The designer of this brand must have shielded the boss from an atomic bomb... On the 26th, Weibo user @羅雨時 shared a new packaging of Coconut Palm coconut juice on Weibo, expressing amazement at its gorgeous design... Coconut Palm coconut juice is a representative product of Coconut Palm Group. In the 1990s, natural coconut juice became a 'Chinese state banquet beverage,' and in 1994, Coconut Palm ranked first in sales among national beverage companies. Coconut Palm coconut juice is truly delicious, but its packaging is definitely a breath of fresh air in the packaging world. The ultra-simple packaging, unchanged for decades, has become a hallmark for consumers to identify Coconut Palm coconut juice. 'Authentic,' 'No added flavors,' 'Hainan specialty,' 'China Famous Brand'—the designers of Coconut Palm coconut juice are committed to piling all advertising slogans onto the packaging. Looking closely, it feels like these fonts were directly typed in Word... Later, counterfeit products began to appear on the market, like this one: So, Coconut Palm coconut juice finally changed its packaging! The newly released packaging looks like this: It truly doesn't waste any corner, filling every space with different color blocks and keywords. It looks like a utility pole plastered with small ads. Carrying such a bottle on the street feels like walking with a moving barrage of comments... Seriously, this is the most authentic product I've ever seen that looks like a knockoff... How much stimulation did the designer endure to create such packaging? This packaging is so fresh and unconventional, sharing a similar charm with Hong Kong's neon signs; It also captures the essence of Macau casino advertisements; It has the style of middle-aged and elderly emojis; And it even resembles certain unmentionable small cards... Indeed, it's very different from those flashy and cheap designs outside! Coconut Palm Group seems quite satisfied with its packaging style, using it for exhibition booths; And at the company entrance... they even place a huge coconut juice can... Hainan people say these are nothing; once you see its advertisements, you'll forgive its packaging. Coconut Palm coconut juice has an advertisement featuring 'white, tender, plump, and curvaceous' women. Initially, it just had the spokesperson posing with the coconut juice; Later, it started to go off track, becoming a shameful play. First, a group of scantily clad, wet girls running... Then, directly printing advertising slogans on the chests of beautiful women... Finally, they even had a girl climb a coconut tree... to shake her chest: Hey, advertising planners, come out and talk. Why do you ask women to shake their chests to promote coconut juice? Could it be that they are coconut spirits? And it doesn't end there. Besides coconut juice, Coconut Palm Group also produces pomegranate juice. So, Hainan people see buses printed with 'Afraid of failure? Drink Coconut Palm pomegranate juice' parading around the streets every day... Even more outrageous, Coconut Palm Group designed a 'world's first breast-shaped bottle' for one of its mineral water products... Well, the actual product looks like this: This kind of vulgar design is also consistently applied to their peripheral products, such as calendars: Netizens are puzzled: How can the designer still be employed after designing such packaging? The designer must have shielded the boss from an atomic bomb! Or holds the boss's nude photos as collateral! Related reading: Why can Coconut Palm coconut juice monopolize the coconut juice market? Check out the answers on 'Zhihu' Anonymous user: The reason Coconut Palm coconut juice dominates the country is its nationwide distribution system. For the FMCG industry, beverages are king in offline channels. No matter how strong your advertising, without local distributors to help build warehouses, store, transport, distribute, and promote to various stores and supermarkets, you can't succeed. So this entire offline distribution channel is the fundamental reason Coconut Palm Group monopolizes the national market. Currently, other coconut juice manufacturers in Hainan Province cannot surpass this because they don't have such a large ground promotion team for distribution. A similar case is the brand war between JDB and Guangzhou Pharmaceutical Wanglaoji starting in 2013. JDB had a massive ground promotion team, so it dared to invest heavily in brand transfer advertising, while Guangzhou Pharmaceutical Wanglaoji, due to limited coverage of its ground promotion team, didn't even dare to roll out advertising extensively. It wasn't until 2014, after expanding its ground promotion team, that it began to invest heavily in advertising. Another question is why Coconut Palm Group can afford to maintain a distribution team larger than other coconut juice companies: quality. Among coconut juice beverage products, Coconut Palm Group's quality is far ahead. Coupled with the deliberate support of the Hainan Special Zone, it became a state banquet beverage shortly after its establishment. The word-of-mouth advertising effect of being a state banquet beverage is much stronger. So in the 1990s, Coconut Palm Group, relying on this state banquet beverage title, implanted the brand as the number one coconut juice drink in consumers' minds and laid out a large distribution channel. In terms of quality and brand influence, other coconut juice companies cannot compete. Thanks to the distribution channel foundation laid in the 1990s, Coconut Palm Group is still doing well. However, Coconut Palm Group itself has many problems. If it continues to 'court death' like this, how long it can maintain its position in the niche coconut juice beverage market is uncertain.

