A new ad for coconut palm juice has been accused of being "too dirty" and a "state dinner drink" in crisis.

Coconut Tree Group's official website home page, the new advertising map is striking. Beijing News reporter Wang Expedition
Recently, a group of coconut palm juice ads on the network caused controversy: in the outdoor advertising pictures of coconut palm juice, female spokesmen dressed to reveal their plump breasts, accompanied by the ad "coconut tree brand coconut juice, one cup a day, white plump";
this group of netizens spit slot "spicy eyes" ads, also by the industry questioned. Food nutrition experts pointed out that as a common food but promote breast augmentation function, suspected of violations.
once known as the "state banquet drink" has fallen to the hype bo eyeballs. Behind the vulgar advertising is the decline in the performance of coconut tree group in recent years, brand aging. Industry analysis, in the face of development difficulties, Coconut Tree Group urgently needs to enhance the brand influence among young consumer groups. This time it thinks that innovative publicity strategies and advertising ideas have not won more markets as they would like. On the contrary, the vulgar style of advertising and its original "state banquet drink" image positioning seriously inconsistent, not only did not promote the brand, but caused a lot of consumer disgust.
ordinary drinks but promote breast augmentation suspected violations
on the front page of the coconut tree group's official website, the Beijing News reporter also saw the coconut tree brand coconut juice propaganda map. In the picture, a plump woman dressed in cool hands holding coconut tree brand coconut juice, advertising the words "one cup a day, white and plump."
the "breast augmentation" feature, which is expressed in images and promotional materials for coconut palm juice ads, has been questioned by nutrition experts. Jiang Zhuoqin, head of the Department of Nutrition at Sun Yat-sen University's School of Public Health, told the Beijing News that coconut milk is only a drink, not a health care product, so there is no functional talk. Ordinary food but publicity function, obviously suspected of violations. "Even if he applied for a health food batch number, the promotion of breast augmentation is still suspected of being in violation of the law. At present, there are 28 items of health food in our country, which do not include the item 'breast augmentation'. According
experts, a drink "can breast augmentation depends on whether it adds hormones", and drinks obviously can not add hormones. Beijing News reporter called the coconut palm juice customer service hotline, asked about the recent advertising highlights the "breast augmentation" selling point, whether the new product added a different ingredient than before. "It's the same as the previous recipe, and there's no new addition," the agent stressed. It's just that the content of the ad has been updated. For
"breast augmentation" function, coconut tree agents even explained, "Coconut juice is not only good for the human body, but also good for women's beauty." Coconut juice is good for drinking, or for bathing and wiping. He also said that the Philippines, Malaysia and other Southeast Asian countries have always had "coconut juice to help breast augmentation" said.
, who speaks to the media about the coconut tree, also admitted in an interview with the Beijing News: "'White tender plump' is our advertising word." As regards the use of coconut milk to help women to plump, we read about it in a newspaper in Hong Kong in 1997. Leaders recently felt that this could be used as a point of advertising, so they quoted this for publicity. Asked
if there was any research on the effects of breast augmentation, the person said he would respond to reporters by email, but as of the time of writing, Coconut Tree has not yet had a specific response.
coconut tree customer service staff informed, "the company itself did not do (about the effect of breast augmentation) related research, there are related research in Southeast Asia." If you buy our whole box of products, there will be instructions. "
"state banquet drink" advertising has repeatedly appeared vulgar content
according to the coconut tree group's official website, coconut tree group was established in 1956, the state-owned Haikou cannery, between 1981 and 1985 consecutive losses, on the verge of bankruptcy. Since 1986, "Coconut Tree" under the leadership of founder Wang Guangxing, the implementation of "breaking the three iron" and other four ahead of the reform, "has developed into China's largest natural plant protein beverage production enterprises."
company profile, Coconut Tree Group positioned coconut palm juice as a "state dinner drink".
, as a "state dinner drink" coconut tree group has more than once appeared in the public question of vulgar advertising. It was criticised for its vulgar advertising as early as eight years ago.
Around 2009, the coconut tree group's many products advertising, such as "wife likes her husband to drink coconut tree brand pomegranate juice", "fear not to do, drink coconut tree brand pomegranate juice", "wood melon full of me full" and other advertising words, caused great controversy in the community. Some consumers have called for coconut tree advertising to be classified as a non-yellowing category, but others have suggested that the consumer group of coconut tree products is adult male, and its propaganda is beyond reprocessed.
