htmlOn October 9, # Coconut Tree Group live streaming style caused controversy# became a hot search on Weibo. Starting from October 1, Coconut Tree Group started live streaming and selling goods, but the live broadcast room was suspected of being cut off by the platform repeatedly caused heated discussion among netizens. Hot dance live broadcast was cut off
Netizens questioned that it was a side-by-side marketing
Starting from October 1 this year, Coconut Tree Group started live broadcasts, with daily live broadcasts ranging from 1-1.5 hours, but the live broadcast on October 5 was cut off twice. In the live broadcast room of
, four temperaments are similar to those of spokesperson Xu Dongdong. The model with a concave figure is holding a coconut tree brand product in his hand, dancing in the live broadcast room with Douyin divine songs, attracting consumers' attention in a variety of ways.
However, the awkward and old-fashioned live broadcast content has quickly made Coconut Tree Group "out of the circle" and among the hot list. Some netizens jokingly said that this marketing style is "a long time for ten years" and "is still a familiar formula." Some netizens commented that " coconut tree has been walking at the forefront of the edge", which is vulgar and artificial, and there is no need to exist, but some netizens think that "it is just a dance, there is no need to exaggerate it." Coconut Tree Group will be suspended for two days on October 6 and 7.
htmlOn the night of October 8, tens of thousands of people flocked to the live broadcast room. With a blue background, the bright yellow characters of "Coconut Tree Group", and a dancing girl in a tights, the live broadcast room style of the Coconut Tree Group is similar to the brand's consistent promotional style. But after a few minutes of broadcasting, it was immediately cut off by the platform. Ten minutes later, it tried to recover, but after five minutes of broadcasting, it was cut off again. On the evening of October 8, Coconut Tree's live broadcast was just a few minutes, and the highest number of online users exceeded 50,000, and the cumulative number of viewers exceeded 190,000. Data fromXinjiu shows that as of October 7, the average sales amount was only 2,500-5,000 yuan. Currently, Coconut Tree Group has 164,000 followers.
htmlOn October 8, the reporter called Coconut Tree Group. Regarding netizens' evaluation of " edge ball marketing", the relevant person in charge of the other party responded that the live broadcast was opened because of the product needs, but they are not clear about the netizens' evaluation of the live broadcast room and do not understand the relevant situation for the time being.was controversial and even fined for vulgar advertising many times
Previously, Coconut Tree Group had been controversial and even fined for its vulgar advertising many times.
●2021:
Coconut Tree Group releases a recruitment advertisement for "cultivating chief and deputy general managers". In the advertisement, the words "If you enter school, you have a car, a house, a high salary, a promising future, and you can get rich" are eye-catching, which has caused online controversy.
At that time, the Hainan Provincial Market Supervision Bureau held an administrative interview with the relevant person in charge of Coconut Tree Group. The content of his advertising violated the relevant provisions of the " Advertising Law " and caused adverse social impact. The Hainan Provincial Market Supervision Bureau has filed a case for investigation into the suspected publication of Coconut Tree Group's illegal advertisements. In response to this matter, Hainan Provincial Market Supervision Administration issued a decision on May 21, 2021. Coconut Tree Group was fined 400,000 yuan for hindering social public order or violating social good customs. 380,000 yuan of the fine was an advertisement for the content published by Coconut Tree Group that violated social good customs.
●March 2019:
The State Administration of Radio and Television issued a notice stating that some versions of the advertisements of "Coconut Tree Brand Coconut Milk" promote vulgar content and violate social customs. There are deviations in value orientation, and these advertisements were suspended. In the same month, the Longhua District Industry and Commerce Bureau of Haikou City, Hainan Province determined that the advertising of coconut tree coconut juice violated the good social trend and imposed an administrative penalty of 200,000 yuan on Coconut Tree Group Hainan Coconut Milk Beverage Co., Ltd.
●2016:
Coconut Tree Group is in controversy over the launch of a "breast model bottle" mineral water.
