Sexy Coconut Tree is live streaming on Taobao, auctioning off the "right to dance", and the same "hormone vest" is selling like crazy

Coco Tree has tried more live broadcast formats on Taobao Live and opened the "Remember to Be Happy" live broadcast room. In response to netizens' requests, it has slowly learned the sales model and applied new live broadcast models, which has brought in more traffic and increased benefits.

Since Qi Zi showed up in the live broadcast room, the corners of his mouth have never lowered. People who are not familiar with him shouted in the comment section: "Why is this man smiling so greasy?" Fans who are used to seeing his iconic smile happily encouraged him: "Qi Zi, you eat this bowl of rice, what kind of job can make you so happy?"

At 7pm on May 24, Coco Tree premiered on Taobao. Unlike previous live shows that were "mainly about being rustic", this time the hosts of Coco Tree wore elegant Chinese costumes. With the brainwashing square dance playlist on repeat, the ladies danced in Tang-style chest-length skirts, while the boys did push-ups and rode spinning bikes in flying fish costumes.

After broadcasting for half an hour in Hanfu, the anchors couldn't help but change back to their familiar "skin" - the young men put on the "deep V" vest sports suits that are easy to show off their muscles, and the young ladies changed into tight short T-shirts with exposed navels and white shorts. The audience sighed: "A familiar formula." Although some people commented that it was "eye-catching" and "greasy", it made people "can't stop" and "just quit but can't help but come back to watch." The Coconut Tree Live Room is indeed unique. Some people summarize it as "clear vulgarity, sunny explicitness, and healthy edge."

In this "earthy" program party, happiness is mentioned the most, while selling goods is the least important.

1. 670,000 views, only one auction link

At the beginning of the live broadcast, Coco Tree's "C-position" male anchor Huanhuan appeared wearing the "Flying Fish Clothes" bestowed by the Ming Dynasty Jinyiwei. Some viewers joked: "Wearing too much will affect your performance." Huanhuan is one of the "180cm tall" sunny and sporty men who were "recruited by Coco Tree with a large sum of money". Like other handsome men and beautiful women, he is the face of Coco Tree's "beauty marketing".

The six anchors who appeared in the first live broadcast of Coconut Tree Taobao have already become popular. Many fans came to support their Taobao debut. The most frequently asked question in the comment area is, "Are you going to sell goods today?" But selling goods is not the purpose of this live broadcast.

During the more than two and a half hours of live broadcast, Coconut Tree's Taobao live broadcast room was like a "big party of rustic programs." Here, "welfare" does not mean "shopping and buying in seconds", but "watching strong men show off their muscles."

At first, the audience who were used to watching live broadcasts selling goods were anxious in the Coco Tree Live Broadcast Room, "Isn't the link available yet? I want to buy something."

The only link in the baby's pocket is to the auction of the "disco rights" in the Coco Tree Live Broadcast Room - the starting price is 50 yuan, and the auction gives a fan the opportunity to appear on camera in the Coco Tree Taobao Live Broadcast Room, dance with the model group, and "disco" in the live broadcast room for 30 seconds.

By the end of the live broadcast, the link for the auction, which started at 19:00 on June 1, had been viewed 210,000 times, 80 people had set reminders, and 4 people had registered.

In order to greet the Taobao Live audience, Coco Tree specially prepared a number of programs. The looping singing and dancing, push-ups and spinning bikes still continue the "Coco Tree" characteristics. Some viewers joked that "all the country love songs of this life have been heard here."

In the first live broadcast, Coco Tree attracted 670,000 viewers, and there is no doubt that Coco Tree has the ability to "make things happen". Even if the audience repeatedly urged them to link up, Coco Tree just followed its own pace and guided fans to pay attention to the live broadcast room. In a two-and-a-half-hour live broadcast, Coco Tree's live broadcast room gained more than 2,000 fans.

Second, if it’s not oily, everyone won’t stop broadcasting.”

Since the invisible "edge" of the advertising slogan "I have been drinking it since I was a child" went viral, big-breasted beauties have been considered a marketing tool of Coco Tree. After being criticized for "objectifying women", Coco Tree "listened to advice" and released recruitment information, bringing a sunny and handsome male model with a height of 180cm and chest and abdominal muscles into the live broadcast room, "equally objectifying everyone".

