When a traditional brand uses new content carriers
Posted: Mon Jan 06, 2025 4:57 am
Amid the controversy , Coconut Tree's live broadcast style has gradually changed, from the image management of the anchors to the continuous improvement of dancing, from a " marginal anchor " to a sunny anchor group. According to Chanmama data, on June 1 , the two accounts under the Coconut Tree Group reached 1.469w and 1.76w views . to create a " phenomenal " event again, it is difficult to explain it simply by " attracting attention " . In fact, Coconut Tree's live broadcast has gone through a process of exploration. This process reflects the brand's understanding of the current social trend and live broadcast carriers.
For all traditional brands that are worried about falling into the problem of " brand aging " , Coco Tree is a rare case for observation. From "eye-catching" to "I love watching": How to resolve the controversy phone database over Coco Tree Live? Coconut Tree Live Room 1. Coconut Tree Live’s Exploration Road Even for Coco Tree, which has always been good at creating topics, it took some time to find the live streaming method it has today. As early as the National Day in 2022 , the Coconut Tree Group started live broadcasting on Douyin, with beautiful women in tights and shorts dancing and selling goods as the main content.
Without any preheating, the live broadcast at that time attracted 300,000 fans in 9 days. This attracted the attention of regulators. Coco Tree's live broadcast room was shut down several times afterwards, and the live broadcast on October 8 , 2022 was " cut off in seconds " , and was questioned by the official media for " skirting the edge of pornography " . There are also constant controversies about Coco Tree's live broadcast on the Internet. Some people think " what 's wrong with showing off your body and dancing generously " , but most comments believe that this kind of live broadcast is suspected of " skirting the edge " . Amid the controversy, Coconut Tree needs to find a new marketing path. To this end, Coconut Tree gave the answer: male anchor.
For all traditional brands that are worried about falling into the problem of " brand aging " , Coco Tree is a rare case for observation. From "eye-catching" to "I love watching": How to resolve the controversy phone database over Coco Tree Live? Coconut Tree Live Room 1. Coconut Tree Live’s Exploration Road Even for Coco Tree, which has always been good at creating topics, it took some time to find the live streaming method it has today. As early as the National Day in 2022 , the Coconut Tree Group started live broadcasting on Douyin, with beautiful women in tights and shorts dancing and selling goods as the main content.
Without any preheating, the live broadcast at that time attracted 300,000 fans in 9 days. This attracted the attention of regulators. Coco Tree's live broadcast room was shut down several times afterwards, and the live broadcast on October 8 , 2022 was " cut off in seconds " , and was questioned by the official media for " skirting the edge of pornography " . There are also constant controversies about Coco Tree's live broadcast on the Internet. Some people think " what 's wrong with showing off your body and dancing generously " , but most comments believe that this kind of live broadcast is suspected of " skirting the edge " . Amid the controversy, Coconut Tree needs to find a new marketing path. To this end, Coconut Tree gave the answer: male anchor.