Coconut live broadcast style caused controversy City Supervision Bureau response!

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Recently, the official account of Hainan Coconut Group (hereinafter referred to as "Coconut Group"), the "old driver" of the marketing industry, began to broadcast live to bring goods, but the style of the studio has caused a lot of controversy. Now the staff of the Market Supervision Administration responded that they had received a number of reports and were closely watching the matter and studying the handling plan.

On the evening of October 8th, Coconut Group broadcast live at 20:00 as expected, or "familiar recipe", the studio background is light blue, there are four female anchors carrying goods while performing a dance talent show. The anchors wore tight tops with black shorts, masks printed with classic coconut brand packaging, and held coconut brand coconut milk hot dance belt goods.

Many netizens waited long before the live broadcast began. More than 50, 000 people swarmed into the live broadcast, but after a few minutes of the live broadcast, it was immediately cut off by the Douyin platform. The live broadcast resumed 10 minutes later, and the broadcast was cut off again for another five minutes. It is reported that this situation also happened many times in the live broadcast on October 5, and then stopped broadcasting for two days.

According to the platform, Coconut Group has conducted six live broadcasts and has 234000 followers. The highest number of people online at the same time has exceeded 50, 000. The total number of viewers in the studio has reached 560000, but the transaction volume per game is about 2500-5000 yuan.

On Oct. 8, in response to netizens questioning their evaluation of "edge ball marketing", the relevant person in charge of Coconut Group responded that the live broadcast was set up because of the needs of the product, but it was not clear what netizens had said about the studio and did not know the relevant situation for the time being.

According to public information, Hainan Coconut Beverage Co., Ltd. was established in February 1998. its legal representative is Zhang Wu, with a registered capital of about 52.86 million RMB. Its business scope includes beverage production, sales and wholesale. Tianyan check shareholder information shows that the company is jointly owned by Hainan Coconut Industry Co., Ltd., Coconut Group Co., Ltd.

On the morning of October 9th, the group was fined twice for violating the good social customs on the related topic # Coconut Tree was found on Weibo. Tianyan check risk information did show that the company was fined 200000 yuan and 400000 yuan twice for "obstructing social public order or violating good social customs."

It was learned that these two fines were in 2019, when coconut milk was directly printed with "beauty with big breasts" on the new package, and the copywriter directly focused on the "breast enhancement artifact". Later, for obstructing public order or violating the good fashion of society, the Coconut Group was fined 200000 yuan by the local market supervision and management department. And in early 2021, Coconut Group announced that "if you go to school, you will have a car, a house, a high salary, and must be pursued by beautiful and handsome guys." Job advertisements with contents such as those were interviewed by the Hainan Provincial Market Supervision Bureau. On April 30 of the same year, Hainan Municipal Bureau of Supervision fined Hainan Coconut Juice Beverage Co., Ltd. a total of 400000 yuan, of which 380000 was aimed at advertisements released by Coconut Group that went against the good fashion of society.

Many people think that this kind of advertisement of coconut tree brand is vulgar, fatherly, and even suspected of false propaganda, and every marketing is easy to remind people that the product's effect is "breast enhancement". Coconut trees have also admitted that this move is to highlight the breast enhancement effect of coconut milk, but in fact, there is no scientific basis to support it.

Therefore, the coconut tree was not only criticized and fined by the Bureau of Industry and Commerce, but also regarded as a typical negative case by the national anti-pornography and illegal trade office, and the application for the trademark of "drinking from childhood to big" was also rejected.

Netizens in this incident are divided into two groups: one thinks that Coconut Group continues to play the "edge ball" of the law in marketing, and the other thinks that Coconut Group's marketing only continues the past style, because coconut brand coconut water is really delicious, and its netizens said, "Coconut owners always think that sales are good because of good advertising." What do you think of this?

Photo Source: Internet