#头条创作挑战赛#
[Preface]
As an old brand enterprise, Coconut Tree has always made people laugh about their way of publicity, and they have been fined a lot of money because of vulgar advertising and publicity.
This time on the hot search, because they were fined, they used some inappropriate, even contrary to public order and good customs in their marketing, and were fined 400,000 yuan.
However, there is actually a lot of controversy about the coconut tree's "rubbing the edge", some people think that this kind of propaganda is nothing, and some people think that such a trend should be severely cracked down, and the fines are light.
What kind of advertising slogan did Coconut Tree use this time, which led to the fine? Why is the coconut tree considered "vulgar" to be their corporate culture?
The coconut tree was punished again
According to relevant reports, Coconut Tree Group Co., Ltd. was recently fined 400,000 yuan by the Haikou Municipal Market Supervision Bureau.
The facts of the violation show that on February 6, 2024, the Longhua Branch of the Haikou Municipal Administration for Market Regulation received a clue from the State Administration for Market Regulation "Transfer Letter", reflecting that Coconut Tree Group Co., Ltd. published promotional graphics and texts on its own website, and the use of state agency staff for commercial marketing.
Coconut Tree Group is not a small business, but it always likes to use some advertising slogans and publicity methods.
This time, on their own website, they not only used state officials for marketing, but even used advertising slogans that violated public order and good customs.
It's hard not to think about advertising slogans like "Rubbing milk with coconut" and "South Pacific beauties rarely 'airport'".
The Haikou Municipal Market Supervision Bureau opened an investigation into the behavior of Coconut Tree and found that it violated the advertising law, and made a decision to fine 400,000 yuan, which was imposed on May 6.
This is not the first time that Coconut Tree has been fined for vulgar marketing, and there have been many times before, because of such a problem, Coconut Tree Group rushed to the hot search, which caused a lot of public repercussions.
The fine for coconut trees cannot avoid the words "vulgar", "false publicity" or "contrary to public order and good customs".
In the early days, the Internet was not as developed as it is now, and at that time, Coconut Tree was already very fond of such a marketing method, and the image of the spokesperson chosen was also a sexy and plump type.
After the Internet became more and more developed, online shopping has become a new type of shopping, and network marketing has become a very important marketing method.
I originally thought that after Coconut Tree entered the Internet industry, it would change its style, but I didn't expect people to be surprisingly single-minded, and they like such eye-catching advertisements.
In 2019, Coconut Tree advertised "A cup in the morning and evening, white and tender", "Drink from childhood to adulthood", and netizens at that time already felt uncomfortable.
Although the Coconut Tree Group came forward to explain and said that their advertising was not illegal, the regulator still fined 200,000 yuan after an investigation.
At that time, although the coconut tree obediently accepted the punishment, it did not change the advertising slogan, and the packaging still said "a cup in the morning and evening, white and tender" and "drink from childhood to adulthood".
In 2021, Coconut Tree was fined another 400,000 yuan, this time not because of product promotion, but because of job advertisements.
Even the recruitment advertisement, the Coconut Tree Group had to wipe it aside, and they used the phrase "there must be handsome guys and beauties chasing" in the recruitment advertisement, and they were found to be "against the good direction of society" and were fined.
Later, the coconut tree was searched again and again because of vulgarity and rubbing the edges, and there were many times, and netizens even acquiesced that this is their corporate culture.
Many media criticized the Coconut Tree Group, and it is understandable to want to attract consumers through its maverick style and eye-catching advertising slogans, but free creativity cannot break the bottom line of the law.
CCTV online commentary also believes that the commercial promotion of the Coconut Tree Group has become a "vulgar website" style.
Last year, the coconut tree live broadcast room was pushed to the forefront again, and live broadcast with goods is very common, but in the coconut tree live broadcast room, all the products displayed are plump girls.
Sometimes they advertise their goods, sometimes they dance, and even though they are not wearing anything too excessive or revealing, they are warned by the authorities.
The coconut tree did not relent, and directly replaced all the beauties with handsome guys, and these sturdy male anchors exercised, exercised or danced in the live broadcast room.
This behavior has caused an uproar on the Internet, and it has also caused heated discussions among netizens, some people think that this is obviously playing a side game, but some people think that the anchors have not done anything excessive, at least the coconut tree aesthetics are online.
Arguments from netizens
At the beginning of the Coconut Tree Group, the anchors selected were all plump girls wearing short-sleeved shorts and high heels.
Sometimes they are asked to dance in yoga clothes, although compared to those edge anchors, they are already dressed very tightly, and their movements are conservative, but some people still find it difficult to accept.
Not only is the polarization of netizens' support and opposition very serious, but the official can't stand it, and they have cut off the live broadcast of Coconut Tree.
Later, the female anchor was replaced by a male anchor, the yoga clothes were replaced by vests, and the dancing was replaced by fitness, and netizens began to argue again.
Some people believe that Coconut Tree Group has always been at the forefront of "rubbing the edge", from the former advertising slogan to the current live broadcast with goods, the marketing is constantly changing, but the edge has never stopped.
