Luckin Coffee and Coconut Tree Co-branded Coffee sold more than 660,000 cups a day.

Luckin Coffee and Coconut Tree Co-branded Coffee sold more than 660,000 cups a day.

Luckin Coffee and Coconut Tree jointly sold more than 660,000 cups a day, and Luckin Coffee and Coconut Tree Group launched the joint product "Coconut Cloud Latte", which is the first time that Coconut Tree Group has launched a cross-border joint product in 34 years. Luckin Coffee and Coconut Tree Co-branded Coffee sold more than 660,000 cups a day.

Luckin Coffee and Coconut Tree Co-branded Coffee sold more than 660,000 cups in a single day+April 1 1 day. Luckin Coffee and Coconut Tree Group launched the joint product "Coconut Cloud Latte", which is the first time that Coconut Tree Group has launched a cross-border joint product in 34 years. 1February 4th, Luckin Coffee announced that the total sales volume of coconut latte had exceeded 660,000 cups on the first day of its launch.

Luckin Coffee announced that according to the provisions of Chapter 1 1 of the United States Code, the company has successfully completed the debt restructuring, and with the support of creditors, the company officially ended the bankruptcy protection procedure as a debtor.

Previously, at the end of June this year, 5438+ 10, with the completion of the acquisition of the equity held by Luckin Coffee by KPMG, Dalu Capital, IDG Capital and Aressg Capital Management Company, the equity of the former fraud management company was liquidated, and the company was no longer related to Luckin Coffee. Since then, Luckin Coffee has solved the problems left over from history and restored its normal company status.

Now it seems that Ruixing's life is getting better and better. Not long ago, Lujin Coffee released the unaudited annual financial report for 20021year. According to the financial report, Ruixun's total net income in fiscal year 20021was 7,965.3 million yuan (1249.9 million US dollars), an increase of 97.5% compared with fiscal year 2020. In fiscal year 20021,122 1 opened 6,024 new stores, ranking first among domestic coffee chain stores, surpassing the data of 5,557 Starbucks in China.

The daily sales volume of Luckin Coffee and Coconut Tree Coffee exceeds 660,000 cups. Coconut Tree Group, which has been keeping a low profile for a while, is on fire again, this time because it has launched a coffee co-branded product.

On April 1 1, Luckin Coffee and Coconut Tree Group launched the joint product "Coconut Cloud Latte", which is the first cross-border joint product launched by Coconut Tree Group in 34 years.

In this joint venture, in addition to using coconut palm juice as raw material, the cup lid and packaging bag also adopt the classic design style of coconut palm juice.

Joint cup cover and packaging bag

After some operation, the market response is remarkable. On the social platform, coconut latte has set off another wave of punching cards. Many netizens have displayed coconut lattes and "coconut tree brand" cup sets, and repeatedly lamented: "Good soil, I can't refuse it."

After seeing the new product release information, Zhang Yao (pseudonym) immediately placed an order to buy a cup of coconut latte. "What a surprise that the coconut tree in that soil turned out to be a joint name with Ruixing." On April 1 1, Zhang Yao told Time Weekly that when he came to the store to pick up the goods, there were coconut lattes on the order. It seems that more than one person is curious.

12 At 9: 00 on April 9, Luckin Coffee announced that the total sales volume of coconut lattes exceeded 660,000 cups on the first day.

As a traditional enterprise that keeps packaging all the year round, the joint name with Luckin Coffee has undoubtedly changed the painting style of Coconut Tree Group. At the end of 20021,Coconut Tree Group also launched "Deep Coconut Tavern" to play a homophonic role and enter the pub format that young people like.

But has the Coconut Tree Group really changed?

Joint cup set

"Earthy flavor" becomes "tidal flavor"?

Although Ruixing has carried out propaganda copy of food technology such as "circular molecular embedding technology" and "0 lactose 0 non-dairy powder" in the joint copy, it is obvious that the "earthy taste" of Coconut Tree Group is still the soul of Coconut Latte.

For example, the slogan of Coconut Cloud Latte "Drink from childhood to atmosphere" borrowed from the famous slogan of Coconut Tree Group "Drink from childhood to big"; The action of the model on the joint poster imitates the posture of the female spokesperson on the coconut juice package; Among the two joint paper bags launched by Luckin Coffee, "Coconut Tree Tribute" also follows the design style of coconut tree. According to legend, this design style was designed by Wang Guangxing, the soul and founder of Coconut Tree Group.

On the day of the new product release, Luckin Coffee even forwarded Raquel, the spokesperson of coconut juice, and Weibo, who was holding a coconut latte, to the extreme.

Weibo screenshot

Under the background of the Internet, the earthy marketing method of coconut trees has become a "earthy tide" and a traffic password to attract consumers.

When some consumers get coconut lattes with earthy cup sets, they have already posed the same posture as coconut milk spokespersons; Many netizens even regret that they can't get a limited number of cup sets when placing an order, and said that "without the earthy cup sets, they will lose their souls."

Weibo screenshot

Carry out "black and red" to the end

Before establishing a joint venture with Ruixing on a large scale, Coconut Tree Group also made a low-key attempt to rejuvenate.

On 202 1 12.20, Coconut Tree Group announced that it and Shenzhen Duty Free Group had launched the Deep Coconut Tavern in Mission Hills Duty Free City, Haikou. With the slogan "I deeply like your coconut", we also introduced two kinds of drinks with coconut juice, namely "deep and refreshing coconut" and "I deeply like your coconut".

Despite the measures of rejuvenation, on the whole, the core marketing strategy of Coconut Tree Group is still as simple and rude as ever, and even the "hot spots" are unique.

