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"Earthy taste" is not used well is a negative teaching material
Written/Starry Night
Editor/Chen Dengxin
On the morning of April 18, the topic of bug prices in lucky coconut cloud packages was on the hot search. Subsequently, Luckin issued an apology letter saying that "due to the problem of the backstage price configuration of Ele.me, the package price has been wrong in a short period of time, and the store has received a large number of abnormal order squeezes." "In order to operate normally, Luckin cancelled the abnormal order, and compensation will be given in the future."
In fact, although there is no price BUG, Luckin and Coconut Tree's joint drink "Coconut Cloud Latte" has also frequently brushed its face on major social platforms recently. Not only did the sales reach 660,000 cups on the first day, but many consumers directly called "a cup is difficult to find".
On Weibo, the topic "Coconut Cloud Latte" has been read more than 12 million times, and the topic of "Coconut Cloud Latte" on The Little Red Book has also attracted more than 11.9 million views. This co-branded product has almost won the crown of this month's net red drink, and even the CEO of Luckin Coffee said on the day of the release of the coconut cloud latte, "Today marks the new beginning of Luckin Coffee." ”
The huge traffic brought by this joint name has an important relationship with the "soil tide" style of coconut trees as always. Word-style typography, color matching in the 1990s, and earthy slogan bombardment, in addition to curiosity about the taste of new products, many consumers are rushing to "coconut brand design".
However, the front foot of the coconut tree is crazy because of the soil tide design, and the back foot is "overturned". On April 12, the recruitment advertisement of the cultivation of the chief and deputy general manager of the Coconut Tree Group once again fell into the whirlpool of public opinion. For the coconut tree, the earthy design has become its own traffic design, but the use of good traffic is the traffic password, and the bad use is the negative teaching material.
The earthy taste that can't be quit, the old school that can't be changed
"There are cars, houses, high salaries, there must be beautiful women and handsome men chasing", "there are contributions to reward 6 million sea-view houses, rewards 10 million villas, reward dividends and equity", "undergraduate students are 168,000 young, with a monthly salary of 14,000; master's students have an annual salary of 252,000 and a monthly salary of 21,000; doctoral students have an annual salary of 336,000 and a monthly salary of 28,000"... The big-character slogans with flowers and greenery are stacked arbitrarily, and a classic "I drink from small to large" advertising chart is added in the middle, and the recruitment advertisement of Coconut Tree Group is once again "stunning" netizens.
For the advertising style of coconut trees over the years, consumers feel that it is too earthy on the one hand, but on the other hand, they are gradually getting used to it. Just a few days before the recruitment advertisement appeared, the Coconut Tree Group won for the first time in 32 years, and the "Coconut Cloud Latte" jointly launched with Luckin not only earned sales, but also earned traffic.
Coconut Tree Group job advertisement
According to the official Weibo of Luckin Coffee, the first day of the coconut cloud latte set a record of more than 130 cups of sales in a single store, and the total sales volume exceeded 660,000 cups. As of April 17, 2022, the sales volume of coconut cloud latte exceeded 4.95 million cups, with a total sales volume of more than 81 million.
In this cooperation, Coconut Tree seems to have successfully marketed the earthy design into a feature, and many consumers said on social platforms, "Buying a coconut cloud latte is to go to the earthy packaging bag and quilt of the coconut tree." However, the success of this earthy design also reflects the "good and evil" of the coconut tree design style.
Through observation, it is not difficult to find that the joint name of Coconut Tree and Luckin retains the traditional typography style of Coconut Tree, but the slogans used are mostly popular Internet terms, so it has formed a style that is both interesting and not vulgar. But the root cause of the coconut tree design style that has been criticized before this is that it is both earthy and vulgar.
From the 2019 slogan of "I drank from childhood to adulthood" to the slogan of rubbing the edge ball, to the recruitment advertisement that later required candidates to mortgage their real estate for life, "loyalty does not seek personal gain, care for the cause and disregard the family", Coconut Tree was not only issued a 200,000 yuan fine suspected of vulgar content and false publicity of breast enlargement, but also ordered by the local industry and commerce department to immediately stop publicity.
However, this simple and crude design aesthetic has been used to this day, which is naturally inseparable from the "credit" of Wang Guangxing, the helmsman of the coconut tree. Before being appointed as the director of haikou Beverage Factory, the predecessor of Coconut Tree Group, Wang Guangxing had been working as an artist and clerical in the factory for more than 20 years.
Wang Guangxing, the helmsman of the Coconut Tree Group
After becoming the director of the factory, Wang Guangxing also turned the profits of the beverage factory into profits with the festive packaging he designed. When coconut palm juice came out, Wang Guangxing put forward the requirements of "large words, bright colors, and eye-catching" for product packaging. The story is simple, coconut palm juice was designated a state secret product and earned the title of "state banquet drink".
From 1989 to 1994, coconut trees were introduced into the German assembly line and expanded production capacity, with output exceeding 100,000 tons, sales exceeding 1 billion yuan, and tax profits exceeding 100 million yuan. Therefore, some people say that Wang Guangxing's design and operation of coconut trees did work in the past era, but with the changes of the times, it is still backward in the end.
In the years when coconut trees have been conformist, other emerging categories and brands with coconuts as elements have gained enough room for development, and the supremacy of coconut palm juice is no longer absolute.
Small-scale marketing can't support the 10 billion target
In fact, the Coconut Tree Group is not Buddhist.
As early as 2014, Wang Guangxing proposed in an interview with Hainan Daily that the output value of 6 billion yuan should be completed in 2015 and 10 billion yuan in 2020. However, time kept turning, and the output value of the Coconut Tree Group was always stagnant.
