#精品长文创作季#
Punished again!
Just after the May Day holiday, the coconut tree "enjoyed" a fine of 400,000 yuan, and the advertising slogans "coconut water rubbing milk" and "breast fullness" became the biggest contributors, as if showing off: "I'm rubbing the edge again!" ”
This is not the first time that the coconut tree has been fined, nor is it the first time to try to "wipe the edge" culture, why has the old brand that has been deeply involved in the traditional industry lose its chastity and commit a crime against the wind?
A netizen's sentence hit the nail on the head: "Punishment is fine, saving advertising costs."
That's right, the account, the coconut tree will still calculate!
In 2023 alone, Coconut Tree will be fined less than 1 million yuan throughout the year, but the income will be as high as 5 billion.
With an avant-garde publicity model and a traditional business model, how does Coconut Tree achieve dual-mode operation?
The coconut tree has a long history of "rubbing edges".
In the early days, the advertising of coconut trees was already very unrestrained, a group of cardamom girls, running on the beach, their breasts rippling, pure and charming.
"One cup a day, the curves are moving."
The naked advertising and marketing words have firmly captured the attention of consumers.
And this is already a conservative version after being mired in controversy, and it is not so blood-pumping compared to the beginning when bikini beauties ran all over the screen.
In fact, as early as the early 90s, coconut palm brand coconut water has been selected as a state banquet drink, relying on this name alone, the company has a big advertisement on TV stations, and coconut trees have become popular all over the country.
But Coconut Tree wants to go off the rails and rely on "soft pornography" to position the brand.
In 2006, Coconut Tree launched new products in an all-round way, and the oversized and eye-catching advertisements on the exterior of city buses came all over the world.
"My wife likes her husband to drink coconut pomegranate juice."
"I'm afraid I can't do it, drink coconut water."
Such a directional and ambiguous advertising slogan instantly aroused heated discussions among the whole people, and finally the Administration for Industry and Commerce ordered it to stop using it as "vulgar" and issued the first fine to the coconut tree.
But this is not even a lesson for the coconut tree that is in full swing.
In 2010, Coconut Tree began to look for a product spokesperson, and film and television actor Xu Dongdong stood out.
During the interview, Xu Dongdong, who was fair-skinned and beautiful and big-breasted, inadvertently said something that became an advertising slogan that would become popular all over the country in the future:
"Coconut Tree brand coconut water, I have drunk it since I was a child"!
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With a fiery figure and undulating chest curves, it is difficult not to associate coconut water with breast enlargement?
Obviously, the coconut tree is completely on the chest "bar".
Such a misleading advertising slogan has once again successfully attracted the attention of the industrial and commercial department, but Coconut Tree has defended itself while using the advertising slogan "from childhood to adulthood".
In 2016, Coconut Tree released a new product, this time tossing the creativity on the packaging.
The new product is named "breast model cup", the bottle body directly incarnates the upper body of women, and the position of the hand is the female chest, so the bizarre design naturally attracts many people's dissatisfaction, and many people call this simply an insult to women in broad daylight.
Overnight, the coconut palm became the target of public criticism.
This time, Coconut Tree was not convinced, and openly posted a poster to argue: This is a combination of product and art.
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Unfortunately, a few days later, the relevant departments once again issued a fine of 200,000 yuan to Coconut Tree on the grounds of "vulgarity".
However, such a fine, Coconut Tree did not think so, and still went his own way.
Soon, Coconut Tree found a new way to play and posted a very alternative enrollment notice.
On this leaflet for the recruitment of "company directors and deputy managers", it nakedly conveys a meaning: if you enter school, you will have a house and a car, and if you have a house and a car, are you afraid that there will be no handsome guys and beauties to chase you?
The simple and crude false promises did not attract applicants, but they attracted overwhelming scolding.
Immediately, the relevant departments intervened again and issued a fine for "suspected violation of good social customs", and the fine rose to 400,000 this time.
The coconut tree, which was "fined from childhood to adulthood", seems to have been restrained, and the advertising slogan has been changed to a decent one: come to work in the coconut tree, have a house, a car, a deposit, and a future.
