Comment | The vulgar advertisement of Coconut Tree Group is investigated, I hope it is not “three glasses of good wine” _Xinhua News

Recently, the Hainan Provincial Market Supervision Office opened an investigation into the alleged illegal advertising of Coconut Tree Group Hainan Coconut Juice Beverage Co., Ltd. in accordance with the law. On March 25, Coconut Group announced on its official Weibo that “Coconut Group cultivates General Manager and Assistant General Manager schools to recruit students again! Professionals are not limited, as long as they understand the writing, enrollment will have a car, a house , a high salary and affirmation Ads with content such as “handsome boy chasing handsome” have caused social controversy.

This is another case where Coconut Tree Group is being investigated on suspicion of vulgar marketing. In 2019, the coconut palm juice was replaced by new packaging, continuing the previous “big-breasted beauty” style. In the writing, the product was characterized as a “breast enhancement device”, which was questioned as false propaganda. This is also the second time that Coconut Tree Group has received widespread attention due to its “recruiting.” In August of last year, Coconut Tree Group posted the recruitment information for “Coconut Tree Training Vocational Manager School” on the recruitment website, which requires applicants to be “loyal and not selfish, to care about their career and their home “and” commit to service at Coco “” To write a letter of commitment, promise to use the real estate as collateral, and pay with the real estate after leaving work “…

People often say, don’t fall twice in the same place, but the Coconut Tree Group has fallen over and over again. Why? That’s because he “falls” on sight and “falls” to become famous. The Coconut Tree Group has always stood out among products for its “mudslide” design, plain and crude typeface, contrasting colors, and large, bold typefaces. Its “earth flavor” is unforgettable, and its “earth flavor” is unforgettable. The vulgar flavor is mixed. Obviously you can talk about quality, but you are always in the vulgar quagmire and you enjoy it. Whether it’s TV commercials that always revolve around women’s breasts or play back scenes from “I grew up drinking big,” Coconut Tree Group has generated a lot of excitement along the way of “the black and the red too. They are red”. a lot of smoke, but he still didn’t seem to have any intention of going back.

If you can never wake a person pretending to be asleep, you can never bring back a vulgar salesperson who doesn’t think you are vulgar. You do not see? The signs “Some people in China are weird and weird” are still hanging prominently on the Coconut Group door. You do not see? When Coconut’s coconut juice advertising and packaging design was ridiculed across the net, its official website claimed to be “It has been recognized by nearly 200 million netizens at home and abroad, and is well known. at home and abroad “… By vulgarity or not, the Coconut Group obviously has a scale that is different from public opinion. Your scale is competing for traffic, getting attention, and winning sales. Whether we laugh at the coconut tree, think of the land of the coconut tree, or ridicule the decline of the coconut tree, annual sales of 4 billion seem to be enough to maintain its continued “consistent style.”

What’s more, the vulgar marketing of the Coconut Tree Group leads some people to help “wave the flag” and “wash the white.” Some EMBA college courses present coconut palm juice as a success story. Some marketing experts recommend that “90% of Chinese brands’ fake bogeyman is worth learning.” There is also the so-called “Ting Coconut Pie” that screams: “Perhaps despised by so-called civilized advocates, it is the embodiment of local customs and the backbone of the economy.” In other words, the current sales volume and sense of presence are more important than the reputation and sense of responsibility of the company. For this reason, public order, good customs and legal norms can even be ignored. This vision has a large following and has even been banned as a code of success.

Coconut Tree Group’s vulgar marketing has been repeatedly wrong, and supervision can hardly escape blame. After all, coconut milk is always the same cup of coconut milk, if supervision is actively involved at first, it hurts and hits, maybe it can be thrown away in time. The delay in regulation may be related to “regulatory capture.” Behind similar troublesome ads and troubled businesses, we can always see some local governments ignoring the oversight of local businesses when it comes to taxes and GDP. This kind of “caring” behavior results in the weakening of the competitiveness of local businesses, and even worse. Major security incident. Returning to the Coconut Tree Group, in the face of a company whose operating income ranked fifth among local private companies and third place in tax income for Haikou industrial companies for nine consecutive years, have local regulatory authorities “protected the calf “and have had the high ruler? Lift it up, gently lower it, tap it, rub it three times? This time, the Coconut Tree Group has been investigated again, and we can wait and see.

Advertising is very important for a business, but advertising must also be targeted. Running blindly down a vulgar path, the blow to the corporate brand image is real, and the long-term development of the company is not worth it either. I hope the Coconut Tree Group can really learn from this lesson and focus more on product innovation and mechanism reform. Otherwise, you may not be too far from the next investigation.