However, more people believe that none of the live broadcasters in the coconut tree live broadcast room, whether they are boys or girls, are seduced by revealing eyes.
They are indeed in good shape, but they are a very healthy beauty, and they are not the exaggerated white and thin that are sought after now, the boys have masculinity, and the girls also have unique charm.
These anchors are not very handsome or beautiful types at first glance, but they have seen a lot, but in fact, their appearance is very in line with the tradition, the boys have thick eyebrows and big eyes, and their strong bodies look very upright.
They are dressed tightly, even if they are dancing and exercising, they don't give some bad guidance, if this is vulgar, then a large number of live broadcast platforms must be blocked, after all, the behavior of some anchors is much more excessive than that of coconut trees.
In fact, about these controversies, Coconut Tree Group has also responded, and the person in charge of the operator of their live broadcast room said in an interview that there is a reason for the hot dance in the live broadcast room.
The live dance style in the live broadcast room is to express the central idea of "men have a masculine taste, women have a feminine taste, coconut water has the taste of coconut water, and the main taste is original", and emphasized that this is completely different from other products on the market.
Their choice of anchors is actually very strict, and the first thing they want to convey is naturalness, truth and sunshine, just like their corporate slogan, insisting on truth and nature, and daring to promise not to deceive people.
But why has the coconut tree never changed the fines imposed by the relevant departments, as well as the determination of "vulgar" and "contrary to public order and good customs"?
Why do you keep teaching and don't change?
The positioning of the coconut tree seems to have identified the "soil tide", and whether it is packaging or publicity, it can make people feel "still the original taste" every time.
In fact, the style of this "soil tide" has to start from the past of the brand, the brand design of the coconut tree is not nonsense at all, and the chairman of the board of directors on the Internet has a peculiar aesthetic, which is actually not accurate.
Wang Guangxing, the chairman of Coconut Tree, was born in Hainan, and when he was a teenager, he became an artist at the Haikou Cultural Palace.
Wang Guangxing was born as an artist, so he naturally has some aesthetics on his body, so after being transferred to the beverage factory as the director, the coconut tree brand beverage packaging developed is also very small and fresh.
Even for brand design, Wang Guangxing also invited a well-known painter in Hainan, but this painter did more than just design brands.
At the end of the last century, the painter Ke Lanting discovered that almost hundreds of millions of pieces of coconut palm packaging label paper were used every year.
But such a huge number is undertaken by a company without printing qualifications, and the orders received by this agency will be subcontracted.
At first, the printing price per paper was only 0.088 yuan, which they thought was not high, and then it dropped to 0.079 yuan, and they felt that it was even more cost-effective.
But the fact is that in the markets of Guangdong and Haikou, the price of printing houses does not exceed 0.07 yuan a piece, and there are even some that are as low as 0.055 yuan a piece.
This means that just because of the difference of one or two cents per sheet, the annual expenditure on paper will be tens of millions more.
In five years, the Coconut Tree Group spent more than 70 million yuan on paper alone, and after Keranting found out, he wanted to submit a report to the Coconut Tree Group.
However, this incident almost killed Keranting, who was about to submit evidence to the group, but was attacked by a surprise attack and stabbed twelve times.
Keranting thought that this was done within the group, but he had no evidence and had to leave, and after Keranting left, the style of the coconut tree became what it is now.
The founder, Wang Guangxing, played a leading role in the new design of the Coconut Tree brand, adding enough eye-catching spokespersons and many eye-catching advertising slogans.
In fact, being able to be remembered has become the purpose of many brand promotions, and for them, as long as the result is good, the process is not so important.
As a result, there are a large number of advertising slogans on the market that impact the eyeballs, ears and multiple senses.
Some people say that black and red are also red, whether they are praised or scolded, as long as they are discussed, they will have heat, and having heat means that there is a chance to have sales.
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Some people say that this is their corporate culture, although the publicity and packaging are not so "righteous", but except for the advertising fine, the group has not done anything illegal and undisciplined.
Although some advertising slogans of coconut palm are more likely to be ambiguous, they are still unambiguous in major matters, but the advertising of the side ball is not a long-term solution after all, and if you want to capture the hearts of consumers, you still have to use the product to speak.
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Resources
On May 8, 2024, Luzhong Morning News published an article titled "Coconut Rubbing Milk" and "Airport" Coconut Tree Was Fined 400,000! It's not the first time, it sold 5 billion last year".
On May 8, 2024, the National Business Daily published "400,000 yuan! The coconut tree was fined again, this time in the report of "coconut milk" and "airport".
On May 8, 2024, the Daily Economic News published "Advertising slogans such as "rubbing milk with coconut" violated public order and good customs, and Coconut Tree Group was fined another 400,000 yuan! Previously, the controversy of "rubbing the edge" continued, and it was sold for 5 billion yuan last year".
The Paper in 2022 "How did the earthy taste of coconut palms come about?" There is a report on a "big case" involving 70 million behind it
On June 4, 2023, Beiqing.com published "Hot Search No. 1! Is coconut tree live broadcast considered a rubbing? The official response for the first time, the attitude is a bit "just".