The advertising slogan has changed, but the two promises in the admissions conditions are jaw-dropping.
Article 1: Loyalty does not seek personal gain, and the cause does not care about the family.
The first half of the sentence is fine, but the second half of the sentence is very annoying? Do you want to abandon your wife and children for work? What is the difference between this and what Baidu Xuanjing said?
Article 2: Mortgage real estate to prevent job hopping.
This overlord clause is probably even more blatant than the deed of sale in the old society.
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However, after a simple apology to resolve the turmoil, a good start appeared on the official website of Coconut Tree Group.
The good news affirms the correctness of the decision, and to always keep the direction unchanged, which is not the point, and the next sentence is a big surprise:
The "Drink from Small to Big" and "Recruitment Advertisement" turmoil successfully attracted the attention of 500 million netizens, enhanced brand awareness, and promoted sales growth.
The implication is that the continuous increase in coconut palm sales is essentially due to a series of negative topics!
The coconut tree really does not take the usual road, and the average enterprise is afraid of negative news, but the coconut tree does not think so, which shows that there are masters behind the coconut tree!
The master is Wang Guangxing, the founder of Coconut Tree Group.
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In 2022, Wang Guangxing, who is already an elderly man, watched the live broadcast industry in full swing, and personally launched the coconut tree live broadcast room, including live broadcast construction, model selection, lighting, and radio words, and put forward guidance almost throughout the process.
Don't look at your age, but the traffic is very clear.
In order to match the marketing theme of "let men have masculinity and women have femininity", Coconut Tree specially hired energetic big-breasted beauties and macho men with abdominal muscles to shake the screen all over the screen, earning enough eyeballs for a while.
Although the first live broadcast was closed and broadcast, broadcast and blocked, it attracted 300,000 fans overnight.
After that, Coconut Tree has done a good job in the field of live broadcasting, and it has been out of control, and by the 2024 New Year's good news, the total sales have exceeded 5 billion for the first time.
Regardless of whether it is closed or punished, Coconut Tree has always been firm in a marketing strategy, and it has been tried and tested repeatedly, until today, Coconut Tree's gameplay is still eye-catching.
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It can be imagined that at the beginning, the coconut tree was also a serious national brand, and Wang Guangxing's rescue of the coconut tree was also talked about.
In 1986, Wang Guangxing was transferred to Haikou Canning Factory (the predecessor of Coconut Tree Group).
At that time, the Haikou canning factory was a large factory with 1,400 employees, but due to various reasons, it had been losing money for five consecutive years, and the Haikou municipal government successively sent four factory directors, all of whom returned in vain.
Wang Guangxing is the fifth factory director, and he is indeed a practical factory director.
The new official took office with three fires, and the first fire burned on the heads of the old workers.
As soon as he took office, he broke the previous iron rice bowls, iron wages, and iron chairs, and directly fired several employees who were the most difficult to manage, without any mercy.
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Subsequently, because the production period of individual workshops was only one quarter a year, he ordered that all wages in these workshops be halved during the shutdown.
Now the old workers are gone, scolding all day long, and even blocking his door to ask for money.
Wang Guangxing has no scruples, and still does his own thing, which seems to be his consistent purpose of being a man and doing things: as long as he believes in something, no one can stop it.
It's just that opening up sources and reducing expenditure alone can't solve the crisis of large factories, and Wang Guangxing understands in his heart that if he wants to completely turn over, he must make the company profitable.
The old products are unreliable, and they must attract people's attention with new products, and Wang Guangxing suddenly popped up two words "coconut water" in his mind!
Coconut palm is a specialty of Hainan, if the coconut water is refined to make a drink, maybe it can sell well all over the country and go to the world.
Thinking of these, Wang Guangxing said that he would do it, and it didn't take long for the Coconut Tree New Product R&D Department to be officially established.
Wang Guangxing is well versed in human nature, and in order to make a huge breakthrough in research and development, he took the lead in implementing "science and technology awards" in enterprises:
As long as the coconut water is successfully developed, in addition to the reward of physical televisions, there are also cash rewards, he promised that if the company's profit reaches 1 million, scientific researchers can get 3%-5% bonuses.
