海南大爷卖椰汁，一年狂入50亿

Core Insights - The article discusses the evolution and challenges faced by Coconut Tree Group, highlighting its marketing strategies and market competition [5][7][19]. Group 1: Company Background - Founded in 1986, Coconut Tree Group transformed from a loss-making canned food factory into a beverage giant with an annual output value exceeding 5 billion yuan, ranking second among industrial enterprises in Haikou for fifteen consecutive years [6][30]. - The company faced significant challenges in its early years, including a severe financial crisis that led to the appointment of Wang Guangxing, known for his turnaround capabilities, who implemented drastic reforms to stabilize the company [12][13][14]. Group 2: Product Development - Wang Guangxing led the development of a patented coconut juice product in 1987, overcoming technical challenges related to oil-water separation, which became a cornerstone of the company's success [15][17][18]. - The company emphasizes quality by using fresh coconut meat and maintaining strict production standards, which has contributed to the popularity of its coconut juice among consumers [17][18]. Group 3: Marketing Strategies - Coconut Tree's unique marketing style, characterized by vibrant packaging and provocative advertising, has played a crucial role in its brand recognition [20][21]. - The company has faced controversies over its marketing tactics, often walking a fine line between compliance and sensationalism, which has generated significant public attention [21][22][24]. Group 4: Market Challenges - Despite achieving a revenue milestone of over 5 billion yuan in 2023, the company's growth has slowed, with a mere 0.12% increase in 2024, indicating a stagnation in market expansion [25][26]. - The coconut juice market share has declined from 75% in 1999 to approximately 25%-30% currently, facing stiff competition from emerging brands and the growing popularity of coconut water among health-conscious consumers [27][28][30]. Group 5: Future Directions - In response to market changes, Coconut Tree is adjusting its marketing strategies, moving away from its previous provocative style to appeal to younger consumers [29][30]. - The company continues to maintain its leading position in the industry while exploring ways to adapt to the evolving preferences of its target market, particularly in the face of competition from coconut water products [30][31].