live streaming is becoming more and more popular, and companies that used to rely on traditional channels to sell goods have also joined in one after another. Coconut Tree Group , which has been more popular recently, is one of them. However, Coconut Tree Group just started broadcasting, which caused great controversy among netizens. The reason for the controversy is that the live broadcast is suspected of "traveling the edge".
Picture source: Coconut Tree Group Douyin
Take a look at the style of the Coconut Tree live broadcast room and finds that it is still "the original taste", which is very consistent with the usual style of Coconut Tree. In fact, Coconut Tree is a "routine" who plays the edge ball in marketing. Today we saw this situation in the live broadcast room, which was nothing more than the style that everyone saw in the form of pictures, and today it appeared in the form of video. Relatively speaking, its dissemination, including its destructiveness to adolescents' views, is further increasing.
Coconut trees are not an isolated case. The communication styles like coconut trees have become more and more powerful in the past two years. Although there have been many years, it is far less intensive than the past two years. In fact, we should calm down and think about what factors are caused by this phenomenon.
We can clearly perceive that consumer product brands have spread much less in the past two years than in the past. Whether in traditional media, outdoor media, or the latest online media, the brand has fewer voices and advertisements. Of course, the newly emerging live broadcast room is an exception, because it is purely a channel for commercial monetization, so various brands will join in. The phenomenon of
also shows that media channels have reached a stage of change, and enterprises have also reached a stage of re-examining traditional communication ideas and finding new communication methods. In this process, there are even some voices that deny past communication methods, which have led to many difficulties in brand communication today.
I think these two years are a special period in the brand promotion process, and it should be a period of change and pain. The reason why these existing brand voices are "various" is that except for the positive, main theme and positive energy that we promote and are particularly willing to see, all other brands are actually struggling.
During the struggle, some of these brands' actions will become very deformed, and some of them will simply lie flat. They may have been advertising, but now they will not do it. There may also be various strange attempts. Coconut Tree actually started to operate its own brand in the past two years, and its marketing methods are abnormal, and it was also reflected in previous advertisements and covers, but it is not so exaggerated. The past two years have become so exaggerated, which also shows that this is actually a microcosm of brand marketing and communication awareness.
Judging from the live broadcast of Coconut Tree, if we look at the company from the perspective of the audience, we are more considering whether its marketing is insulting. From another perspective, he reflects some new changes that have emerged in brand marketing platform communication in the past two years.
Return to the live broadcast style that the audience is concerned about, I think we should still restrict behaviors similar to enterprises from the perspective of the platform. With the "intervention" of the platform's invisible hand, I believe that more and more brands will find some advertising and communication methods that are healthier, more effective, and more in line with the needs of this era and the youth on the platform. In the process of development, the
brand should also establish a positive and positive image in the minds of consumers, and while adhering to the bottom line of corporate development, it should take the lead. This is the consideration and practice that is truly conducive to the development of the entire national economy and more conducive to the development of the entire ecological.
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