Luckin and Coconut Tree co-branded: Extremely earthy and trendy

Luckin and Coconut Tree jointly branded: Going to the extreme is a trend

Luckin and Coconut Tree jointly signing: Going to the extreme is a trend. Luckin launched 50 products in one go in the first half of last year Among the new products, the one that stands out is the raw coconut latte, which was launched in March 2021. Sales were booming as soon as it was launched. Luckin and Coconut Tree co-branded: earthy to the extreme, yet fashionable. Luckin and Coconut Tree co-branded: Extremely earthy and trendy 1

Coconut Tree Group, which has been low-key for some time, has become popular again, this time because of the launch of a coffee co-branded product.

On April 11, Luckin Coffee and Coconut Tree Group launched a joint product, Coconut Cloud Latte. This is also the first time that Coconut Tree Group has launched a cross-border joint product in 34 years.

This joint model, in addition to using Coconut Tree brand coconut juice as raw materials, the cup sleeve and packaging bag also adopt the classic design style of Coconut Tree brand coconut juice.

Co-branded cup sleeves and packaging bags

After some operation, the market response was remarkable. On social platforms, Coconut Cloud Latte has set off a check-in trend. Many netizens showed off the Coconut Cloud Latte and the "Coconut Brand" cup holder, and repeatedly lamented: "It's so earthy, so earthy that I can't refuse it."

After seeing the new product release information, Zhang Yao ( (pseudonym) also immediately ordered a coconut cloud latte. “It’s surprising that such a rustic coconut tree is co-branded with Luckin.” On April 11, Zhang Yao told a reporter from Times Weekly that when she went to the store to pick up, all the items on the ordering table were coconut cloud lattes. , it seems that there is more than one curious person.

At 9:00 on April 12, Luckin Coffee issued an announcement stating that the total sales of Coconut Cloud Latte on the launch day exceeded 660,000 cups.

As a traditional enterprise whose packaging remains unchanged all year round, the co-branding with Luckin Coffee will undoubtedly change the style of Coconut Tree Group. At the end of 2021, Coconut Tree Group also launched the "Deep Coconut Tavern", playing with homophones and entering the tavern format that young people like.

But, has Coconut Group really changed?

Co-branded cup cover

“Earthy” becomes “trendy”?

Although Luckin has carried out food technology promotion copy such as “cyclic molecule encapsulation technology” and “0 lactose 0 non-dairy creamer” in the co-branded copy, it is obvious that the soul of Coconut Cloud Latte is It’s still the “earthy flavor” of Coconut Tree Group.

For example, the slogan of the Coconut Cloud Latte "from childhood to the atmosphere" draws on the well-known advertising slogan of the Coconut Palm Group, "from childhood to adulthood"; the movements of the models on the joint poster are even imitated. The posture of the female spokesperson on the coconut tree coconut juice packaging; among the two co-branded paper bags launched by Luckin Coffee, the "Coconut Tree Tribute" also uses the design style of the coconut tree. Legend has it that the design style was inspired by the coconut tree. Wang Guangxing, the soul and founder of the group, made it in Word.

On the day when the new product was launched, Luckin Coffee even retweeted Coconut Juice spokesperson Xu Dongdong’s Weibo post holding a Coconut Cloud Latte, taking the meme to the extreme.

Screenshot of Weibo

In the context of the Internet, the marketing method of coconut palm’s earthy flavor has become a “local trend” and has become a way to attract consumers. Traffic password.

When some consumers got the Coconut Cloud Latte with an earthy cup cover, they all took the same posture as the Coconut Coconut Juice spokesperson; many netizens even hesitated to place takeout orders. He felt regretful about getting the limited edition cup cover and said, "Without the earthy cup cover, we have lost our soul."

Screenshot of Weibo

Replace " "Black and Red" to the end

Before launching a joint model with Luckin with great fanfare, Coconut Group also made a low-key attempt to rejuvenate.

