The old coconut tree became a new net red, but one day, the coconut tree was beaten back to its original shape.

One day, the coconut tree was beaten back to its original shape.

On April 12, Hainan coconut group (hereinafter referred to as “coconut”) issued another controversial recruitment advertisement: “coconut group trains the chief and deputy general managers to recruit students again! If you enter the school, you will have a car, a house, a high salary, a future and be able to get rich. After you are promoted to the deputy general manager of the group, you will be rewarded with an annual salary of 1.08 million. If you make a contribution, you will be rewarded with 6 million sea view houses and even 10 million villas, and bonus equity.”

On June 9, 2021, Hainan Provincial Market Supervision Bureau fined coconut group 400000 yuan for “hindering social public order or violating social good customs”. A year after being fined 400000 yuan, coconut tree released a recruitment advertisement. The difference is that it changed the sentence “there must be beautiful and handsome guys chasing”.

Last year and this year’s Coconut job advertisements. Source: coconut official wechat and network screenshot

On April 11, Ruixing official announced and coconut tree released the new product “coconut cloud latte”. On the first single day, the sales volume of a single store exceeded 130 cups, and the total sales volume exceeded 660000 cups. The combination of “soil + tide” made many netizens call it “too ugly to refuse”. Many netizens queued up to buy their limited cup covers and handbags.

The old coconut tree has become a new net red.

It is understood that the predecessor of coconut group was the state-owned Haikou cannery established in 1956. It lost money for five consecutive years from 1981 to 1985. After changing four factory directors, it was unable to reverse the situation. It was not until Wang Guangxing, the founder of coconut group, was ordered to reform several times that the enterprise turned loss into profit. In the following years, he took the top position in the coconut milk track.

“Joint branding at this time can enhance consumers’ impression and favor of both brands. It is also a publicity gimmick. I don’t think there is much problem.” Wang Hongdong, founder of fanbaodian and catering industry analyst, told Chinese entrepreneurs.

But the coconut trees are getting younger and look like they have changed their skin.

Wang Hongdong believes that there are still three major problems in the current coconut tree: first, the posters released by coconut tree in recent times are all about personnel recruitment. The internal shortage of talents and the ability to find suitable successors may be more serious; Second, the internal corporate culture and values are difficult to be recognized by the outside world, which can also be seen from its several hot searches due to disputes, which may reflect that the company’s internal, especially the senior management, has too much control over the corporate culture; Third, from the product level, coconut is also too dependent on a single product at present, which is risky.

Although coconut trees have also expanded their categories in recent years, coconut milk is still the main product of coconut trees, and product innovation is not enough. Coconut dealers told Chinese entrepreneurs that coconut juice with coconut is a new product of coconut, followed by coconut water. In addition, the bottleneck of coconut development can also be seen in the revenue. Since 2014, the revenue of coconut has been stable at 4 billion yuan, and the output value target of 10 billion yuan, which was set by founder Wang Guangxing for several years, will not be mentioned later.

There are three treasures in the beverage industry, including channels, products and marketing. Cooperating with Rui Xing is the first step in the unfashionable marketing of coconut trees. However, under the strong internal inertia, it is not easy for coconut trees to become young.

Do not advance or retreat, stagnant coconut

Why did coconut tree and Ruixing suddenly join hands after 34 years?

On April 14, the reporter visited several supermarkets in Changping District, Beijing. Taking Carrefour and Yonghui supermarkets as examples, coconut brand is not widely distributed in the above two chain supermarkets. Carrefour has only two products on the shelves: one is 245ml tinned coconut milk, priced at 4.5 yuan; One is a 1.25l vegetable protein beverage, priced at 17.8 yuan.

In the Carrefour applet, the average monthly sales volume of tinned coconut juice online can reach 6100 +, while the average monthly sales volume of the latter is only 700 +. Yonghui supermarket launched three products, 245ml tinned coconut milk, priced at 5 yuan; 245ml soft wrapped coconut milk, priced at 3.9 yuan; And 1L soft wrapped coconut milk, priced at 14.9 yuan. According to the shopping guide, the sales volume of the above two products is much better than that of soft wrapped coconut milk with larger capacity, “not much in recent days”.

In 2007, coconut tree completed the restructuring and privatization of the mechanism, and successively launched a variety of products, such as mineral water with volcanic rocks as the appeal, “frightening fire” herbal tea, pomegranate juice and other series of products. The new products of coconut trees are more complementary to the original coconut milk product line, but they still haven’t gone out of the local market.

In fact, although coconut has been developing products such as granular orange, pomegranate juice, mango juice and pineapple coconut juice since the period of Haikou Cannery, and has expanded new products such as soybean milk, jelly, mineral water, chrysanthemum tea and winter melon tea in recent years, the sales of these products are not good.

However, since the launch of coconut milk in 1988, the only popular product of coconut group in the past 34 years is coconut milk.

In addition to the product dilemma, coconut trees in the channel have not kept up. In the context of the popularity of e-commerce and live fire, coconut still adheres to the traditional sales channels and has not developed e-commerce channels. It is understood that official flagship stores have not been opened on Taobao and jd.com.

At present, most of the coconut products sold online come from wholesalers around the coconut. “Chinese entrepreneur” inquired about a shop selling coconut products on Taobao. The customer service said, “they (coconut trees) are very Buddhist, but they are strict with us (wholesalers) and do not allow bulk collusion.”

According to the interface news report: the delivery price of coconut juice of coconut tree brand is also relatively transparent, and the profit is relatively thin. The delivery price of a box of Tetra Pak bag is mostly about 95 yuan, and there is almost no profit in the retail of terminal channels, so some supermarkets have no sales power.

Traditional food and beverage enterprises mostly rely on the traditional channel model, from manufacturers - Dealers - distributors - wholesalers - terminal Merchants - consumers, which also leads to the complexity of the supply chain, too many links, and the terminal is difficult to be controlled. Today, as more and more people choose to buy online, the advantages of traditional channels gradually disappear.

Product, operation, strategy and other issues have been reflected in the financial data.

From 2014 to 2020, the revenue of coconut group was 4.45 billion yuan, 4.336 billion yuan, 4.021 billion yuan, 4.157 billion yuan, 3.916 billion yuan, 4.329 billion yuan and 3.896 billion yuan respectively. The revenue has been maintained for the past seven years