Text: Mu Qiao
The statements in this article are based on reliable sources of information and are detailed at the end of the article
Preface
"People love each other, flowers see flowers bloom" coconut palm brand coconut water has been fined again, for the previous coconut palm, these fines are sprinkling water, continue their own "unique style", but this time the reaction of the coconut tree group is abnormal.
The coconut tree is still the coconut water, I have drunk it since I was a child, and I believe everyone is familiar with this advertising slogan.
Since Coconut Tree Group was fined 400,000 yuan for advertising slogans in June 2021, Coconut Tree Group has once again fallen into the quagmire of fines.
However, after the Coconut Tree Group was fined this time, it publicly stated on its official website that it had the concept of "one worry" and "two dissatisfaction".
In the past, the coconut tree group was really dismissive of the fine, but now it has been punished but it has changed the style of live broadcasting, what happened in this to make the coconut tree that was once "a backbone" change so much?
The painting style of the coconut tree live broadcast room has changed abruptly
On May 9, the official Coconut Tree Group issued a "protest", saying that the "milk rubbed with coconut water" and "Maiden Airport" printed in the product were popular science education, not commercial advertisements.
Secondly, the Coconut Tree Group also said: it is afraid that the famous brand will be destroyed, and the jobs of nearly 20,000 employees will be smashed.
The most unsettling thing is that the advertising slogan of Coconut Tree this time is not because it is to carry out false publicity, which can't help but make consumers like us cry to death.
In addition to daily advertising, Coconut Tree Group will also conduct live broadcasts on the platform from time to time, aiming to let the public know more about what the Coconut Tree brand is like.
The live broadcast of the Coconut Tree Group has always been more popular with netizens, but some careful netizens found it.
Since May 11th, the live broadcast of Coconut Tree Group has changed its cool style in the past, and all members have changed into sunscreen clothing that "covers the sky and the sun".
When the coconut tree started the live broadcast, netizens also rushed to the live broadcast room, just to see if the "Middle Eastern style dress" was "really true".
There is no harm if there is no contrast, in the past live broadcast of the Coconut Tree Group, the models were really "cool" and dressed, and the main focus was a "frank waiting", but now the live broadcast before and after the two has formed a stark contrast.
Some netizens jokingly said, "The boss of this coconut tree is afraid of being fined and punished." ”
Let's first take a look at what the previous coconut tree live broadcast room was like.
In the past, in the live broadcast room of the coconut tree, there were not a few beautiful women wearing tights and small shorts.
After watching the live broadcast of the coconut tree, you can come to a conclusion, you can always unconditionally believe in the aesthetics of the coconut tree boss, when others are still liking "white and thin", the old iron in the coconut tree live broadcast room is already "far ahead".
The models in the coconut tree live broadcast room, each with a stylish and full figure, they are wearing a variety of beautiful tight short-sleeved sweaters, and the lower body is paired with a classic hip-wrapping shorts.
Then these female models began to perform their sexy dances, including holding coconut palm products to the camera to hype, and after promoting the products, they continued to devote themselves to dancing.
Some netizens bluntly said, "I'll go, this makes people watch, who looks at it and who doesn't make a fuzz." ”
There is nothing wrong with saying this, as the saying goes, everyone has a good love for beauty.
But the good times didn't last long, in the subsequent live broadcast, Coconut Tree was officially named and criticized, and when faced with sky-high fines, the big boss of Coconut Tree didn't seem to care about it.
casually paid the fine with a wave of his hand, and changed the content style in the subsequent live broadcast, and said that if you don't let me rub the edge of women, I will engage in male edge rubbing.
In a blink of an eye, the live broadcast room of the coconut tree became a "macho live broadcast room", and I don't know which gyms the owner of the coconut tree found bodybuilding models.
Among them, these male models, each with a height of 185, are full of muscles, and the outfits of the upper and lower bodies are no different from the outfits of the previous female models.
In order to feast the eyes of the brothers and sisters in the live broadcast room, the coconut tree boss even raised the recruitment requirements for male models, not only the models must be full, but also the height must meet the standard, and the most important thing is that the appearance must also pass.
Later, in the live broadcast room of the coconut tree, it became a male model holding the products of the coconut tree, doing high-five push-ups, doing dumbbell curls, and showing various "bewitching" movements to attract attention.
Later, the boss of the coconut tree adhered to the concept of matching men and women and not getting tired of work, and spent a lot of money to invite the "KK" god of war to participate in the performance of the male models.
It was this operation of the coconut tree boss, with the devilish full body of "KK", coupled with the co-starring of the sunny man, that successfully made the coconut tree group reap a wave of popularity.
These two things really want to be masculine and masculine, feminine and masculine, coconut water has coconut water, it is worth mentioning that this operation of the coconut tree boss is just to make netizens happy, and there is no live broadcast to bring goods.
In today's live broadcast industry, it is simply a clear stream in the live broadcast industry, although the live broadcast room of the coconut tree has been reminded of violations by the platform, but the boss of the coconut tree is also open for the happiness of netizens.
According to relevant statistics, the sales of coconut trees have risen in a straight line until 2022, and the sales peak will be achieved at the end of 2022.
But who would have known that all this traffic in the coconut tree live broadcast room ultimately came from a woman named Yin Dandan.
Netizens from the outside world have always felt that he is an old man in the impression of the operation of Coconut Tree's live broadcast: "The operation of the live broadcast room must be an old critic, otherwise I will never be able to think of this trick."
In response, Yin Dandan said: The old brand should use new publicity methods to constitute marketing, so that there is a way to live.
Regarding Yin Dandan's response, most netizens still chose to agree, "After all, today's online live broadcasts, it is difficult to distinguish between true and false, and it is not terrible to dare to admit it, the most terrible thing is to keep people in the dark and cut leeks."
There is nothing wrong with this, there are indeed a lot of marketing accounts for online live broadcasts, and some marketing accounts choose unscrupulous means for the sake of traffic, but Coconut Tree finally insisted on its original intention, which is still very good.
epilogue
There is no problem for enterprises to find ways to market, but they must pay attention to the way of marketing, and no matter what, they must not touch the red line of the law.
This sales style of coconut tree is easy to suffer from official punishment, I hope that after the coconut tree passes the official punishment, it will take more warning to promote positive energy, if you are obsessed, you are likely to face a more severe punishment next time.
Source: The original article was published on Douyin Vista to see the world on May 10, 2024 Regarding the fine of 400,000 yuan for advertising violating public order and good customs, Coconut Tree Group issued a response: I am not convinced! video.
The original article was published on Douyin Chao News on May 12, 2024, about the sudden change in painting style after being fined 400,000 yuan.
The original article was published on Douyin Bohu Finance on March 12, 2024, about the annual sales exceeding 5 billion! The coconut tree of "men have masculinity, women have femininity" has won a big victory? video.
The original article was published in Douyin China Business News on January 13, 2024 Regarding the live broadcast style being scolded, the person in charge of the Coconut Tree live broadcast room responded: I just want to convey a happy video.
The original article was published on Douyin Yangtze Evening News on May 9, 2024, about the video of Coconut Tree Group being fined 400,000 yuan for allegedly violating the advertising law because the advertising slogan violated public order and good customs.
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