On October 9th, the topic Coconut Group 's live-streaming style of delivering goods caused controversy and rushed to the hot search on Weibo. Since October 1st, Coconut Group has entered the field of live broadcast and started live broadcast with goods. As of the 8th, a total of 10 live broadcasts have been launched. It is still as "earth-like" as before, but the live broadcast content is suspected to have been "scraped" repeatedly. Being cut off by the platform caused heated discussions among netizens.
Source: Coconut Group Douyin official account
Tens of thousands of people poured into the live broadcast room between. There is no propaganda from the anchor, no stacking of products, just a light blue background curtain with four yellow characters of "Coconut Tree Group" hanging on it. Young female anchors in different color tights are holding products while facing Dancing to the camera has inherited the consistent brand style of Coconut Group.
However, Coconut Group was forced to go offline twice after it started broadcasting twice that night. The data shows that the live broadcast started at 19:55 on October 8, and the live broadcast was interrupted by the platform 6 minutes after the broadcast. It tried to resume after 10 minutes, but was interrupted again 6 minutes after the broadcast. According to the new Douuuuuuuuuuuuuuu, the live broadcast in just a few minutes that night attracted a total of 227,400 viewers, with an average sales of 500-750 yuan per game.
In this regard, many netizens said that the Coconut Group "has always been at the forefront of rubbing the edge", "has been fined and never changed", "earthy taste, eye-catching", but some netizens commented that "no Internet celebrity face is really good-looking. "It's still a familiar recipe."
Since October 1st this year, Coconut Group has entered the field of live broadcast, advertising that the live broadcast will start at 15:00 every day, and the daily live broadcast time is 1-1.5 hours. However, the live broadcast on October 5th was held at 8:00 p.m. and started broadcasting. It was cut off by the platform not long after, and then went online again and continued to live broadcast for nearly an hour. On October 6th and 7th, the live broadcast was interrupted for two days. Under the "long-call" of netizens, the live broadcast on October 8 went online again, but was forced to go offline twice.
's new shaking data shows that the past 10 live broadcasts have accumulated 561,600 viewers, and the peak popularity of a single game is 26,300, but the effect of live broadcast delivery is not dazzling, with an average sales of 2,500-5,000 yuan per game. As of noon on the 9th, the number of followers of the Coconut Group Douyin account was 198,000, and it is still growing.
Number of viewers/number of live broadcasts of Coconut Group’s live broadcast Source: Xinjing Data
On the morning of 9th, Tianmu News called Coconut Group’s brand department many times, but the phone could not be connected. Regarding the comments of netizens who questioned its " rubbing the edge of the ball marketing", the front desk of Coconut Group responded that it does not know the relevant situation for the time being. According to previous media reports, the relevant person in charge of Coconut Group said that the live broadcast was set up because of product needs.
advertisements caused controversy and were fined many times for rectification
Coconut Group said "response decision-making was successful"
As a familiar coconut drink, Coconut brand coconut juice has a stable position in the minds of consumers, and its product packaging is also very good resolution. But it is undeniable that the controversy behind the high nationality has always existed. Coconut Group has been fined and rectified many times due to controversial advertisements.
In 2009, because the words "wife likes her husband to drink coconut palm pomegranate juice" and "papaya is full and I am plump" were printed on the bus in Haikou City, the local industry and commerce department determined it to be illegal and ordered to stop immediately and impose a fine of 1,000 yuan. fine.
In 2016, Coconut Group was involved in controversy for launching a "breast mold bottle" mineral water. Coconut Group responded at the time that it was to show the beauty of women.
In 2019, coconut palm juice directly printed "Beautiful Breasts" on the new packaging, and the words "I grew up drinking from childhood to big" were printed on the conspicuous place, which was suspected to have the effect of "enhancing breasts", and was questioned as vulgar and false publicity. In February 2019, it was investigated by Industry and Commerce Bureau , and then State Administration of Radio, Film and Television decided to immediately stop broadcasting some of its advertisements.
In 2021, Coconut Group will also apply for a trademark for "drinking from childhood to adulthood", but the application for "drinking to adulthood" was rejected.
In March 2021, the group's official Weibo posted a job advertisement: "The Coconut Group's school to train general managers and deputy general managers is hotly recruiting! There are no restrictions on majors, and you know how to write. If you are admitted, you will be able to own a luxury car, a house, and a high salary. , there are beautiful and handsome guys chasing." The advertisement was published on April 30It was identified as an illegal advertisement by the Hainan Provincial Market Supervision Bureau and imposed an administrative fine of 400,000 yuan. Compared with the new version of the recruitment poster released on its official website, coconut tree changed the "there must be beautiful and handsome guys to chase" to "promising, can get rich".
