I hope that you who read the article will have a heart like a flower and a tree, born to the sun
Text: The heart is like a flower and a tree
Some time ago, Coconut Tree was fined 400,000 yuan for "vulgar marketing".
Unexpectedly, the coconut tree was "blessed by misfortune", and a fine sheet actually sent the coconut tree an earth-breaking flow, and countless netizens got to know the coconut tree through this matter.
I thought that this was the end of the matter, but the next action of the coconut tree shocked everyone.
With his superb "marketing" skills, he stirred up the hot spot that was just about to cool down again!
01
Let's start with a recap:
On May 6, Coconut Tree Group was fined 400,000 yuan by the local municipal supervision bureau for its bold publicity.
In the promotional pictures and texts of the Coconut Tree Group, not only the male and female models are dressed coolly, but also advertising slogans that violate public order and good customs, such as "rubbing milk with coconut" and "South Pacific beauties rarely 'airport'".
For a while, the topic rushed to the hot search, and public opinion arose. On the question of "whether the Coconut Tree Group should be punished", netizens debated endlessly.
Interestingly, the Coconut Tree Group itself was not convinced by the punishment. On the 9th, Coconut Tree Group issued a statement of "one worry" and "two dissatisfaction":
In the statement, the Coconut Tree Group said that "coconut milk" and "South Pacific beauties rarely have 'airports'" are popular science education, not advertisements. At the same time, they are also worried about the job problems of employees of the group and upstream and downstream enterprises.
Just as this war of "public order and good customs" is intensifying, the coconut tree group has made a new move!
On the 11th, the style of the coconut tree's live broadcast room changed greatly, in order to express their dissatisfaction with their "vulgar propaganda punishment", all the anchors actually covered their faces like zongzi, and even covered their faces!
A stark contrast to the cool style that preceded it. Since you don't let it be exposed, you just cover it tightly.
Unexpectedly, the "toughness" of the Coconut Tree Group made them popular again.
Netizens have stood in line with the Coconut Tree Group and praised:
"This marketing ability surpasses Lei Jun!"
02
With the blessing of the topic, the Coconut Tree Group has increased its fans significantly.
On May 12, in just three hours, the number of fans of Coconut Tree Group changed from 2.012 million to 2.023 million, an increase of 11,000 fans.
Although it is not amazing, compared to the previous speed, the effect is obvious.
Here's the problem:
The more the Coconut Tree Group is punished, should it be punished?
In fact, for a long time, the Coconut Tree Group has been using the method of "edge marketing".
A variety of edge advertising slogans emerge in endlessly:
"A cup in the morning and evening, white and tender", "Drink from childhood to adulthood"...
Obviously, Coconut Tree Group wants to make its products into "functional drinks", and its function is mainly "breast enlargement".
In my opinion, vulgarity or not should be relative.
If the Coconut Tree Group's propaganda is suspected of being vulgar and should be punished, should the side-rubbing anchor in the live broadcast room be punished? They are more excessive than coconut palms.
Frankly speaking, the products of Coconut Tree Group are very passable in terms of hygiene, safety and taste.
From this point of view, Coconut Tree Group can be regarded as a conscientious enterprise.
03
When the relevant departments supervise enterprises, they should give priority to guidance, supplemented by punishment, and simply impose fines to treat the symptoms rather than the root cause.
For Coconut Tree Group, it is time to take the initiative to think about changing marketing ideas. Long-term rubbing is like drinking water to quench thirst, and the flow and dividends brought by it are limited.
If you want to make the enterprise stronger and bigger, you still have to take the right path.
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