（来源：大象新闻） 近日，桃李面包推出的一款"百洁布蛋糕"，因外形酷似厨房清洁用品在社交媒体上引发关注。 猎奇营销的背后有家长对造成儿童误食的担忧，更有业内对其"重营销、轻研发"的吐槽。 从其财报看，连续4年净利润滑坡的局面尚未扭转，2025年三季度再度提交盈利双降成绩单。 桃李面包，这家从"东北小作坊"兴起的"中国面包第一股"，在即将步入而立之年时，迎来了"中年危机"。 曾经的东北烘焙王，迫切需要转型。 (桃李面包推出"百洁布蛋糕") 营销"翻车"，是创意还是创新不足？ 百洁布+蛋糕？乍听之下人们很难将这两个毫不相干的东西联想在一起。 然而，桃李面包就在近期推出了一款黄绿配色的海绵蛋糕，外形与厨房清洁用的百洁布高度相似，并且这款新品名称就叫"百洁布蛋糕"，目前主要在线上 渠道销售。 这款"脑洞大开"的新品一经推出，就在社交媒体上引发褒贬不一的关注。 有网友出于好奇心理，第一时间下单尝试，也有网友称这块"百洁布"简直是"饭缩力"的代表，降低食欲。同时，更有家长担心其外形会造成儿童误食真实 的百洁布，存在安全隐患。 不可否认，桃李面包这款百洁布蛋糕凭借独特的外形设计，成功激发了消费者关注，从而制造传播声量。但评 ...

Core Viewpoint - The recent launch of the "Scouring Pad Cake" by Tao Li Bread has sparked significant attention on social media, raising concerns about its resemblance to actual cleaning products and potential safety risks for children. The company is facing ongoing challenges with declining performance and a heavy reliance on marketing over research and development [2][3][8]. Marketing and Product Launch - The "Scouring Pad Cake" closely resembles a kitchen cleaning pad, with packaging explicitly stating "Scouring Pad Cake." It is a sponge cake product sold in boxes of six bags, each weighing 50 grams, priced at 29.9 yuan. The product is currently available for pre-sale online [5]. - The pre-sale strategy allows the company to gauge market acceptance before large-scale production, reducing inventory risks and ensuring supply chain efficiency [5]. - Consumer reactions to the product are mixed, with some praising its creativity while others express concerns about its appearance and potential confusion for children. Some consumers reported dissatisfaction with the taste and texture [8][10]. Financial Performance - Financial data indicates that in the first half of 2025, Tao Li Bread's advertising expenses surged over 40% to 42.96 million yuan, while R&D investment decreased by 30.81% to only 10.66 million yuan, accounting for just 0.4% of revenue [11][12]. - The company has experienced a continuous decline in revenue and net profit, with total revenue for the first three quarters of 2025 at approximately 4.049 billion yuan, down 12.88% year-on-year, and net profit at about 298 million yuan, down 31.49% [13]. - The decline in performance is attributed to increased competition from traditional baking giants and the rise of new consumption models that challenge the company's existing business strategy [13]. Shareholder Activity - The controlling shareholders of Tao Li Bread have been frequently reducing their stakes in the company, raising concerns in the capital market. As of the end of September 2025, the family collectively held 56.36% of the shares, down from 68.09% at the end of 2018 [14]. - The stock price has significantly dropped, closing at 5.45 yuan per share, a decline of approximately 78% from its peak of 24.71 yuan in 2020, resulting in a market capitalization of 8.72 billion yuan [13]. Recommendations - There is a call for the company to shift focus from abstract marketing strategies to core business practices, emphasizing the need for substantial investment in R&D to develop products that genuinely meet consumer demands [15].

文 | 《BUG》栏目 徐苑蕾 桃李面包最新推出的百洁布蛋糕，外形与厨房清洁用的绿色百洁布高度相似。 据桃李面包官方旗舰店资料，百洁布蛋糕为一款海绵蛋糕类产品。产品外包装采用黄绿配色，正面赫然 印着百洁布蛋糕五个大字。规格为一箱6袋，每袋50克，售价为29.9元。 桃李面包旗舰店客服表示，这款产品为预售产品，下单后5天内发货，目前主要在线上渠道售卖。 凌雁管理咨询首席咨询师、餐饮行业分析师林岳表示，桃李面包百洁布蛋糕采用预售的方式是消费品零 售比较常规的模式，其好处是在大规模生产前，检验市场对产品的接受程度，另外预售也可以以销定 产，大幅降低库存积压或资金占用的风险，保证供应链运作的效率。 近日，桃李面包推出的一款百洁布蛋糕在社交媒体引发关注。这款产品外形酷似厨房清洁用百洁布，包 装上甚至直接印有"百洁布"字样，网友称之为"饭缩力"代表。与此同时，也有消费者担心其外形会造成 儿童误食真实的百洁布，存在安全隐患。 近年来，桃李面包屡屡被指"重营销、轻研发。"根据财报数据，2025年上半年，桃李面包广告费用激增 超40%，研发投入却同比锐减30.81%，仅占营收的0.4%。 更值得关注的是，在猎奇营销的背后，桃李 ...

