The bottleneck of the Coconut Group is highlighted, whether it can withstand the test of the future

Chinese-style cornice arches, blue-bottomed gold signs, huge coconut milk tank models at the entrance of the factory, and plump models on huge posters outside the group building.
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If you walk around the head office of Haikou Coconut Group, you will know that this company’s The style has long been self-contained.

On April 10, the sea breeze blew across Haikou, and the Coconut Tree Group was quiet as usual.
Recently, the topic surrounding this company has been hot for many days, and it has often become a hot search on the Internet.

On March 25, the Coconut Tree Group’s official Weibo posted the company’s executive recruitment poster.
In the picture, the promotional words "have a car, have a house, have a high salary, and must be chased by beautiful handsome guys", plus the curvy model photos, triggered Netizens talked hotly.
On March 31, the Hainan Provincial Market Supervision Bureau opened an investigation into the suspected illegal advertisements issued by the Coconut Tree Group.

Subsequently, People's Daily, CCTV and Xinhua.
com all criticized the group's "vulgar advertising" phenomenon.

On April 2nd, Coco responded positively to the doubts from all walks of life, and posted an article on Weibo to refute, insisting that advertising is not illegal, and also bluntly that investigating Coco is destroying China's famous brand, and will make Hainan's 500,000 coconut farmers "get out of wealth and return to poverty.
" , The hard-line statement once again sparked heated public opinion.

This is not the first time that Coconut has promoted recruitment.
For many years, its publicity, marketing and product packaging have been controversial.
There are more and more rumors about this company from the outside world.

For example, the product packaging is designed by the founder Wang Guangxing with WORD, and the marketing method is to be out of position.

The models of coconut milk tanks on both sides of the entrance are taller than people; the floor-to-ceiling windows on the first floor are covered with huge posters showing plump women holding coconut milk; the poster on the left side of the entrance is full of textual brand descriptions , The lines between the lines are counterattacks to the criticism.

The group's signboards, internal and external promotional texts of the office building, and internal publications can be seen everywhere in the group's former chairman Wang Guangxing.

Although it is a well-known company in Hainan, the locals also know little about the internal situation of this company, and it is even harder for outsiders to get close.
How exactly is such a company formed?

One, the mysterious coconut tree

One, the mysterious coconut tree

Wang Guangxing is 80 years old, but his photos and quotations can still be seen everywhere in the headquarters of Coconut Tree Group.

The four characters "Coconut Tree Group" at the entrance of the group office building and the factory were written by Wang Guangxing; on the left side of the office building entrance is the "six trusts" principle signed by Wang Guangxing: "To gain the trust of leaders, the behavior of group employees needs to be achieved.
" There are six major standards such as the ability to be reliable, knowing the gratitude, and correcting the mistakes.
"

The propaganda columns inside the building are full of propaganda texts praising "Wang Guangxing single-handedly and boldly reformed to save the coconut tree on the verge of bankruptcy"; the covers of the group's internal magazines are mostly photos of Wang Guangxing.

This is just a small part of the Coconut Tree Group that is shown to "outsiders".
In fact, if visitors want to actually walk into the Coconut Tree Group, it can be said that the access control is tight.

A reporter from Times Weekly found during a multi-day interview that even on a working day, the office building of the Coconut Tree Group was closed, leaving only a small door for the staff to enter and exit.
Surrounded by iron fences outside the gate, posted "No entry for outsiders" is posted.

The coco employee dormitory area and factory area next to it are also strictly managed.
On April 9th, Meng Wei (pseudonym), a native of Coconut Group, who has a close relationship with Coconut Tree Group, told Times Weekly that not only was the entrance on the first floor with access control, but also the entrance of each floor of Coconut Tree Group's office building was strictly controlled by security personnel.
.

In addition to the strict management, the frontal visit by Times Weekly reporters was not smooth.

Visiting is not useful.
All visitors need to call the relevant department of the group to make an appointment in advance to enter the office building.
However, for several days, Times Weekly reporters made multiple calls to relevant departments and were not answered.
Meng Wei said that the reason for not answering the phone may be because Coco was in the blast of public opinion recently, but even in normal times, even if visitors are familiar with group executives, they still have to undergo strict registration.

According to a number of locals who told Times Weekly reporters, Coco employees also pay attention to maintaining the company's image.
On topics involving the company's reputation, they will not easily disclose information to the outside because they are worried about the company's reputation.

Second, the glory of the past

Second, the glory of the past

In fact, for the employees of the Coconut Tree Group, there is another layer of obvious relationship between themselves and the company.
The reason why most employees are silent about the group's business may be because they are group shareholders themselves or may become group shareholders.

According to the information from Tianyan Check, Coco Group Co.
, Ltd.
is 100% controlled by Hainan Coco Industrial Co.
, Ltd.
(hereinafter referred to as "Coco Coco"), and the 100% ultimate beneficiary of Coco Coco is the Hainan Coco Employee Stock Ownership Association.
According to the information on the official website of the Coconut Tree Group, the Coconut Tree Group is currently a private enterprise held by nearly 2,000 employees, and the total number of employees in the group exceeds 6,000.