On December 20, 2021, Coconut Tree Group announced that it would launch Shenzhen Coconut Tavern in Haikou Mission Hills Duty Free City with Shenzhen Duty Free Group. Using "I Like You Deeply Coconut" as the slogan, it also launched two drinks with coconut palm brand coconut juice, "Deep Refreshing Coconut" and "I deeply like you Coconut".

Despite the rejuvenation measures, overall, the core marketing strategy of Coconut Tree Group is still as simple and crude as ever, and even the "hot spots" are unique and straight to the point.

On February 12, after Gu Ailing won the first gold medal in the Winter Olympics, Coconut Tree Group issued a blessing message, and then changed the subject, asking and answering "Who is the champion in the water" to promote Huanggai Coconut Tree brand volcanic rock mineral springs water.

In September 2021, the Long March 7 Yaosi-4 carrier rocket was successfully ignited and launched into space at the Wenchang Space Launch Site in China. Coconut Tree Group launched the national treasure Coconut Tree Changshou Spring mineral water in rocket bottles.

Rocket Bottle National Treasure Coconut Tree Longevity Spring Mineral Water

What is more straightforward than the hot spots is the various promotional copywriting of Coconut Tree Group for a long time .

In March 2021, Coconut Tree Group used promotional words such as "Have a car, have a house, have a high salary, and you will definitely be pursued by beautiful and handsome guys" on the company's executive recruitment poster, which caused heated discussions among netizens. , it also led the Hainan Provincial Market Supervision Bureau to launch an investigation into the advertising behavior and fined it 400,000 yuan. Earlier, Coconut Group’s advertisement with the text “‘I’ve been drinking since I was a kid’” paired with photos of curvy models was also criticized by the outside world as vulgar marketing.

However, judging from the good performance report released by Coconut Tree Group at the beginning of this year, Coconut Tree is quite proud of the brand's "black and red" marketing methods.

On January 29, Coconut Tree Group released the "Good Start Announcement" and wrote in the "Correct Decision" column: the 2019 Coconut Brand coconut juice advertising controversy "I have been drinking since I was a child" and the 2021 Coconut Tree Coconut Tree successfully responded to the controversy over the recruitment of professional manager students, attracting the attention of more than 500 million netizens in total, and once again increasing the popularity of the Coconut Tree brand.

The earthy flavor marketing seems to have indeed driven the growth of coconut palm sales. "Good Start" pointed out that Coconut Tree Group's sales in 2021 will continue to grow against the trend, with a year-on-year increase of 16.82% and a year-on-year increase of 7.71%. The article also stated that Coconut Tree Group's sales in January this year are expected to increase by 36% year-on-year.

Coconut Tree Group’s “Good Start”

Although the specific revenue figures for 2021 are not disclosed above, according to Coconut Tree Group on December 13, 2021 According to the article "Celebrating the 26th Anniversary of the 100-Household Pilot Project by Rewarding Employees and Making Wealth Together" published on the same day, Coconut Group's revenue in 2021 is expected to be 4.5 billion yuan.

The coconut tree is still the same coconut tree

What’s interesting is that the Coconut Tree Group not only “appreciates itself” in terms of marketing and sales, but also claims to have unique know-how in terms of corporate management methods. .

In the article "Good Start", Coconut Tree Group clearly stated that the group insists on using heavy rewards and heavy penalties to manage enterprises, and implements the third personnel system of "relying on more fines and more sales growth as hard indicators to get promoted and get rich" The reform has fundamentally solved the global management problem of "employees being sometimes positive and sometimes negative, causing product quality to vary from time to time", and has encouraged sales staff to "care about their careers rather than their families."

However, self-confidence Full of coconut trees, we still need to examine our own situation.

In recent years, new coconut juice brands such as Special Forces and Huanjia have emerged to seize the market share that coconut trees cannot cover. Juice also needs to compete with categories such as walnut milk, almond milk and soy milk. At the same time, the ever-changing new tea products are distracting young people’s attention from coconut trees.

It is true that it is co-branded with Luckin Coffee. , is the key measure for Coconut Tree Group to capture the hearts of young people. But there is still a question mark as to whether Coconut Tree Group can make more young people fall in love with it. Ruixing and Coconut Tree jointly represent the trend 2. p>

On April 8, Luckin Coffee released a mosaic preview of its new product on its official Weibo. The unfamiliar red, yellow, blue and black colors and rare layout format are very difficult to guess. , but there are also smart netizens who directly handed in their answers in the comment area.

