The coconut tree, which has been caught in the controversy, has really made a lot of money this time.
A few days ago, Coconut Tree held a good start to the 2024 New Year in Haikou, and reported the business status in 2023 and the total sales of last yearExceeded the 5 billion yuan mark for the first time, to achieve a total sales volume of 700,000 tons, in January this year, coconut trees continued to get off to a good start, sales increased by 20% year-on-year.
If you want to talk about the sales means of coconut trees in 2023, there are indeed some things, not only tried for the first time"Macho Live"., in the live broadcast room, a handsome muscular guy with a height of 180+, healthy and sunny, and put on a black deep V tights, and the first game won 100,000 people.
Not only that, but the coconut tree also conforms to the majority of netizens"Order" demand, launched new activities such as dress-up games and live leg shaving, so that coconut trees frequently went out of the circle, and the sales of e-commerce platforms increased linearly.
On the black and red road, the coconut trees areGo further and further
When many netizens saw Coconut Tree's sales last year, their first reaction was: Wasn't Coconut Tree fined many times because of advertising disputes? Why is there so much?
Such high sales are thanks to the coconut palm inDouyin went crazy for marketing after the live broadcast
At the beginning, the coconut tree live broadcast room just invited a few beautiful women wearing shorts, tights, and bumpy bodies to dance and bring goods in the live broadcast room, and in March, the coconut tree live broadcast room ushered in a group of sturdy male anchors to dance and exercise in the live broadcast room, throughout the month of JuneMale anchorOur slices are spreading rapidly across the network.
In fact, since 2021, Coconut Tree Group has shifted its marketing focus to online, mostly focusing on short ** advertisements for male and female models, and has not yet tried the broadcast effect of live broadcasts.
Some people think that this style of painting is spicy, and some netizens think that the coconut tree is there"Materialization".In this matter, equality between men and women has been achieved, and the coconut tree has been directly sent to the forefront.
According to relevant data, in the first 11 months of 2023, coconut palms will make landfallHot search 14 times, and achieved a record of 200 live broadcasts and an average of 10 million per game.
But in fact, the live broadcast did not bring more growth to the substantial growth of coconut palm's performance.
First of all, in order to avoid competition with dealers, coconut palms are still to this dayIt has not officially entered e-commerce platforms such as Tmall, JD.com, and Pinduoduo, even in the early live broadcast, the official live broadcast room of Coconut Tree did not even put a link with goods.
With sister-in-law Xu Dongdong to create a precedent, the positioning of coconut palm marketing has always been to use people and goods to publicize, they will not take the initiative to recommend products, and the product has its own topic attributes and does not lack purchasing power, forBringing goods, just to maintain the ** amount of coconut palms, and make a breakthrough in the crowd and cultivate new consumer groups.
Currently the coconut palm has been continuousAchieved revenue growth in four yearsAccording to the data of the list of top 100 enterprises in Hainan Province over the years, from 2019 to 2022, the revenue of Coconut Tree Group was 432.8 billion yuan, 398.9 billion yuan, 461.6 billion yuan, 47$1.9 billion.
In 2023, the overall sales of coconut palm products other than coconut water will increase by about 2023
For example, the herbal tea of the coconut tree——Scare TeaThis category is already a mature industrialized assembly line product in China, and the taste of each family is not much different after the market waves.
Another example is the juice familyLychee cool, the review blogger thinks that it tastes very familiar with a sweet and sour taste, and the taste is very similar to the classic snack "Tuo Fei" that everyone bought in the commissary after elementary school.
The 36-year-old coconut tree seems to continue the retro taste of everyone in the early days in terms of taste innovationProduct innovation is not strong
According to the information of Coconut Tree***, at least as early as 2020, Coconut Tree has launched four product series, including coconut water, water, juice, and tea drinks, but those chrysanthemum tea and coconut oil mango juice labeled with coconut palmIt has been rarely seen
And the Coconut Tree Group has long beenI don't want toRely on coconut water, the only big itemFinish.
The almost middle-aged coconut palm has rich experience in product marketing, and has a stable market and national popularity of old drinks, which hit a record of 42 in 2015The data of 9.1 billion yuan in output value, which mainly relies on coconut water drinks to support revenue, Netease News has counted a total of 9,400 answers under Zhihu beverage-related topics, and summarized 15 delicious drinks, coconut palm coconut water ranked second.
Coconut Tree Group previously mentioned in the announcement that in 1994, Coconut Tree was among the national beverage enterprisesNo. 1 in terms of salesAt its peak, the market share of coconut palm coconut water reached 75%, and by 2019, the market share had dropped all the way to 263%, and it has fallen by 48 in the past 20 years7%。
In terms of coconut water category, coconut water brands in recent years have failed to create the myth of the second coconut tree, but the coconut water market is indeed being eaten away, for exampleOnly his cocoa, special forces, and happy familyand other domestic and imported coconut water brands are squeezing the market.
Coconut water was originally a subdivision track, but with the juice boom, in 2022, the overall market size of coconut water will reach18.6 billion yuanNowadays, more and more brands have entered this track, and the market has changed from a blue ocean to a red ocean.
In addition, walnut milk, peanut milk, almond milk, and oat milk from six old plant-based protein beverage companies such as Walnut, Yinlu, Lulu, and Oatly have also been selling well in their respective fields and occupying the top position. This means that Coconut Tree Group has entered other product categories at this timeIt's more difficult
From the perspective of the protein beverage industry, most plant-based protein beverage brands are in the same predicament as the coconut tree: onlyA single product sells well
Yangyuan's walnut milk and Lulu's almond milk accounted for more than the proportion of operating incomeIn terms of sales channels, plant-based protein beverage brands are also mainly sold through distribution, with Yangyuan and Lulu distribution contributingThe proportion of revenue is more than 96%.VV accounted for more than 83%.
In order to get rid of the over-reliance on coconut water, the Coconut Tree Group has increased its promotion efforts to other products: the most important of which is fromMineral water from HainanBut on the mineral water track, Cestbon, Nongfu Spring, Baisui Mountain, and Wahaha are all mountains in front of the coconut trees.
What other tricks do coconut trees have to do if they are caught in the problem of increasing income but not increasing profits?
In the past year, whenever the vulgar advertising of the coconut tree was controversial, it would be exchanged for a hot search, which won a lot of attention, and then it was an intuitive embodiment of the increase in sales.
But it is not a long-term time only in advertising, like the Yuanqi Forest, which has been out of the circle in recent years, has brought fire to the concept of sparkling water and 0 sugar, and Dongpeng Special Drink, which was just listed in the middle of last year, directly won the market value of 100 billion yuan within 20 days.
In contrast, the coconut tree is still immersed in its ownOld-fashioned sweet dreamsVillage.
Wang Guangxing once set a goal to complete a market value of 6 billion yuan by 2015 and an output value of 10 billion yuan by 2020, which does not seem to be a big deal for the current coconut tree, but in fact, the coconut tree has been hovering at the threshold of 4 billion output value for 6 years, and now it seems that the 10 billion journey has only gone less than half.
Reference: Coconut Tree sold 5 billion in the "rubbing edge" controversy last year - 36 Krypton friends.
Coconut Tree Group is playing a sideline ball and breaking the 5 billion mark - zebra consumption.
Don't think that coconut trees only rub edges, have you ever drunk all these products except coconut water? - Principal Food.