In other words, nearly one-third of the employees are shareholders of Coconut Tree Group.

The predecessor of Coconut Tree Group was Haikou Cannery, which was a state-owned enterprise established in 1956.
From 1981 to 1985, due to poor management, the Haikou Cannery was on the verge of bankruptcy.
In 1986, Wang Guangxing was transferred to the factory director.
Since then, he focused on reforming the production and distribution system, led the research and development of coconut juice that allowed the factory to become a leading beverage company in the future, and carried out a pilot reform of the employee shareholding system within the factory.

In 1989, Wang Guangxing used the cannery's loss-making fleet as an internal joint-stock cooperative pilot project.
Employees invested 50% of the shares and the factory borrowed 50% for operation.
Part of the profit after tax was used as employee dividends.

After the adjustment, the team turned losses into profits that year and made profits every year thereafter.

According to the official website of Coconut Tree, since 1992, Haikou Cannery has entered the ranks of China's 500 large industrial enterprises.
In 1993, the output value of the cannery reached 1.
143 billion yuan; from 1995 to 1999, the sales of the cannery continued to grow, with annual sales exceeding 1 billion yuan and tax and profit exceeding 100 million yuan.

The success of the restructuring pilot made the cannery become the most popular unit in Haikou in the 1990s.
At that time, ordinary employees in the pilot units were able to get a salary of about 300 yuan a month, which was higher than that of ordinary government agencies and institutions.

In 1994, Haikou Cannery was identified by the State Council as a pilot unit for establishing a modern enterprise system.
In 1995, the cannery established an employee stock ownership meeting.
In 1996, Haikou Cannery was officially renamed Coconut Tree Group.
In the following 10 years, Coco gradually carried out diversified reforms of investment entities, and was completely restructured from a state-owned enterprise to a private enterprise in September 2006.
The Hainan Coco Employee Stock Ownership Association held 100% of the shares.

It is worth mentioning that after the restructuring, Wang Guangxing still mastered the decision-making power of the group, and there was an episode in this.

According to the article "Wang Guangxing, who dared to lead the world through six complaints in 25 years of reform," published in July 2014 by Coconut Group, after the restructuring of Coconut Group in 2006, Wang Guangxing was once faced with a small proportion of holding shares and unable to grasp decision-making power.
situation.
At a subsequent shareholder meeting, 109 of the 110 shareholders strongly demanded that Wang Guangxing hold more shares.
Wang Guangxing was suspected of being forced to induce employees to support him.

The article described quite dramatic that Wang Guangxing was forced to resign with tears in the face of doubts at the meeting, and "the backbone was extremely panicked and suddenly felt that there was no leader among the dragons" and strongly retained him on the spot.
In the end, Wang Guangxing increased his shareholding by rewarding shares and continued to control the decision-making power of the Coconut Tree Group.

But 15 years after the official restructuring, the attractiveness of coconut trees in the job market has been much less than before.
On April 9, many Haikou local university graduates told Times Weekly that they would basically not consider Coconut Tree Group when looking for a job.

Hailin, a local young man in Haikou who graduated from an undergraduate college in Guangzhou, told Time Weekly that there are few large enterprises in Haikou, and locals mainly look for positions and salary when looking for a job.
Times Weekly reporters learned from various recruitment platforms that in addition to the monthly salary of 16,000 yuan for the position of general manager and deputy general manager trainees, most of the other positions in the Coconut Group are general workers with a monthly salary of 2,500-3500 yuan, or marketing with greater work intensity.
, Distribution position, monthly salary of 4000-6000 yuan.

The minimum wage in Haikou City in 2020 is 1670 yuan.
For Haikou people, the job content and salary of ordinary positions in coconut trees are not attractive.

"Even if it is a brand that has been drinking since childhood, coconut tree is just an ordinary enterprise in our eyes, without any halo.
" Hailin said.

Three, the bottleneck is highlighted

Three, the bottleneck is highlighted

The disappearance of coconut trees' attractiveness to young people is closely related to their business conditions.

Coco's revenue has been at a bottleneck in recent years.
In 2014, Wang Guangxing mentioned in an interview with Hainan Daily that the group's goal is to achieve an output value of 6 billion yuan during the "Twelfth Five-Year Plan" period and to exceed 10 billion yuan during the "Thirteenth Five-Year Plan" period.
However, from 2015 to 2019, the output value of coconut trees has been hovering around 4 billion yuan.

On the group's official website, Coconut Tree has repeatedly emphasized the contribution of its business to local employment.
In its response to the job advertisement on April 2, Coconut Tree stated that if the group is collapsed, it will cause the 500,000 Hainan coconut farmers to "plant coconuts but difficult to sell" the difficulty of recurring.

But the coconut tree may have exaggerated its influence.

On April 7, Zhang Hao (a pseudonym) in the coconut industry close to the Coco Group told Times Weekly that in the past two years, Coco Group has imported about 200,000 to 300,000 coconuts from Southeast Asia each year, and the amount of imported coconuts used in the group’s raw materials The proportion of medium is larger.