  1. Competition from homogeneous products: In Coconut Palm Group's home base, Hainan Province, many competitors have emerged. Although their quality is not as good as Coconut Palm's, their lower prices have already eroded Coconut Palm's market share in Hainan. Once other coconut juice beverages in Hainan open up distribution channels and start attacking markets in other provinces, it's hard to say how much market share Coconut Palm can hold.
  2. Poor advertising quality: It's slightly lacking in class as a gift, and the advertising taste is lowbrow, following the route of 'drink coconut juice for a good figure, breast enhancement, and fair skin.' The product packaging has no design sense: huge text like 'State Banquet Beverage' and 'No Additives.' The promotional positioning lacks sufficient brand recognition, wasting the state banquet beverage title. With that title, taking routes like healthy drinks, quality gifts, or even health supplements would be much better than the current promotion strategy.
  3. Slow pace of independent product development: Sitting on the reputation and brand built in the 1990s, it hasn't developed coconut-based candies, biscuits, and other peripheral products. It watched Chunguang Group grow with coconut candies, coffee candies, coconut biscuits, and other coconut processed foods. Currently, Chunguang Group has expanded its product line to various food processing available in Hainan. But Coconut Palm Group still sticks to the coconut juice beverage market, and onlookers feel sorry for it! Li Gaofei's answer: Marketing is a war! In fact, in an existing industry or category, for an old brand to sell well or a new brand to achieve sales, two channels must be laid: The first channel is the distribution system others mentioned, which is getting the product onto shelves and in front of consumers (the medium is distributors). But that's far from enough. Countless products placed on shelves end up dead. Why? Because to succeed, you also need a second channel: the company must simultaneously implant the brand into consumers' minds (the medium is media). Both channels are indispensable!
  4. The top-ranked answer attributes Coconut Palm coconut juice's monopoly of the coconut juice category to its strong national distribution system and ground promotion team. It seems plausible but doesn't hold up under scrutiny; it's a typical case of putting the cart before the horse. Why? If an FMCG product occupies the vast majority of market share in a category nationwide because of its strong distribution network, then why do products like Wahaha's pure milk and melon seeds, which have strong distribution networks, have less than 1% market share nationwide? Jianlibao and Moutai Beer are also negligible. Is it because these companies lack strong marketing networks and ground promotion teams? Obviously not!
  5. The top-ranked answer also discusses the marketing war between Wanglaoji and JDB, concluding that JDB launched large-scale marketing campaigns because it had a strong ground promotion team. Again, this is putting the cart before the horse. Anyone familiar with JDB's history knows that JDB (formerly Red Can Wanglaoji) was just a regional brand for decades. Only after a third-party marketing positioning company intervened did the brand rapidly develop into a national brand. So, JDB could promote on national platforms because its previous promotion strategy worked, directly driving sales and payment collection, and later it had the strength to further promote the brand on larger platforms (major satellite TV stations, CCTV)! Otherwise, it would just be a township enterprise—where would it get the strength and courage to compete for advertising bids? Now, let's answer why Coconut Palm coconut juice can almost monopolize the coconut juice market. Think about it: Why can Mengniu and Yili monopolize the milk category? Why can Arawana and Luhua almost monopolize the edible oil market? Why can White Rabbit and Gold Monkey monopolize the milk candy category? And so on. Think of any FMCG brand. The core reason is that these brands occupy the number one position in consumers' minds for that category, so when consumers choose, they first think of the number one brand in that category. For herbal tea, it's Wanglaoji or JDB; for milk candy, it's White Rabbit or Gold Monkey. Consumers think in categories and express with brands. They think 'I want coconut juice' and express with a brand—the brand they can recall in the coconut juice category is Coconut Palm! So other brands are directly ignored by consumers, and Coconut Palm succeeds! Otherwise, even if a company spends heavily to place products on supermarket shelves, they will be excluded from consumers' choices! Therefore, in any industry prone to homogenization, the core of market competition is not in factories, supermarkets, or ground teams, nor even in products, but in consumer minds. These successful companies are all marketing-driven (except Laoganma). Whoever can seize the first or second position in consumers' minds wins customers! Those companies that fail to embed their brand in a specific category in consumers' minds will eventually be eliminated as competition intensifies! —Supplement Finally, some say they choose Coconut Palm coconut juice because it tastes good. In fact, most products have no technical content or barriers. It's not that Mengniu can't produce Nongfu Spring of the same quality, nor that Nongfu Spring can't produce Mengniu milk of the same quality. Ultimately, it's the mind that plays the role! Some also ask how to get a brand into consumers' minds. There are two situations: If consumers can't think of a specific strong brand in a category, then directly run brand positioning ads to seize the category ladder, like 'Protect your throat, use Golden Throat.' Almost any successful ad is due to this. The second situation is when the category ladder in consumers' minds is already occupied by other brands. Then you need to reposition. How to reposition? That's a long story... -END- ★ Click the blue text below to view this month's popular articles ★ Click the blue text below to view this month's original articles FMCG Industry's Most Professional and Practical Knowledge Base [ Reply with yellow numbers in the background to view the following keywords ] | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | 016 Distributor B2B transformation |