Why Coconut Tree Group has relied on a beverage to rampage for 30 years and repeatedly stepped on the legal red line

Coconut tree coconut milk once again aroused attention because of its "vulgarity".

Recently, the Coconut Group released a recruitment advertisement with the content: "Coconut Group trains the general manager and deputy general manager to recruit students again.

There will be cars, houses, and high salaries for admission, and there will definitely be beautiful handsome guys chasing them.
" Its unique painting style and copywriting have aroused heated discussion.

In response, the Hainan Provincial Market Supervision and Administration Bureau filed an investigation against the Coconut Tree Group for publishing suspected illegal advertisements.

The Coconut Tree Group defended itself with a long article "Coconut Tree Employees Worrying that Recruitment Information Is Investigated and Hype Will Be on the verge of Bankruptcy", claiming: "The Coconut Tree Group has fallen more than 6,000 employees and will endure hardship again; 500,000 farmers will get rid of their riches and return to poverty; the only one in Hainan A national brand with two Chinese famous brand products will become history.

"

"Bundling 500,000 peasant groups and pulling up the image of Shanghai South is really incredible.

" Xinhuanet commented on this as "sophistry.
"

In the end, the Coconut Tree Group chose to delete the long article without saying anything.

As a well-known beverage company in the country, Coconut Tree Group has repeatedly raised doubts due to "vulgar" or illegal advertising, and has been fined by relevant departments.

For example, there have been public turmoil such as "drinking from childhood to big", "coconut milk rubbing", "breast mould bottle", etc.

, as well as violations of the "Labor Law", requiring applicants to serve the enterprise for life and use real estate as mortgage.
From this point of view, the Coconut Tree Group is actually a "habitual offender.
"

In addition to external publicity, in terms of corporate internal management and cultural values, coconut trees also have "unbelievable" operations.

For example, the internal publications promoted "advanced deeds" such as women's non-marriage, DINK, and carelessness of their careers, and "hardened" the State Intellectual Property Office because of the rejection of registered trademarks.

At the same time, the founder's "Yiyantang", special corporate culture, old-school style and other characteristics make this company go against the industry track.

This year is the 32nd year of the birth of Coconut Coconut Juice.

The Coconut Group behind it has shown signs of fatigue in recent years.
According to the "2019 Hainan Top 100 Private Enterprises List" released by the Hainan Provincial Federation of Industry and Commerce, the Coco Group's operating income in 2019 has fallen below the hovering line of 4 billion yuan to 3.
916 billion yuan.

In the “barbaric growth” environment of the last century, the Coco Group has emerged with its own characteristics; under the wave of the new consumption era, the Coco Group’s alternative play may be difficult to gain market recognition.

1 Vulgar advertisements are repeatedly banned

1 Vulgar advertisements are repeatedly banned

In the 1999 Spring Festival Gala advertisement, a girl in cool clothes was holding a glass of coconut coconut juice and told the people of the whole country about the effect of "a drink every day, white and tender".

Since then, this has also become a classic slogan for Coconut Juice.

Perhaps in those days, such advertising images were still within the scope of public aesthetics.

After that, the Coconut Group's advertisements with the theme of "white, tender, curvy, drinking coconut coconut juice" were overwhelming, and they couldn't stop at all, and most of the advertisements contained explicit images of women.

In 2009, on the bus on Manda Street in Haikou City, the Coconut Tree Group advertised "Wife likes my husband to drink Coconut Pomegranate Juice", "Papaya is full and I am plump" and other advertisements, which have caused considerable controversy.

Subsequently, the local industry and commerce department determined that it was a violation of regulations and ordered it to stop immediately and impose a fine of 1,000 yuan.

According to public information disclosure, this may be the first "rollover" incident of the Coconut Tree Group in advertising.

However, such a low-cost punishment may not be very lethal to the Coconut Tree Group.

In 2016, the Coconut Tree Group launched the design of volcanic mineral water "breast mould bottle", which once again caused controversy.

The Coconut Tree Group responded that the breast model bottle is to show feminine beauty.

It also claimed that the dispute was caused by competitor's jealousy after seeing the product welcomed by consumers, making unreasonable complaints and malicious attacks.

The Coconut Tree Group has not yet converged.
In 2017, the coconut tree publicly wrote in its publicity: "The supply of products exceeds demand, and the emphasis is on the advertisement of white, tender and plump, and cultivates the younger generation of coconut milk consumers who drink from childhood to adulthood.
"

And who is the designer of these advertisements? It is widely circulated that the outer packaging of Coconut Coconut Juice was designed by a painter Ke Lanting from Haikou and Wang Guangxing, chairman of Coconut Group.
But after the fallout between Kelanting and the Coconut Tree Group, the subsequent advertising designs were all made by Wang Guangxing.

However, the Coconut Tree Group did not comment on this statement.

Neither does it admit that "mistakes in publicity decision-making and vulgar advertising" is the consistent style of the Coconut Tree Group.

In 2019, the Coconut Tree Group posted the slogan "I have been drinking since I was young", and attached the message "Coconut milk rubs breasts to enlarge breasts", allegedly playing a side ball, and promoting breast enlargement function in violation of regulations.
It once again appeared on the hot search and was punished by the Market Supervision and Administration Bureau of Longhua District, Haikou City, with a fine of 200,000 yuan.

But this incident appeared in the current article of the Coco Group's internal magazine "Coconut Man", but it turned into:

"Drinking from childhood to big" Coconut tree brand coconut juice advertising and packaging design were overwhelmingly maliciously hyped across the country.
"Coconut tree" quickly fought back successfully and was recognized by nearly 200 million netizens at home and abroad, and became famous at home and abroad.