, Hainan's largest media outlet, still keeps a page on the coconut tree's vulgar advertising controversy. According to a survey of Hainan's vulgar advertisements, coconut pomegranate juice had the highest number of votes, accounting for 41.4%. In the "how do you feel about Hainan's vulgar advertising" one, the choice of antipathy accounted for 83.1%.
Beijing News reporter noted that the coconut tree group's advertising has not only been criticized by public opinion, but also by the local industrial and commercial sector punishment.
2008, Coconut Tree Group because of advertising suspected fraudulent award sales, was included in the Jilin Provincial Bureau of Industry and Commerce in that year, "2008 to fight false rights typical cases."
Jilin City Bureau of Industry and Commerce Longtan Branch found that "coconut juice company" through misleading publicity to conceal the true start date of its award-winning sales activities, in violation of the "on the prohibition of unfair competition in award-winning sales activities", a fine of 20,000 yuan.
In June 2009, the local industrial and commercial department decided that the "wife likes her husband to drink coconut tree pomegranate juice" coconut pomegranate juice advertisement on a bus in Haikou City, ordered it to stop publishing immediately and fined 1000 yuan.
to this day, however, in the "Advertising Appreciation" section of the Coconut Tree Group's official website, there are still "papaya full of me full" papaya juice products advertising. In other promotional columns, also put on the "coconut is beneficial to men and women", "coconut juice breast enlargement" and other articles, and even said that coconut juice-related products can make "sexual vitality and secretion are greatly enhanced."
Experts said that the edge ball advertising suspected of illegal
" such ads in order to beau eyeballs, too vulgar, and coconut tree brand coconut juice itself 'state banquet drink' positioning obviously does not match, played a reverse effect on the brand not only did not promote the role, but caused a lot of consumer disgust. Zhu Danpong, a food and beverage industry researcher at the China Brand Research Institute, said that coconut breast augmentation is actually hype. Targeting new ads in a more vulgar style doesn't match the brand image of the past. As the boss of the coconut juice industry, doing such a thing does not match its market position. This is also the focus of controversy. Unlike shanzhai brands, coconut trees do a lot of harm to their brands.
" Coconut Tree Group, which advertises erythromal wipes, has clearly violated the relevant provisions of the Advertising Act. Yan Jiabin, a lawyer at Shanghai Heng Heng Law Firm, told the Beijing News that in the newly implemented Advertising Law, it is clearly stated that advertisements should be expressed in a healthy form and should meet the requirements of building socialist spiritual civilization and promoting the excellent traditional culture of the Chinese nation, and should not contain obscene, pornographic and other related content. The vulgar advertisements of enterprises such as Coconut Tree Group are not in line with the good social customs and violate the provisions of Articles 3 and 9 of the Advertising Law, and should therefore be investigated and dealt with by the competent departments of industry and commerce.
In accordance with Article 57 of the new Advertising Law, if there is an advertisement under the prohibition of "obscene or pornographic", the administrative department for industry and commerce shall order it to stop publishing advertisements and fine the advertiser between 200,000 yuan and 1 million yuan. At the same time, advertising operators and advertising publishers shall be fined between 200,000 yuan and 1 million yuan by the administrative department for industry and commerce for confiscating advertising expenses.
brand aging coconut tree output value fell by nearly 10%
industry insiders believe that behind these vulgar advertising, reflects the coconut tree group's development difficulties in recent years - facing declining performance, brand aging and other issues.
, On February 8, Zhao Bo, chairman and general manager of Coconut Tree Group, said at the 2017 New Year's Open Red Conference that beverage companies generally faced pressure from slow sales of their products in 2016, with Coconut Tree Group's output value of 4,021 million yuan.
, according to previous public information, the annual output value of Coconut Tree Group in 2014 was 4.45 billion yuan. In other words, in two years, the output value of coconut tree group not only did not grow, but decreased by 430 million yuan.
can say that coconut palm juice is basically in the "eat the old" stage. Some experts said that the main reason for the decline in coconut tree group is the company's lack of innovation in products, for many years did not according to market changes and consumption upgrades for research and development and publicity investment. Coupled with almost no excessive profits to channel operators, dealers are not motivated.
" coconut milk as a plant protein drink, China's coconut juice in recent years has been rapid development. But coconut tree systems and teams, products and brands are aging and do not benefit from the expansion of the plant protein market. "Even in 2 years, the market has shrunk.
