the advertisements, as long as the product quality was good.
The frequent advertisements of Coconut Tree Group have also attracted some controversy and even administrative penalties.
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vulgar marketing has been repeatedly banned
Coconut Tree Group has caused controversy and even punished for its out-of-profile advertising. The reason for is that it violates the good social trend.
2009, Coconut Tree Group printed words such as "Papaya is full, I am full, my wife likes my husband to drink coconut tree pomegranate juice" on the bus in Haikou City, and was fined 1,000 yuan by the local industrial and commercial department;
2016, Coconut Tree Group launched the mineral water designed by the "breast model bottle", which caused considerable controversy and criticism.
In 2019, Coconut Tree Coconut Milk found actor Xu Dongdong as the spokesperson, and the suggestive action was accompanied by the words "I drank since I was a child" to make his products related to "breast enhancement", which was questioned as false propaganda. In March of the same year, Coconut Tree Group was fined 200,000 yuan by the Haikou Regulatory Bureau. reason is to hinder social public order and violate good social customs.
In early 2021, Coconut Tree Group was interviewed again for posting a recruitment advertisement for "After entering school, there are cars, houses, high salaries, and there must be beautiful women and handsome guys chasing you." In April of the same year, he was fined again 400,000 yuan.
Although netizens are no longer surprised by the vulgar marketing of coconut trees, the official media can no longer bear it.
After the Coconut Tree Group was fined, Xinhuanet made an evaluation in three sentences: Be a positive person’s three views, and be a positive company’s three views; the core value of a company is product quality, and you must put your mind on the right path; don’t test the red line of the law…
CCTV also posted an article to criticize Coconut Tree Group, saying that this practice of attracting attention and marketing by relying on vulgar advertising is ultimately a poison to quench thirst and cannot become a climate, and calls on the Coconut Tree Group not to let vulgar marketing smash its signature.
Amid the criticism of the official media, coconut trees still do their own thing and promote this is the publicity style that the company has always adhered to. It is worth mentioning that Coconut Tree Group also applied for the "Drink Big" trademark, but was finally rejected.
So the question is, why is Coconut Tree Group keen on vulgar marketing and is constantly banned?
The answer is very simple, the punishment is light, and the benefits are great.
For Coconut Tree Group, which has sold for 40 years, a penalty of hundreds of thousands is a drizzle. To a certain extent, in the view of Coconut Tree Group, this kind of marketing is even better than spending money on advertising.
Food industry analyst Zhu Danpeng pointed out that vulgar marketing will indeed bring short-term benefits, but as the country becomes more and more strict in its control over advertising, this kind of marketing will inevitably touch the red line. Zhu Danpeng said that Wang Guangxing is too old and his marketing philosophy and business ideas are too outdated. The company may know that these vulgar behaviors are illegal, but this concept has been deeply rooted.
For an old brand with decades of history, negative marketing is not a universal rule, and excessive entertainment will inevitably be backfired by traffic. According to industry data, the coconut juice category share of Coconut Tree Group has declined. is related to the fact that Coconut Tree Group "living its old capital". 's innovation in product is insufficient and its brand image has not moved to a higher level.
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Coconut Tree Group's "mid-life crisis"
Once upon a time, coconut juice was basically a must-have beverage for Chinese consumers during festivals, and coconut trees, as the leading brand of the coconut juice category, almost enjoyed the dividends brought by category growth.
However, with the prosperity and development of China's beverage market, the choice of beverages for Chinese people has become increasingly rich. According to industry statistics, it can be seen that from 2015 to 2020, the growth of coconut milk category has almost stagnated, and coconut milk seems to be changing from a must-have for every household to an optional one.
Since 2015, the market size of the coconut juice category has remained almost unchanged
Of course, Coconut Tree Group is not completely unaware of crisis, it is also "seeking change".
In April this year, Coconut Tree and Luckin Coffee formed a joint CP and started cross-border cooperation. In January this year, Coconut Tree and Shenzhen Duty Free Group launched the "Shen Coconut Tavern" across the border, trying to enter the business formats that young people like.
In addition, Coconut Tree Group has also launched various new products such as mineral water, chrysanthemum tea, coconut oil , mango juice, etc., but its popularity is far lower than coconut juice, and its competitiveness is obviously insufficient.
At present, although coconut trees have nearly half of the market share in the coconut milk category, they seem to have occupied a relatively dominant position. However, compared with other similar categories, coconut trees have a not stable leadership position in the category. We can find that lulu accounts for more than 90% of the almond dew category, and six walnuts account for 88% of the walnut dairy category......
Data source: Euromonitor, annual reports of various enterprises
In 2014, Wang Guangxing mentioned in an interview with Hainan Daily that their goal is to achieve a output value of 6 billion yuan during the 12th Five-Year Plan period, and the output value exceeds 10 billion yuan during the 13th Five-Year Plan period. However, in recent years, Coconut Tree Group's performance has always hovered in the range of 4 billion yuan.
Also according to the "2019 Top 100 Private Enterprises in Hainan" released by Hainan Federation of Industry and Commerce , Coconut Tree Group's operating income in 2019 was 3.916 billion yuan, ranking fifth among private enterprises in Hainan Province. In the view of , the vice president of , , Lai Yang, , Coconut Tree Group has shown good performance in recent years, but it still wins the world with a bottle of coconut juice, and is more of a living capital.
In the view of industry related people, what Coconut Tree Group wants to change is not only the products, but also the marketing concept.
Now, a new generation of consumers is gradually rising. In addition to product quality, brand culture and value recognition are also important soft power of the brand.
For Coconut Tree Group, it may be time to make changes.
Creative can be there, but the bottom line cannot be missing.
