In its first introduction, the project outlines that the four-season coconut chickens are a special food brand with the core of the “hainan coconut turkey pit” and that they are dedicated to providing a “new, healthy, curable” meal experience for consumers, based on the concept of “fresh coconut cooking, original eco-food, healthy feeding”. The brand focuses on family cuisine, young white collars and healthy food lovers, building both geographical and health-related food poles through the three core advantages of the hai-nam coconut forest for coconuts, adult chickens for ready-made food, and soup bottom formulations. At present, 50 shops have been opened in 20 cities, with a daily average rate of 4. 5 per cent and a customer buy-back rate of over 55 per cent. Core products and specialty chicken-cooked “fresh-cooked” soup bottoms: two sea-south fresh coconuts (80 per cent of coconut water) per pot with natural foods such as horse hoes,...