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In China in the 80s of the 20th century, a small business in Haikou City, Hainan Province, was in a life-and-death dilemma. This obscure canning factory started as a small processing workshop that mainly produced and sold coconut water drinks.
However, five consecutive years of annual losses have put it in an unprecedented predicament.
What was the condition of the factory at that time? According to insiders, the factory can go bankrupt with only a 20,000 yuan shortfall, so it can be said that it is already in danger and could collapse at any time.
However, in stark contrast, Jianlibao Company has not reached an astonishing sales of 130 million yuan in 1986, once leading the industry.
Seeing Jianlibao in the fierce competition for sponsors of the Olympic Games, it spent a huge amount of 25 million yuan to win, and Coca-Cola only bid 1 million yuan at the same time, despite this, its reputation is far less than Jianlibao.
The situation of the Haikou canneries was even worse, and their opponents were far ahead in terms of financial resources and strength.
At the critical moment when the whole factory was in crisis, an old man who was over his old age bravely stood up, and he was Wang Guangxing, who had been working in this factory for a long time. In the face of the bad situation, he was undaunted and took on the important role of the new factory director with high morale.
In order to change the status quo, Wang Guangxing knows that slogans do not play a role in reversing the decline. He decided that fundamental reforms were necessary, starting with a drastic overhaul of the employee system.
He cut everyone's salaries in half in order to raise employees' awareness of the crisis.
The decision, while brutal, did help the company avoid an additional loss of about $3 million.
Subsequently, he set out to solve the problem of product quality and set up a small scientific research team composed of four employees with secondary school education out of his own pocket.
They worked tirelessly to find the recipe for making coconut water, and after 383 failures, they finally succeeded in developing pure coconut water without any sugar, preservatives or flavors.
This unique formula became the cornerstone of the Coconut Palm brand, setting the company on a path to turn things around. Despite the initial hardships and dangers, with dreams, courage and determination, it is possible to start anew.
Xu Dongdong has some memories, she is often subjected to various demeaning evaluations for her different roles, especially when she is questioned that she has no feminine charm and is only suitable for playing some roles such as silly big sister or Yahuan.
The directors directly pointed out during the interview: "Your face shape is too big, which may affect the character creation. ”
Those harsh words hit Xu Dongdong hard and brought a deep sense of inferiority. On one occasion, her resume was thrown on the ground and trampled on so hard that she fell down the stairs and injured herself.
Despite encountering setbacks again and again, she never gave up her dream and always worked tirelessly in the major crews.
Just when she was about to despair, a director reached out to her: you might as well try to shoot some fashion blockbusters, such as the theme of football babies, to bring out your unique charm.
Following the advice, Xu Dongdong took a set of energetic football baby photos.
As soon as Xu Dongdong's sexy sportswear photo was exposed, it immediately caused a sensation. Wang Guangxing, the owner of a well-known beverage company and the founder of the Coconut Tree brand, became interested in Xu Dongdong in one of the photos.
Wang Guangxing was attracted by Xu Dongdong's graceful figure curve and decisively invited her to be the brand spokesperson. In this way, Xu Dongdong, who was once underestimated by the society, unexpectedly became popular with a set of photo monographs, became an otaku god and goddess, and since then his life has entered a new stage.
Spokesperson Xu Dongdong shot a set of classic advertisements for the Coconut Tree brand, and her tall and sexy image complemented the slogan "I grew up drinking", which greatly increased the sales and popularity of the Coconut Tree brand.
Just as Xu Dongdong's career was at its peak, a group of photos involving scandals appeared, which made her intimate relationship with director Bao Xiaobai public, which aroused widespread attention and questions.
However, this is just a farce with no ending: the male protagonist in the photo is actually the actor Pu Bajia that Xu Dongdong cooperated with in the same drama.
While Xu Dongdong unexpectedly became popular, Wang Guangxing, the founder of the Coconut Tree brand, a shareholder of a coconut water factory with grand ambitions, was already quietly planning his business plan.