Tianmu news reporter noticed that in the "Good News" published on the official website of Coconut Group in January 2022, Coconut Group highlighted the "achievements" of two controversial advertisements: "I grew up drinking from childhood to big" Coconut in 2019 In the case of the brand coconut juice advertisement storm and the 2021 coconut tree training professional manager student recruitment advertisement storm, the decision-making was successful, which attracted the attention of more than 500 million netizens in total, and once again increased the brand awareness of "Coconut Tree" and promoted sales growth against the trend.
Source: Coconut Group's official website
According to the "Coconut Announcement" announcement released by Coconut Group's official website in October 2021, the company has ranked among Haikou Industrial Enterprises for 11 consecutive years (2010-2020). It ranks second in output value and third in taxation. It has more than 6,000 employees, an annual output value of more than 4 billion yuan, and an annual tax payment of more than 600 million yuan. It is expanding toward the goal of 10 billion output value. The sales volume from January to September in 2021 increased by 22.74% compared with the same period in 2020, and increased by 11.04% compared with the same period in 2019.
Perhaps for Coconut Group, the hundreds of thousands of fines are nothing compared to the hundreds of millions of attention caused by the controversial advertisement and the annual output value of more than 4 billion yuan. As long as it can gain attention, pursue traffic, promote sales, and then rectify it, in the official view, it is "successful in response to decision-making."
Product packaging is designed by the factory director
spokesperson agent responds to live broadcast controversy
According to media reports, Coconut Group was formerly a state-owned Haikou Cannery established in 1956. It suffered continuous losses from 1981 to 1985 and was on the verge of bankruptcy. The loss of more than 7.2 million yuan in assets was only 20,000 yuan. During the period, the situation was not improved after changing four factory directors. Until 1986, the old employee Wang Guangxing was pushed to the position of factory director.
Coconut brand coconut juice has been used for more than 20 years in black, white and yellow earthy packaging, which was designed by Wang Guangxing himself. The strong visual effect has also become the most distinctive symbol of Coconut brand coconut juice. Wang Guangxing explained in an interview with "Advertising Grand View" in 2014. He believes that such advertisements are of the type of direct notification, which informs consumers of the selling point of coconut palm brand coconut juice with pictures and words. At the same time, such color matching can also enhance Communication of product information.
In 2012, Coconut Brand Coconut Juice invited Xu Dongdong, who has a hot body, to be the spokesperson. At that time, she only acted as a supporting role in an advertisement for Coconut. In 2019, Xu Dongdong held coconut milk in his backhand, with an S shape with a bulging front and a back, and an advertisement with the slogan "I drink from childhood to big" appeared on the LED screen of Haikou Meilan International Airport, causing many passengers to feel uncomfortable. This kind of advertising hits the mark.
Source: Coconut Group’s official Weibo
slogan caused controversy at the time, Xu Dongdong responded with a long post on Weibo, in which he bluntly said, “The first time I took a supporting role in an advertisement for Coconut, I was happy and excited, because I finally got a job, and it's a brand that I like to drink since I was a child..." The article also explained the origin of the coconut tree's "I drink from childhood to adulthood" advertising slogan, because at the shooting site, she told the staff, Coconut coconut milk, I like to drink it since I was a child, it can be said that I drink it from childhood to adulthood. The staff thinks this sentence is very good, a brand can become the common memory of a generation, so they simply use this sentence as a slogan. At that time, Coconut Group was at the cusp of the storm, and Xu Dongdong's behavior was also supported and praised by the majority of netizens. Xu Dongdong was mentioned by netizens again after
's live broadcast style of the Coconut Group caused controversy. Some netizens said that the figure of the four anchors selected by the company is almost the same as Xu Dongdong, and many comments called her "sister-in-law". In fact, Xu Dongdong, who was born in 1990, is an actress and singer in mainland China. She graduated from the Drama Department of the Chinese People's Liberation Army Academy of Arts and starred in TV dramas before becoming a spokesperson. The reason why she is called sister-in-law by netizens is because she starred in Shen Jiawen in the suspenseful crime web drama " Yu Sin ". On the surface, she is the secretary of the drug dealer Fu Guosheng , but she is actually a lover. Call her sister-in-law.
On October 9th, Xu Dongdong's agent responded to the Tianmu News reporter on Coconut Group's invitation to new models to enter the field of live broadcasting, saying that Xu Dongdong is still the spokesperson of Coconut Group, and the online controversy, they are busy with work and don't know much. The reporter noticed that Xu Dongdong posted a Weibo on the evening of October 6, with a picture of netizens making PS innovation on the shape of his coconut tree brand coconut milk endorsement, which attracted laughter from netizens. On the personal information of a domestic variety show, one of the remarks of the show team to Xu Dongdong was "the woman on the coconut palm". As for the question of whether to tear off the label, the agent responded that everyone's love for Xu Dongdong stems more from his film and television works, and has little to do with this label.
