Chinanews.com client, Beijing, April 1st (Reporter Li Jinlei) Coconut Tree Group has been involved in an advertising booth again.

Coconut Tree Group was investigated for suspected illegal advertising

　　Recently, the Coconut Group released an advertisement on its official Weibo that “Coconut Group Cultivates General Managers and Deputy General Managers Schools and then recruits students!!! Enrollment has a car, a house, a high salary, and there must be beautiful handsome guys to chase” an advertisement, which has caused controversy. .

　　Look at the style of this advertisement, is it familiar?

The picture comes from the Coconut Tree Group.

　　The advertisement is not only accompanied by photos of the busty actress in Shangwei, but also writes: After graduation, he will work out, and he will have an annual salary of 1.08 million after being promoted to the vice president of the group. He will contribute 6 million sea view houses, 10 million villas, and dividend equity...

　　"This ad is posted on the street and everyone will think it is a liar." "This ad is really vulgar." "Obviously it can be won by taste, but there are always some weird ads." "Although it is ugly, it has to be said that it has coconut trees. Style"...This advertisement of Coconut Tree was complained by netizens.

　　After the dispute was fermented, the Hainan Provincial Market Supervision Bureau quickly conducted an administrative interview with the relevant person in charge of the Coconut Tree Group.

The above-mentioned advertising content released by Coco Group violated the relevant provisions of the "Advertising Law" and caused a negative social impact. The Hainan Provincial Market Supervision Bureau has recently initiated an investigation into Coco Group's suspected illegal advertisements in accordance with the law.

The picture shows the gate of Coconut Group Co., Ltd.

Photo by Yin Haiming

Apologized publicly for admissions advertisements

　　This is not the first time that the Coconut Tree Group has caused criticism because of its admissions advertisement.

　　In August 2020, Coco Group released the recruitment information of "Coconut Tree Cultivation Vocational Manager School", in which the enrollment requirements require candidates to promise to serve in "Coconut Tree" for life, promise to use real estate as collateral, and leave "Coconut Tree" to repay with real estate.

　　Regarding this wonderful recruitment, the Labor Security Supervision Bureau of the Hainan Provincial Department of Human Resources and Social Security pointed out that some of the terms of the recruitment violated the relevant provisions of the Labor Contract Law, and the administrative department of human resources and social security in the jurisdiction has been instructed to strengthen policy and legal publicity training for Hainan Coconut Tree Group. , To supervise and urge them to recruit legally and employ labor according to law.

　　The Coconut Tree Group issued a public statement stating that due to lax review of recruitment information and improper wording, some clauses have violated the relevant provisions of the Labor Contract Law and the humanistic spirit, causing adverse effects. We hereby apologize to the public.

Was fined 200,000 yuan for vulgar advertising

　　This is not the first time that the Coconut Tree Group has been investigated for advertising.

　　In 2019, Coconut Palm Coconut Juice was replaced with a new package, still continuing the previous "big breasted beauty" style, still using the suspected pun slogan of "drinking from childhood to big" as the promotional point.

Data map: The picture shows the new packaging of Coconut Coconut Juice in 2019.

　　In addition, a video advertisement showed that several plump women in cool and revealing clothes were holding coconut tree brand coconut juice, laughing and running on the beach. One of them narrated "a glass every day, the curve is moving".

In other advertising versions, the words "white, tender and plump" and "curvy" often appeared, which were criticized by netizens for "spicy eyes".

Data map.

Source: Advertising video screenshot

　　Although the Coconut Tree Group claimed that "the Coconut Tree brand advertisements are not false or vulgar" and "I have been drinking since I was young" did not violate the advertising law, the Bureau of Industry and Commerce of Longhua District, Haikou City finally took action against Hainan Coconut Tree Group's alleged illegal advertising. File an investigation.

　　On March 27, 2019, the Bureau of Industry and Commerce of Longhua District, Haikou City determined that the Coconut Tree Group's advertisements obstructed public order or violated good social customs, and imposed an administrative penalty of 200,000 yuan on Coconut Tree Group Hainan Coconut Juice Beverage Co., Ltd.

　　In addition, the State Administration of Radio and Television also issued a document saying that part of the version of "Coconut Palm Juice" advertisements one-sided pursuit of sensory stimulation, promotes vulgar content, violates social customs, and has deviations in value orientation, which is likely to mislead a broad audience, especially minors. , Requiring radio and television broadcasters at all levels to immediately stop broadcasting the relevant version of the "Coconut Palm Juice" advertisement.

Reviews.

Behind the controversial advertisement

　　According to the official website of Coco Group, Coco 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.

Since 1986, it has developed and grown under the leadership of Wang Guangxing, chairman of the Coconut Tree Group.

　　According to the data, Coconut Tree Group ranked second in Haikou’s industrial enterprise output value and third in taxes for ten consecutive years (2010-2019), with an output value of 4.232 billion yuan in 2019 and a tax of 610 million yuan. It was also shortlisted as a private enterprise in Hainan in 2020. Top 100.

　　However, with the development and growth of the Coconut Tree Group, its alternative advertising campaigns have been criticized by consumers.

　　Looking at it for a long time, as early as 2009, Coconut Tree was recognized by the local industry and commerce department because it was printed on Haikou City buses with the words "Wife likes my husband to drink Coconut Pomegranate Juice" and "Papaya is full and I am plump". In order to publish in violation of regulations, it was ordered to stop immediately and a fine of 1,000 yuan was imposed.

　　From the perspective of industry insiders, the beverage products will usher in the peak sales season. At this time, the Coco Group's recruitment advertisements are suspected of hype. However, relying on the recruitment advertisements to expand its influence cannot fundamentally solve the problems of Coconut Group's overall product aging.

　　In 2014, Wang Guangxing set a goal to exceed 10 billion yuan in output value during the 13th Five-Year Plan period.

Public information shows that in recent years, the output value of the Coconut Tree Group has hovered at 4 billion yuan, a far cry from the 10 billion goal.

　　Moreover, in the coconut milk market, market competition is becoming increasingly fierce, and the Coconut Tree Group is also facing pressure from competitors.

　　On March 31, the China Securities Regulatory Commission approved the IPO registration of Happy Home Food Group Co., Ltd. on the Growth Enterprise Market.

One of the company's flagship products is coconut juice drinks.

Coconut coconut juice.

From the official website of Coconut Tree Group.

The coconut milk is delicious, but don't let the alternative advertisements smash the signs!

　　Attracting consumers can obviously rely on quality and taste to win, but it is undesirable to use alternative advertising that is suspected to be illegal to gain attention and earn traffic.

　　Relying on alternative advertising may earn some eyeballs for a while, but companies should not only value the so-called "familiarity", but should also value the reputation of the brand.

If you repeatedly play “sexually suggestive” sideballs, hype gimmicks, or even launch suspected illegal advertisements, it is in fact a self-destructing brand, and it will not exchange brand reputation and good reputation. On the contrary, it will arouse a lot of people’s disgust and even more. A ticket is counterproductive.

　　Temporary traffic does not mean long-term influence. Marketing must have a bottom line, advertising must also be legal and compliant, and there must be a sense of social responsibility.

Vulgar content cannot be promoted, and public order and good customs cannot be violated, otherwise it will become a negative teaching material.

If an enterprise wants to develop, it must consciously abandon these marketing tricks, steadily improve quality, innovate products, and lead the market, so as to win the sincere recognition and long-term support of consumers.

　　Don't let word of mouth go from good to bad!

(Finish)