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Hainan Coconut Group, which has repeatedly sold advertisements, recently hit the Weibo hot spot with an enrollment advertisement and triggered a heated discussion.

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On March 1, the official micro blog of Hainan Coconut Group said that the annual salary of the students enrolled in the training of the students of the General Manager and Deputy General Manager School was 168000, the annual salary of the postgraduate students was 255000, the annual salary of the doctoral students was 336000, and the annual salary after graduation was 1.08 million, the annual salary after promotion to the vice general manager of the group was 1.08 million, and the contribution was 6 million seascape houses, 10 million villas, and dividend shares.

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The company also has the latest response to this matter. According to media reports, on March 2, Ms. Han, a staff member of Hainan Coconut Group, said that a total of 50 people were recruited this time to train the chief and deputy general managers. "After admission, the corresponding housing and transportation tools will be arranged." Ms. Han said that the company has the terms of assessment. Not everyone can get as much money every month. Only when they meet the assessment criteria can they get it.

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"When we recruit 50 people, it depends on whether so many people can meet our requirements. In fact, we can't recruit so many people in each period." However, A netizen said: "Let's put aside the recruitment. Anyway, the familiar advertisement is back." "Are there endless coconut juice at work there?" "This familiar advertisement picture, saying it's still too late to go to Hainan." "The annual salary is very attractive, but I don't know what the assessment terms are. It's not easy." "From the perspective of annual salary, the undergraduate salary is OK.".

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Some netizens joked that "pretend to be a member, you look like a fake number", "you play this advertisement like a liar". In fact, the real-name account of the recruitment advertisement is Coconut Group Hainan Coconut Beverage Co., Ltd., which has 105000 fans on Weibo.

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According to the enterprise investigation, the company was founded in February 1998, and its legal representative is Zhang Wu, with a registered capital of about 52.86 million. Its business scope includes the production, sales and wholesale of beverages (tea drinks, juice and vegetable juice, protein drinks, and other beverages). The company is 98.86% owned by Hainan Coconut Industry Co., Ltd., and 1.135% owned by Coconut Group Co., Ltd.

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According to the data, Coconut Group, formerly the state-owned Haikou Cannery established in 1956, suffered continuous losses from 1981 to 1985 and was on the verge of bankruptcy. However, under the leadership of its founder, Wang Guangxing, "Coconut Group" has developed into the largest natural plant protein beverage production enterprise in China ". Currently, it is one of the top ten enterprises in China's beverage industry, a pilot unit of 100 modern enterprise systems, with more than 4000 employees.

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From the perspective of business performance, according to the "2019 Top 100 Private Enterprises in Hainan" released by the Hainan Federation of Industry and Commerce, the operating revenue of Coconut Group in 2019 was 3.916 billion yuan, ranking fifth among the private enterprises in Hainan Province. According to the information released by Coconut Group on its official website, the sales volume of coconut related products has maintained continuous growth in the past two years.

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According to the news, the sales volume of "coconut" rose against the trend during the epidemic period from 2021 to 2022, with an increase of 16.82% in 2021 over 2020 and 7.71% over 2019; The average growth in two years is 12.26%. From January to November, 2022, it will increase by 7.57% on the basis of double-digit growth in the same period in 2021.

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In fact, before that, the Coconut Group has caused heated discussions for many times due to marketing advertisements, and has also been punished by relevant departments for many times. In October 2022, the news of the overturning of the live broadcast of the Coconut Group was rushed to the hot search during the National Day, and the official account of the Coconut Group Tiktok began to march into the live broadcast with goods, but the style of the direct broadcast room caused many disputes. The Coconut Group began to broadcast again two days after the broadcast was stopped, but the ladies in yoga clothes only danced for a few minutes, It was cut off by the platform, with more than 50000 viewers.

Ten minutes later, Coconut Group resumed the live broadcast, but five minutes later, it was cut off again. For more information, please see "In March 2021, Coconut Group published an advertisement on its official microblog that" Coconut Group will recruit students from the school for training the senior and deputy general managers!!! As long as you know how to write, you will have a car, a house, a high salary, and there will definitely be beautiful and handsome men chasing you ", which caused social controversy.

Not only that, Hainan Coconut also said that after graduation, it will contract jobs and be promoted to vice president of the group with an annual salary of 1.08 million yuan. If it has made contributions, it will reward 6 million seascape houses and 10 million villas. For more information about the bonus shares, please see "". After that, Hainan Provincial Market Supervision Bureau quickly conducted administrative interviews with the relevant heads of Coconut Group.

Coconut Group violated the relevant provisions of the Advertising Law and caused adverse social impact. The Hainan Provincial Market Supervision Bureau filed a case against Coconut Group for publishing suspected illegal advertisements in accordance with the law. The subsequent administrative punishment of the case showed that Coconut Group was fined 400000 yuan for "impeding public order or violating good social customs".

Looking back further, on February 13, 2019, the "Haikou Industry and Commerce" WeChat official account announced that recently the coconut milk advertising of the Coconut Group in 2019 was suspected of being vulgar, false and other issues, which caused widespread concern in the society. The Administration for Industry and Commerce of Longhua District, Haikou City has filed an investigation on the illegal advertising of the Coconut Group.

In March of the same year, the State Administration of Radio and Television issued a notice pointing out that some versions of the "coconut juice" advertisement publicized vulgar content, violated social customs, and deviated from the value orientation. After the suspension of these advertisements, the original Administration for Industry and Commerce of Longhua District, Haikou City, Hainan Province, determined that the coconut juice advertisement violated social good customs, and imposed an administrative penalty of 200000 yuan on the Coconut Group Hainan Coconut Beverage Co., Ltd.

With regard to the publicity of Coconut Group, Zhu Danpeng, the vice president of Guangdong Food Safety Promotion Association, told the reporter of Securities Times · e that Coconut Group is still a marketing model focusing on attracting traffic and eyeballs. For Coconut Group, which has a history of more than 30 years, what it really needs to feel is the situation of single product, aging mechanism, poor relay of new products and insufficient team innovation.

With the gradual aging of the original sales channels and consumer groups, Coconut Group urgently needs to enhance its brand influence among the young consumer groups Chief Editor: Zhang Qianyao