On May 11, after the coconut tree was fined 400,000 yuan, the painting style of the live broadcast room changed abruptly, and the model wore sunscreen clothing to cover the live broadcast this time...... Previously, he responded to the penalty and expressed "concern" and "dissatisfaction".
Image source: Video screenshot Coconut tree said "rubbing milk with coconut water is popular science education"
On the evening of May 9, Coconut Tree Group posted a response on its official Weibo in response to being fined 400,000 yuan for vulgar advertising.
Coconut Tree Group said in the article: Worried about the destruction of the famous brand, smashing the "coconut tree" and nearly 20,000 employees of upstream and downstream enterprises, so that 500,000 coconut farmers in Hainan could not sell their coconuts to get rid of wealth and return to poverty. Dissatisfied, reprinting "rubbing milk with coconut water" and "there are few beauties in the South Pacific" on the official website of "Coconut Tree" is popular science education, not a commercial advertisement. There is no article in the Advertising Law that clearly stipulates that it is illegal to reprint popular science education on one's own official website, and "nothing prohibited by the law can be done".
The second dissatisfaction is that it has been losing money for 7 consecutive years on the official website of "Coconut Tree", and the second bankruptcy was saved by death, and it was designated by the State Council as a pilot project for the restructuring of 100 households in the country. It is factory history education, not a commercial advertisement.
Image source: Screenshot of Coconut Tree's official website
According to the company's investigation information, recently, Coconut Tree Group Co., Ltd. was administratively fined 400,000 yuan by the Longhua Branch of the Haikou Municipal Market Supervision and Administration Bureau.
The facts of the violation show that on February 6, 2024, the Longhua Branch of the Haikou Municipal Administration for Market Regulation received the clue 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, and at the same time attached to the electronic data fixation documents of Guangdong Zhongke Judicial Appraisal Institute. The Longhua Branch of the Haikou Municipal Administration for Market Regulation filed a case for investigation on the same day.
The market supervision department said that Coconut Tree Group Co., Ltd. violated the provisions of Article 9, Paragraphs 2, 7 and 17 of the Advertising Law of the People's Republic of China, and imposed a fine of 400,000 yuan.
Coconut Tree Group Co., Ltd. was established on July 25, 1980, and its main business scope includes investment and management of food and beverages; machinery manufacturing and maintenance; beverage technical consulting services; Purchase of agricultural and sideline products. After the equity penetration, the company's 100% ultimate beneficiary is the Hainan Coconut Tree Employee Stock Ownership Association. Hainan Coconut Tree Employee Stock Ownership Association was established in 1996, and the legal representative is Wang Guangxing, the founder of Coconut Tree Group.
At the beginning of April this year, Coconut Tree Group Co., Ltd. underwent industrial and commercial changes, and Zhao Bo stepped down as chairman and was replaced by He Chunling. At present, Zhao Bo still serves as the legal representative, director and general manager of the company.
Behind the edge marketing, the sales performance continues to rise
Corresponding to the continuous marketing and frequent punishment of the Coconut Tree Group is the continuous rise in its sales performance.
According to Hainan Special Zone Daily, on February 20 this year, the Coconut Tree Group's 2024 New Year Opening Conference was held in Haikou. In 2023, Coconut Tree Group will achieve a total annual sales volume of 700,000 tons, a year-on-year increase of 10.26%; sales of 5 billion yuan, a year-on-year increase of 3.08%; The tax paid was 682 million yuan, a year-on-year increase of 15.39%.
It is reported that this is the fourth consecutive year that Coconut Tree Group has achieved revenue growth. According to the data of the list of top 100 enterprises in Hainan Province over the years, from 2019 to 2022, the revenue of Coconut Tree Group will be 4.328 billion yuan, 3.989 billion yuan, 4.616 billion yuan, and 4.719 billion yuan respectively. According to the data of Coconut Tree Group's internal magazine "Coconut Tree People", Coconut Tree will achieve sales growth against the trend for two consecutive years in 2021 and 2022. In 2021, the sales volume increased by 16.82% compared with 2020; In 2022, sales increased by 5% on top of the double-digit growth in the same period in 2021.
Hainan Remember Happy Culture Media Co., Ltd. is a new media company incubated by Coconut Tree Group, mainly responsible for the publicity of Coconut Tree. Its person in charge, Yin Dandan, once recalled that before 2021, Coconut Tree also made many short films and promotional videos and distributed them to channels such as the official account, but because the content style was very official, the communication effect was not good. Until Yin Dandan stumbled upon the traffic password of the "coconut tree model".
Why can the coconut tree live broadcast room frequently go out of the circle and be unique?
In this regard, Yin Dandan, the person in charge of the coconut palm coconut water live broadcast room, said that for the old brand, it is necessary to jump out of the original inherent publicity method and do another marketing and publicity, so as to inject a new model into the old brand and glow with new vitality.
Regarding the negative label of Coconut Tree Group on the Internet, the staff of Coconut Tree Group once responded: "I will respect different opinions, uphold an inclusive attitude, adhere to my heart, and hope that I will not lose the self-persistence of the brand in the opinions of netizens." ”
The daily economic news integrates Hainan Special Zone Daily, Coconut Tree Group, and Enterprise Chacha
Source: National Business Daily