Whether it is artificial "edge-skimming" or earthy and greasy, Coconut Tree is always delivering the main theme of "joy", and it has indeed left a deep impression on consumers with its live broadcast style of "being greasy but not deadly". Taking an unconventional approach has become Coconut Tree's label, "if you don't skim this side, you skim that side."

But in fact, before this, the coconut tree had followed its normal route, but few people remembered it during its normal time.

In the early years, Coco Tree launched a Wong Kar-wai-style advertisement, and coconut milk became a kind of testimony in the hands of young men and women. Maybe some people remember the two models who looked like Faye Wong and Takeshi Kaneshiro, but few people remember the Coco Tree brand in their hands. As a beverage, coconut milk needs more selling points and memorable points, and relying on the brand to do some "fancy work" seems to be the right step.

3. Live broadcast without selling goods, but people are asking about the same product like crazy

Coconut Tree's live broadcasting strategy is also unconventional. Since its "beauty marketing" became popular in March, Coconut Tree's "beauty army" has also been attracting attention. Many netizens have visited Coconut Tree's Douyin live broadcast room to "freeload" and check in. A single live broadcast received more than 2 million likes, but the total sales were only more than 30,000 yuan. Many people therefore questioned whether Coconut Tree's "beauty marketing" live broadcast was really effective.

This time in the Taobao live broadcast room, Yeshu simply did not promote any products. Not only did it not put any product links, but the product that was shown the most was not its own coconut juice, but the "rocket bottle" mineral water that the audience did not know much about.

After a live broadcast, mango juice and lychee juice became familiar faces in the live broadcast room. One viewer sighed, "Today I know that Coco Tree does not only sell coconut juice." Coco Tree's "super team" is not without the ability to bring goods. The audience watched the live broadcast with a "magnifying glass". When the young men raised their hands, the audience exclaimed "excellent underarm management" and asked in the comment area: "What kind of hair removal cream do you use? I want to buy it too!" Seeing the young ladies showing off their bodies, the comment area was also squatting for the same link.

After the anchors tried on Hanfu, suits, vests, and hot pants, the "Coconut Tree style" also became popular, directly leading to a surge in searches for the same hormone vests, Hanfu, T-shirts, etc. on Taobao. Some merchants even put the "Coconut Tree style" on the shelves overnight.

"Our vests and shorts are slim-fitting, similar to the style worn by the Coconut Tree live broadcast room. Many fans asked about it last night, so we immediately organized a group of products and posted links." Xiao Tang, a Taobao men's clothing merchant, said that it is estimated that the sales of the same hormone vest in their store have increased by more than 50%. Hanfu merchants have also welcomed a wave of new fans. The person in charge of Taobao Hanfu merchant Chonghui Han Tang said, "Last night, a fan found that the Coconut Tree live broadcast room was wearing the same style in our store, and sent a private message to customer service. After confirming that it was the same style, we posted the link to the same product of the Coconut Tree product to facilitate netizens to place orders."

As the "King of Live Broadcasting", Coco Tree never plays by the rules. Compared with selling coconut juice, Coco Tree's current live broadcasts are more about memorable moments and hot topics. After all, as many netizens left messages in the comment section, "You will buy Coco Tree even if you don't watch the live broadcast. We came to the live broadcast room today just for fun" and "You won't put the link, right? Then I'll go to the supermarket downstairs and buy it myself." The Coco Tree Group, which has been thriving for 38 years, has developed from a factory that was "on the verge of bankruptcy with only 20,000 yuan" to one of the "Top Ten Beverage Companies in China". With only one super single product, it has an unshakable position in the industry.

According to a report by TouBao Research Institute, the market size of coconut liquid beverages (including coconut water and coconut juice) in 2021 was about 14 billion yuan. In the same year, the revenue of Coco Tree Group was about 4.62 billion yuan. Even if it is complained that "the packaging looks like a Macau casino advertisement" and "it only knows how to skirt the line", it still does not affect the fact that Coco Tree occupies one-third of the industry.

Yin Dandan, a relevant person in charge of Hainan Jide Kaixin Culture Media Co., Ltd., which operates the Coco Tree live broadcast room, also said that Coco Tree will try more live broadcast formats on Taobao Live in the future, and at the same time open the "Jide Kaixin" live broadcast room. It will also slowly learn the sales model in response to netizens' requests.

Author: Yi Wanyu; Editor: Zheng Yawen

Source WeChat public account: Seller