According to the company's investigation news, on May 6, the Longhua Branch of the Haikou Municipal Market Supervision and Administration Bureau imposed an administrative penalty on Coconut Tree Group Co., Ltd., fining 400,000 yuan for violating public order and good customs.
The Dawan News reporter saw that the illegal facts were that on February 6, 2024, the Longhua Branch of the Haikou Municipal Market Supervision Bureau received the clues of the "Transfer Letter" from the State Administration for Market Regulation, reflecting that the promotional pictures and texts published by Coconut Tree Group Co., Ltd. on its own website used state agency staff for commercial marketing, and used advertising slogans that violated public order and good customs such as "rubbing milk with coconut" and "South Pacific beauties rarely 'airport'", which was suspected of violating the relevant provisions of the Advertising Law. At the same time, it is attached with the electronic data fixation document of Guangdong Zhongke Judicial Appraisal Institute.
The Longhua Branch filed a case for investigation on the same day, and the behavior of Coconut Tree Group Co., Ltd. violated the provisions of Article 9, Item 2, Item 7 and Article 17 of the Advertising Law of the People's Republic of China, and then imposed an administrative penalty of a fine of 400,000 yuan in accordance with the law.
Coconut Tree has been involved in controversy many times over "edge content".
Some media have reported that the anchor group composed of beautiful women and macho men in the coconut tree live broadcast room has done everything they can to attract attention.
Some netizens said that they thought that the live broadcast style had characteristics, but some netizens called it "spicy eyes", "I have been walking at the forefront of rubbing edges!" ”
In June 2023, Coconut Tree Group was interviewed by the media for the first time to respond to the issue of live broadcast style.
The relevant person in charge of Hainan Remember Happy Culture Media Co., Ltd., the operator of the coconut tree live broadcast room, said that the live broadcast style of the hot dance is to express the central idea of "men have masculinity, women have femininity, coconut water has the taste of coconut water, and the main taste is original", "It is completely different from the market on the market." ”
The person in charge said that for male and female models, Coconut Tree Group has its own set of aesthetics and selection criteria, and the aesthetics tend to be close to the aesthetics of the 90s. "Boys should be more than 1.8 meters, have muscles, and look sunny, and girls should be beautiful and beautiful, all of which must be white and tender."
Regarding the negative label of coconut trees on the Internet, the other party said that they would respect different opinions, uphold a tolerant mentality, and stick to their hearts, "I hope we will not lose ourselves in the opinions of netizens." ”
In January 2024, some netizens in Haikou, Hainan Province posted a picture of the 2024 calendar of coconut trees, which attracted widespread attention and discussion. The video content shows that this calendar is printed with a number of bikini beauties, as well as pictures of macho men.
On January 4, the coconut tree staff responded that this calendar does have it, and there is no purchase channel at present, and local high-volume suppliers will have. Calendars are not for sale and are only used for internal preservation.
On the evening of January 6, actor Xu Dongdong posted on social media in response to the "Coconut Tree Swimsuit Calendar Controversy": "When I was a child, I saw the sunshine and confidence of many beautiful calendar girls...... How beautiful the swimsuit beauties on the old calendar are, no matter how beautiful they are to show the plump beauty of the body or the bony beauty, they should not be ashamed. Thank you, netizens. No need to code my swimsuit. ”
Coconut Tree has been punished by relevant departments many times for controversial advertisements
Tianyancha shows that in March 2019, Hainan Coconut Water Beverage Co., Ltd. of Coconut Tree Group was fined 200,000 yuan by the Administration for Industry and Commerce of Longhua District, Haikou City, for obstructing social public order or violating good social customs.
In the same month, the State Administration of Radio and Television mentioned in the relevant notice that some versions of the coconut palm brand coconut water advertisements one-sidedly pursue sensory stimulation, promote vulgar content, violate social customs, and have deviations in value orientation, which are easy to mislead the audience, especially minors.
In March 2021, in the recruitment advertisement of Coconut Tree Group, in addition to the "Top Ten Beverage Enterprises in China", "Ranked second in Haikou City's industrial output value and third in tax for 11 consecutive years", "Coconut Tree brand coconut water is a famous brand in China" and other conventional introductions, you can also see "There are cars, houses, high salaries, and there must be beautiful women and handsome guys to chase after entering school", "After graduation, you will have a job and an annual salary of 1.08 million after being promoted to the vice president of the group", "6 million sea view houses will be rewarded for contributions, 10 million villas will be rewarded, and dividends will be awarded" and other very gimmicky publicity.
In April 2021, Hainan Coconut Water Beverage Co., Ltd. of Coconut Tree Group was fined 400,000 yuan by the Hainan Provincial Administration for Market Regulation for publishing advertisements that violated good social customs. The Hainan Provincial Market Supervision Bureau believes that the advertisements issued by the Coconut Tree Group such as "there are cars, houses, high salaries, and there must be beautiful and handsome men chasing after them" issued by the Coconut Tree Group convey a vulgar view of marriage and love that worships money, misleads the social value orientation, and violates good social customs.
(Yangcheng Evening News, Yangcheng Pai Comprehensive Dawan News, @徐冬冬, Bailu Video, Jiupai News, The Paper, Observer Network, Hainan Daily, CCTV Network, etc.)
Editor: Chen Ruizhi
Source: Yangcheng Evening News • Yangcheng faction