On May 11, the painting style of the Coconut Tree Group's product live broadcast room changed abruptly, and the model wore sunscreen clothing for the live broadcast, covering it tightly. Previously, Coconut Tree was fined 400,000 yuan by the Market Supervision Bureau of Longhua District, Haikou City for "rubbing the edge" advertisement, and its official Weibo responded, expressing "worry" and "dissatisfaction". Many netizens said that this wave of "marketing" is true and "won hemp".
The style of the live broadcast room has changed
It is suspected of expressing dissatisfaction with the punishment
On May 11, the live broadcast room of Coconut Tree Group's products changed to the norm, and the male and female models were all tightly wrapped in sunscreen clothing, and some even wore masks so that they couldn't see their faces clearly. It is understood that in the past advertisements and live broadcast rooms of the Coconut Tree Group, there were often colorful backgrounds and costumes, as well as young women in yoga pants dancing; Or a male model wearing a tight vest and shorts, holding a coconut tree and coconut water to show off his muscles and figure in the live broadcast room.
Coconut Tree Group released related short videos on May 12 and 13, and the picture is a screenshot of the short video.
Previously, the Coconut Tree Group was fined by the Market Supervision Bureau of Longhua District, Haikou City for "rubbing the edge" advertisement, and the special news reporter had made a relevant report on this "Coconut Tree Group was fined 400,000 yuan and rushed to the hot search, netizens: "Are you reminding me to buy coconut water again?" Large companies. It is mentioned that there are clues that the promotional graphics and texts published by Coconut Tree Group Co., Ltd. on its own website have used state agency staff for commercial marketing, and used advertising slogans that violate public order and good customs, such as "rubbing milk with coconut" and "South Pacific beauties rarely 'airport'".
Coconut Tree Group posted a response on its official Weibo, saying that it was worried that the destruction of the famous brand would affect the livelihood of upstream and downstream enterprises and coconut farmers, and said that it was not satisfied with the punishment. Therefore, some netizens linked the change in the style of the coconut tree live broadcast room with this punishment.
As for the real reason for the change in the style of the live broadcast room of the Coconut Tree Group, and whether adjustments will be made in the future, the reporter of Reading Special News interviewed through posts and telecommunications, but did not receive a response as of press time.
Coconut Tree Group has been fined for violating the rules many times
The Coconut Tree Group's advertising and marketing journey is full of controversial marketing tactics. The first "mutation" was its 1999 advertisement, in which a coolly dressed advertising girl held a glass of coconut palm brand coconut water and said, "One cup a day, white and tender".
In 2009, Coconut Tree Group advertised advertisements such as "Papaya is full, I am plump" and "My wife likes her husband to drink coconut tree pomegranate juice" on a bus in Haikou City, and these slogans were judged to be "illegal publications" because of their vulgar content, and were fined 1,000 yuan.
In 2012, Coconut Tree Group invited star Xu Dongdong as the spokesperson, and Xu Dongdong posed a backhand pose in the advertising screen, which was equipped with the slogan "I have been drinking since I was a child" for the first time.
In 2016, the Coconut Tree Group launched a "breast mold bottle" mineral water, which was designed in the shape of a female body, which caused a huge controversy. Soon after, the packaging of this product was removed from the shelves.
Among them, the well-known advertising slogan "I have drunk from childhood to adulthood" of the Coconut Tree Group has been used by netizens to ridicule the Coconut Tree brand many times, and the advertising slogan was used again in 2019 when the new packaging was replaced, which also brought a fine of 200,000 yuan to the Coconut Tree Group for suspected vulgar content and false promotion of breast enhancement effects. And on May 8, 2024, the Weibo topic "Coconut Tree Involved in Rubbing Advertising Was Fined 400,000 Yuan" rushed to the hot search.
According to public information, in 2023, Coconut Tree Group will achieve a total annual sales volume of 700,000 tons, a year-on-year increase of 10.26%; sales of 5 billion yuan, a year-on-year increase of 3.08%; The tax paid was 682 million yuan, a year-on-year increase of 15.39%. According to media reports, this is the fourth consecutive year of revenue growth for Coconut Tree Group. This means that in 2021, Coconut Tree will really start to "counterattack", and it is also this year that Coconut Tree will start shooting short advertising videos, start live broadcast activities in October 2022, and introduce "muscular male models" in March 2023, since then a fixed model of male and female anchors with hot dance has been formed.
Netizens have come up with advertising words for the Coconut Tree Group
The fine of 400,000 yuan for Coconut Tree Group was even considered by some netizens to be reverse marketing of its brand, and the effect of the fine of 400,000 yuan was even more influential than the effect of spending on advertising. In this regard, some netizens complained about the Coconut Tree Group: "The fine is admitted, but it must be reported nationwide." ”
Some netizens think that the behavior of the Coconut Tree Group is harmless, although the fine is not unjust, but this does not affect the netizens' love for its products and attitude. Regarding the change in the live broadcast room of the Coconut Tree Group after being fined this time, some netizens will even comment on the relevant short video with a witty and humorous attitude: The advertising slogan can be changed to "Drinking coconut trees, a good figure can't cover it".
There are also some netizens who think that Coconut Tree Group is "really rebellious", "the head is really iron", "there are always more ways than difficulties", in addition, some netizens suggested that it should not be too extreme, so that the development of the enterprise can be stable.
[Source: Read special client]