Shuyi’s male sex marketing is comparable to Coco Tree!

Since the Coco Tree live broadcast room became popular, many brands have started to use male sex marketing. This article introduces the marketing thinking of Coco Tree and the operational thinking that other brands have learned from it in detail. I hope it will be helpful to you.

Ever since the Coco Tree-style straight male aesthetic became popular, Coco Tree's borderline marketing has never stopped. This year, it even launched a macho live broadcast with strong connotations and blatant borderline marketing, which created a different kind of spark with consumers and generated a lot of discussion.

Most brands’ promotions are for the purpose of driving sales. However, Coconut Tree’s promotions are intriguing. Male and female models dance and exercise together, but they don’t sell products. They provide consumers with a pure enjoyment marketing service.

According to incomplete statistics, on Weibo alone, Coco Tree has successfully created more than 30 hot searches this year, and the core of the hot searches focuses on "controversy" and "Coco Tree style".

Even though there are constant controversies, the unimaginable traffic has aroused strong interest in this marketing strategy. Many brands have begun to pay attention to and study Coco Tree's growth path and have started to use male sex marketing.

1. Shuyi Shaoxiancao is playing a new kind of male sex marketing

For example, not long ago, Shuyi Shaoxiancao’s official Weibo released news of its collaboration with the movie “Fengshen”, which successfully attracted the public’s attention.

Originally, co-branding peripherals was a common method for brands to gain traffic and boost sales, but this time, the collaboration between Shuyi Shaoxiancao and the movie "Fengshen" can be said to be innovative, winning the hearts of consumers through unique design and creativity. What is new about the co-branding of Shuyi Shaoxiancao?

First, it is reflected in the co-branded packaging. On the surface, the co-branded packaging adopts the design of the characters of "Fengshen" such as Ji Fa, Yin Jiao, Yin Shou, Daji, and Yang Jian. The cartoon characters have the temperament of the movie and are very attractive.

In fact, this is a tear-off packaging that can be "transformed" . After tearing open the cartoon character, you can see the character "exposing his chest" in the movie. The reproduction of Vanity Fair hits the eyes of consumers and adds a layer of attraction and expressiveness to the marketing.

This tearable packaging design stimulates users' eyes and inspires their purchasing enthusiasm. It has received constant positive reviews and is widely shared online.

Secondly, there are peripheral products. Not only is the design of the product cup unique and ingenious, this collaboration also includes bookmarks that change the image of characters through light and shadow. In different light and dark, consumers can see two images of a warrior in armor and a muscular man.

There are even more alternative marketing methods. This wave of co-branded brands also played with homophonic puns, moving classic scenes from the movie into the co-branding. Unlike other brands that played with homophonic puns, the brand used the popular ideology of "Investiture of the Gods" to bind the event content, allowing co-branded users to experience the "Investiture of the Gods Binding". It made a strong connection between user interaction and the name of the movie, and also brought the intangible online activities into people's lives.

This series of gameplay makes people wonder whether Shuyi has been "corrupted" by Yeshu. This is a creative way to "sell sex" and get started, which is very effective for users and has triggered extensive discussions and active sharing by users. The male sex marketing that seemed to be ruined by Yeshu has become more natural and smooth because of the joint venture between Shuyi and "Fengshen", which can be called the "Fengshen" work of brand joint venture.

The key to driving growth performance variables is consumers. Shuyi Grass Jelly uses popular elements and unique marketing to attract users in a unique way. The fun and interesting tearable packaging can also attract consumers to buy on their own, bringing high growth and high profits to the brand.

IP co-branding is one of the three treasures of new tea beverage marketing. Shuyi Shaoxiancao can be said to have taken IP co-branding to a new level, making the marketing content fit the consumers' aesthetics and preferences, and making the marketing characteristics more distinct. At the same time, the brand's keen marketing sense has also successfully created a brand personality that can, knows how to and dares to play, helping the brand further increase its popularity.

In addition to the collaboration between Shuyi Shaoxiancao and Fengshen, there are many products that use male sex marketing, such as Wang Shanzha, which has been popular before. Many women's products choose boys to endorse them, etc., which proves from multiple angles that male sex marketing still has a certain market.

2. How to create something new by borrowing from other brands?

Borrowing is a common strategy used by brands in marketing. Usually, brands look for creative inspiration from high-quality cases, express them in their own way, attract the attention of target audiences, and help brands stand out in the fiercely competitive market.

How can brands take their borrowed marketing to new heights?

1. Learn from the best cases

Out-of-the-box cases have irreplaceable advantages. For example, the marginal marketing of Coco Tree Coconut Juice has turned marketing into a beautiful landscape from the perspective of consumers' aesthetic preferences and attention to fitness. When users enter a brand's live broadcast room, most of them are passive recommendations based on big data inferred by the platform. However, when users enter Coco Tree's live broadcast room, they actively choose with their own little thoughts. In this way, Coco Tree has turned the brand's attraction to users into users actively watching, which has given the brand appeal.

Shuyi Shaoxiancao borrowed the marketing of Coco Tree, and after examining that the brand itself did not have the background of Coco Tree in dirty marketing, it chose to engage in joint marketing with the summer hit "Investiture of the Gods" to make up for its own marketing deficiencies. It made bold breakthroughs in design, and used unique ingenuity and creativity to integrate the characters of the movie "Investiture of the Gods" into its own marketing, which was different. The muscular man with a "burning" bag and the beautiful girl with a "graceful" figure made consumers discover the uniqueness of the brand joint brand.

2. Find the direction of marketing efforts from user feedback

It can be said that the voices of many users represent the needs of the market. We have always emphasized "people-oriented", but how can we make our own marketing more attractive and how can we make brand marketing more effective?

Collecting user opinions from multiple angles and in multiple ways, understanding consumer needs and expectations, and integrating them into brand marketing to form marketing with brand identity may be able to improve user satisfaction and loyalty to a certain extent.

3. Combine brand culture with fashion

Brand culture is an asset for long-term brand management, which is irreplaceable and recognizable. If you want to innovate your own reference marketing, deeply integrate brand culture with popular elements, or attract public attention and participation, it is another way for the brand to generate marketing differentiation and form brand competitiveness.

For example, Shuyi Herbal Jelly chose to collaborate with the hit movie "Fengshen" to appeal to young audiences, while Sprite, Jiang Xiaobai, and Mixue Ice City have integrated music marketing and other cases. By integrating with fashion elements, the brands have built new marketing scenarios for themselves, made marketing more inspiring, achieved a high degree of matching between brand marketing strategy and market positioning, and ensured the effectiveness and sustainability of marketing activities.

3. Final Thoughts

Whether brands are entering the live streaming track in alternative ways, looking for emotional resonance, emotional sustenance or excitement in new scenes, or using male beauty marketing to attract attention and output more pleasant brand values, all of these are ways for brands to arouse users, drive growth and achieve greater release of marketing value.

In this era where content is growth, high-quality content is expressed in many marketing forms, making brand marketing more dynamic and penetration smoother. As a fusion of the construction of new marketing scenarios and new marketing forms, brands rely on popular marketing models to achieve a balance between business expansion and communication, and accumulate brand trust and user favorability. Brands can also rely on novel marketing forms and high-quality content to alleviate growth anxiety and win more possibilities for the brand.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"