The promotional slogan of Coconut Tree Group has "overturned" again. Recently, it was reported that Coconut Tree Group has opened its factory to the public for tours. However, many netizens have complained on social platforms that the advertising slogans of Coconut Tree Group's factory are suspected of being vulgar. The most controversial advertisement picture contains such promotional copy as "Coconut's female employees have such big breasts" and "The pursuit of big breasts is so that the baby can have milk."


Article | "BUG" column Yan Yan

Regarding related disputes, on March 1, Coconut Tree's official customer service told the "BUG" column, "Recently, our factory has indeed organized a visit, but matters related to advertising slogans need to wait until after the Lantern Festival and be answered by relevant departments." An employee of Coconut Tree Group had previously told the media that "it will pay attention to the comments and suggestions of netizens and will make improvements in the future."

In fact, Coconut Tree Group has been fined many times for vulgar promotion. In March 2019, Coconut Tree Group was fined 200,000 yuan for violating good social customs, on the grounds that it "obstructed public order or violated good social customs." In 2024, it was fined 400,000 yuan by the Haikou market supervision department for advertising slogans such as "Use coconuts to wipe breasts" and "South Pacific beauties rarely 'airport'" that violated public order and good customs.

But at present, the Coconut Tree Group, which has been fined many times, has obviously formed a logic of "accepting punishment but not admitting mistakes". What supports all of this is the huge traffic and billions of economic value brought by "edge marketing". Wang Guangxing, the founder of Coconut Tree, has built his own "local business empire" by relying on these highly controversial strategies.

Repeated offenders punished repeatedly: the past 20 years of "borderline criminal record"

The history of Coconut Tree Group’s “edge” can almost be written into a full-length TV series.

As early as 2009, Coconut Tree Group was deemed illegal by the local industrial and commercial department for placing text advertisements on buses such as "Wife likes husband drinking Coconut Brand pomegranate juice" and "Papaya is plump, I am plump", and was ordered to stop immediately and fined 1,000 yuan.

In March 2019, Coconut Tree Group was fined 200,000 yuan for advertising slogans such as "I've been drinking since I was a kid" that went against good social trends. The State Administration of Radio and Television requires radio and television broadcasters at all levels to immediately stop broadcasting the advertisement. However, to this day, the advertising slogan "I have been drinking it since I was a child" is still prominently displayed on the product packaging of Coconut Palm brand coconut water.


In March 2021, Coconut Tree Group issued a recruitment advertisement, saying, "Coconut Group's school for training general managers and deputy general managers is recruiting students again! There is no limit to majors, as long as you know how to write, you will have a car, a house, a high salary, and you will definitely be pursued by beautiful and handsome guys." The Hainan Provincial Market Supervision Bureau determined that it "obstructed public order or violated good social customs" and issued a fine of 400,000 yuan.

In May 2024, Coconut Tree Group was fined 400,000 yuan again for violating advertising laws. The illegal facts this time are more complicated: in the promotional pictures and texts posted on the self-set website, it appeared that state agency staff were used for commercial marketing, and slogans that violated public order and good customs such as "Use coconuts to wipe breasts" and "South Pacific beauties rarely go to airports" were used.

After this fine, Coconut Tree Group issued a statement of "one concern" and "two dissatisfactions."

Coconut Tree Group stated that it was not acceptable to repost “Use coconut milk to wipe breasts” and “South Pacific beauties rarely go to the airport” on its official website for popular science education, not commercial advertisements. There is no article in the Advertising Law that clearly stipulates that it is illegal to repost popular science education on one's own official website. "It can be done unless prohibited by law." The second dissatisfaction is that "Coconut" posted on its official website that it has suffered losses for seven consecutive years and escaped bankruptcy for the second time. This is an education on the history of the company, not a commercial advertisement.

