Click the image for details Last week, Coconut Palm Coconut Juice's 2019 new packaging sparked controversy. Although the tradition of using big-breasted beauties remained, the copy was more explicit, and the industry and commerce bureau deemed the 'breast enlargement' effect as false advertising and filed a case. This raises questions: why does Coconut Palm use such low-brow methods? Why link coconut juice with 'breast enlargement'? In my view, Coconut Palm may be facing unprecedented challenges and is trying to navigate the crisis. So what exactly is the challenge? How should it navigate the crisis? — 1 — The Challenge Facing Coconut Palm In many people's minds, Coconut Palm almost monopolizes the fresh coconut juice market, so what challenges could it have? Yes, perhaps in the coconut juice sector, Coconut Palm Coconut Juice is the undisputed leader. But precisely because of this, it faces great difficulty in increasing its share in the coconut juice field. So, who are Coconut Palm Coconut Juice's real competitors? Robert, former president of Coca-Cola, once said— Similarly, Coconut Palm Coconut Juice's competitors are not other coconut juices, but everything you can drink during meals or hotpot. Coca-Cola, Wanglaoji, JDB... mineral water, free tea... even many people's thermos cups... these are all Coconut Palm's competitors. The population of beverage drinkers and the total demand for beverages are limited, so Coconut Palm's pressure is enormous. — 2 — Coconut Palm Associated the Wrong Product Function Facing such intense competitive pressure, what would you do? I think you would also think of increasing purchase frequency and expanding the consumer base. Coconut Palm Coconut Juice thought the same way. To push the product to more consumers, it needed to release new product signals— "Just thinking of me during meals is not enough; when else can you think of me?" The method it came up with was "promoting the breast enlargement function of coconut juice." Coconut Palm's long-term advertising approach has been to associate with the rigid needs of women: fair skin, beauty, breast enlargement... This method is a bit like tourist attractions, where many tour guides tell you to touch a certain tree or stone, or even without touching, just look at it twice and chant a spell... to enhance virility, enlarge breasts, make children grow taller, and make the elderly live longer... The stories at scenic spots are fabricated, and many tourists just take them as good luck. But food is different. Coconut juice does not actually have a "breast enlargement" function, so calling it suspected false advertising is not unfair. — 3 — Associate with Scenes and Emotions If I were to give Coconut Palm Coconut Juice advice, I would suggest associating with a consumption scene or emotion, rather than a function. Associating with a scene means making consumers feel the urge to buy when they enter a certain scene. What scene? For example, "gathering." Coca-Cola associates with the scene of gathering. Look at Coca-Cola ads: Going home for the New Year, the elderly and children are happy together, eating together, then opening Coca-Cola and gathering together. So Coca-Cola has always been associated with the scene of gathering, continuously implanting this impression in consumers' minds: whenever people get together, they think of Coca-Cola. Another example is "rain." Starbucks Coffee's headquarters is in Seattle, where it rains half the year. So Starbucks ads tell you that when it rains, you should have a cup of Starbucks. Through constant emphasis and association, this concept is implanted in consumers' minds. When it rains, consumers are triggered to think they should have a cup of coffee. This creates a consumption impulse unrelated to function but related to emotion. So my first suggestion to Coconut Palm Coconut Juice is: do not overemphasize function, but emphasize and associate with consumers' emotions. If learning from Coca-Cola, the slogan could be: Drink Coconut Palm Coconut Juice at moments of gathering. Of course, it doesn't have to emphasize gathering; it could emphasize something else, like vacation: Drinking Coconut Palm Coconut Juice, anywhere is like the blue sea and golden sand of Sanya. This associates consumers' desire for vacation with coconut juice, essentially associating the product with beautiful emotions and scenes, rather than just function and efficacy. This is my first suggestion to Coconut Palm Coconut Juice. — 4 — Create New Product Categories Besides associating with scenes and emotions, are there other methods? If it were you, what else would you do? Could you create a new product category? Today's Coca-Cola Company derives a large part of its revenue from mineral water and various other beverage products. Another example is Procter & Gamble.

When you go to the supermarket to buy shampoo, do you want to buy Rejoice? For smoother hair.

Don't like it? Try Head & Shoulders for dandruff.

Don't want that either? Try Herbal Essences for natural ingredients.

Still don't like it? Try Pantene for deep nourishment.

Don't want it? Try VS Sassoon for professional salon-grade shampoo.

............ You pick and choose, and no matter which one you finally select, it's all P&G's. This is P&G's multi-brand strategy. When Coconut Palm Coconut Juice hits the ceiling in the coconut juice category and increasing users becomes very difficult, Coconut Palm should add categories or operate multiple brands. In fact, Coconut Palm is already doing this; they also have a mineral water brand—Volcanic Rock. Perhaps Coconut Palm could also add other categories or focus on the mineral water category, both of which are good directions and methods. This is my second suggestion to Coconut Palm Coconut Juice: increase categories or operate multiple brands. Finally, let's summarize. The reason Coconut Palm Coconut Juice became the focus of discussion this time is that, to open up sales, it strongly associated with an unverified function. And this low-brow functional association method learned from the tourism economy culture is likely a helpless move under enormous competitive pressure and growth bottlenecks. So, when a company's main category has become the absolute leader, how should it expand scale and sustain growth? My two suggestions are— From the product perspective, find more potential consumer groups and associate with scenes and emotions;

From the company perspective, develop new categories or operate multiple brands.

Source: Liu Run (ID: runliu-pub) New Distribution will hold the 2019 (5th) FMCG + Internet Conference during the Chengdu Spring Sugar and Wine Fair from March 16 to March 18. This conference will focus on the topic of "Breaking the Game" , with in-depth discussions among many brand owners, supply chain service providers, distributors, and retailers. Compared to previous conferences, this summit will be fully upgraded. In addition to the original topics of channel innovation, city distribution logistics, and distributor transformation , it will add multiple parallel forums on new marketing cases, IP + FMCG empowerment, community group buying, and innovative retail . Through three days of ten high-density, high-quality expert sharing sessions, we believe every brand owner and distributor can learn the latest business models, expert insights, and practical methods, finding new tools and methods to break the game in 2019 and return to the track of rapid growth. Review of Previous Conferences -END-