There is always something new in live streaming

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But the revelation brought by Coco Tree is that in the fiercely competitive and differentiated live broadcast world, brands need to find a marketing approach that suits their own characteristics. The brand accumulation of traditional brands over the years should play a " compound interest " in the new environment , rather than being simply abandoned. from the earliest Li Jiaqi, to the popular Oriental Selection last year, to today's Coco Tree, there are new live streaming hot spots every once in a while, but the reasons for these live streaming explosions are all related to the temperament of the anchor or the brand itself.



In an interview with Yu Minhong, Yu Minhong once mentioned: " Although Oriental Selection is mainly selling agricultural products, it has not yet deviated from the background of education. It seems to be selling phone database things, but it is actually selling the culture behind it, which is also the core competitiveness of New Oriental . " If you look closely at these popular live broadcast rooms, you can see a certain meaning of " everything in the past is a prologue " . The anchor 's past experience and the brand's recognition in the consumer market over the years will become new " marketing fuel " .


Since the 1990s, with the advertisements of " State Banquet Drink " and " White and Tender " , Coco Tree's coconut juice has gone beyond the island and sold throughout the country. In the following decades, Coco Tree's advertisements have been controversial while maintaining a consistent style. What has changed is the marketing form, but what has not changed is the brand temperament of Coco Tree. Author: Zhao Tong Source: Deep Sound digs into the growth code and explores the essence of business.