On February 12, after Gu Ailing won the first gold medal in the Winter Olympics, the Coconut Tree Group sent a message of blessing, and immediately changed the subject, asking himself "Who is the champion in water" and promoting the Huanggai Coconut Tree brand volcanic mineral water.

In September, 20021,the Long March 7 Yaosi carrier rocket was successfully ignited at Wenchang Space Launch Site in China, and the Coconut Tree Group launched a national treasure coconut tree Changshouquan mineral water rocket bottle.

Rocket bottle national treasure coconut tree longevity spring mineral water

More straightforward than hot spots is the long-term publicity copy of Coconut Tree Group.

In March, 20021year, Coconut Tree Group used such propaganda words as "having a car, a house, a high salary and absolutely handsome guys to chase" on the company's executive recruitment poster, which triggered a heated discussion among netizens and attracted Hainan Provincial Market Supervision Bureau to investigate the advertising behavior and fined 400,000 yuan. Previously, the "I grew up drinking" copywriting advertisement of Coconut Tree Group with photos of concave-convex models was also dismissed as vulgar marketing.

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

On October 29th, 65438/kloc-0, Coconut Tree Group released a "good start", and wrote in the column of "correct decision": the advertising storm of coconut tree brand coconut juice in 20 19 and the successful decision made by the students of coconut tree cultivation professional managers in 20021year attracted more than 500 million netizens' attention, which once again enhanced the awareness of coconut tree brand.

It seems that local marketing has really promoted the sales of coconut trees. "Good news" shows that the sales volume of Coconut Tree Group in 20021year continued to grow against the trend, increasing by 16.82% year-on-year, and increasing by 7.7 1% compared with 20 19. The article also stated that the sales of Coconut Tree Group in June this year in 5438+ 10 is expected to increase by 36% year-on-year.

Coconut tree group "good news"

Although the specific revenue figures of 20021are not disclosed above, according to the article "Celebrating 26th Anniversary of One Hundred Pilot Units and Rewarding Employees to Get Rich Together" published by Coconut Tree Group on 2002113, the revenue of Coconut Tree Group in 20021is estimated to be 4.5 billion yuan.

Coconut tree or that coconut tree?

Interestingly, Coconut Tree Group not only "appreciates itself" in marketing and sales, but also claims to have its own know-how in enterprise management.

In the article "Good News for a Good Start", Coconut Tree Group clearly pointed out that the Group insisted on rewarding and punishing enterprises, and carried out the third personnel system reform of "promoting wealth with more fines and more sales growth as hard indicators", which fundamentally solved the worldwide management problem that "employees are sometimes positive and sometimes negative, resulting in poor product quality" and encouraged salespeople to "take care of their careers and families".

However, confident coconut trees still need to examine their own situation.

In recent years, emerging coconut juice brands such as special forces and Happy Camp stand out and seize the market share that coconut trees fail to cover. On the vegetable protein beverage track, coconut milk also needs to compete with walnut dew, almond milk and soy milk. At the same time, the ever-changing new tea products distract young people from coconut trees.

It is true that co-signing with Luckin Coffee is a key measure for Coconut Tree Group to win the hearts of young people. But can Coconut Tree Group make more young people fall in love with themselves? You need to draw a question mark.

Luckin Coffee and Coconut Tree Co-branded Coffee sold more than 660,000 cups a day. On April 8th, Luckin Coffee released a new mosaic preview in the official Weibo. This strange red, yellow, blue and black color scheme and rare typesetting format can be said to be very difficult to guess, but some clever netizens handed over their answers directly in the comments section.

Just yesterday (April 1 1 day), the new product was officially released. The taste is ok. Coconut tree and Ruixing, two old and new brands, are best at playing with coconuts. Who rubbed who?

After the delisting storm in 2020, Lujin Coffee fell to the bottom. Subsequently, Ruixing immediately reorganized the person in charge. In the first half of last year, it launched 50 new products in one breath. Among them, the raw coconut latte, which went on sale in March 20021,was very popular as soon as it was launched.

Ruixing made a beautiful turnaround with a cup of raw coconut latte.

On April 6th this year, Weibo, the official of Ruixing, issued a document: The sales volume of raw coconut latte single product exceeded 1 small target!

Ruixing made a beautiful turnaround with a cup of raw coconut latte.

According to the financial report of 20021,the total net income of Ruixun was 7.965 billion yuan, an increase of 97.5% compared with 4.033 billion yuan in 2020. And self-operated stores began to turn losses into profits, with a loss of 435 million yuan in 2020 and a profit of 65.438+25.3 million yuan in 2026.

After the raw coconut latte caught fire, Ruixing didn't give up making the second explosion.

If you want to add fire to product marketing, bring more frequent consumption, attract passers-by to turn fans, create contrast and enhance topics, then you need to be the big brother of coconut juice, and coconut trees will appear.

Some netizens spit out: this wave of joint names cannot be rejected.

But how to break the coconut palm juice that has never cooperated with foreign countries for 34 years?

Coconut tree brand coconut juice, in the childhood after 80' s and 90' s, is synonymous with proper coconut juice. Come to think of it, is there a problem with "drinking from childhood to adulthood"? No problem!

Coconut juice has been widely concerned by its unique packaging design and avant-garde advertising language.

But now, all kinds of imported coconut water, concentrated coconut milk, sugar-free coconut milk and low-sugar breakfast coconut milk in Yuan Qi Forest, as well as new tea brands such as Ruixing and Xicha are constantly introducing coconut juice products. Faced with these new consumer buzzwords, coconut trees are like an old man who has lost vitality. It is undoubtedly a good choice to join the young people's consumer market quickly and cooperate with Ruixing.

Therefore, it is difficult to say who is rubbing against whom between Coconut Tree Group and Luckin Coffee, rather than walking hand in hand. We are all good friends.