Core Viewpoint - The company emphasizes its commitment to enhancing operational standards and governance levels in response to investor inquiries [2] Group 1 - The company actively engages with investors through interactive platforms [2] - The company prioritizes regulatory compliance and governance improvement [2]

Group 1 - The core point of the news is that Zhejiang Taoli Bread Co., Ltd. has increased its registered capital from 350 million RMB to 550 million RMB, reflecting a growth of approximately 57%, which indicates the parent company Taoli Bread's strong focus on the East China market [2] - The capital increase will provide stronger financial support for business expansion in the region, aiding in performance growth [3] - Taoli Bread's business model of "central factory + wholesale" allows it to balance freshness and large-scale production, which is crucial for its success in the competitive bakery market [2] Group 2 - The bakery industry is projected to reach a market size of 116 billion RMB by 2025, with the East China region accounting for 35% of the total number of stores nationwide, making it a key battleground for major brands [2] - In the first three quarters of this year, Taoli Bread reported a revenue of 4.049 billion RMB, a year-on-year decline of 12.88%, and a net profit attributable to shareholders of 298 million RMB, down 31.49% year-on-year [3][4] - The shift in consumer demand from "satiation" to "quality experience" presents an opportunity for Taoli Bread to leverage the capital increase to enhance its market presence in the Yangtze River Delta [6]

新华财经北京12月3日电新华财经和面包财经研究员根据上市公司的信披数据统计，2025年11月，沪深两市上市公司董监高及其关联人减持金额合计约82.66 亿元，涉及277家公司；增持金额合计约3.68亿元，涉及67家公司。增、减持金额相抵之后，净减持金额78.99亿元。 11月份，各行业中，轻工制造行业减持金额居首位，食品饮料行业增持金额最多。 从月度变化趋势来看，2025年11月，董监高及其关联人减持金额同比上升310.72%，环比上升30.49%；增持金额同比下降18.77%，环比上升148.19%。 图1：2024年11月至2025年11月沪深两市上市公司董监高及关联人月度增减持金额变化 公牛集团、圣邦股份、安车检测减持金额居前 | | | 新金财经 | 面前12 | | | --- | --- | --- | --- | --- | | 排名 | 证券简称 | 证券代码 | 减持金额(万元) | 所属申万行业 | | 1 | 公牛集团 | 603195.SH | 125226.46 | 轻工制造 | | 2 | 圣邦股份 | 300661.SZ | 33285.94 | 电子 | | 3 | 安车检测 ...

来源：中国能源网 天眼查工商信息显示，近日，浙江桃李面包有限公司发生工商变更，吴学群由执行董事改任董事，同时 注册资本由3.5亿人民币增至5.5亿人民币，增幅约57%。 浙江桃李面包有限公司成立于2017年5月，法定代表人为高原，经营范围包括食品生产、食品添加剂生 产、机械设备销售、日用百货销售等。股东信息显示，该公司由桃李面包（603866）全资持股。 ...

Core Insights - Zhejiang Taoli Bread Co., Ltd. has recently undergone significant changes, including a change in executive leadership and an increase in registered capital by approximately 57% from 350 million RMB to 550 million RMB [1][2][3] Company Information - Zhejiang Taoli Bread Co., Ltd. was established in May 2017 and is primarily engaged in food production, food additive production, machinery sales, and daily necessities sales [1][3] - The company is wholly owned by Taoli Bread (603866), indicating a strong backing from its parent company [1][2] Changes in Corporate Structure - The recent corporate changes include the appointment of Wu Xuequn as a director, replacing his previous role as executive director [1][2] - The registered capital increase reflects the company's growth strategy and potential expansion plans [1][2]

天眼查工商信息显示，11月26日，浙江桃李面包有限公司发生工商变更，吴学群由执行董事改任董事， 同时注册资本由3.5亿人民币增至5.5亿人民币，增幅约57%。浙江桃李面包有限公司成立于2017年5月， 法定代表人为高原，经营范围包括食品生产、食品添加剂生产、机械设备销售、日用百货销售等。股东 信息显示，该公司由桃李面包全资持股。 ...

证券代码：603866 证券简称：桃李面包 公告编号：2025-058 桃李面包股份有限公司 关于召开 2025 年第三季度业绩说明会的公告 本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈述 或者重大遗漏，并对其内容的真实性、准确性和完整性承担法律责任。 重要内容提示： （三） 会议召开方式：上证路演中心网络互动 https://roadshow.sseinfo.com/） 会议召开方式：上证路演中心网络互动 投资者可于 2025 年 11 月 27 日 （星期四） 至 12 月 03 日 （星期三）16:00 前登录上证路演中心网站首页点击"提问预征集"栏目或通过公司邮箱 tlir@tolybread.com 进行提问。公司将在说明会上对投资者普遍关注的问题进 行回答。 桃李面包股份有限公司（以下简称"公司"）已于 2025 年 10 月 30 日发布 公司 2025 年第三季度报告，为便于广大投资者更全面深入地了解公司 2025 年第 三季度经营成果、财务状况，公司计划于 2025 年 12 月 04 日 （星期四） 13:00-14:00 举行 2025 年第三季度业绩说明会，就投资者 ...