Every editor: Bi Luming On May 11, after Coco was fined 400,000 yuan, the style of the live broadcast room changed suddenly. The model wore sun protection clothing and covered it tightly during the live broadcast... She previously expressed "worry" and "dissatisfaction" in respon

Edited by: Bi Luming

html On May 11, Coconut Tree’s style of live broadcast changed suddenly after being fined 400,000 yuan. The model wore sun protection clothing and covered the live broadcast tightly this time... In response to being fined before, she expressed "worry" and " Dissatisfied."

Image source: Video screenshot

Coconut Tree said that "wiping breast milk with coconut milk is a popular science education"

html On the evening of May 9, Coconut Tree Group posted a post on its official Weibo in response to being fined 400,000 yuan for vulgar advertising.

Coconut Tree Group stated in the article: Worried about the destruction of its famous brand, it has smashed the jobs of nearly 20,000 employees of "Coconut Tree" and upstream and downstream enterprises, leaving 500,000 coconut farmers in Hainan unable to sell their coconuts and escaping wealth and returning to poverty. refused to accept it and reprinted "Use coconut milk to wipe breasts", "There are few beauties in the South Pacific" and "Airport'" on the official website of "Coconut Tree". They are popular science education, not commercial advertisements. There is no clear provision in the advertising law on its official website It is illegal to repost popular science education, and "you can do it if it is not prohibited by law."

The second objection is that it was published on the official website of "Coconut Tree" for seven consecutive years and was saved from bankruptcy for the second time, and was ordered by the State Council. It is a pilot project for restructuring of 100 households across the country. It is a factory history education, not a commercial advertisement.

Image source: Screenshot of Coconut Tree’s official website

According to information from the company, recently, Coconut Tree Group Co., Ltd. was administratively punished by the Longhua Branch of Haikou Municipal Market Supervision Administration. Ten thousand yuan.

The illegal facts show that on February 6, 2024, the Longhua Branch of the Haikou Municipal Administration for Market Regulation received a "transfer letter" from the State Administration for Market Regulation, reflecting the information released by Coconut Tree Group Co., Ltd. on its own website. The promotional images and texts include the use of state agency staff for commercial marketing, and the use of advertising slogans that violate public order and good customs such as "Use coconuts to wipe breasts" and "There are few beauties in the South Pacific 'airport'", which are suspected of violating the relevant provisions of the advertising law. At the same time, Attached is the electronic data fixation document of the Guangdong Zhongke Judicial Appraisal Institute. The Longhua Branch of the Haikou Municipal Administration for Market Regulation opened a case for investigation on the same day. The market supervision department of

stated that the behavior of Coconut Tree Group Co., Ltd. violated Article 1 of the Advertising Law of the People's Republic of China. According to the provisions of Article 9, Item 2, Item 7 and Article 17, a fine of 400,000 yuan will be imposed.

Coconut Tree Group Co., Ltd. was established on July 25, 1980. Its main business scope includes the investment and management of food and beverages. ; Machinery manufacturing and maintenance; Beverage technology consulting services; Acquisition of agricultural and sideline products. After the equity penetration, 100% of the company’s ultimate beneficiary is the Hainan Coconut Employee Stock Ownership Association, which was established in 1996. The representative is Wang Guangxing, founder of Coconut Tree Group.

In early April this year, Coconut Tree Group Co., Ltd. underwent industrial and commercial changes. Zhao Bo stepped down as chairman and was replaced by He Chunling. Currently, Zhao Bo still serves as the legal representative, director and general manager of the company. .

Behind the marginal marketing, sales performance continues to rise.

Corresponding to Coconut Tree Group’s continuous marginal marketing and frequent penalties, its sales performance continues to rise.

According to the Hainan Special Zone News, on February 20 this year, Coconut Tree Group. The 2024 New Year's Good Start Conference will be held in Haikou. In 2023, Coconut Tree Group achieved 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%; and taxes paid of 682 million yuan, a year-on-year increase of 15.39%. .

It is reported that this is the fourth consecutive year that the Coconut Tree Group has achieved revenue growth. According to the list of the top 100 enterprises in Hainan Province over the years, the revenue of the Coconut Tree Group from 2019 to 2022 was 4.328 billion yuan, 3.989 billion yuan, and 4.616 billion yuan respectively. yuan, 4.719 billion yuan. According to data from Coconut Group's internal magazine "Coconut People", Coconut has achieved sales growth against the trend for two consecutive years in 2021 and 2022. Sales volume in 2021 will increase by 16.82% compared with 2020; sales volume in 2022 will increase by another 5% based on 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. It is mainly responsible for the promotion of Coconut Tree. Its person in charge, Yin Dandan, once recalled that before 2021, Coconut Tree also shot many short films and promotional videos and distributed them to public accounts and other channel providers, but because the content style was very official, the communication effect was not good. Until Yin Dandan accidentally discovered the traffic password of the "coconut tree model".Why is

Coconut Tree Live Broadcast Room so popular and unique?

In this regard, Yin Dandan, the person in charge of Coconut Juice Live Broadcast Room, said that for old brands, it is necessary to break out of the original inherent publicity methods and do another kind of marketing and publicity, inject new models into old brands, and rejuvenate new brands. vitality.

Regarding the negative labeling of Coconut Tree Group on the Internet, Coconut Tree Group staff once responded: “We will respect different opinions, uphold an inclusive attitude, and stick to our hearts. We hope that we will not lose the self-persistence of the brand in the opinions of netizens. ”

Daily Economic News Comprehensive Hainan Special Economic Zone Daily, Coconut Tree Group, Qichacha

Daily Economic News