The middle and upper part of the "breast mold bottle" is a female shape. Coconut Tree Group responded at the time that it was to show the beauty of women.
●2009:
Coconut Tree Group was identified as illegally publishing by the local industrial and commercial department for posting vulgar content advertisements on Haikou buses. It was ordered to stop immediately and impose a fine of 1,000 yuan. According to Xiaoxiang Morning News and other
observations
heard that from Gucci to Mixue Bingcheng
are trying to break the circle with "soil"?
These live broadcasts of Coconut Tree Group that run through the National Day holiday continue their previous style - straightforward, exaggerated and earthy.This is in line with the marketing strategy of the brand founder Wang Guangxing, that is, "to inform consumers of the selling points of coconut tree brand coconut juice with pictures and language, and at the same time, use such color matching to enhance the communication of product information."
Since the establishment of Coconut Tree Group Hainan Coconut Milk Beverage Co., Ltd. in 1998, this strategy has been proven to be effective many times. In the complex situation of interweaving complaints and praise, the Coconut Tree brand coconut milk has been pushed from Hainan to the whole country, allowing the Coconut Tree brand to break a "blood road" in the highly homogeneous beverage market.
Coconut Tree brand is not the only brand that adopts a rustic strategy. In recent years, from luxury brands Gucci, Balenciaga , to Mixue Bingcheng, Laoxiangji , etc., they are all trying to break the circle with "earth" to narrow the distance with young consumers and further capture the sinking market. This is a very clever choice. Taking coconut products as an example, there are more than ten types of coconut water in the category alone, which shows the intensity of competition.
Under the above background, high saturation color matching, eye-catching text and earthy packaging with memory dots can break the order and standards of traditional design, and will also improve the recognition and dissemination of products, and are naturally favored by brands.
Extended
Who is paying for "earthy marketing"?
Compared with ordinary marketing methods, local marketing also makes the brand more down-to-earth and more in line with the preferences of young people. According to China Economic Network , the main forces in the current consumer market are the Y generation born in 1980-1994 and the Z generation born in 1995-2009. This group of consumers grew up in the Internet era, has personality and diverse hobbies, and naturally rejects serious and arrogant communication voices. From this perspective, it seems understandable to regard Coconut Tree Group's local live broadcast during the National Day as an attempt to attract customers and understand consumer preferences and interests.
is just that earthy marketing is just a path to help brands expand their visibility, not a life-saving straw. If used well, it may solve the urgent need for coal burning, increase sales and revenue, and get rid of the dilemma of "the fragrant wine alley"; if used poorly, it may push the brand to the forefront; to put it more seriously, consumers may associate the brand with "vulgar" and "bad fun". "The earthy taste" not only does not have the due effect, but will instead become the last straw that crushes the brand, which is not worth the loss.
Sharp comments
Quality and innovation are more important than earthy marketing
It is necessary to see that no matter which marketing method is adopted, you must always keep the bottom line thinking. Although Coconut Tree Group will not go bankrupt due to the live broadcast incident, it will inevitably be affected. With the reputation accumulated by coconut milk for many years of sales, Coconut Tree Group may be able to escape danger. However, the Internet has memories. This is not the first time that Coconut Tree Group has caused criticism due to advertising issues. It has repeatedly touched the red line and remained unchanged. In the end, it will inevitably shoot itself in the foot and transfer the favorable market it has occupied to other brands. What is more important than earthy marketing is the quality and innovation of the product. Whether it is the popularity of raw coconut lattes or the opening of Coconut Chicken in the streets and alleys, it projected a broad development space for coconut products. Coconut Tree Group obviously saw this. Previously, the Coconut Tree Brand and Luckin have also achieved good results in creating a coconut cloud latte and exploring the "Deep Coconut Tavern". In any case, the earthy elements are just auxiliary materials for the brand’s memory. The abrupt earthy smell in the live broadcast room will mostly be offensive. Only by organically combining product innovation with the brand’s earthy characteristics can the brand be rejuvenated for a long time. According to Tianmu News