After going through the wind and rain, Wang Guangxing finally rescued the Haikou canning factory on the brink of life and death, and he produced pure coconut water with zero additives, which was very popular as soon as it was launched.
However, Wang Guangxing was not satisfied with this, and his vision was broader.
Wang Guangxing said excitedly: "What about the first in China? My goal is to build a world-class business! So he turned his attention to the important part of packaging design.
Originally, Wang Guangxing intended to invite a well-known designer of the Hainan Artists Association to customize an exclusive packaging for the coconut tree, but due to a dispute with the designer, the coconut tree lost the right to use the original packaging.
In the face of the crisis, Wang Guangxing showed wit and composure, and he personally wrote a new chapter for the coconut tree. As a result, a unique packaging design nicknamed "earthy" came into being.
The packaging is very vivid and interesting: a beautiful woman with a delicate figure and sexy clothes is holding a coconut palm product in her hands and reading the famous advertising slogan "I grew up drinking".
The absence of the designer has made Wang Guangxing's unique marketing concept a reality.
Xu Dongdong, who was once an underestimated and unknown dance girl in society, became the leader of the coconut tree brand after "cheering". In the process, she and Wang Guangxing gave each other resources and opportunities, and jointly created success and brilliance.
With the blessing of sexy plus-size model Xu Dongdong, the sales of coconut trees are rising. However, Wang Guangxing is clearly not satisfied with this, and he tirelessly explores more bold and innovative marketing methods.
He came up with a lot of new ideas: he launched the "breast mold bottle" volcanic rock mineral water, so that the bottle can show the beauty of women's curves; In the craze of live broadcasting, hot beauties were invited to show seductive dancing in the live broadcast room; also invited a sunny and handsome men's group to ride bicycles hard in front of the camera.
Wang Guangxing's series of unique marketing ideas have caused widespread attention and controversy in the society, and the traffic, popularity and sales have also risen rapidly. Although his marketing strategy is slightly bold, it is undeniable that Wang Guangxing does have a forward-looking business mind and a sensitive insight into the market.
The Coconut Palm brand has been able to achieve what it is today mainly because it dares to challenge tradition and boldly try new ways. This pioneering and innovative spirit has made the coconut tree brand continue to grow and develop.
Since Xu Dongdong debuted with a football baby photo and became the spokesperson of the coconut tree brand, her acting career has gradually been on the right track. However, while her career is in full swing, her love life is in trouble.
It all started in 2014, when Xu Dongdong starred in a TV series called "The First Paratrooper". During the filming process, she and the actor Pu Bajia had a huge chemical reaction, and the two slowly established a deep emotional bond.
At first, their relationship was hailed as a clear stream in the love life of the artists, and won the blessings of many audiences. However, the good times did not last long, and some details that seemed to be "honey blending oil" were captured by the paparazzi - there are photos showing Pu Bajia kneeling on one knee and proposing to Xu Dongdong with a diamond ring in his hand, and the love between the two is enviable.
Pu Bajia's remarks that he was accused of being a "scumbag" caused an uproar on the Internet, and Xu Dongdong also suffered unprecedented cyberbullying as a result. In the end, Xu Dongdong posted a long post late at night admitting that he broke up with Pu Bajia, and implored netizens to stop bothering her.
This twisted and bizarre sister-brother relationship is like a slap in the face, breaking the sweet dream of the two. Although Xu Dongdong felt very sad, as a professional actor, she tried to stabilize her emotions and continue to devote herself to her work.
After that, she participated in the highly regarded TV series "Residual Sin", which has no shortage of large-scale intimate scenes. But this time she acted cautiously and maintained a simple and pure cooperative relationship with the actor Zhang Yishan, avoiding another failure in her love life.
The sister-brother relationship that was accidentally exposed revealed revealed how Xu Dongdong grew up in the process of becoming a star. Despite her emotional setbacks, she was able to maintain her professionalism and focus her work on the top spot.
There will inevitably be setbacks on the road of life, and what matters is how we face and overcome these difficulties.
