The new consumption boom in recent years
Posted: Mon Jan 06, 2025 4:57 am
Compared with " selling goods " , the current benefits of Coco Tree Live to the brand are more reflected in the expansion of exposure and influence , which is exactly what traditional brands need. Has spawned many new brands, which are " native mobile Internet brands " that grew up on emerging platforms such as Xiaohongshu and Douyin, and are familiar with short videos, live broadcasts, and big promotions. These new platforms and new content formats have occupied a lot of attention, and traditional brands must keep up, otherwise they are likely to be
Become the " tears of the times " . But this process is not simple. In some common failed attempts, traditional brands may fall into the trap of blindly imitating popular products or radically targeting young phone database people. These measures either lack differentiation or take too big a step to transform, making consumers unable to accept them for a while. Coconut Tree ’s previous experience is particularly illustrative of this point. Coconut Tree did not insist on the so-called “ Coconut Tree aesthetic ” from the beginning .
In the early days, most of the promotional content of Coconut Tree on Douyin was done by the group, but the playback volume of such content was very low. “ No one cares at all, and the video only gets 100 or 200 likes , ” said the relevant person in charge of Hainan Remember Happy Culture Media Co., Ltd., the operator of Coconut Tree’s live broadcast room, in an interview with Dumo. The reason why Coco Tree ’s videos really became popular on Douyin was because of the images of people holding coconut juice and twisting their bodies in front of the camera. After Coco Tree’s live broadcast became popular, similar “ male broadcasters ” began to appear on the platform.
Become the " tears of the times " . But this process is not simple. In some common failed attempts, traditional brands may fall into the trap of blindly imitating popular products or radically targeting young phone database people. These measures either lack differentiation or take too big a step to transform, making consumers unable to accept them for a while. Coconut Tree ’s previous experience is particularly illustrative of this point. Coconut Tree did not insist on the so-called “ Coconut Tree aesthetic ” from the beginning .
In the early days, most of the promotional content of Coconut Tree on Douyin was done by the group, but the playback volume of such content was very low. “ No one cares at all, and the video only gets 100 or 200 likes , ” said the relevant person in charge of Hainan Remember Happy Culture Media Co., Ltd., the operator of Coconut Tree’s live broadcast room, in an interview with Dumo. The reason why Coco Tree ’s videos really became popular on Douyin was because of the images of people holding coconut juice and twisting their bodies in front of the camera. After Coco Tree’s live broadcast became popular, similar “ male broadcasters ” began to appear on the platform.