Recruitment of coconut tree factory

That earth coconut tree is coming again.

On April 12, the recruitment of "Spicy Eye" of Coconut Tree Group came again. @ Hainan Coconut Tree Group Guan Wei reissued controversial job advertisements: "Drink from childhood to adulthood", "Plump and white spokesperson", "You have a car and a house when you enter school, a high salary, a bright future and money" ... Compared with similar advertisements (202 1) a year ago, there is one sentence missing in this recruitment.

Hainan Coconut Tree Official Weibo Screenshot

This can't help but make netizens exclaim: "It's still a familiar formula."

In this regard, according to Red Star News, Coconut Tree Group responded to the recruitment advertisement dispute and said: "This recruitment information is true and belongs to the government. Any publicity wants to expand the publicity effect. Of course, we are not doing this for hype, that's for sure. We are originally enrolling students, which is also the propaganda style we have always adhered to. "

In addition, the Coconut Tree Group also said that "on-the-job" is only a way of recruitment, and the on-the-job is a regular employee, but the specific position is uncertain. After passing the relevant exams, you can enter the school. After entering the school, you will be provided with a two-person dormitory and a new energy vehicle, all of which have only the right to use. There are also certain risks after entering school. Those who do not meet the training requirements will be dismissed from the training status of the president and deputy general manager, and then they will decide whether to stay or transfer according to their own wishes.

The job advertisement in March last year also caused great controversy. Coconut Tree Group was fined 400,000 yuan by Hainan Provincial Market Supervision Administration for "obstructing social public order or violating social good manners".

At that time, a lawyer said: "On the one hand, coconut trees are to attract attention, on the other hand, because the illegal cost is too low. Previously, coconut trees were fined1200,000 yuan for similar reasons. This cost is much lower than the advertising effect, so it repeatedly challenges the view or bottom line of social public order and good customs. "

And this has also been seen by netizens: "Some netizens have revealed the mystery:" Can there be a hot search without this (recruitment) advertisement? Hot search is the best advertisement, and the fine is not expensive. "

However, netizens have also shown two attitudes towards the familiar behaviors of the Coconut Tree Group: one is to recognize that the Coconut Tree clearly marks the material conditions for recruitment, which meets the needs of job seekers for actual conditions; The other is that coconut trees obviously have good products, and I don't understand why they should be so vulgar. "Can we stop being demons?" "It is obviously a good product, and advertising is like psoriasis."

Indeed, according to public reports, Coconut Tree Group seems to be "addicted" to vulgar marketing in recent years.

In 2008, Coconut Tree Group was listed as one of the "Typical Cases of Counterfeiting Rights Protection" by Jilin Provincial Administration for Industry and Commerce because its advertisements were suspected of fraudulent sales with prizes.

In 2009, Coconut Tree Group was found illegal by the local industrial and commercial department for posting advertisements on Haikou bus, such as "My wife likes her husband to drink coconut pomegranate juice" and "I'm full of papaya", and was ordered to stop immediately and fined 1000 yuan;

20 16 coconut tree group introduced the chest mould bottle of mineral water, which was opposed as soon as it went on the market. Subsequently, the Coconut Tree Group responded in an interview with Hainan Daily that the chest model bottle was to show the beauty of women, and competitors were jealous when they saw that the product was welcomed by consumers, making unreasonable complaints and malicious attacks;

20 17 coconut tree group was suspected of vulgar marketing because it mentioned in the advertisement that "coconut juice contains vitamin e, which can improve sexual desire and promote girls' development";

2065438+In March 2009, Hainan Coconut Juice Beverage Co., Ltd. of Coconut Tree Group was fined 200,000 yuan for obstructing public order or violating good social customs. The State Administration of Radio, Film and Television (SARFT) issued a notice requesting all radio and television broadcasters to immediately stop broadcasting advertisements of relevant versions of Coconut Juice. According to the notice, some versions of the advertisement of "Coconut Tree Brand Coconut Juice" unilaterally pursue sensory stimulation, promote vulgar content, violate social fashion, and have deviation in value orientation, which is easy to mislead the general audience, especially minors;

In August, 2020, the advertisement of the Coconut Tree Group recruiting professional managers mentioned that the applicant should promise to work in the coconut tree for life, write a letter of commitment, and promise to use the real estate as collateral, leaving the coconut tree to repay with the real estate. In addition, applicants are also required to be "loyal and unselfish, regardless of career and family", which is questioned by netizens as "modern prostitution contract". Subsequently, Coconut Tree Group apologized for its "lax review of recruitment information and improper use of words".

However, from the perspective of business performance, coconut trees have repeatedly boarded hot searches, which has also given them enough traffic and exposure.

Moreover, Coconut Tree Group announced in a high-profile manner that the sales volume in June this year in 5438+ 10 is expected to increase by 36% compared with last year, achieving a good start. At the same time, it shows that the sales volume of Coconut Tree Group continued to grow against the trend last year, with an increase of 16.82% in 2020 and 7.7 1% in 20 19, with an average increase of 12.26% in two years. According to the "List of Top Enterprises in Hainan Province 100 in 2020" jointly issued by Hainan Enterprise Federation and Hainan Entrepreneur Association, Coconut Tree Group Co., Ltd. has a revenue of 43,289,600 yuan, ranking 25th. According to this estimation, the annual income of Coconut Tree Group in 202/kloc-0 is about 5.057 billion yuan.

On April 1 1, the joint product of Ruixing and Coconut Tree, Coconut Cloud Latte, was officially launched. On the first day of launch, the total sales volume of the store exceeded 660,000 cups. At the same time of hot sales, its coconut-tree-style cup sets and paper bags also attracted many netizens to punch in. Moreover, Ruixing claims that the sales target of this single product in 2022 is 1 100 million cups.

Obviously, both the brand power and the product power of coconut trees have been recognized by consumers and the market. Why do they want to ruin their image? It's really puzzling.

From the perspective of supervision, it seems that enterprises that frequently adopt vulgar marketing should be implemented with stricter standards to curb the hard-to-find behavior of such enterprises.

Regarding the frequent advertising disputes of Coconut Tree Group, China food industry analyst Zhu said that with the tightening of advertising management in recent years, the punishment for vulgar and false advertisements will definitely increase. In the context of increasingly fierce market competition, brands should return to products and promote diversification and innovative research and development, instead of attracting people's attention in a "out of place" way.

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