The marketing truth that Coco Tree Coconut Juice tells us

This article tells the truth about marketing by analyzing the business operations of Coco Tree Coconut Juice. Interested readers can take a look.

When the elite class represented by 4A and hot stores vigorously promoted the "brand image theory", "appearance + fashion aesthetics" became the brand trend. Many brands were pursuing mainstream values ​​such as "high-end", "trendy" and "fashionable", weaving their own gorgeous brand stories.

This kind of stereotyped thinking is understandable when applied to high-end consumer goods such as technology products, luxury cars and luxury houses. But for fast-moving consumer goods, it may not be a good path. Because only what suits you is the best.

Coco Tree Coconut Juice is such an exception.

From five consecutive years of losses in 1986 to Wang Guangxing's appointment as factory director to turn the tide, in just three years, the Hainan Canning Factory, the predecessor of Coco Tree, turned losses into profits and achieved positive growth, and became a star in the beverage industry with Coco Tree Coconut Juice.

Duan Yongping has created such a myth, Zhang Ruimin has created such a myth, Chu Shijian has also created such a myth, and entrepreneurs in the 1980s have all created similar myths. However, many bigwigs have changed their ways, and their products have been upgraded or eliminated, and their companies have long since taken a newer path.

Only Coco Tree Coconut Juice has adhered to the "fertilizer packaging bag aesthetic" of the 1980s and has remained true to its original style until today, becoming a "mudslide" among businessmen and a topic of conversation wherever it goes.

By understanding the business logic of Coco Tree Coconut Juice, it is not difficult to discover the marketing truth it adheres to, which is suitable for all "undecided" companies to learn.

1. Advertisements should be repeated and should not change for a hundred years

Many marketers make a misunderstanding, thinking that advertising is all about innovation. If advertisements change every month and every year, they will eventually not leave any impression.

The logic of advertising is very simple, which is the "conditional reflex principle". It comes from a psychology experiment: the Pavlov effect.

When the owner feeds the dog, he will ring the bell. After a long time, the dog will form a conditioned reflex and think that ringing the bell means eating. One day, as long as you ring the bell, the dog will think that it is time to eat and will automatically drool.

The same is true for advertising. By constantly repeating the slogan, you will develop a conditioned reflex. For example, if I say "I'm afraid of getting a sore throat", your conditioned reflex is "Drink Wanglaoji". When a slogan becomes familiar enough, it will enter your mind and become a paranoid creed.

Coco Tree Coconut Juice has perfectly implemented this principle. The packaging style of its earthy advertisements has remained unchanged, while the large headline and black and yellow contrasting color design have been retained. The constant repetition creates a memorable experience and allows the brand image to be stably implanted in consumers’ minds.

This is actually the magic of repetition.

2. To engage in traffic is to engage in human nature

David Ogilvy once proposed a 3B principle for attracting attention: beauty; beast; baby.

This is based on the most primitive desire of human nature. Beautiful women evoke sexual desire; animals evoke the desire to return to nature; children evoke the desire to protect.

Since hiring Xu Dongdong in 2012, Coco Tree Coconut Juice has always insisted on using a plump image as its spokesperson. The back-hand display of coconut juice created by Xu Dongdong and the marginal slogan "I have been drinking it since I was a child" have accumulated enough gimmicks and interest points.

In 2016, Coco Tree Volcanic Rock Mineral Water even used a woman’s upper body as its product packaging, which was truly shocking.

Later, when TikTok e-commerce became popular, Coco Tree Coconut Juice still insisted on using "sexy and charming" girls dancing hot dances to attract traffic. Later, in order to satisfy female audiences, it specially opened a "muscular male model" hot dance show. In the final analysis - it was all about human primitive desires.

3. Hot-selling product thinking, be the first in the category

In the early years, state-owned enterprises were run from the same pot, and everyone was not very enthusiastic about technological innovation. As the factory director, Wang Guangxing first broke the "three iron laws" of the enterprise: iron bowl, iron chair, and iron salary.

Afterwards, he led the company to develop new products, advocating innovative scientific research with the concept of "there will always be brave men under great rewards", which inspired the product of Coco Tree Coconut Juice.

In 1988, Coco Tree Coconut Juice held a new product launch conference in the Great Hall of the People to promote the technology of Coco Tree Coconut Juice to the whole society. Then, with another bold move, Coco Tree Coconut Juice became the drink for state banquets, and even the President of the United States became its spokesperson.

This status is almost the same as that of Maotai Liquor. The explosive product thinking, the first in the category, the growth and positioning of Coco Tree Coconut Juice coincide with the category strategy mentioned.

4. Design aesthetics is not important, the effect is the most important

Wang Guangxing, the chairman of Coco Tree Coconut Juice, is an artist by training, which can be called a designer today. As a designer by training, he should constantly pursue the upgrade of aesthetics, right?

But he didn't. Because he knows the importance of brand assets. When consumers are familiar with a brand, changing the packaging or logo will be a devastating blow. Only young people with artistic tastes will pursue aesthetic innovation and breakthroughs, while businessmen will only insist on results-oriented.

The packaging of Coco Tree Coconut Juice has a strong sense of local culture and folk customs. Although the brand image seems very low-brow to outsiders, it is the most important brand asset of Coco Tree Coconut Juice.

The first function of brand design is recognition, and differentiation is the first priority. Coco Tree Coconut Juice has done a good job in this regard. The second function is communication, which conveys a certain value and ultimately forms a brand effect. Coco Tree Coconut Juice conveys authentic coconut juice, which is the same as the "authenticity" of Coca-Cola. Therefore, the formula and design cannot be changed. The unity has a sense of authenticity and directly targets sales.

5. Spreading topics comes from daily operations

Looking at the business operations of Coco Tree Coconut Juice, there are communication points in almost every link.

The product packaging insists on black and yellow colors, and the design is surprising and explosive; the official live broadcast insists on "Men should be masculine, women should be feminine", showing off their postures and trying to stand out; the advertising slogan insists on using "I have been drinking it since I was a child", which is borderline controversial and has become a hot topic; so much so that it was recently punished and issued a statement of dissatisfaction, which was also a hot search.

In the business logic of Coco Tree Coconut Juice, the root of its topicality is being different, and truly being different.

Why is the design aesthetic elitist? Coco Tree Coconut Juice sticks to the old-fashioned aesthetic, which is different; why does the official live broadcast have to sell goods? I use male and female models to present your "ideal self", which is also different; even the final public relations statement usually uses an apology style, while Coco Tree directly uses a "hard-line style", which is a world of difference.

There are too many incidents like this. Behind the hot topics is the uniqueness of daily operations, which also coincides with the most basic biological needs of human beings. It is simple and crude and attracts criticism, but it directly generates sales.

Because when a person is passionate about a topic, he will unconsciously experience and consume it, generating sales.

Author: muguahao

Source: WeChat public account: Qu Tailang (ID: qutailang1991)