Coconut Tree Group requires candidates to mortgage the property for life service. /Visual China
The reason why the public is willing to "tolerate" low-level aesthetics and edge-rubbing advertisements again and again is nothing more than based on the excellent quality of coconut trees and the unchanged taste for decades. Companies that expect to make a quick buck may be able to temporarily achieve their goals with indiscriminate advertising, but brands that aspire to long-term development still rely on quality.
If there is a recruitment advertisement, it not only relaxes the conditions of "professional unlimited, as long as you know how to write", but also has a generous treatment of "admission has a car and a house with a high salary, there must be a beautiful handsome man to chase", but also intimately uses red, yellow and blue highlight colors, manually draws the focus for you, and there is a bumpy red beauty in the middle of the advertising page, looking at the candidate affectionately.
In the face of such a paper recruitment, will you be impressed?
If it weren't for the official blog of Coconut Tree Group, I would have thought it was a computer pop-up window advertisement / @Hainan Coconut Tree Group
If this is not the "General Manager School Re-enrollment" advertisement released by the Coconut Tree Group on the official Weibo, ordinary people will only laugh at the past when it is a psoriasis advertisement on a telephone pole.
But this well-known brand advertisement carefully plans a career vision for you: "After graduation, I will work as a contractor, and my annual salary will be 1.08 million after being promoted to vice president of the group; I will contribute to rewarding 6 million sea-view houses, rewarding 10 million villas, and rewarding dividends and equity." "People have to ignore the hot color scheme and take it seriously."
"We don't have to attract attention, this is the propaganda style that our company has always adhered to." In the face of controversy, this was Coconut's initial response.
According to media reports, the Hainan Provincial Market Supervision Bureau conducted an administrative interview with the person in charge of the enterprise and filed a case investigation into the suspected illegal advertising of the Coconut Tree Group.
@Hainan Coconut Tree Group
According to the past routine, an Internet communication hotspot should end here. But the coconut tree is worthy of the coconut tree, not taking the usual road, on April 2, the coconut tree group once again released the article "Coconut Tree employees and netizens five worries, recruitment information was investigated and punished to lead to national speculation, will be on the verge of bankruptcy again", a strong response to the controversy.
In the comment area, many people left messages: Worthy of you, Coconut Tree. There is regret between words, there is ridicule, there is helplessness, and there is the ambivalence of consumers about their excellent quality and vulgar marketing.
Coconut Brand Advertising? It's long overdue
Since the slogan of "white and tender, plump and moving" has completed the advertising bombardment, the spicy eye packaging of coconut trees that has remained unchanged for many years has had the magic of imagination.
Especially for a while it occupied the TV, but also the movie screen. Looking at the blue sky and white clouds of coconut shadows fluttering against the background, beach models holding coconut water, running and jumping, it is difficult to say that the coconut tree is not suspected of rubbing the edge ball.
A cup a day, white and tender, plump and moving, coupled with a bikini model, is it a clear indication?
This is not the end, the end of the advertisement, these beautiful models usually have to go to the camera without hurrying, holding their heads high, showing exquisite curves, and not forgetting to say: "White and tender, I drank from childhood to adulthood." ”
Although on many occasions, Coconut Tree has explained that "drinking from small to large" only refers to the age at which users drink coconut water, many consumers still prefer to believe that savvy merchants are puns.
Many people still remember a "chest mold bottle" volcanic rock mineral water launched by the Coconut Tree Group in 2016, a good mineral water bottle, but also grew proud twin peaks, unsurprisingly, its spokesperson is also a good figure, "white and tender" actress.
Good mineral water, you have to go through the "chest".
At that time, in the face of the outside world's doubts about the chest mold bottle, the Coconut Tree Group also did not budge, they compared their "chest mold bottle" to the body painting, directly mentioned the height of art - according to rumors, this package was personally designed by chairman Wang Guangxing, as we all know, the design of the boss personally made the design, and the probability of making people difficult to say is relatively high.
