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“Old Driver” Marketing? Hardcore publicity is on fire again and the Coconut Tree Group is under investigation!
Securities Times Zhang Qianyao
Coconut juice, which has been criticized for “vulgar advertising and earthy taste,” was once again marketed the other way around.
On the night of March 31, the People’s Daily reported that the Hainan Provincial Market Supervision Office opened an investigation into the alleged illegal advertising of the Coconut Tree Group in accordance with the law.
On the same day, the State Administration of Radio, Film and Television issued a notice stating that all broadcasting and television organizations should immediately stop broadcasting the relevant versions of “Coconut Palm Coconut Juice”, “Libu Jinqiu Capsules “and” Qiangshen “. Sizitianjing Capsules Brand Ads. “It also requires a complete inventory of all on-air and proposed ads, and similar violations will be prohibited from broadcasting.
Unconditional advertising
Looking back on the incident, on March 25, Coconut Group announced on its official Weibo that “Coconut Group cultivates general managers and deputy general managers to recruit students again! Professionalism is not limited, as long as you know how to write, you will have a car, a house and advertisements with content such as high salaries and “hot and handsome boys chasing” have caused social controversy.
Not only that, Hainan Coconut also said that after graduation, he will hire a job. After being promoted to group vice president, the annual salary will be $ 1.08 million. If there is a contribution, it will reward 6 million ocean view homes. 10 million villas and extra capital.
In addition, the tuition is free for admission, the first year of school, the annual salary is based on the business evaluation plan, the annual salary of the doctorate is 336,000 yuan, the monthly salary is 28,000 yuan, the annual salary of the master’s degree is 252,000 yuan, the monthly salary is 21,000 yuan, and the annual salary for college students is 168,000 yuan, while the monthly salary is 14,000 yuan. Also, there is an annual salary increase of 20%. In the ninth year, the annual doctoral salary is 1.0869 million yuan, the monthly salary is 90,600 yuan, and the monthly salary of college students can reach 45,300 yuan. Priority will be given to graduate students from 985 universities, and the annual standard salary will increase by 20%.
The right side of the poster describes in detail the three main obstacles that must be overcome in order to become the CEO of Coco Group:
The first stumbling block: It has been promoted four times through four positions in six years in the market, reaching the “Nineteenth Company”;
The second obstacle: three years in the workshop as vice president of the sub (branch) company, reaching the “two societies”;
The third obstacle: become vice president of the group management team and practice for 5 years, have the skills of “ten understanding”, after 14 years, be a candidate for group CEO and promote to group CEO according to order classification;
After the fourth mark, he was promoted to group president.
The fourth hurdle: upon the expiration of the CEO’s term, the president of the Gaosheng Group should be the president of the Gaosheng Group with the “two possessions” (performance and experience) at the helm.
Some netizens also consider these simple and rude ads to be an exaggeration.
In response, the Hainan Provincial Market Supervision Office quickly conducted an administrative interview with the relevant person in charge of the Coconut Tree Group. The aforementioned advertising content posted by Coco Group violated the relevant provisions of the “Advertising Law” and caused negative social impact. The Hainan Provincial Market Supervision Office has recently opened an investigation into the alleged illegal advertising of Coco Group in accordance with the law.
Article 9 of Chapter 2 of the “Advertising Law” clearly stipulates that the content of advertisements must not interfere with public order or violate good social customs. Coconut Group’s enrollment announcement announces “there are handsome boys and hotties chasing,” which obviously violates good social morals, public order, and good manners.
In addition, Article 24 of Chapter II of the “Advertising Law” requires that education and training advertisements do not contain explicit or implicit guarantees of the effects of education and training. “You have a car and a house when you go to school” you can also sit down.
On March 27, relevant Coconut Tree Group staff responded to the media that the registration information they posted in the spirit of talent scouting was true and that there was no false propaganda or deliberate exaggeration. “We don’t need to attract attention. This is the style of propaganda our company has always adhered to.”
In August of last year, Coconut Tree Group also publicly enrolled students for the “School for Professional Managers.” Among them, the hiring conditions mentioned that applicants must fulfill two promises before being admitted. One must promise to achieve “two no”: loyalty and non-selfishness, care for one’s career and family; second, promise to serve in the “coconut tree” for life, promise Use the real estate as collateral and leave the “coconut tree” to return it with the real estate.
