On December 20, 2021, Coconut Group announced the launch of Deep Coconut Tavern with Shenzhen Duty Free Group at Mission Hills Duty Free City in Haikou. With "Deeply Like You Coconut" as the tagline, the company also launched "Deep Fresh Coconut" and "Deeply Like You Coconut", two alcoholic beverages infused with Coconut Tree's branded coconut milk.

Despite the rejuvenation initiatives, overall, the core marketing strategy of the Coconut Tree Group is still as simple and brutal as ever, and even the "hot spot" is also unique in its openness.

On February 12, after Gu Ailing won the first gold in the Winter Olympics, Coconut Tree Group sent a message of blessing, and then turned to ask itself "who is the champion of the water", to promote the yellow cover of Coconut Tree brand volcanic mineral water.

In September 2021, the Long March 7 Remote 4 Launch Vehicle ignited and lifted off successfully at the Wenchang Space Launch Complex in China, and Coconut Tree Group launched a rocket bottle of its national treasure, Coconut Tree Longevity Spring Mineral Water.

Rocket Bottle National Treasure Coconut Longevity Spring Mineral Water

More straightforward than rubbing hotspots' is the Coconut Tree Group's long history of various promotional texts.

In March 2021, Coconut Tree Group has been used in the company's executive recruitment posters "have a car, have a house, have a high salary, there must be a beautiful man chasing" and other promotional words, triggering hot discussion among netizens, but also attracted the Hainan Provincial Market Supervision Bureau of the advertisement behavior of the filing of investigation and a fine of 400,000 yuan. Earlier, the Coconut Tree Group's advertisement of "'I've been drinking since I was a kid" with a photo of a bumpy model was also criticized as vulgar marketing.

However, from the results released by Coconut Tree earlier this year, Coconut Tree is quite proud of the brand's "black and red" marketing approach.

January 29, Coconut Tree Group released the "opening red report", in the "decision-making correct" column wrote: 2019 "I grew up drinking big" coconut tree brand coconut juice advertising storm and 2021 Coconut Tree training professional manager trainees enrollment advertisement windstorm The successful decision-making in response to the storm in 2019 and 2021 has attracted the attention of more than 500 million netizens, once again raising the awareness of the Coconut Tree brand.

The earthy marketing does seem to have pulled coconut sales up as well. The Open Door Report suggests that Coconut Group's sales in 2021 continue to grow against the trend, up 16.82% year-on-year, and 7.71% over 2019; the article also says that Coconut Group's sales in January this year, are expected to grow by 36% year-on-year.

Coconut Group's "Open Door Report"

Although the above article does not disclose specific revenue figures for 2021, according to Coconut Group's "Celebrating the 26th Anniversary of the Hundred Households Pilot to Reward Employees*** and Get Rich Together," published on Dec. 13, 2021, Coconut Group's revenue for 2021 is expected to be in the range of $4.5 billion.

Coconut Tree is still the same coconut tree

Interestingly, Coconut Tree Group is not only "self-appreciation" in marketing and sales, but also claimed to have a unique know-how in the way of business management.

In the article "Open Red", Coconut Tree Group made it clear that the Group insisted on using heavy rewards and penalties to manage the enterprise, and implemented the third reform of the personnel system, which is "based on fines and sales growth as a hard indicator of the promotion of the rich", which fundamentally solved the problem of "employees". "Sometimes positive, sometimes negative, resulting in product quality sometimes good and sometimes poor" of the world's management problems, and to motivate sales staff to "care about the cause of the family".

However, the confident Coconut Tree, still need to look at their own situation.

In recent years, the Special Forces and Happy Family and other emerging coconut milk brands emerged to capture the market share that Coconut Tree failed to cover. Vegetable protein drink track, coconut milk also need to compete with walnut dew, almond milk and soy milk and other categories. At the same time, the ever-changing new tea drink products, more distracted young people to stay in the coconut tree on the attention.

Admittedly, co-branding with Ruixing Coffee is a key move for Coconut Group to capture the hearts of young people. But can Coconut Group make more young people fall in love with themselves? Still need to draw a question mark.

