According to a number of media reports, after the 400,000 yuan fine was exposed, Coconut Tree Group withdrew the relevant advertisement, but issued a statement of "one worry" and "two dissatisfaction" on the evening of the 9th, complaining that he was fined. On the afternoon of the 11th, an online video said that the four female anchors of the Coconut Tree Group changed their previous dressing style, wore long sunscreen clothing, and danced on the background wall of the "Coconut Tree Group 2024 Hainan Stability and Happiness Run" event.
After the coconut tree was punished, the video of wearing sun-protective clothing and dancing attracted attention again
On May 6, Coconut Tree Group was administratively fined 400,000 yuan by the Longhua Branch of Haikou Market Supervision and Administration Bureau. According to reports, the promotional graphics and texts published by the Coconut Tree Group on its own website used state officials for commercial marketing, and used advertising slogans that violated public order and good customs, such as "rubbing milk with coconut (juice)" and "South Pacific beauties rarely 'airport'", violating the relevant provisions of the Advertising Law.
On the evening of the 9th, Coconut Tree Group issued a statement of "one worry" and "two dissatisfaction", which was interpreted by the outside world as a "hard" fine. The statement said that they were worried that the famous brand would be destroyed and "smash the jobs of nearly 20,000 employees of 'coconut trees' and upstream and downstream enterprises." Coconut Tree reprinted on its official website "Rubbing milk with coconut water" and "South Pacific beauties rarely have 'airports'" is popular science education, not a commercial advertisement, "You can do it if the law does not prohibit it".
On the 10th, the Haikou market supervision department told the media that Coconut Tree Group had withdrawn the relevant advertisement. If there are such violations in the future, further follow-up will be followed. For fines, companies will be required to pay them within a time limit.
On the afternoon of the 11th, a video related to "The Style of the Coconut Tree Live Room Has Changed" appeared on the Internet - 4 female anchors suspected of being Coconut Tree Group changed their "cool" dressing style in the past, wore long sunscreen clothing, wrapped their faces and bodies tightly, and danced in front of the background wall of the "Coconut Tree Group 2024 Hainan Stable and Happiness Run" event.
On the 12th, the related video went viral on the Internet. "After the coconut tree was fined 400,000 yuan for the side advertisement, the anchor's live broadcast was tightly wrapped" and "the style of the coconut tree live broadcast room has changed greatly" and other topics quickly aroused widespread attention and discussion.
The reporter noticed that on May 12, in the recent videos and live broadcast records posted by the official account of Douyin Coconut Tree Group, no video clip of "female anchor wrapped tightly and dancing" was found. However, in a video released at 9 p.m. on May 11, there was a background wall of the "Coconut Tree Group 2024 Hainan Stability and Happiness Run" event in the online video, with five or six male and female anchors running in normal running clothes and shorts.
Up to now, Coconut Tree Group has not officially responded to the authenticity of the videos related to the "Coconut Tree Live Room Style Change", shooting (or screen recording) time and other issues.
has been on the hot search many times because of alternative marketing
In recent years, Coconut Tree Group has been on the hot search for alternative marketing (also known as reverse marketing and reverse marketing) many times, and has been fined many times, most of which cannot be avoided by being questioned vulgar advertising and controversial publicity. However, most of the coconut tree groups chose to be tough, or "discounted" sexual obedience, and "the main one is not convinced".
In February 2019, in an advertising video of Coconut Tree Group, several female models in swimsuits were running on the beach, with the text "A cup in the morning and evening, white and tender" and "Drink from childhood to adulthood", which was accused by netizens of vulgarity and false advertising. In March of the same year, 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.
Coconut Tree Group's explanation for this is: "I have drunk from childhood to adulthood" advertising slogan, which does not refer to coconut water breast enlargement, but refers to drinking from children to adults, so as to promote consumers' trust in coconut palm brand coconut water, and does not violate the advertising law. At present, Coconut Tree still retains the slogan "Drink from small to big" on the packaging.
In March 2021, Coconut Tree Group released a recruitment advertisement on its official blog, "Cultivate the re-enrollment of the school of the president and deputy general manager", "If you enter the school, you will have a car, a house, and a high salary, and there will definitely be beautiful women and handsome guys to chase", which caused controversy, and the local market supervision and administration bureau subsequently filed a case for investigation. On April 2 of that year, Coconut Tree Group posted a post on Weibo and its official website "Hard", saying that this sentence did not clearly violate current laws and regulations. On June 9 of the same year, the Hainan Provincial Market Supervision Bureau announced the results of the administrative punishment and pointed out that the copy "conveys a vulgar view of marriage and love that worships money, misleads the orientation of social values, and violates good social customs", and Coconut Tree Group was fined 400,000 yuan for "obstructing social public order or violating good social customs".
In October 2022, the coconut tree live broadcast room exploded on Douyin, attracting 350,000 fans in 10 days, and the number of Weibo topic readings exceeded 180 million, ranking first in the hot search. However, the style of its live broadcast room has caused a lot of controversy. The online video shows several women in tights dancing while showing the coconut palm coconut water in their hands during the live broadcast of the Coconut Tree Group.
In 2023, the live broadcast room of Coconut Tree Group will change its previous style, and the anchors will be replaced by a group of "muscular hunks": a group of male models wearing tight vests and holding coconut palm coconut water to show their muscles and bodies in the live broadcast room. This move once again sparked heated discussions among netizens.
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 dance style of the live broadcast room is to express the central idea of "men have a man's taste, women have a woman's taste, and the coconut water has the taste of coconut water, focusing on the original taste", and emphasized that this is completely different from other products on the market.
Source: Upstream News, Daily Economic News, Southern Metropolis Daily, Yangcheng Pie, Jimu News, Chao News, News Morning Post, Black Cat Complaints