Some netizens could not help but ask: Will the coconut tree use the rustic gas as a marketing means? But if you observe it long enough, you will find that the soil of the coconut tree is the soil of true feelings.
In August last year, Coconut Tree Group began the first public enrollment program of the "Professional Manager School". The most controversial recruitment conditions are not age and education, but require enrollees to sign the "Commitment letter of disregard for the cause of the family", and at the same time use the real estate as collateral to leave the "coconut tree" to repay the property. Coconut Tree frankly explained that the reason why the property mortgage was required was to avoid job seekers from using the "coconut tree" as a springboard to learn from experience and change jobs.
To require employees to "not meet each other", we must first see whether the law allows it.
Many workers exclaimed after seeing it: Where is the job search, it is simply selling.
This series of strange demands has obviously violated labor regulations and the basic humanistic spirit, and in the face of criticism, Coconut Tree has to apologize.
As it turns out, the most recent apology was probably not very distracting. Batch to batch, buy to buy, excellent product quality has become the coconut tree repeatedly wayward capital, this unique "black and red road", this Hainan Island-based enterprise has been gone for more than thirty years.
The genes of the coconut tree
In recent years, the marketing style of coconut trees has become clearer, and there are only two points: the outer packaging of the telephone pole advertising style and the poster of the plump beauty holding coconut water. The reason for the formation of such a style, chairman Wang Guangxing can be described as the most important planner.
To say that Wang Zong did not understand design at all, it was really a bit of a grievance against him, when he just entered the Haikou Canning Factory, the predecessor of the coconut tree, Wang Guangxing's post was an artist responsible for literary and art propaganda work.
Later, Wang Guangxing briefly left the canning factory and successively held enterprise management positions in haikou light industry bureau, Haikou beverage factory, and Haikou Electronic Industry Corporation, and helped Haikou beverage factory turn losses into profits. In 1986, Wang Guangxing was ordered to return to the Haikou Canning Factory and take charge of the local enterprise that lost money one after another and was about to go bankrupt with only 20,000 yuan.
Workshop production lines for beverage plants. / Figureworm Creative
Faced with a grim situation, Wang Guangxing also began a drastic reform. The first step is to break the iron rice bowl, iron wages, iron chairs, that is, the so-called "breaking the three irons", and then vigorously reward scientific and technological innovation, support the first rich, employee shareholding, according to the description of the official website of the Coconut Tree Group, after a series of reforms such as "eating in the stove" and "three guarantees and six decentralization", the company finally ended seven years of continuous losses in 1988.
It is also under the leadership of Wang Guangxing that Coconut Tree developed a natural coconut juice drink, that is, the "no coconut milk, no flavor as raw squeezing" advertised on the packaging in the future, which made the canning factory get rid of the restrictions of a single product line, and also created a fist product for Coconut Tree to attack the city for decades.
The packaging keeps pace with the times while maintaining the same style. /Figureworm Creative
Perhaps watching the operation of the coconut tree get on the right track, in 2004, Wang Zong remembered his former artist identity, and he personally designed the red, yellow and blue interwoven, enlarged and bold outer packaging. How the first consumers to see this kind of packaging felt at that time has no way of verifying, and with the passage of time, the appearance has become one of the most important memory points of the coconut tree. This careless typography, highly saturated color scheme, is hard to accept on any product – except coconut palm juice.
Ugly to the extreme, it may also be ugly to produce an art. The well-known Japanese graphic designer Takada Wei once praised the design of the Coconut Tree Group as a "new ugly style" and considered it a remarkable design.
Japanese designer Takada Hassan has repeatedly posted praise for the packaging of coconut palm juice. / @Takada Wicked
Coconut Tree has not thought about changing the style over the years, but netizens summarized this change as "from word packaging to ppt packaging". Throughout the history of coconut tree publicity, if the spicy packaging is still an aesthetic problem, the TV commercials that repeatedly use plump and slim and revealing clothing as a gimmick to wipe the edge ball have offended more consumers. In March 2019, the relevant local departments in Haikou City had already imposed an administrative penalty of 200,000 yuan on coconut trees.