" in the face of shrinking and brand aging, came up with the idea of advertising hype. Taking this route is a very failed approach. Zhu Danpong believes that to get out of the current development dilemma, can not rely on vulgar advertising hype, but need to focus on solving a series of problems, the urgent need to enhance brand influence among young consumer groups, including how to live the entire brand, how to carry out product innovation, channel consolidation, to arouse young consumers and so on.
status of the
the growth rate of the vegetable protein beverage market has slowed
as Chinese consumers' health awareness has increased, plant protein beverages have also been favored. Since 2010, China's plant protein beverages have experienced five years of steady and rapid development of the overall market. Data show that sales and sales grew at a compound annual rate of 24.4% and 21.3%, respectively.
face of continuous high-speed development of the market, more and more enterprises to join the field of plant protein beverages. Since last year, however, plant protein drinks have been moving away from the high growth of the past few years, with revenues of iconic companies, including silver storks, coconuts and dew, all showing varying degrees of decline or slowdown.
industry analysis that the current domestic beverage industry product homogenization is serious, relying on price competition to seize the market. Therefore, the beverage industry to come out of the trough, to restore growth, we must rely on "innovation and development."
face of more severe market competition, after years of development and accumulation, several major domestic plant protein beverage brands occupy a higher market share have taken measures.
lulu
in plant protein drinks, there has always been a "North Lulu, South Coconut Tree" said. In 2016, Lulu is targeting the young market with five new products. For the children's market, "Little Lulu" to choose lions, tigers, elephants as cartoon images, more likely to attract children's attention. At the same time, Lulu opened up e-commerce channels, trying to combine online and offline sales model layout market.
6 walnuts
"six walnuts" to take is still "the walnuts and brain tied to the end" marketing strategy, its "often drink more than six walnuts with the brain" advertising language and "wipe the edge ball" marketing methods suspected of false propaganda and frequently by professional counterfeiters and legal professionals questioned, has experienced nearly ten lawsuits. At present, "six walnuts" parent company Hebei Yuan Zhihui Beverage Co., Ltd. disclosed the prospecto, to seek a new listing. But its own high debt, heavy marketing light research and development and other risk issues, as well as in recent years, the continuous litigation disputes, making the listing road full of variables.
2014, Mengniu launched
series of walnuts and Batan wood drinks. Beijing News reporter reviewed Mengniu's financial report for the first half of 2016 found that its introduction of plant protein drinks did not separately disclose sales data, but in the "other products" one, plant protein drinks "plant mill" and "future star children's growth cheese gold", "European yogurt" and "European fermented milk" together contributed 132.3 million yuan of revenue, accounting for only 0.5% of Mengniu's total income. In 2015, the products contributed 195.7 million yuan, or 0.8% of Mengniu's total revenue.
's coarse-grain
as the carbonated beverage market declines, Coca-Cola is looking for ways to diversify its products. In 2015, Coca-Cola who acquired Xiamen Coarse Grain Wang Beverage Technology Co., Ltd. to enter the plant protein beverage industry. But according to Coca-Cola's recent 2016 results, full-year sales fell 5.49 per cent year-on-year and net profit fell 11.25 per cent. In terms of performance data, the introduction of new products did not dilute Coca-Cola's declining performance.
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food enterprises "chic" advertising caused a lawsuit
In fact, in the field of food, because "wonderful" advertising caused a lawsuit, coconut tree group is not the first. Giants such as Red Bull and Danon have even been fined heavily for false advertising.
Danon
In 2010, Danon Biyu yogurt caused a lawsuit in the United States for its "probiotic" advertisement, in which it claimed that clinically proven that Biyu yogurt contains special bacteria, which can improve immunity and digestion. Moreover, the price is 30% higher than that of similar products. But the court ruled that the so-called scientific basis did not exist and that Danon needed to remove the word "scientific basis" and "clinical evidence" from the ads and pay consumers up to $45 million in damages under the terms of the class action settlement reached by the court.
red
in 2014, Red Bull was involved in two class-action lawsuits over red Bull Wings ads in the United States and Europe. Consumers believe that drinking Red Bull products and not like the promotion of wings, is false advertising. In the end, Red Bull agreed to pay $13 million in compensation to customers who had purchased Red Bull in the United States between 1 January 2002 and 3 October 2014, based on the total number of applicants.
Wangwang
the same, Wangwang Group also because of "every day to eat Wangwang, luck will be Wang Oh" product advertising, caused consumer complaints. In September 2016, Guangxi consumer Xie a "Wangwang" snow cake luck did not become prosperous, to the local Food and Drug Administration, the Bureau of Industry and Commerce and other departments to complain that the production enterprise Guangxi Wangwang Food Co., Ltd. advertising violations of the Advertising Law,