Introduction:During International Women's Day, the Yeshu Group launched a "handsome male livestream" to promote products, recruiting well-paid, sunny male hosts — but the campaign ended in a sales flop. Despite attracting over a million viewers across two livestreams, actual sales were less than 30,000 yuan, with a conversion rate of just 0.03%. This article delves into the full story of the event, explores netizen opinions and the brand’s livestream strategy, and shares some observations.

During International Women's Day, the Yeshu Group attempted to promote products via a "handsome male livestream," offering highly eye-catching recruitment criteria: sunny, healthy men standing 1.8 meters tall with defined chests and abs, earning a daily wage of up to 800 yuan. However, the two livestreams combined attracted more than a million viewers, yet actual sales amounted to less than 30,000 yuan, with a conversion rate of only0.03%, sparking widespread discussion.

The campaign was first announced on February 28 through the Douyin official account @Yeshu Group Hainan Coconut Drink Co., Ltd., using high salaries and a sunny image as selling points, quickly drawing public attention. However, the topic "handsome male livestream sales under 1,000 yuan" on March 9 pushed the brand to the top of trending searches, with netizens analyzing the reasons behind its poor performance.

Observations noted that the newly recruited handsome male hosts seemed inexperienced, with even basic movements appearing uncoordinated. The Yeshu Group responded that the official livestream period was from March 8 to 12. Additionally, some netizens believed the brand failed to accurately grasp the preferences of the livestream audience, and that the products being promoted had a narrower audience compared to coconut juice.

It’s worth mentioning that Yeshu has consistently maintained a unique "coconut style" in both its products and visual design, with packaging that has remained unchanged for years, often described as having a "telephone pole ad" aesthetic, making it an unconventional classic in the design world.

In fact, Yeshu began experimenting with livestream sales as early as October last year, featuring four curvy female hosts dressed in the classic coconut juice packaging, dancing to retro tunes against a signature blue backdrop. However, that livestream sparked controversy over its alleged "edgy" content, leading to an interruption, and the originally planned seven-day broadcast was abruptly cut short on the sixth and seventh days.

For this male-hosted livestream, Yeshu chose to "retain most of the original style, only changing the hosts' gender and performance format." The livestream background still used the familiar blue, with the hosts switching from girls’ awkward dancing to guys’ fitness routines. Although the visual focus changed, the overall style was still seen as the brand’s signature "tacky coconut vibe."

On the official livestream day of March 8, the two sessions collectively surpassed a million views, but actual sales performance fell short of expectations, with sales of less than 30,000 yuan and a conversion rate as low as0.03%. Despite the underwhelming results, the brand seized the festive opportunity to make an attempt and successfully stirred up heated discussions, showcasing its strong operational prowess in "tacky marketing."

Overall, although this attempt at a handsome male livestream sales campaign did not achieve its sales targets, it once again proved the Yeshu Group’s keen sense for market-driven buzz — even with a controversial style, it still managed to attract massive attention.

The above content is compiled by CoffeeHunters, a coffee news website.