It was the 80s, and there were only a handful of 10,000 households, and a project was successfully developed to get at least 30,000 yuan, which was already a sky-high bonus.
Under the heavy reward, there will be brave men.
Only 8 months later, the R&D team finally broke through more than 300 tests and finally broke through the oil-water separation technology and overcame the natural coconut water problem that has not been won for decades in the world.
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In the following three years, the research team developed 31 new products, with a cumulative economic value of more than 140 million yuan.
The Haikou canning factory also completely turned losses into profits, and recorded a profit of 2.4 million yuan that year.
Since then, with Wang Guangxing's meticulous marketing planning, the coconut palm brand coconut water has become popular all over the country, and even won a number of national awards.
During this period, Wang Guangxing also cashed in the "science and technology award", and some employees even got a reward of up to 300,000 yuan.
Such a bold incentive plan also caused an uproar at the time.
Hainan Daily also published a front-page headline with the title of "Should 300,000 Bonus Be Issued", but at Wang Guangxing's insistence, all the scientific and technological talents who paid in the end got the corresponding rewards.
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It can also be seen from this incident that the early coconut trees had their own firm insistence: go their own way and let others speak.
In 1995, Haikou Canning Factory, which came back to life with new products such as coconut water, was renamed "Coconut Tree Group Co., Ltd." in the pilot project of restructuring.
So far, coconut trees have become the most popular units in Haikou, and the wages are higher than those of institutions and institutions.
At the same time, Coconut Tree also began to implement employee stock ownership reform, starting from state-owned and gradually changing to privatization.
After the product was available and the profit was sufficient, Wang Guangxing began to ponder the details again.
At that time, a fire broke out in the backyard of the advertising department of Coconut Tree, and the outer packaging designers left Coconut Tree for various reasons.
For a while, changing the packaging became a major event such as the head of the coconut tree, but it was not easy to find suitable design talents for a while, and Wang Guangxing was suddenly anxious.
After weighing, Wang Guangxing, who was born as an artist, decided to do it himself, and he put forward several key points: the words must be big, they must be very eye-catching, and they want others to see what you are selling at a glance!
As a result, the packaging of coconut tree earth flavor covered with large characters on the bottle came into being, which became the group's signature style, and it has been used for decades, without a design concept, red and blue with a wide advertisement.
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It was only later that the style of painting changed sharply, and the packaging of coconut water became more and more "dirty".
Nowadays, the coconut trees that have been repeatedly fined have gone farther and farther on the road of "black and red".
Recently, it has been on the hot search again because of "coconut water rubbing milk", but the fine of 400,000 yuan in exchange for the traffic of the sky, netizens said that the coconut tree has made hemp again this time.
However, is it a good thing that the hot search returns far outweigh the punishment? Is the increase in exposure, the increase in popularity, and the temporary increase in performance the end of the company's pursuit?
The answer is obvious!
As a well-known national brand, a large-scale enterprise that has been deeply rooted and meticulously adhered to for more than 30 years and brings beautiful taste buds to the people, should not only be lost in the trap of "black and red marketing".
Black is black, after all, it can't last long, and the cancer brought by black traffic may one day erode the entire enterprise organism, just because it consumes not only the value of the enterprise, but also the trust of the society in the enterprise.
"Water can carry a boat, but also can overturn a boat", if the coconut tree does not focus on product research and development, regardless of the accumulation of word of mouth, just blindly grasp the traffic to attract attention, one day will be eaten by the "toxic traffic".
Perhaps, it's time for the coconut tree to wake up!
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Resources:
Southern Weekly: "Coconut Milk Breast Enlargement? This old brand has not been very good at playing according to the routine"
China Entrepreneur Magazine: "Coconut Tree Changes, No New Story Yet"
The Paper: "The use of advertising slogans that violate public order and good customs such as "South Pacific beauties rarely 'airport'" was fined 400,000 yuan for coconut tree advertising
Nanfeng Window: "Coconut Tree Rubbing Advertisement, Fined 400,000"
Author: Vishan
Editor: Ichiyigi