text / Wu Lichuan
Recently, the media has noticed that the official account of Hainan Coconut Group Douyin has begun to enter live broadcasts, but the style of the live broadcast room has caused a lot of controversy. Coconut Group's live broadcast style attracted controversy and was once listed on Baidu's hot search list. This may seem new, but not surprising.
took a look at the scene of the Coconut Group's live broadcast room. Four beauties in tights were holding the product and twisting their bodies... What is the style in the TV commercial, what is the style in the live broadcast room. Netizens complained one after another: "As expected of drinking from childhood to adulthood, the image of coconut tree beauty is exactly the same since childhood" and "has been walking on the front line of rubbing the edge". However, the live broadcast of
was not smooth, and there were several cases where the platform was cut off after a few minutes of the broadcast. In the face of the controversy, on October 8, the relevant person in charge of the Coconut Group responded to the media that the live broadcast was set up because of product needs, but it was unclear what netizens commented on the live broadcast room, and the relevant situation was temporarily unknown.
is not clear, and the hearts of the masses are open. It can be seen that the Coconut Group has also made up its mind this time, and will make a name for itself in the live broadcast and delivery world. Moving the "Earth Desire" directly to the live broadcast room is of course a lack of technical content, but the "simple and rude" performance is very telling. Its "marketing idea" is to chase traffic and be good at what it is. After all, in the previous live broadcast rooms, the eye-catching effect of the "edge rubbing tactics" can be intuitively reflected. Because of this, some netizens also complained about the Coconut Group: What's wrong with bringing goods in such a live broadcast? Don't some live studios do the same?
's remarks seem reasonable, but they ignore the fact that the state's governance of online live broadcast chaos is getting stricter. In order to strengthen the standardized management of the online live broadcast industry and promote the healthy and orderly development of the industry, new regulations at the national level are frequently released, especially in February 2021, the National Internet Information Office , the National "Crackdown on Pornography and Illegal" Working Group Office , industrial and Seven ministries and commissions including the Ministry of Information Technology and the Ministry of Public Security jointly issued the " Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting ", which refers to the lack of subject responsibility, poor content ecology, uneven quality of anchors, and confusion in commercial marketing in the online live broadcast industry. As far as the public eye can see, it is an indisputable fact that "edge wipes" have been rectified one by one, and the network ecology has improved.
Under this circumstance, Coconut Group, as the "leader" in the "earth and wind" advertising industry and a "newcomer" in the live broadcast and delivery industry, seems to have misjudged the situation.
In recent years, Coconut Group has caused trouble many times for its bold advertisements. In 2016, Coconut Group launched the design of volcanic rock mineral water "chest mold bottle", which is eye-catching. In 2019, Coconut Coconut Juice changed to new packaging, and the image of "big breasted beauty" and the copywriting featuring "breast enhancement artifact" are very eye-catching. Coconut Group paid the price for this, and was fined 200,000 yuan by the market supervision and management department for obstructing social public order or violating good social customs. In addition, Coconut Group was severely fined for posting many recruitment advertisements that violated the good social customs.
has hit so many "south walls", should he wake up? Who knows, this company is still so persistent. To be honest, those who are familiar with the "Coconut style" know that the Coconut live broadcast room has been restrained a lot, and there is no "sense of exposure" in the past, so it can be regarded as a "scale" test. But it is certain that this kind of temptation will not work. Coconut Group can dispel this idea as soon as possible.
In the coconut juice market, Coconut Group has been popular for many years, and its products have a high reputation among the people. But in the current market, Coconut faces strong competition from many new brands. In this situation, it is a normal reaction for Coconut to seek a breakthrough. However, under the circumstance that the business format has undergone great changes, it is still relying on the means of attracting attention to "overcome obstacles", which can be said to be a true reflection of the decline in innovation awareness and marketing confidence. After such tossing, are you not afraid of being disgusted and voting with your feet? How to bring the marketing strategy back to the track of scientific rationality is a question that Coconut Group should be thinking about urgently. (The author is a well-known current affairs commentator)
(Yangcheng Evening News Times Commentary Submission Email: wbsp@ycwb.com)
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Source | Yangcheng Evening News · Yangcheng School
Editor | Fu Mingtu Xie Xiaowan
proofreading | Xie Zhizhong
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