Introduction:In recent years, it has become a trend for brands to engage in live-stream marketing through social media platforms. However, the live-streaming style of Hainan Coconut Palm Group has sparked considerable controversy. This article delves into the negative public opinion stirred up by its Douyin livestreams due to "tight-fitting female hosts dancing provocatively," examines the responses and handling approaches of market regulatory authorities, and reviews the brand’s record of being fined twice in the past for "vulgar marketing," helping readers fully understand the context of the incident and the importance of market regulations.

Hainan Coconut Palm Group recently attempted to promote its products via livestreams on the Douyin platform, but its unique streaming style triggered heated online discussions. The brand’s livestreams primarily featured female hosts wearing tight clothing while dancing. Although this approach successfully drew a lot of viewer attention, the content style repeatedly led to the streams being cut off by the platform, and actual sales performance was poor, with per-session transaction amounts only in the range of a few thousand yuan.

On the evening of October 8th, Coconut Palm Group began its livestream at 8 PM as scheduled. The video showed a light blue background, with four female hosts introducing products while performing dances. They were all dressed in tight long-sleeved tops paired with black shorts, wearing masks printed with Coconut Palm’s classic packaging design, and holding Coconut Palm brand coconut juice, enthusiastically promoting it in front of the camera. This livestream quickly attracted over 50,000 concurrent viewers, but it was soon interrupted by the Douyin platform, resuming about ten minutes later, only to be taken down again after just five more minutes. A similar situation occurred multiple times during the livestream on October 5th, resulting in the account being temporarily suspended from broadcasting for two days.

According to platform data, Hainan Coconut Palm Group has conducted six livestreams so far, accumulating 234,000 followers, with peak concurrent viewership exceeding 50,000 and total views reaching 560,000. However, the actual transaction amount per livestream was only around 2,500 to 5,000 yuan, a stark contrast to the large audience numbers.

Faced with widespread skepticism regarding its "edge-pushing" marketing tactics, a relevant spokesperson from Coconut Palm Group responded that the livestreams were initiated out of product promotion needs, but they were not fully aware of netizen opinions and had not yet provided further clarification on the incident.

Public records show that Hainan Coconut Juice Beverage Co., Ltd., a subsidiary of Coconut Palm Group, was established in February 1998, with legal representative Zhang Wu and registered capital of approximately 52.86 million RMB. It is mainly engaged in beverage production, sales, and wholesale. The company’s equity structure is jointly held by Hainan Yeyeye Industrial Co., Ltd. and Coconut Palm Group Co., Ltd., indicating that it is one of the well-known local beverage enterprises.

On the morning of October 9th, the related topic "#CoconutPalmFinedTwiceForViolatingSocialNorms#" trended on Weibo, sparking broader discussion. According to Tianyancha records, the company was fined twice in 2019 for "disrupting social public order or violating social decency," with penalty amounts of 200,000 yuan and 400,000 yuan respectively.

The first penalty occurred in 2019 when Coconut Palm Coconut Juice used an image of a "busty beauty" directly on its new packaging and promoted it with the slogan "breast enhancement miracle," triggering widespread social debate. Because the promotional tactic clearly violated public order and morals, it was fined 200,000 yuan by market regulatory authorities.

The second instance took place in early 2021, when Coconut Palm Group released a recruitment advertisement containing provocative phrases such as "get a car, a house, a high salary, and definitely be chased by good-looking guys and girls upon enrollment," raising concerns about the promotion of incorrect values. The Hainan Provincial Market Supervision Bureau subsequently interviewed the group and, on April 30th, imposed a total fine of 400,000 yuan on Hainan Coconut Juice Beverage Co., Ltd., of which 380,000 yuan was specifically for the non-compliant advertisement.

Many consumers and commentators believe that such marketing tactics by Coconut Palm Group are not only vulgar but also exhibit a clear "paternalistic" tone, and even verge on promoting unscientific "breast enhancement" claims. In fact, the brand has admitted that some of its marketing aimed to emphasize the breast-enhancing effects of coconut milk, but such claims lack empirical support and have repeatedly drawn criticism and penalties from industry and commerce authorities.

Beyond administrative penalties, Coconut Palm Group has also been cited as a negative case by the National Office Against Pornographic and Illegal Publications. Its application for the trademark “Drink From Childhood To Adulthood” was rejected due to inappropriate content, demonstrating that its marketing strategy has long been under regulatory scrutiny.

The above content is compiled by CoffeeHunters, a coffee news website.