Kunpeng Project
Coconut Tree Group, a 68-year-old company, seems to have found new vitality in recent years. In 2023, the company will achieve a double growth in sales volume and sales through innovative attempts in the field of live broadcasting, of which the total sales volume of products will reach 700,000 tons, and the sales volume will exceed 5 billion yuan, an increase of 10% year-on-year26% and 308%。Such an achievement is not easy in the current market environment, especially for an enterprise with a history of nearly 70 years.
However, Coconut Palm's success has not been without its challenges. In its pursuit of sales growth, the company has adopted some highly controversial marketing strategies. The most eye-catching is its "Macho Men and Beautiful Women Live Broadcast" launched in 2023. This strategy not only attracted a lot of traffic, but also put the coconut palm brand back in the spotlight of public discussion. Some viewers were supportive, arguing that this bold attempt had breathed new life into the brand; While others see it as a vulgar business practice that damages the brand image.
From an economic point of view, this strategy of Coconut Tree Group can be regarded as a kind of "edge ball" marketing. The so-called "sideball" refers to the act of operating on the edge of law and morality in order to achieve maximum benefits. The risks and rewards of this strategy are high. On the one hand, it can quickly attract the attention of consumers, increase brand popularity, and thus drive sales growth; On the other hand, once it triggers a negative **, it may cause long-term damage to the brand image.
In the current market environment, consumers have higher and higher requirements for brands, not only for product quality, but also for brand social responsibility and ethical standards. Therefore, while pursuing sales performance, Coconut Tree Group also needs to carefully consider the impact of its marketing strategy on its brand image. Although the "Macho Men and Beautiful Women Live Broadcast" has brought short-term traffic and sales growth to the company, in the long run, the maintenance of the brand image is the key to the sustainable development of the company.
From the perspective of consumer psychology, Coconut Tree Group's "macho man and beautiful woman live streaming" strategy also reveals an important market phenomenon: in the digital age, consumers' purchasing behavior is increasingly influenced by emotional and visual stimuli. In this context, live streaming, as an emerging marketing method, can quickly attract consumers' attention and stimulate the desire to buy in a short period of time with its characteristics of instant interaction and real display. Therefore, Coconut Tree Group not only achieved rapid sales of products through live streaming, but also demonstrated its keen grasp of market trends.
In addition, this strategy of the Coconut Palm Group also reflects the fierce competition in the current market. With the changes in the market environment and the diversification of consumer needs, traditional marketing methods have been difficult to meet the development needs of enterprises. Therefore, enterprises need to constantly innovate marketing methods to adapt to changes in the market. Coconut Tree Group has not only opened up new sales channels for its own products through live streaming, but also provided a marketing model for other enterprises to learn from.
However, it is worth noting that although the "Macho Men and Beautiful Women Live" has brought some market success to the Coconut Tree Group, it remains to be seen whether this success will be sustainable. As consumers' awareness of brands and products gradually deepens, their requirements for enterprises will become higher and higher. If a company relies too much on aggressive marketing tactics and ignores the quality of the product itself and the long-term building of the brand, it may eventually backfire and damage the sustainable development of the enterprise.
To sum up, Coconut Tree Group's "macho man and beautiful woman live broadcast" strategy has indeed achieved certain market results in the short term, but in the long run, enterprises also need to continue to explore marketing methods that are more in line with market demand and consumer psychology to achieve sustainable development. The case of Coconut Tree Group teaches us that while pursuing economic benefits, enterprises should pay more attention to their social responsibility and ethical standards. Only in this way can we achieve lasting development in a highly competitive market.