Recently, Hainan Coconut Tree Group (hereinafter referred to as " Coconut Tree Group ") Douyin official account has begun to enter the live streaming and sell goods, but the style of the live broadcast room has caused a lot of controversy.
On the evening of October 8, Coconut Tree Group broadcast live at 20:00 as scheduled as scheduled, and it is still a "familiar formula" - the plump female anchors are all wearing tight colored tops with black shorts, wearing masks printed with the classic packaging of Coconut Tree brand, and holding coconut tree brand coconut juice in hand to dance to sell goods.
However, the live broadcast was cut off by the Douyin platform for a few minutes. The live broadcast resumed ten minutes, but it was cut off again after five minutes. This situation also happened repeatedly during the live broadcast of Coconut Tree on October 5.
According to Grey Dolphin data, Coconut Tree Group's Douyin live broadcast room increased by 71,000 followers in the live broadcast on the 8th, and also increased by more than 8,000 fans in the live broadcast on October 5th. Since October 5, as of press time, Coconut Tree Group's Douyin account has increased by more than 140,000 followers, and the total number of fans has reached 163,000.
, but the transaction volume did not increase equally. Data shows that the transaction volume of the Douyin live broadcast room of Coconut Tree Group was 7,000 yuan on October 5, and the transaction volume of the live broadcast on October 8 was 800 yuan.
In the comment section of the two live broadcasts, many netizens left messages saying that Coconut Tree Group "has been walking on the frontier" and "crazy tests on the edge of violations."
In fact, Coconut Tree Group's move has constituted a substantial violation of the law, not a "test".
In this regard, lawyer Nie Weichang from Beijing Dacheng (Chongqing) Law Firm believes that the live video broadcast of Coconut Tree Group is also an advertising form. Although there is no obvious obscene or pornographic content, the relevant live video content has obvious "sexual hints" and is suspected of playing pornographic edges, which has also been reported in the user's comments. This move is suspected of violating Article 9, paragraph (8) of the " Advertising Law ".
Lawyer Nie Weichang told Jiupai Finance that Coconut Tree Group, as an advertiser, played a "edge ball" in the live broadcast. If the local market supervision and management department verified that it is true, it may order the brand to stop publishing advertisements. At the same time, in accordance with Article 57 of the Advertising Law, the market supervision and management department may impose a fine of not less than RMB 200,000 and not more than RMB 1 million on the advertiser. If the circumstances are serious, the business license may be revoked. The advertising review agency will revoke the advertising review approval documents and will not accept his advertising review application within one year.
In addition, in live videos, Coconut Tree Group, as the producer of online information content, live videos have bad information such as sexual suggestion and sexual provocation that can easily cause sexual associations. This also violates Article 7 of the "HTM1 Network Information Content Ecological Governance Regulations " issued by National Internet Information Office on December 15, 2019-National Internet Information Office - Internet Information Content Producers should take measures to prevent and resist the production, copying and publishing of bad information containing the following content.
Jiupai Finance asked about the pornographic edge of the Douyin live broadcast room of Coconut Tree Group Hainan Provincial Market Supervision Administration . staff responded that they have received multiple reports and are paying close attention to the matter and studying the handling plan.
Red Star Comments
"Stick to be yourself" coconut milk,
It's time to change the marketing idea.
Coconut tree live broadcast staged a "memory kill". If there is traffic, there must be a future.
Coconut tree group is on the hot search again. The coconut tree brand coconut juice, which has been "drink since childhood" since it was grown up, has also begun to try live broadcasts during this National Day holiday. Because the style of the live broadcast room is still "familiar recipes and familiar tastes", and the accident that was "shortly pinched" by the platform has once again attracted heated discussions on the Internet. On the evening of October 8, Coconut Tree broadcast live in just a few minutes, with the highest number of online users exceeding 50,000, and the cumulative number of viewers exceeding 190,000.
I have to admit that the coconut trees that only rely on earth and vulgarity really understand traffic. If we do not regard "hot search number one" as an after-study result, but as an advance purpose, then it is not difficult to understand the confusion of "why do coconut trees always do this" in the public's mind.
has media reports that judging from the sales effect, the volume of voice obtained by Coconut Tree this live broadcast does not seem to be converted into sales.Data shows that as of October 7, the average sales of coconut trees were only 2,500-5,000 yuan. Perhaps, this is also a warning to Coconut Tree Group: when you turn yourself into "live", the public is just focusing on this "live".
From the previous "show-taking" sales in the live broadcast room to New Oriental knowledge-based sales, it has to be said that the emergence of coconut trees has injected new elements into live broadcast sales. But one thing is certain that regardless of consumers' attitudes towards this, from the perspective of sales alone, this style of goods is difficult to go far with controversy.
must be seen that in the current live streaming and sales track, if you want to increase the sales of your own products, the method of coconut trees to follow the old path is no longer feasible. It is true that under the premise of not violating laws and regulations or violating the public order and good customs of , the brand has the freedom of advertising form and live broadcast style. We tolerate and respect this right to self-choice, but the public also has the freedom to judge marketing models and content aesthetics. If a brand always tests back and forth on the edge of vulgarity, the gimmick is enough and the traffic is available, but then what? From a marketing perspective, innovation is always the competitiveness of the brand. If you don’t change your thinking, it will still be “familiar formulas and familiar tastes”. How can you achieve the purpose of trying the waters to sell goods?
On the other hand, Coconut Tree Group can choose to adhere to this "tradition" and not change itself for public opinion evaluation, but must face and accept continuous controversy, and even have a negative impact on the corporate image. Choice means not only gain, but also taking responsibility.
Perhaps, Coconut Tree Group adheres to the mentality of "I just like to see you can't stand me, but I can't help but treat me", and has greatly exaggerated my presence in public opinion. This live broadcast, "Familiar recipes, familiar tastes", can easily remind people of the previous events of Coconut Tree Group. This kind of "memory killing" will undoubtedly arouse public controversy again, or is this the "situation" that the live broadcast planner wants? But when this situation becomes an endgame, chaos, or dilemma, someone always has to pay for it.
After all, the times are progressing, consumers' aesthetic tastes are improving, advertising and marketing are looking at creativity and sincerity. The Coconut Tree Group, which has always "persisted in being yourself", will eventually be implemented in the product from packaging to advertising to live broadcasts. This is still a question mark. But there is no doubt that vulgarity or even edge-by-side is not a creative idea, and it is even more impossible to last.
column editor: Zhang Wu Text editor: Song Hui Title source: IC photo Picture editor: Xiang Jianying
Source: Author: Jiupai News, Red Star News
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