Ruixing and Coconut co-branding: earth to the extreme is both the tide 2

April 8 Ruixing coffee in the official microblogging released a mosaic of the new teaser map, which unfamiliar red, yellow, blue and black color scheme, and rare typographic format can be said to be very difficult to guess, but there are also smart netizens in the comment area directly handed over the answer sheet.

Just yesterday (April 11) the new product was officially released. Taste well, or can be, the old and new two of the most good at playing coconut brand, coconut and Ruixing co-branding, in the end, who rubbed who?

After the 2020 delisting storm, Ruixing coffee hit rock bottom. Then Ruixing immediately reorganized the helm, in the first half of last year, a breath of 50 new products, which stood out, is the March 2021 listing of the raw coconut latte, once the launch of the sales of the fire.

Ruixing hit a beautiful turnaround with the raw coconut latte

On April 6 this year, Ruixing's official microblogging post: the raw coconut latte single product sales broke through 1 small goal!

According to the 2021 financial report, Ruixing total net income of 7.965 billion yuan, compared with 4.0334 billion yuan in 2020, an increase of 97.5%. And self-operated stores began to turn a profit, 2020 is still a loss of 435 million yuan, 2021 Ruixing coffee self-operated stores profit of 1.253 billion yuan.

After the fire of the raw coconut latte, Ruixing did not give up to create a second explosion.

Want to add more fire to the marketing of the product, to bring more high-frequency consumption, to attract passers-by to fans, to create a contrast, to enhance the topic, this time it is necessary to do the big brother of the coconut juice, the coconut tree came out.

Some netizens said: this wave of co-branding earth can not be refused

But Coconut Tree Coconut Juice, but claimed 34 years never foreign cooperation, how to break the defense?

Coconut tree brand coconut milk, in the 80, 90 years after the childhood era, properly synonymous with coconut milk, think carefully, "drink from childhood to the big" problem, no problem!

Coconut tree coconut milk has always been a unique packaging design and avant-garde advertising slogan widely concerned

But now, a variety of imported coconut water, as well as thick coconut milk, unsweetened coconut milk, Yuanqi Forest of low-sugar breakfast coconut milk, and like Ruixing, Xicha, such as the new tea drink brand, but also continue to launch the coconut juice products in the low-sugar, low-calorie, in the face of these new consumer buzz words, coconut tree! is like a faded vigor of the aging old man, so want to quickly join the young consumer market, and Ruixing cooperation, is undoubtedly a good choice.

So it's hard to say who's rubbing off on who with Coconut Group and Ruixing Coffee, but let's just say that hand in hand, we're all good friends.

Ruixing and Coconut co-branding: earth to the extreme is both tide3

On April 11, Ruixing coffee and Coconut Group launched co-branded product Coconut Cloud Latte, which is the first time the Coconut Group has launched a cross-border co-branded product in 34 years. on April 12, Ruixing Coffee announcement, Coconut Cloud Latte in the debut of the day's total sales of more than 660,000 cups.

Ruixing Coffee announced that the company has successfully completed its debt reorganization under Chapter 15 of Title 11 of the U.S. Code, and with the support of its creditors, the company has officially ended its Chapter 11 bankruptcy protection proceedings as a debtor.

Previously, at the end of January, with the completion of the acquisition of the equity interests in Ruixing Coffee held by KPMG, the custodian of the original fraudulent management's claims, by Dagane Capital in conjunction with IDG Capital and Ares SSG Capital Management, the equity interests of the original fraudulent management were also completed in the liquidation of the original fraudulent management, and Ruixing Coffee is no longer associated with the company. Since then, Ruixing coffee has been resolved to complete the historical problems, return to normal company status.

Now it seems that Ruixing's days are getting better and better. Not long ago, Ruixing coffee released the 2021 unaudited full-year financial results, which showed that the total net income of Ruixing in fiscal year 2021 was 7,965.3 million yuan ($1,249.9 million), an increase of 97.5% over the 2020 fiscal year. 2021 fiscal year, the net opening of 1,221 new stores to reach 6,024 stores, ranked the top of the domestic chain of coffee, more than the 5,557 data of Starbucks China. The company's net new store openings in fiscal year 2021 were 1,221 to 6,024, surpassing Starbucks China's 5,557.