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Dealing with rashes between thighs and around the groin

This, I believe, most of outdoor people once in a while do have to deal with: Rashes between thighs, around the groin. This may really screw the entire trip and make it annoyingly miserable to walk any further.

The best that I thought I can do to avoid them is, applying coconut oil before starting. But when I trek through waterfalls or cross streams, this habit doesn't work. And, after that when I sustain such rashes, there is hardly anything that I can do.

Still, what can be done? What should be done to avoid them? And, what I can do to suffer less anyway if I sustain that thing?