Coconut Group once again found the traffic password.
As of October 9, the number of Douyin fans of the Coconut Group has reached 291,000. Since October 1, it has attracted more than 270,000 fans in 9 days. Among them, more than 150,000 fans were attracted on October 9 alone.
"The anchor wears tights and dances and brings goods in the live broadcast room." During the 11th, Coconut Group began to enter the live broadcast and carry goods. On the one hand, the familiar "earth taste", on the other hand, the live broadcast was interrupted by the platform many times due to the behavior of rubbing the ball. .
The Beijing News Shell Finance reporter noticed that although the Coconut Group account has attracted significant fans, product sales have not taken off because of this.
According to the data of Grey Dolphin, in the last month, the total sales of Coconut Group’s live broadcast was more than 9,000 yuan, the average unit price per customer was only 67 yuan, and the total number of viewers reached 561,000.
In this regard, on October 9, the Beijing News Shell Finance reporter repeatedly called Coconut Group to interview related issues, but the phone was never connected.
Over 150,000 fans rose in a single day, and the live broadcast frequency was "disconnected"
According to the Coconut Group account notice, there will be live broadcasts from October 1st to 8th.
However, according to media reports and netizens, the live broadcast was not smooth. It was interrupted twice by the platform on October 5. On the evening of October 8, it was interrupted by the platform a few minutes after the broadcast, and it was interrupted again after a few minutes of re-broadcasting. .
According to the report, on the night of October 8, tens of thousands of people poured into the live broadcast room of the Coconut Group.
The blue background, the distinctive yellow characters of "Coconut Tree Group", and the hot dancing girls in tights, the style of the live broadcast room attracted onlookers for a while.
A reporter from Shell Finance noticed that the preview video of the live broadcast can still be seen in the current Coconut Group account, and some netizens left a message "looking forward to the broadcast", and some netizens questioned the behavior of the Coconut Group and said, "It's still the original. The recipe is still a familiar taste."
The local flavor marketing has obviously become a tool for fan circles.
According to Grey Dolphin data, Coconut Group currently has more than 290,000 followers on Douyin, and it has grown in units of 10,000 since October 1.
Among them, the number of followers rose by 29,000 on October 6, 71,000 on October 8, and more than 150,000 on October 9.
According to public information, both Coconut Group and Coconut Group Hainan Coconut Beverage Co., Ltd. are accounts of companies under Hainan Coconut.
The Shell Finance reporter noticed that the latter has not yet started live streaming, and the current number of fans is more than 6,900.
Regarding the fact that the live broadcast room of the Coconut Group was cut off by the platform, the Shell Finance reporter asked the relevant person in charge of Douyin many times, but the other party did not respond as of press time.
However, a person who has been engaged in live broadcast auditing for a long time said that according to Douyin live broadcast specifications, generally speaking, the platform has restrictions on the height of clothes and the length of shorts.
"The live broadcast platform will receive AI similar to Huang Jian, and AI will directly cut off the content such as edge balls. If AI has no way to judge, it will be pushed to manual review, and then processed manually." The above-mentioned person said.
Few onlookers place orders: the average unit price per game is 67 yuan
Regarding Coconut Group's entry into live broadcast and delivery, Lai Yang, president of Beijing Jingshang Circulation Strategy Research Institute and executive vice president of Beijing Business Economics Association, said that this is the general trend.
Compared with offline channels, online channels have lower costs and faster market growth.
As for the live broadcast room, it can be said to be the 3.0 version of the online channel, which is more interactive and impactful than placing an order by viewing pictures and texts on webpages and mobile phones, and can stimulate consumers' desire to buy.
Wu Daiqi, CEO of Shenzhen Siqisheng Company and a brand management expert, told Shell Finance reporter: "Coconut Group uses live broadcast to bring goods, in fact, it is just to comply with the current marketing competition environment and open up new sales channels. However, its live broadcast room repeats the past and is irritating. Style, causing public comments, complaints or memories of its past advertisements, it is obviously the company’s old tricks to gain traffic again.”
Shell Finance reporters noticed that although the number of fans of the Coconut Group account has skyrocketed, product sales have not taken off because of this.
According to the data of Grey Dolphin, in the last month, the total sales of Coconut Group’s live broadcast was more than 9,000 yuan, the average unit price per customer was 67 yuan, and the total number of viewers was as high as 561,000.
Lai Yang analyzed that consumers who enter the Coconut Group live broadcast room are not necessarily interested in the products, but "watching fresh" accounts for the majority.
"A company's marketing strategy can often reflect its corporate culture. In my opinion, if a company wants to develop in the long run, its values should be close to those of mainstream consumers, so that products can resonate with the public and gain consumers' appreciation. I agree. Some of the marketing behaviors of Coconut Group have a negative impact on the long-term brand image of the company. If the brand image is not good and is branded as 'vulgar', it will also affect its overall sales performance." Lai Yang told Shell Finance reporter.