According to the public information of the Hainan Coconut Industry Association, although 90% of the country's coconuts are produced in Hainan, because of the scattered coconut planting in the province and the long growth cycle of coconut species, the local coconut production is far from meeting the domestic raw material demand.
At present, the annual output of Hainan Province is about 240 million coconuts, and coconuts are basically sold in the form of fresh fruits, while the old coconuts needed by local processing companies in Hainan basically rely on imports.
my country needs to import about 2.
5 billion coconuts from Southeast Asia each year.

In addition, coconut trees are also facing rising production costs.

On April 8, a reporter from Times Weekly visited a number of coconut wholesalers on Xingang Road, Haikou, and learned that the current local coconut wholesale price in Hainan has reached 6 yuan per unit.
Two days ago, the local coconut wholesale price was still 5 yuan per unit.
As early as more than ten years ago, the wholesale price of local coconuts was only 1-2 yuan.
Many wholesalers told Times Weekly that with the increase in the number of coconut processing companies, Hainan's local coconuts are increasingly in short supply and the prices are getting higher and higher.

Zhang Hao told Times Weekly that in order to reduce dependence on imported coconuts and increase local coconut production capacity, the Coconut Tree Group has established a cooperative relationship with the Hainan Coconut Industry Association and plans to develop new types of coconuts locally.

On the same day, a Shenzhen agent of Coconut Tree Group told Times Weekly that the price of imported tank materials used in Coconut Tree Group's coconut juice packaging has also risen in recent years.

More importantly, the market position of Coco's Ace Product Coconut Juice has also been impacted.

In recent years, new brands such as Special Forces and Happy Home have emerged on the traditional plant protein drink track where the coconut tree is located.
"Although coconut tree is still a top brand, as related brands increase, its market share is bound to be squeezed.
" Zhang Hao said.

Except for the coconut milk whose taste and packaging have not changed significantly in the past 30 years, the Coconut Tree Group has yet to incubate other major products.
Although the group has developed guava juice, mango juice, soy milk, jelly, mineral water, chrysanthemum tea, coconut water and other new products over the years, the sales of these products are not considerable.

The aforementioned Shenzhen agent told Times Weekly that because Shenhui chrysanthemum tea and jelly are already available in the Shenzhen market, there are not many purchases of similar products under Coconut Tree.
On April 11, the Shanghai agent of Coconut Tree Group told reporters that at present, the Shanghai area mainly sells four products: coconut water, coconut water, mineral water and chrysanthemum tea.
Compared with coconut water, the last three products “do not sell well.
it is good.
"

Like products, what has not kept up with the times is that under the background of the e-commerce market, coconut trees still insist on traditional sales channels.
The above two agents told Times Weekly that the Coconut Tree Group currently does not develop e-commerce channels, and most of the coconut tree products sold online come from distributors in various locations of the Coconut Tree.
In contrast, Chunguang and Nanguo, both of which are local coconut processing brands in Hainan, have been on e-commerce platforms such as Taobao for more than 5 years.

4.
Who will take over?

4.
Who will take over?

Whether it is business philosophy, product iteration speed or packaging style, coconut trees are incompatible with today's market environment, which is closely related to the aging of its management.

Zhang Hao has a lot of business dealings with the Coconut Tree Group.
According to his observation, the group's management is over 50 or 60 years old.
In daily communication, Zhang Hao asked if Coconut Tree plans to develop e-commerce and new media channels, "but they think the brand does not need to be over-promoted, just concentrate on making coconut milk.
" Zhang Hao said.

The "earth flavor" propaganda style of coconut trees has been following the marketing logic advocated by Wang Guangxing for more than ten years.

In April 2005, Wang Guangxing published in the group’s internal magazine “Coconut Tree People” titled “Achieving Management Succession and Succession of Virtues and Talents Must Learn 20 Years of Prosperous Operation and Management Experience and the Good Characters of Entrepreneurship Veterans” (hereinafter referred to as “ "Management Succession"), the article proposed that there were more than 30 imitations of Coconut Palm Coconut Juice in the domestic and foreign markets at that time.
In response to this situation, he said that the Coco Group should continue to use advertisements to promote that the coconut tree products are authentic products "from fresh coconut juice, without flavor and original flavor", in order to resist the impact of various imitations.

In April 2017, the Coconut Group Office published an article titled "Let Coconut Juice Create More Glory", emphasizing Wang Guangxing's view that "marketing must know TV advertising.
" The article stated that when the market is oversupply, advertising should directly introduce the product's function and utility, the advertising language should be straightforward, easy to understand, and the advertising screen should be intuitive, beautiful and clear.
Under this concept, the group has created a "unique and touching" advertising slogan such as "Coconut milk nourishes yin and nourishes the kidney is the raw material for men to make sperm; women drink coconut milk for white, tender and plump curves".

When this article was published, e-commerce platforms and new media marketing were already mainstream.
Coconut trees had been questioned many times by public opinion due to "vulgar advertising".
However, from the above article, Coconut trees clearly adhered to the original channels approved by Wang Guangxing.
And marketing focus.

In fact, Coco has realized the urgency of cultivating successors.
Zhang Hao said that the management of Coconut Tree had revealed to him that in recent years, it would focus on cultivating a new generation of professional managers.

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