According to the statistics of the food industry, the sales of Coconut Tree Group from 2012 to 2021 were 3.921 billion yuan, 4.477 billion yuan, 4.45 billion yuan, 4.336 billion yuan, 4.021 billion yuan, 4.157 billion yuan, 3.915 billion yuan, 4.328 billion yuan, 3.889 billion yuan and 4.661 billion yuan, respectively. In the development axis of the past decade, the sales of Coconut Tree Group have always hovered around the 4 billion yuan mark, and it is difficult to improve.
The reason is that the innovative measures of the coconut tree, like its design style, have not changed for decades, and it is more regrettable that the design style is at least eye-catching enough to go out of the circle with an earthy taste, but the innovative measures have never seen the heat.
Zinc Scale found through the official website of Coconut Tree Group that its current product categories include coconut water, volcanic rock mineral water, pulp mango juice, fire tea drink and coconut fiber fruit products. However, in addition to coconut water, it seems that it is difficult to have a name in the minds of public consumers, and coconut water even directly represents the image of the Coconut Tree Group. Even the honorary titles such as "First Prize of National Spark Technology" and "International Special Gold Award of Panama in the United States" uniformly promoted by Coconut Tree Group are actually won by Coconut Water.
Product classification of The Coconut Tree Group
Not only is the product innovation not bright enough, but the old enterprise of Coconut Tree has not understood the marketing methods in the new consumption era.
This joint name with Luckin, in the advance of the momentum frequently mentioned "this is the first joint name of the coconut tree in 34 years", coupled with the combination of coffee drinks, indeed satisfies the appetite of consumers. But just last year, the creative activities that also focused on going out of Hainan for the first time seemed to be out of the circle.
Last year, Coconut Tree and Shenzhen Duty Free Group jointly launched the "Deep Coconut Tavern", adding coconut coconut juice to the two drinks of "Deep Refreshing Coconut" and "DeepLy Like Your Coconut". As a result of this marketing, the shenzhen duty free group's beauty world opening event has attracted more attention, and the public has not paid too much attention to the first cross-border attempt of coconut trees. Judging from Weibo, "Deep Coconut Tavern" obviously has the same topicality, but it has not even produced a topic entry.
For the Coconut Tree Group, in the past nearly a decade, it has been able to stabilize sales within a fixed range, to a large extent, it is eating the old cost of ace products and early channel advantages. Nowadays, the marketing method of "late but arriving" is gradually keeping up, which may also mean that coconut trees also want to gain a firm foothold in the new consumption era and not fall behind.
However, the new consumption of track segmentation and many brands requires Coconut Tree to be more diversified in product innovation, and it is even more necessary to make a "soil tide wind" that is truly suitable for itself in the basis of maintaining the former brand positioning, otherwise the reform of the four different will only bring more negative storms.
The opponent is looking at the tiger, how can the coconut tree ride the wind and waves?
It is indeed not an easy task for established beverage companies to ride the wind and waves in the new consumption era. But so far, the Coconut Tree Group can also see the correct solution from some former comrades-in-arms.
According to the "2021 Na Xiang Hai Hurun China Food Industry Top 100 List", brands such as Nongfu Spring, Wahaha, Jianliduo, and Liu walnuts are ranked ahead of coconut trees, and even Yuanqi Forest, which was established less than six years ago, ranked in the top 50 with a value of 40 billion yuan, which is 23 billion more than the 77th place coconut tree.
Looking at the top-ranked established enterprises, most of them have frequently brushed their faces in recent years and have continuously launched new products that cater to the preferences of young people. For example, Nongfu Spring also used advertising slogans such as "Nongfu Spring is a little sweet" and "We don't produce water, we are just the porters of nature", but in addition to mineral water, Nongfu Spring has almost dabbled in major popular beverage tracks.
Specifically, only one category of tea beverages, Nongfu Spring has successively launched a number of subdivided products such as fruit tea, carbonated tea, milk tea, and sugar-free tea. In addition, new products have also been introduced in categories such as sodas, coffee drinks, and plant drinks. Coupled with consumer pain points such as zero sugar zero card taste and joint packaging design, Nongfu Spring has become "nature's printing machine", and founder Zhong Sui has also become China's richest man.
Of course, these brands that once struggled with the Coconut Tree Group have now become one of Coconut Tree's rivals in the continuous cross-border. Different from the development model of a single category in the past, the super brand covered by multiple categories may have become a major trend in the next competition.
Graph source network
At the same time, the menacing new brand is also a new rival that Coconut Tree cannot ignore. Brands such as Fino, Coconut Know, First Class Coconut, Summer Wind, Frozen Age Code, Cocoa Full Score, Happy Home, Kyoshi and other brands are not as good as Coconut Tree in terms of national popularity, but they are bound to encroach on part of The Coconut Tree's market share in the future.
According to the "2020 Plant Protein Beverage Innovation Trend", coconut flavor growth rate is the fastest, as high as 109%, which is highly sought after by young consumers, and coconut products are becoming the favorite products of the younger generation.
Under the influence of various environmental factors, the national status of the Coconut Tree Group is still there, but it does not mean that the young people who gradually take over the banner of consumption will take the initiative to pay the bill. In the increasingly fierce multi-party scuffle of traditional beverage brands, new tea drinks and new coffee drinks, how to reverse the old-school earthy image of coconut trees, rejuvenate the brand, and seize the Z generation is still a major problem.
This step of jointly signing with Luckin is a test of the waters and the first shot of the next transformation of the coconut tree. "Soil tide" marketing is a marketing method that retains the characteristics of coconut trees, but the vulgar earthy taste of "evil doors" will only continue to affect consumer reputation. "I hope that Coconut Tree Group will realize as soon as possible that we bought Coconut Tree because it was delicious, not its characteristic packaging." Getting rid of the "misunderstanding" of themselves is already the expectation of young consumers for coconut trees.
END
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