The new product was officially released yesterday (April 11). The taste is still good. The old and new are the best at playing with coconuts. brand, Coconut Tree and Luckin co-branded, who took advantage of whom?

After experiencing the delisting crisis in 2020, Luckin Coffee fell to the bottom and then immediately reorganized its leadership. People, in the first half of last year, launched 50 new products at once, and the one that stood out was the raw coconut latte, which was launched in March 2021. Sales were booming as soon as it was launched.

Luckin made a wonderful turnaround with its raw coconut latte

On April 6 this year, Luckin’s official Weibo posted: Raw Coconut Latte Single product sales exceeded 1 small target!

According to the 2021 financial report, Ruixing’s total net income was 7.965 billion yuan, an increase of 97.5% from 4.0334 billion yuan in 2020. And self-operated stores have begun to turn losses into profits. In 2020, they still suffered a loss of 435 million yuan. In 2021, the profit of Ruixing Coffee's self-operated stores reached 1.253 billion yuan.

After the raw coconut latte became popular, Luckin did not give up on creating a second hit.

If you want to add fire to product marketing, bring more frequent consumption, attract passers-by to become fans, create contrast, and enhance the topic, then you need to be the big brother of coconut juice, coconut. The tree appears.

Some netizens complained: This wave of joint branding is too bad to refuse

But Coconut Palm Juice claims that it has never cooperated with external parties in the past 34 years, how come it is Has the defense been broken?

Coconut Tree brand coconut juice, in the childhood of those born in the 80s and 90s, is a proper pronoun for coconut water. Think about it carefully, is there any problem with "drinking it since childhood"? No problem!

Coconut palm water has always attracted widespread attention for its unique packaging design and avant-garde advertising slogans

But now, various imported coconut water are also available. There are thick coconut milk, sugar-free coconut milk, Yuanqi Forest's low-sugar breakfast coconut milk, and new tea brands like Luckin and Heytea are also constantly launching coconut milk products. In the low-sugar and low-calorie world, these new consumption trends In front of words, the coconut tree is like an old man who has lost his vitality. Therefore, if you want to quickly join the young consumer market, cooperation with Luckin is undoubtedly a good choice.

So if we insist on saying who is rubbing off against the other between Coconut Tree Group and Luckin Coffee, it would be better to say that we are walking hand in hand. We are all good friends. Luckin and Coconut Tree jointly branded: Going to the extreme is trendy 3

On April 11, Luckin Coffee and Coconut Tree Group launched a joint product, Coconut Cloud Latte. This is the first time that Coconut Tree Group has launched it in 34 years Cross-border joint products. On April 12, Luckin Coffee announced that the total sales of Coconut Cloud Latte on the launch day exceeded 660,000 cups.

Luckin Coffee announced that in accordance with the provisions of Chapter 15 of Title 11 of the United States Code, the company has successfully completed debt restructuring. With the support of creditors, the company has officially ended its Debtor’s bankruptcy protection proceedings.

Previously, at the end of January this year, as Dazheng Capital, IDG Capital, and Ares SSG Capital Management completed the acquisition of the equity of Luckin Coffee held by KPMG, the original custodian of the fraudulent management debt, As a result, the equity of the original counterfeiting management has also been liquidated and is no longer related to Luckin Coffee. Since then, Luckin Coffee has solved the problems left over from history and returned to normal company status.

Now it seems that Luckin’s life is getting better and better. Not long ago, Luckin Coffee released its unaudited full-year financial report for 2021. The financial report showed that Luckin's total net revenue in fiscal year 2021 was 7.9653 billion yuan (US$1.2499 billion), an increase of 97.5% compared with fiscal year 2020. In fiscal year 2021, there were 1,221 net new stores opened, reaching 6,024 stores, ranking first among domestic coffee chains, surpassing Starbucks China’s 5,557 stores.