Subsequently, the registration information generated controversy and Coconut Tree Group issued a statement of apology for it. The statement stated that the purpose of this hiring is to reserve senior management talent for the group and develop together with the group for a long time. However, due to the lax review of the recruitment information and the incorrect wording, some clauses have violated the provisions of the employment contract law and the humanistic spirit, for which I would like to apologize to the public for the adverse effects.
Marketing of “old driver”
Familiar formula, familiar taste.
Large-scale advertising copy introduces the public to coconut palm juice. In the 2019 version of the coconut palm juice packaging, a celebrity holds the coconut palm juice with both hands, deliberately highlighting her proud figure, with the ad caption “Drink from childhood to adulthood.”
On February 13, 2019, the official WeChat account “Haikou Industry and Commerce” announced that recently Coconut Group’s coconut juice ads in 2019 were suspected of containing vulgar and false content, causing widespread concern in the society. The Longhua District Bureau of Industry and Commerce, Haikou City, has opened an investigation into the alleged behavior of the Coconut Tree Group in publishing illegal advertisements.
However, on February 15 of the same year, Coconut Tree Group responded in an article on its official website that the coconut milk ad tagline “I grew up drinking” is not vulgar or false; the company has not used slogans such as “breast enhancement artifact” in the media; The promotion ads for breasted body beauties are not vulgar, which is a misunderstanding caused by different opinions.
On March 18 of the same year, the official WeChat account of the “State Administration of Radio and Television” reported that, after the supervision of the State Administration, it was discovered that some versions of the “Coconut Coconut Juice” advertisements issued by some TV stations “Unilaterally persecuted sensory stimulation, promotion of vulgar content, and violation of social customs and deviations in value orientation can easily mislead a wide audience, especially minors,” which violates the ” Advertising Law “, the” Radio and Television Administration Regulations “,” Administrative Measures on Dissemination of Advertising on Radio and Television “and other regulations.
The official account information shows that, in accordance with the relevant laws and regulations, the State Administration has decided to immediately stop the transmission of relevant versions of advertisements by broadcasting and television organizations at all levels.
In fact, this is not the first time that Coconut Tree Group has used female bodies for marketing.
According to media reports, in 2009 Coconut Group products once featured slogans such as “Drink coconut pomegranate juice”, “Papaya is full and I am plump” and other advertisements. Consumers asked that advertisements for coconut trees be included in the anti-pornography category.
In the same year, because the Haikou city bus was printed with advertisements such as “My wife likes my husband to drink coconut pomegranate juice”, “Papaya is full and I am plump” and other advertisements, the It was considered by local industry and the commerce department as a violation of the Yuan Fine regulations.
Big taxpayer in Hainan
According to the official Coco Group website, the Coco Group was previously a Haikou state cannery established in 1956. It suffered continuous losses from 1981 to 1985 and was on the brink of bankruptcy. However, under the leadership of founder Wang Guangxing, “Coconut Tree” has “become the largest manufacturer of natural plant protein drinks in China.”
According to the company’s official website, Coconut Tree Group has grown from a factory that was on the brink of bankruptcy costing just 20,000 yuan to one of the top ten beverages in China. It has been prosperous for 31 years and has been ranked in Haikou City for seven consecutive years (2010-2016) the second place in the production value of industrial enterprises and the third place in tax. Coconut Group’s four main products, Coco brand coconut juice, Coco brand mango juice and Coco brand mineral water, Coco brand volcanic rock mineral water, coconut juice from Coco brand and Coco brand mineral water were awarded “China famous brand products” status title. Because coconut milk was the first invented in the world by the “coconut tree” 30 years ago, it obtained a Chinese invention patent and jointly received the “China Patent Creation and Invention Gold Award” awarded by the Organization. World Intellectual Property and State Intellectual Property Office.
One hundred years ago, Moutai won the International Panama Gold Award in the United States; One hundred years later, in October 2016, Coconut Palm Coconut Juice won the International Panama Gold Award in the United States, which is the International Panama Gold Award in the history of the Chinese beverage industry. Coconut Tree Group is not only a company in Hainan Province that has won this honor, it is also a company that has two products in the domestic beverage industry rated “China Famous Brand” at the same time. Products are exported to more than 30 countries and regions such as the United States, the United Kingdom, and Australia.
According to the “List of Top 100 Hainan Private Companies 2019” published by the Hainan Provincial Federation of Industry and Commerce, Coco Group’s operating income in 2019 was 3,916 million yuan, ranking fifth among private companies in Hainan province.
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