The coconut tree pushed the fierce male live broadcast to bring goods, but 100000 onlookers sold it for less than 1000 yuan.

In early March, the studio of Coconut Group had a sudden change in painting style, and the original "four Beautiful Coconut trees" was replaced by four fierce men. What is even more shocking is that the first broadcast of "Coconut Tree Man" on the afternoon of March 1 attracted 93000 viewers at one point, but the live broadcast sales on that day were less than 1000 yuan. It can be called the "mudslide" of the live broadcasting industry.

As early as Feb. 28, the Douyin account @ Coconut Group Hainan Coconut Beverage Co., Ltd. posted a video saying that the Coconut Group was recruiting a "handsome, 1.8-meter-tall, sunny, healthy boy with chest muscles and abdominal muscles." It is also revealed that the daily salary is as high as 800 yuan. (no wonder people were hired so quickly) on March 9, Hainan coconut trees also went viral because of "fierce men with live broadcast sales of less than 1,000." To this netizen incarnate "Conan" one after another, reason why the first show of coconut tree fierce man is unbearable.

Some netizens think that the business ability of the newly recruited fierce man is not good, and even the movements are not consistent. Coconut trees also responded directly to the official live broadcast on March 8-12. Some netizens think that the coconut tree did not figure out the user portrait of him live broadcast. Some netizens think that the product with the goods is not as popular as coconut milk. It can be said that the coconut tree has always maintained its "original mind" in terms of aesthetics. In packaging, in addition to changing the figures on the year every year, it still maintains the familiar style of "telephone pole psoriasis". It is also a living fossil of the archaeological circle of product design. In October last year, the Coconut Group began to carry goods live. In the studio, the coconut tree still maintained the style of "coconut earthy flavor". On a simple blue background board, four plump female anchors carried classic packaging of coconut brand coconut milk for a retro dance show. At that time, there was a huge controversy because the coconut group's live broadcast was suspected of "scrubbing the ball". There was an interruption in the live broadcast on October 2, but it was originally planned to be broadcast from 1 to 7, but it was canceled on the 6th and 7th. In this live broadcast, Coconut Group only "removed part of the style and retained most of the style, so that everyone knew at a glance that this was the studio of Coconut Group." In the studio, it is still a familiar blue background, and it is still a familiar and awkward move, but the female anchor is changed into a male anchor, and the dance is changed into aerobics. The style of live broadcast, the form of expression of the product, is still the original intention of "coconut local flavor". In the official live broadcast on March 8, the total number of views of the two shows exceeded 1 million, but the sales volume with goods was less than 30,000 yuan, with a conversion rate of only 0.03%.

The Coconut Tree Group took advantage of the March 8th International Working Women's Day to make a change, using the "fierce Man Plan" to bring the goods live. Judging from the data, it ended in failure. But coconut trees really understand the "local flavor" marketing, which can always cause a very high degree of heat in every live broadcast.