To this day, Coconut Tree Group has not changed its style. Recently, the Coconut Tree Group opened its factory to the public for tours, but many netizens reported complaints on social platforms that the advertising slogans of the Coconut Tree Group's factory were suspected of being vulgar. The most controversial advertisement picture said "Coconut's female employees have such big breasts" and "The pursuit of big breasts is so that the baby can have milk."

Founder Wang Guangxing’s goal of tens of billions failed

Behind Coconut Group’s “acknowledgment of punishment but not mistakes” is the huge traffic and billions of economic value brought by “edge marketing”.

In 2022, Coconut Tree Group relied on the live broadcast of beautiful women's hot dance to bring goods, and the Douyin live broadcast room became popular, attracting 350,000 followers in 10 days. In the live broadcast room, several graceful beauties took turns dancing passionately with coconut juice in their hands. The "earthy" + "eye-catching" style of the live broadcast room quickly aroused heated discussions among netizens. She was questioned for "fringing" and appeared on Weibo hot searches many times.

In May 2024, after Coconut Group was punished for advertising issues, live broadcasts of anchors wearing sun protection clothing appeared in its live broadcast rooms, which once again aroused Internet attention. Subsequently, Coconut Tree's live broadcast sales were mainly male salesmen. It is reported that its highest number of viewers in a single game reached 2.56 million, and its sales in a single game exceeded 100,000-250,000 yuan on March 18, 2023.


A Douyin search of the "BUG" column found that the coconut-related live broadcast accounts "Coconut Group" and "Coconut Live Happy Account" have deleted previous videos of the male and female model group. Third-party data platforms show that the "Coconut Group" account broadcast live on July 13, 2025, and the "Coconut Live Happy Account" last broadcast on August 26, 2024.

The traffic brought by "edge marketing" has also made the sales of coconut trees really start to "take off".

Reports show that the Coconut Tree Group, whose average annual sales have been hovering around 4 billion yuan, will see a year-on-year sales growth of 3.08% in 2023 and break through to 5 billion yuan. In 2024, the group's output value will further reach 5.006 billion yuan. According to the official account of the Hainan Provincial Food Safety Association, on February 27, 2025, the Coconut Tree Group held a good start to the 2026 New Year. The Coconut Tree Group said that the group's Coconut Tree brand coconut water had a "turnaround" with a year-on-year growth of 33.25% in 2025, but did not specifically disclose the group's 2025 revenue.

The marketing style of Coconut Tree is inseparable from the "soul man" founder Wang Guangxing behind it.


The unique "coconut style" packaging, which netizens jokingly call "PPT style layout, red, yellow, blue and black, and bold text blocks", was created by Wang Guangxing. An article entitled "Interpretation of President Wang Guangxing's Marketing Strategy Layout" published by Coconut Group's internal magazine "Coconut People" in 2017 stated: "Wang Guangxing has always emphasized that in marketing, you must understand TV advertising and advertising planning. Advertising words must be straightforward and easy to understand, and advertising images must be intuitive, beautiful and clear, so that consumers can know at first glance that it is our product."

The operator behind the controversial live broadcasts of Coconut Tree in the past two years is still Wang Guangxing, who is over 80 years old. In October 2023, "Coconut Tree People" published an article, which mentioned that President Wang Guangxing was keenly aware of the value of self-media platforms for product promotion, and personally planned the background, dance, content, location, clothing, models and other contents of the Douyin live broadcast.

It was mentioned that the key to the success of Douyin's live broadcast also lies in Wang Guangxing's three choices: choosing clothing that can show body curves and muscles such as vests or tights; choosing plump female models over 170cm tall, and male models over 180cm tall with chest and abdominal muscles; the live broadcast does not use blunt and straightforward product display and introduction, but chooses a "moving" mode, with dance, catwalks, and fitness as the main content.

However, the Coconut Tree Group, which has made enough traffic, does not seem to have achieved the expected goals in terms of performance.

In 2014, Wang Guangxing, president of Coconut Group, 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 "13th Five-Year Plan" period (2016-2020). But after more than 10 years, Coconut Tree Group still has a big gap from its goal of 10 billion.