The packaging design of the coconut palm brand has always been a tricky problem. At first, Wang Guangxing wanted to ask Ke Lanting, a well-known designer of the Hainan Artists Association, to tailor exclusive packaging for the brand.
However, due to a dispute with Koranting, the coconut tree lost the right to use the original design and fell into crisis.
In the face of this crisis, Wang Guangxing did not determine, and he personally designed a new image for the coconut tree brand. It is under his ingenious operation that a packaging design that is nicknamed "earthy" by the outside world came into being.
The packaging is designed with a unique strategy, featuring a hot beauty in a sexy sportswear, holding a coconut palm product in both hands, and naturally incorporating the popular advertising slogan "I grew up drinking", which makes the packaging less commercial, more relatable, and successfully captures the attention of consumers.
There is no doubt that this "protagonist" beauty is Xu Dongdong, who has become the spokesperson of the coconut tree brand at that time. Wang Guangxing skillfully integrated Xu Dongdong's sexy plus-size image with the coconut tree brand to create a vivid, interesting and unique visual effect.
The design of this package is called "earthy", and although it looks rough and simple, it has a unique flavor and a contrasting taste. This design makes the Coconut Tree brand stand out from other competitors with sophisticated packaging that seems too contrived, and the visual impact is superior.
What's more, this design has a deep insight into the current trends of the times. At that time, the public had a natural curiosity and pursuit of new cultural elements such as "Internet celebrities" and "grassroots".
Wang Guangxing is well aware of this and applies it to product packaging design, so that he has successfully captured the interests of young consumer groups and successfully obtained the preferences of young consumer groups.
From another point of view, Wang Guangxing's packaging design also highlights the spirit of his business owner. In the face of a crisis, he did not choose to stop there, but responded positively, and successfully created a product image with the characteristics of the coconut palm brand.
The reason why the coconut tree brand can continue to grow is because of the power brought by this spirit of innovation and self-improvement.
For Wang Guangxing, innovative marketing is his unremitting pursuit. On the basis of Xu Dongdong's endorsement and "earthy" packaging design, he has a series of ingenious new marketing ideas.
In the craze of live broadcasting, Wang Guangxing invited a beautiful woman with superb dancing skills and a hot body to dance in the live broadcast room. She was wearing a tight-fitting dress and black mini shorts to show her seductive curves, bringing a visual feast to netizens.
Although the live broadcast room has been banned several times because the content is too vulgar, Wang Guangxing still goes his own way and continues to invite actresses to dance after paying the fine. It can be said that his pursuit of "beauty" has almost reached the level of obsession, and the challenge to aesthetics is almost somewhat blatantly provocative.
However, beauty marketing alone could not meet Wang Guangxing's needs, and he quickly launched another blockbuster - sunny and handsome boy group members, wearing V-neck tight tops, riding bicycles in front of the camera, showing masculine muscle lines.
These boys are all over 1.8 meters tall and have strong muscles, giving people a strong visual impact. Sure enough, this marketing strategy once again sparked heated discussions among netizens, and the traffic and sales of the coconut tree brand also skyrocketed.
Wang Guangxing has an excellent innovative spirit and marketing thinking, which can surpass his peers. He dares to break through tradition and try new marketing elements, such as sexy beauties, masculine boy bands, etc., and this innovative strategy is bold and eye-catching.
However, the good times did not last long, and the coconut tree brand was soon questioned by the outside world. It has been pointed out that the coconut palm brand pursues visual merchandising too much and neglects the investment and innovation of actual product quality.
Relying on entertainment and vulgar marketing methods alone will not last long.
After all, no matter how compelling, consumers will eventually return to the product itself. If the quality of the product is not fundamentally guaranteed, then these marketing ideas can only be short-lived.
Therefore, Wang Guangxing needs to pay attention to marketing innovation, and at the same time, pay more attention to the quality improvement of the product itself, so as to truly realize the sustainable operation and century-old inheritance of the coconut tree brand.
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