What is even more unexpected is that in order to rationalize the vulgar advertising language, Coconut Tree Group Co.
, Ltd.
also applied for the trademarks "from small" to "drink to big" in February this year.
The international classification is beer and beverage, and the trademark status is also "trademark".
Applying".

In recent years, it has tried to register trademarks such as "YeShu Coconut China State Banquet Beverage" and "YeShu Coconut China State Banquet Beverage" (ie: State Banquet Beverage), but they were rejected by the State Intellectual Property Office because they did not comply with the relevant provisions of the Trademark Law.
.

The Coconut Group’s approach is to "harden" the State Intellectual Property Office.
According to the company's data, there are 26 administrative cases against the State Intellectual Property Office, all of which ended in dismissal of litigation requests or voluntary dismissal of the cases.
Each case only needs to bear 100 yuan acceptance fee.

Behind the many "spicy eyes" advertisements, there is a set of logic of the Coconut Tree Group.
In his article "Let the Coconut Juice Create More Glory" published in 2017, Wang Guangxing has always emphasized "a marketing concept of an advertising plan to pull buyers", and insisted that the advertising words should be straightforward and easy to understand, and the pictures should be intuitive and clear.
, Beautiful and clear, with strong brand recognition.

According to Jiemian News, the Coconut Tree Group also invested 200 million yuan to set up a "comrador" dedicated to advertising planning.
This "La Comprador" has also appeared on the signatures of multiple Coconut Tree Group statements since then.

Regarding the style of the Coconut Group, many netizens commented in a post: "I personally drink coconut tree, not because of advertising.
" "The boss always thinks that sales are good because of advertising, but he doesn't admit that it is because of the taste.
"

2 Iron fists and unsolved cases under multiple reported incidents

2 Iron fists and unsolved cases under multiple reported incidents

If you want to tell the story of "Coconut Tree", you have to mention Wang Guangxing.

On the homepage of the Coconut Tree Group's official website, you can still see a dynamic article titled "Wang Guangxing, who dared to lead the world through six complaints in 25 years of reforms".

The article mentioned that the Coconut Tree Group was formerly a state-owned Haikou Cannery established in 1956.
It suffered losses for five consecutive years from 1981 to 1985.
The change of four factory directors could not be reversed, and it would go bankrupt with only 20,000 yuan.
However, Wang Guangxing was ordered to implement advanced reforms when he was in danger, and he was able to turn the tide and turn the company back into profit.

Born in 1940, Wang Guangxing is now over 80.
This entrepreneur with only a junior high school culture has struggled for half his life in disputes, doubts, and reports.
The three reported incidents that have occurred are all indelible in the history of the Coconut Tree Group.
pen.

Wang Guangxing was reported for the first time at the sea tank factory because he used his "iron and blood" means to push the company to "self-help".
At that time, the sea tank factory had suffered losses for 5 consecutive years.
The losses accounted for 82% of the losses of industrial enterprises in Haikou City at that time, and they were about to go bankrupt with only 20,000 yuan.

After only 8 days on duty, he announced the expulsion of 3 people, including the son of an old classmate.
Then, to break the "iron wages" and "iron rice bowls" in the system, Wang Guangxing dismantled Coconut's 9 workshops into 9 branch factories, and was responsible for his own profits and losses.
At that time, the voices of employees' opposition came one after another, writing complaints and blocking abuse.
Wang Guangxing stood still.

In 1986 when Wang Guangxing took office, the cannery reduced its losses by 3 million yuan.
By 1988, the company achieved a profit of 2.
4 million yuan, turning losses into profits for the first time.

Since then, the "honorable deeds" about Wang Guangxing's rescue of the sea tank factory have been engraved on the profile of the Coconut Tree Group on various corporate information platforms, in major public reports, and in his personal documentary.

The second time he was "reported" was an incident of "Should the 300,000 Science and Technology Award be issued".

At the end of the 1980s, the original canned fruit products of the sea tank factory encountered a bottleneck in sales.
Wang Guangxing wanted to make something new in coconut drinks.
He promised that he would use 3%-5% of the profits generated by "new products" to reward the personnel who succeeded in research and development.

Under the reward, only 8 months later, Coconut Palm Coconut Juice was born.
It was an instant hit, and it spread all over the country and extended its tentacles to Southeast Asia.
In 1994, it won the national beverage sales champion for the first time.

30。——60～70。，、、，、。

，“30？”

，，。。

，“7000”，“”。

，1999，，，2，12，，100。

，，19941998，，7246.
8，。

《，》，，。

，。，，。

“7000”，。，“”、“”。20，。

，，“，”。

，，。2017，，。

20069，“”。，100%。

，。，，。

2006，，，“，”。

“”，。，。

3“”

3“”

。，“”、“”。

《》2006，“”，，“”。

，，。

2017“”、“”。

，《》，。

“”。“，，。‘’、”。

“”。

2017，30“”；《》、《》。

2008，、。，《》20088：、。，“”。

，，，。

，20207，3。

32，。30，“”。

《2020—2025》，26，2.
5。99%。

，，，，。

，20102016、。，1%。。

，，“”，“”，“”。，。

2014，“”（2011-2015）60，“”（2016-2020）100。

，。

，2013-2017，44.
56、44.
5、42.
91、40.
21、40，。

《2019100》，201940，39.
16。

，，1999，75%。

2019，，1266，12%，152。40，26.
32%

20，50%。

，，。“little coo”，UNIYES。Malee Coco、Vita Coco、Zico……。

，40，“”。，。

，，，。

，，、，，。

，12，。。。

，，。2015，：《，、、、“”，》。

，，。

，、。

2018，“”，、，。

20208，“”。“”，，，“”。“”，。

，：“。”

，《》《》，“”。

，，、。、，、“”。

，：“，。”

：“”

：，！

xianjichina.
com">，