Coconut Tree Group, an old brand founded in 1956, has gradually emerged on the road of edge marketing in recent years. In 2023, the company has achieved great success in the field of live broadcasting, achieving sales of 5 billion yuan and total product sales of 700,000 tons, an increase of 308% and 1026%。This marks the successful breakthrough of the 5 billion mark of Coconut Tree Group, injecting new vitality into its 68-year-old history.
Coconut Tree Group, formerly known as Haikou Canning Factory, experienced continuous losses in the 80s. However, under the leadership of Wang Guangxing, the company gradually achieved a business counterattack by tapping into Hainan's local resources and focusing on freshly squeezed coconut water products.
Although Coconut Tree Group's products have not changed significantly in recent years, the company has frequently appeared on hot searches and achieved remarkable results through controversial marketing methods. This shows that the Coconut Tree Group is going further and further down the black and red road.
The sales performance in 2023 made Coconut Tree Group proud at the New Year opening conference. The company's total sales exceeded 5 billion yuan for the first time, achieving a total sales volume of 700,000 tons, and in the case of economic pressure and weak market demand, it is not easy to maintain the growth momentum. The warm atmosphere and grand decoration of the venue also demonstrated the importance that the company attaches to this achievement.
An important factor in the sales growth of Coconut Tree Group is its breakthrough in the field of live broadcasting. Since the company launched the live broadcast of macho men and beautiful women in 2023, it has attracted a lot of attention and achieved a significant increase in offline sales. Although the company did not disclose how the live broadcast specifically drove growth, the first hand in the coconut tree live broadcast room confirmed that the live broadcast did bring substantial sales growth to the group's products.
The Coconut Palm Group used to sell the refreshing sea breeze, silvery sand and swaying coconut palms to create the image of coconut water, a traditional product. However, the company used bold and large characters in the advertisement, and successfully turned traditional products into new Internet celebrities. Although the advertisement was once ridiculed as "too earthy", the company went further and further on the black and red road, ignoring the controversy of the outside world.
The company's latest marketing strategy includes the launch of a live broadcast of macho men and beautiful women, which has attracted a lot of traffic. The male and female models in the live broadcast room successfully attracted attention by singing and dancing. Although the positioning of the live broadcast room is mainly brand promotion, rather than bringing goods, it has successfully pushed the company's products to the hot search and contributed to the overall sales growth.
However, Coconut Tree Group's share of the coconut water market is declining year by year, and it is facing the dilemma of intensifying competition. With the rise of new players, Coconut Tree Group is trying to get rid of its over-reliance on coconut water and increase its promotion of other products, but it is facing competition from many industry bigwigs. While the sales amount exceeded 5 billion yuan, the company's sales growth rate declined rapidly, which is a problem that Coconut Tree Group needs to pay attention to and solve.
In an uncertain market environment, Coconut Tree Group needs to continue to innovate, adjust its marketing strategy, and improve the competitiveness of its products to ensure continuous growth and maintain a leading position in the fierce market competition.