Coconut Tree Group replied in a tough way to the incident in which it was fined for "rubbing the edge" advertisement.
On the evening of May 9, Hainan Coconut Tree Group issued a statement expressing its "concern" and "dissatisfaction" about its recent fine of 400,000 yuan by the Longhua Branch of the Haikou Municipal Market Supervision Administration for containing content and circumstances that hinder social public order and violate good social customs.
Photo/Coconut Tree Group official website
According to the content of the administrative penalty decision quoted by the media, on February 6, 2024, the Longhua Branch of the Haikou Municipal Administration for Market Regulation received a clue from the State Administration for Market Regulation "Transfer Letter", reflecting that the promotional pictures and texts published by Coconut Tree Group Co., Ltd. on its own website are suspected of violating the relevant provisions of the "Advertising Law". The "worry" and "dissatisfaction" of the Coconut Tree Group have sparked a lot of discussions. Among them, "I am worried about the destruction of famous brands", "smashing employees' jobs", "coconut farmers can't sell coconuts" and other content, many netizens think that they are "playing the bitter card".
The material comes from the official account of Coconut Tree Group and the flagship store of JD.com
In recent years, Coconut Tree Group has repeatedly been involved in "marketing methods" controversy, and has been punished by regulatory authorities many times.
In 2009, Coconut Tree was found to be in violation of regulations and fined 1,000 yuan by the industrial and commercial department for the words "wife likes her husband to drink coconut tree brand pomegranate juice" and "papaya is full and I am plump" in the advertisement; In 2016, another ace of Coconut Palm's volcanic mineral water launched the "breast mold bottle" packaging, claiming that this packaging is the world's first, "not only women like it, but men like it more"; In 2019, Xu Dongdong, who has cooperated with Coconut Tree for many years, said the familiar phrase "I have drunk since I was a child" in an advertisement, and Coconut Tree was fined 200,000 yuan. Even when recruiting, the coconut tree is still a square advertisement in the style of PPT design, and the words are not shocking. In August 2020, candidates are required to "take care of their careers and not care about their families" and serve for life; In March 2021, he promised to "have a car, a house, a high salary, and a beautiful woman and handsome guy to chase after when he enters school", and was finally fined 400,000 yuan for obstructing social public order or violating good social customs. In 2022, after the release of the coconut cloud latte co-branded by Luckin and Coconut Tree, Coconut Tree took advantage of the trend to send a small advertisement to recruit people. There is a lesson from the past, and the coconut tree "cautiously" deleted "there are beautiful and handsome guys chasing", and replaced it with "there is a car, a house, a high salary, a future, and you can get rich when you enter school", this set of recruitment words and posters is still used today.
Photo/Coconut Tree Group's official blog
Time and time again, the coconut tree selectively admits its mistakes and resolutely does not change on the whole.
Disclaimer: The manuscripts and pictures published on this official account are used for internal communication, and the source and source of the article are indicated in a prominent position.
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