Wu Daiqi believes that coconut trees have certain advantages in products and belong to the old brand of coconut juice, but the product innovation is lacking and the variety is single.
In terms of image and marketing, the sword has taken a slant, and it has not created the competitive advantage of the top brands, but has become a geek in the eyes of the public.
And companies are also quite dependent on such a "success" path, and they continue to repeat it, which may continue to superimpose such brand impressions.
Marketing "spicy eyes" has been fined many times. Coconut masters the traffic password?
Coconut Group has always carried the label of "debris flow in the advertising industry", and has been fined and rectified many times due to controversial advertisements.
According to public reports, Shell Finance reporters saw that as early as 2009, the products of Coconut Group had advertised words such as "papaya is full and I am full".
In this regard, consumers call for coconut tree advertising to be included in the category of anti-pornography and illegal activities.
In the same year, because of the exaggerated advertising words printed on the buses in Haikou City, the local industry and commerce department determined that the publication was illegal, and ordered to stop immediately and imposed a fine of 1,000 yuan.
In March last year, the official Weibo of Coconut Group released a poster for the company's executive recruitment, "The Elm Group will train the general manager and deputy general managers to recruit students again, and they will have a car, a house, a high salary, and there must be beautiful and handsome men." With the model photos, it was immediately pushed to the center of public opinion.
Less than a week later, the Hainan Provincial Market Supervision Bureau filed an investigation into Coconut Group's alleged illegal advertising.
According to the company's investigation data, on April 30, 2021, Coconut Group Hainan Coconut Juice Beverage Co., Ltd. was fined 400,000 yuan by the Hainan Provincial Market Supervision and Administration Bureau for "obstructing social public order or violating good social customs".
The situation of Coconut Tree, where repeated offenses and punishments are repeated, has not only left an imprint on the minds of the public, but also the employees of the group seem to have become accustomed to it.
Last year, when a reporter from Shell Finance visited Coconut Group, a worker told the reporter: "Our group (advertising) has this style, and it has been like this for more than ten years." (Workers of the Coconut Group) think that "the maximum penalty is several hundred thousand".
Due to the frequent controversy, Yelin Group has also mastered the traffic password.
A reporter from Shell Finance saw on the official WeChat account of Coconut Group that it claimed that "the annual sales in 2021 will continue to grow against the trend! In 2021, it will increase by 16.82% compared with 2020 and 7.71% compared with 2019; the average increase in the two years is 12.26%, which is higher than the national average. The two-year average GDP (gross domestic product) growth of 5.1% is 1.4 times more.”
In a report titled "Good Start and Good News" released in January this year, Coconut Tree Group stated: "Coconut Tree" can go from losing money for five consecutive years, unable to save after changing four factory managers, and going bankrupt with only 20,000 yuan to develop and grow. For 36 years, the key is to adhere to the "three magic weapons": first, system advantages, second, correct decision-making, and third, strict management.
The so-called correct decision, Coconut Group believes: "The 2019 'I grew up drinking big' Coconut brand coconut juice advertising storm and the 2021 Coconut training professional manager student recruitment advertising storm have successfully responded to the decision, which has attracted the attention of more than 500 million netizens in total. , once again enhance the brand awareness of Coconut Tree, and promote the continuous growth of sales against the trend."
Shell Finance reporters searched and saw that the performance of Coconut Group in recent years has not been disclosed.
According to public information, in 2011, Coconut Group set a goal of reaching an annual output value of over 10 billion yuan and a tax of over 1 billion yuan within 10 years.
However, from 2013 to 2017, Coconut Group achieved output values of 4.456 billion yuan, 4.45 billion yuan, 4.291 billion yuan, 4.021 billion yuan, and 4 billion yuan respectively.
Wu Daiqi analyzed that Coconut's packaging design or advertisements caused a series of complaints and comments due to "earth" or "spicy eyes", thus gaining traffic.
It is possible that the enterprise discovered this password and used it many times, thus forming its own style characteristics.
From the point of view of the accumulation of brand image and brand equity, it is not a good phenomenon. After all, "Tucao" is more than praise, which affects the reputation of the brand, and if it is punished for this, resulting in negative events or news, it will affect the brand image.
At present, the concentration of the coconut juice industry is relatively low. In addition to the industry-leading brand Coconut, new brands in the coconut juice market are emerging one after another. Some local brands have shown the characteristics of dominant brands in certain regions. The competition in the industry is fierce. High-end, brand and centralized development.
In Lai Yang's view, Coconut Group's coconut juice category share has declined. With the intensified competition in the coconut juice category, its market share may also decline. This is in line with Coconut Group's "repayment" and insufficient product innovation and upgrading. It has something to do with the brand image not moving to a higher level.
Beijing News Shell Finance reporter Yan Xia Bai Jinlei