China News Service, January 9 (China News Financial Reporter Xie Yiguan) Coconut trees are on the hot search again!
Recently, some netizens posted the "Coconut Group 2024 Wall Calendar". Because the calendar included pictures of actor Xu Dongdong and many bikini beauties and macho men, it attracted widespread attention.
Behind the “controversy caused by the coconut tree swimsuit calendar”, in recent years, the “earthy” and “vulgar” controversy surrounding the coconut tree has not stopped.
data map. Photo by Yin Haiming
"Earthy" and "vulgar"? Coconut Tree Swimsuit Calendar Causes Controversy
The picture of the "Coconut Tree Wall Calendar" posted by netizens shows that the cover model of the calendar is still Xu Dongdong, who is familiar to consumers. She is wearing a red swimsuit, holding coconut palm juice, and doing classic signature moves. . On the flip page of the calendar on the right, there are different swimsuit models, respectively promoting lemon tea, lychee juice, mango juice and other products of Coconut Tree.
After this set of swimsuit calendars circulated on the Internet, it aroused heated discussions among netizens. Many netizens think that these swimsuit pictures are normal, "all the big wall calendars in the 1990s were like this." But some netizens think, "it is really vulgar as a calendar cover."
In addition, some netizens think that the wall calendar is too vulgar, " There is no problem with the scale, but it does not meet the current aesthetics, and the taste is very earthy."
A reporter from Sino-Singapore Finance noticed that when pictures and videos related to the calendar were circulated on the Internet, some people specifically coded Xu Dongdong and others.
On the 6th, Xu Dongdong also posted a response on social media, "When I was a child, I saw the sunshine and confidence of many beautiful calendar girls... The beauties in swimsuits on the old calendars are so beautiful. No matter how plump or skinny the body is, it should not be felt. Shame. Thank you netizens. No need to code my swimsuit."
Lawyer: Or suspected of violating the principles of public order and good customs
After the Coconut Tree swimsuit calendar caused heated discussion, on the 8th, a reporter from China News Contacted the Coconut Tree staff, who told the reporter , similar wall calendars will be released every year, but the content will be different, "and these wall calendars are not sold to the outside world, just kept by yourself."
Article 8 of the "Civil Code of the People's Republic of China" clearly states: "Civil subjects shall not violate the law when engaging in civil activities. , and shall not violate public order and good customs." The so-called principle of public order and good customs means that civil conduct should abide by public order, conform to good customs, and do not violate the general moral standards of society.
Yan Bing, senior partner of Beijing Times Jiuhe Law Firm, believes that Coconut Tree’s dispute over the 2024 calendar is actually suspected of violating the principles of public order and good customs.
"The legal concept of public order and good customs has a certain degree of subjectivity, that is, the standards for public order and good customs may not be uniform at different stages of social development, different regions, and different groups. In view of the fact that the calendar events of the Coconut Tree Group are currently objectively divided between praise and criticism. Therefore, it is not appropriate to elevate it to illegal 'vulgar marketing' for the time being."
As for the Coconut Tree Group's explanation of this incident as "not for sale," Yan Bing believes that this is obviously a sneaky change of concept. "Whether it is sold or not is not a condition for judging whether it constitutes illegality. The core requirement is whether it is used for publicity and reaches the audience. Assuming that the competent authority finally determines that the relevant calendar constitutes vulgar marketing, which is a violation of the principle of 'public order and good morals', then even if It should be held illegally if it is not sold for a fee."
"At the same time, considering that coconut palm juice is a drink suitable for all ages, its consumer groups include minors and the elderly. And the calendars of these handsome guys and beauties are not suitable for minors. Whether people are actively promoting it and whether it will cause discomfort to some elderly people is still open to question. Whether the Coconut Tree Group has considered the marketing strategy comprehensively enough, whether the relevant calendars have considered audience restrictions in the distribution process, and whether there are complete Space." Yan Bing said.
Data map: The gate of Coconut Tree Group Co., Ltd.Photo by Yin Haiming
has been punished many times for "vulgar" advertising slogans
The large colorful characters in the center, the eye-catching slogan "Drinking since childhood", the bottle body like a small advertisement on a telephone pole... In recent years, the coconut tree has used a unique The independent "Tu" has swept across the industry and is known as an unsolved mystery in the Chinese design world.
In addition to single-handedly creating the "Coconut style", Coconut Group is also a "mudslide" in the advertising industry, and has been criticized by consumers for being out of control.
“White and tender, with attractive curves, drink coconut palm brand coconut juice”, many people are familiar with the advertising slogan of coconut palm coconut juice. The image of a group of beauties dressed in cool clothes, dancing and talking about advertising slogans is imprinted in the minds of many people.
However, "if you often walk along the river, your shoes will not get wet." Because the advertising slogans contain vulgar information and the promotion is often "sideline", the Coconut Tree Group has been punished by relevant departments many times.
In 2009, the local industrial and commercial department ordered the products of the Coconut Group to stop printing products with controversial advertising slogans such as "Papaya is plump, I am plump" on buses in Haikou City and was fined 1,000 yuan.
In 2019, the new packaging of Coconut Tree brand coconut juice was printed with advertising slogans such as "I have been drinking it since I was a child". It was considered to be vulgar and false, and was investigated and punished by the local industrial and commercial department. Later, it was banned by the state. The State Administration of Radio and Television requested that the relevant version of the "Coconut Brand Coconut Juice" advertisement be stopped.
In 2021, Coconut Group’s recruitment slogans such as “If you enroll in school, you will have a car, a house, a high salary, and you will definitely be chased by beauties and handsome guys”, which attracted attention and was considered to be against good social trends, and was fined 400,000 by the Hainan Provincial Market Supervision and Administration Bureau. Yuan.
In recent years, riding on the trend of live broadcasting, Coconut Tree Group has been out of the industry due to its "beautiful live broadcast" and "macho live broadcast". Behind this, it has also repeatedly fallen into the controversy of "edge marketing".
In the Coconut Tree live broadcast room, the anchors used classic actions to promote Coconut Tree products. Screenshot from Coconut Tree Live Room.
Although the Coconut Tree Live Broadcast Room is now famous, and it has been "out of the circle" many times due to controversies such as "earthy taste" and "vulgarity", the Coconut Tree Group also has hidden dangers under its high exposure.
On the one hand, as plant protein drinks cater to healthy consumption, more and more beverage brands are developing new coconut water products, and the first-mover advantage of Coconut Brand coconut water is disappearing. On the other hand, in recent years, although Coconut Tree Group has successively launched many new products such as mineral water and lemon tea, they have not formed product advantages.
From the perspective of the industry, how to get rid of the constraints of a single product and how to acquire new consumer groups have become difficult problems for Coconut Tree Group to solve. (End)
