Brush the edge! Beauty! Large scale! This Douyin live broadcast room has an average daily GMV of only 2,500 yuan?

"Put the edge to the end"

"It's still a familiar recipe, a familiar taste"

"Even if you are fined, I support you."

...

During the National Day holiday, Coconut Tree Group, which has "drinks from childhood to adulthood", also began to try Douyin live broadcasts.

"Large-scale" ladies that meet the brand's tone surged out, and they began to "work out" with the dynamic BGM.

The shouts that can be heard through the screen break the last barrier between brands and users, and the brand loyalty is unprecedented!

This style of no other than me made the Coconut Tree live broadcast room taste the sold out, but the GMV was too tragic...

1. It's sold out, but it's still far from it

The timing of Coconut Tree, which entered the live broadcast industry in the last quarter of 2022, was really slow.

Since joining Douyin, the first video of Coconut Tree account was released in February 2021. Only 27 works have been pushed, and one is posted in the average month.

According to data, before the National Day live broadcast, the number of fans of the account was only about 10,000 yuan.

In the 10 live broadcasts from October to the present, the fans of Coconut Tree Live Room have increased to 16.40 .

Although the pictures and BGM style of the Coconut Tree live broadcast room are full of earthy and retro, they do not affect the popularity of the live broadcast room.

On the 5th, Coconut Tree gave a discount on "buy one get one free" and sold out every round of new products.

On the 8th, just a few minutes after the live broadcast, the highest number of people online in the live broadcast room exceeded 50,000, and the cumulative number of viewers exceeded 190,000.

The only drawback is that as of October 7, the average sales of Coconut Tree Live Room was only 2,500-5,000 yuan , far lower than the popularity we see.

At the same time, during the "large-scale" live broadcast on the 5th and 8th, the live broadcast room was repeatedly cut off by the platform, and more than 10,000 people watched each replay.

In addition, some netizens have a good attitude towards the "edge-ball marketing", while others believe that the ads for throwing edges look disgusting, and they choose coconut tree coconut juice because they are interested in the quality of their products.

Regarding netizens' comments on their "edge-ball marketing", Coconut Tree said-

The live broadcast was opened because of the product's needs, but I don't know what netizens' evaluations of the live broadcast room and don't understand the relevant situation for the time being.

In terms of the results, Coconut Tree, which only earned only a shoutout, still needs to continue to study in the live broadcast industry, but from the perspective of attracting attention, Coconut Tree is undoubtedly the most popular live broadcast room since October!

If you want to ask whether the coconut tree will "turn to justice"? We can only answer: There are possibilities, but not high...

2. The "standard" of doing one's own way

Coconut Tree brand coconut juice has always been mixed in the market with a "red, yellow, blue and black" packaging design.

"Subtle", "eye-sucking", "edge ball" and "direct" have always been the brand labels given to the Coconut Tree brand by the market.

On the surface, these labels have no plus points, but when everyone pursues the ultimate under the rules, the coconut tree has become a unique weather vane.

In April this year, Coconut brought its unique style to job ads (familiar recipes and flavors)

The same advertising style was fined 400,000 yuan by the Hainan Provincial Municipal Supervision Bureau in 2021.

Because the original copy contains words such as "There must be beautiful women and handsome guys chasing me" that hinder social public order or violate the good social trends.

In 2019, Coconut Tree applied for the trademark "From a Child" and "Drinking to Big" while highlighting a graceful woman in the advertisement.

Coconut Tree's move was to highlight the effect of breast enhancement, but it was eventually criticized and fined by the Industrial and Commercial Bureau, and even was the national "anti-pornography and anti-illegal" office as a negative typical case.

In 2016, Coconut Tree Group launched the design of a "breast model bottle" for volcanic rock mineral water, which was very stubborn and refused to leave.

Earlier in 2009, Coconut Tree was ordered by the relevant departments to stop immediately and fined 1,000 yuan for printing advertisements such as "My wife likes her husband to drink coconut tree pomegranate juice" and "Papaya is full and I am full" on the bus.

It is most suitable to describe coconut trees as "no worries if you have too much debt".

From a typical negative teaching material to a unique marketing master (still the negative teaching material in the eyes of relevant departments)

In addition to the unchanging label style, Coconut Tree is also moving closer to new trends and new marketing models...

3. The ultimate earth is tide

When everyone is pursuing fashionable design, the coconut tree that is unchanging and adapts to changes has become a special existence in the market.

In the first half of the year, Coconut Tree joined hands with Luckin to successfully become popular.

He gained a group of fans with "Coconut Cloud Latte Coffee", which once caused a situation of supply in short supply.

You should know that this is the first cross-border cooperation of Coconut Tree Group since its establishment 34 years ago.

The poster style is still the "original soup ingredients", which is paired with the current Internet celebrity coffee, which will fill the entire cross-border marketing gimmick.

It is worth mentioning that before the joint appointment was announced, Luckin Coffee matched a joint poster picture - on the left is Luckin Coffee's classic coffee cup shape, and on the right is a large mosaic of "red, yellow, blue and black" color blocks.

This color scheme cannot be said to be familiar, it is simply a genetic reflection engraved in the bones.

The scene where the beginning is the ending makes both the brand really depressed and "begged" the majority of netizens to pretend not to know.

It can be seen that such a rustic and trendy color design has penetrated into the hearts of netizens and has become a national-level coconut drink.

The joint agreement between the two parties, perhaps the same as this Coconut Tree National Day live broadcast, is to make up for the regret of not seizing the popularity before and recreate a new national trend in the market through differentiation.

4. Live broadcast is the most marketing visual expression

Compared with text, dynamic visualization makes it easier for brands to get a distance between them and users.

Brands joining live e-commerce can create more diversified marketing scenarios, visually express brand labels, product characteristics, etc., while also increasing interactivity with audiences, thereby stimulating consumers' desire to shop.

Once upon a time, Coconut Tree won half of the market with a bottle of classic coconut juice, but it still has a series of products that need to be "shouted to feed".

So in the live broadcast during this period, in addition to the popular coconut milk, there are many products that are relatively unfamiliar to consumers.

With more than one area, increasing the exposure of products is also one of the purposes of this live broadcast debut.

It is not difficult to see that Coconut Tree’s entry into live e-commerce is a natural choice, and it is a way for old brands to keep up with the development of the times and reach young consumer groups.

If a brand wants to obtain traffic and turn traffic into retained, in addition to making efforts in soft power, it also has to rely on hard power with product as its core competitiveness!

This is the traffic password for brands to stay in the market!