Source: Sky Eye Check
The penalty is also punished, but the Coconut Tree Group will dare next time, in the current storm, the Coconut Tree is even more publicly aggrieved, in the April 2 article, it will accept the impact of the punishment, raised to the level of "China's famous brand fell, 500,000 farmers returned to poverty, thousands of employees suffered again".
In this way, the beautiful models who have run on the beach with coconut water in the past generations are really not light.
Except for the coconut tree
Advertisements that repeatedly strip in minefields should not run
Some voices shouted for the coconut tree, on the grounds that although its advertisements were vulgar, there were not a few more vulgar than it. Although this logic is not worth refuting, if you think about it, "advertising sinking" is also an indisputable fact. If the coconut tree advertisement is a decades of rubbing the edge ball, then there are many advertisements that are developing in a more vulgar direction than the vulgar, repeatedly pulling down the "advertising experience" of Chinese consumers.
In the early days of brainwashing advertising, there was no logic, no logic was used, and the model slogan was repeatedly circulated, successfully implanted in the memory of generations. For example, "This year's festival does not receive gifts, and the gifts are also collected platinum", a completely unintelligible advertising slogan, but it helps the marketing ghost Shi Yuzhu to make a comeback.
According to incomplete statistics, the drugs of Ms. Liu Hongbin, a Chinese divine doctor, have overcome major diseases that plague human beings such as diabetes, rheumatic bone disease, cough and asthma, insomnia and depression.
Later, this routine was carried forward in elevator advertising, and young people who worked overtime until late at night went home, the left ear was "talking to the boss", and the right ear was "where to shoot", and could only accept the double attack of physiology and psychology.
In the Internet era, for the elderly who are still in front of the TV set, the divine doctors of various local TELEVISION stations "prescribe the right medicine" again and again, violating the decisions of their ancestors again and again, from rheumatism to diabetes, from necrosis of the femoral head to cataracts, without the difficult diseases that they cannot cure.
Advertising also has a hand in creating antagonisms and provoking Buddhist youth. For example, a well-known brand of short-acting contraceptives for women has successfully angered almost all consumers in just ten seconds: the advertisement portrays women's contraceptive motivation as a flattery to men, and the act of taking contraceptives has also become a means of confrontation with third parties, which is really problematic.
In the triangle relationship, why is taking medicine a winning move? / Usmin Advertising
In the early years, relying on a sentence of "bathing your intestines", a certain slimming tea sold 4.5 billion yuan in 15 years, and many people believed until they squatted on the toilet that this was not diarrhea, but the intestines were bathing. Repeat offenses, repeated penalties, hundreds of thousands of fines compared to huge profits, some people do vicious marketing to the end.
As early as 13 years, Besunyen slimming tea was exposed to extremely low cost and high profits. / China Times
Back to this coconut tree incident, the reason why the public is willing to "tolerate" low-level aesthetics and edge ball advertisements again and again is nothing more than based on the excellent quality of coconut trees and the unchanged taste for decades. Companies that expect to make a quick buck may be able to temporarily achieve their goals with indiscriminate advertising, but brands that aspire to long-term development still rely on quality.
Such a simple truth, coconut trees should not be understood, and many enterprises should not be unaware. Since consumers have recognized the quality of coconut trees, as China Youth Daily said, chaos is not an excuse, the bottom line is not the upper limit, and coconut trees should also give the market a good start.
Make a good product, isn't it fragrant?
[1] From "small drink to large" coconut palm juice, behind the longevity is a variety of advertising edge ball 2020-08 100,000 brand stories
[2] Coconut Tree Group is suspected of publishing illegal advertisements 2021-03 CCTV Finance
[3] Coconut Tree Group advertisement, "vulgar Bo out of place" was criticized 2021-04 Surging News
[4] Besunyen sold 463 million assets, is it still a good business to sell slimming tea? See 2019-12
✎ Author | Wobi
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