Core Viewpoint - The recent advertisement for "Peach Li Egg Mooncake" by Tao Li Bread has sparked controversy due to its perceived condescending tone towards consumers, leading to a public apology and a commitment to improve oversight in marketing strategies [1][3]. Group 1: Advertisement Controversy - The advertisement's slogan suggested that those who dislike five-nut mooncakes are simply too young to appreciate them, which was criticized as being preachy and illogical [1][3]. - Following the backlash, the advertisement was taken down within a day, and the company expressed regret, promising to enhance their review processes to prevent similar issues in the future [3]. Group 2: Company Financial Performance - According to the 2025 semi-annual report, Tao Li Bread reported a revenue of 2.611 billion yuan, reflecting a year-on-year decline of 13.55% [5]. - The company's research and development expenditure was 10.6605 million yuan, down 30.81% year-on-year, accounting for only 0.4% of total revenue [5]. - Advertising and promotional expenses increased to 42.96 million yuan, a rise of over 40% compared to 30.60 million yuan in the same period of 2024 [5]. Group 3: Stock Performance - As of September 5, the stock price of Tao Li Bread (603866.SH) closed at 5.68 yuan, with a market capitalization of 9.086 billion yuan [6].

Core Viewpoint - The recent advertisement for "Peach Li Egg Mooncake" by Peach Li Bread has sparked controversy due to its perceived condescending tone towards consumers, leading to a public apology and a commitment to improve their review processes [1][3]. Group 1: Advertisement Controversy - The advertisement claimed that those who dislike five-nut mooncakes are simply too young and have not experienced life's hardships [1]. - Many consumers criticized the ad for being illogical and patronizing, questioning whether it was meant to please or offend [3]. - Following the backlash, the company quickly removed the advertisement and issued an apology, attributing the mistake to leadership and promising a shift in their marketing approach [3]. Group 2: Financial Performance - According to the semi-annual report for 2025, Peach Li Bread reported a revenue of 2.611 billion CNY, a year-on-year decrease of 13.55% [5]. - The company's R&D expenditure was 10.66 million CNY, down 30.81% from the previous year, representing only 0.4% of total revenue [5]. - Advertising and promotional expenses increased to 42.96 million CNY, a rise of over 40% compared to the same period in 2024 [5]. Group 3: Stock Performance - As of September 5, 2025, Peach Li Bread's stock closed at 5.68 CNY, with a market capitalization of 9.086 billion CNY [5][6].

桃李月饼这则"生活毒打论"广告不仅没能打动消费者，反而引发群嘲，最终草草收场。这场"自杀式"传 播，看似是营销文案的失算，实则暴露了老品牌在新消费时代与用户需求的脱节，在流量焦虑下的营销 乱阵。 #桃李月饼也尝了回生活的毒打##桃李月饼玩梗被舆论毒打并不意外#【桃李月饼"生活毒打论"被舆 论"毒打"，并不意外| 新京报快评】 "因为你还年轻，还没饱尝过生活的毒打。" 近日，桃李面包（603866.SH）因为一则"生活毒打论"月饼广告陷入了舆论漩涡。 据新黄河报道，有网友反馈，这则广告9月1日悬挂在当地电梯间里，被认为同时冒犯了爱吃和不爱吃五 仁月饼的两拨人，在网络上引发巨大争议。随后，有消费者发现，桃李面包已悄然撤下该广告，换上了 风格完全不同的新版物料。 9月5日，桃李面包官方微博致歉表示：我们文案翻车了，确实是领导拍的板，这个锅只能他来背。在此 鞠躬道歉，他现在正在接受"现实毒打"。另外还称，"批评我们都接受，反思也在进行中"。 "我中秋是来享受快乐的，不是来花钱挨训的"，网友的点评的确很尖锐，甚至有人将桃李的这次营销定 义为失败的"PUA式营销"，表示要"拉黑"。 这是桃李面包营销"剑走偏锋"之后"跑偏 ...

Core Viewpoint - The recent advertisement campaign by the company for its Five-Nut Mooncake has sparked controversy, leading to an official apology and the decision to change the marketing team responsible for future promotions [2][3]. Group 1: Advertisement Controversy - The advertisement claimed, "Some say Five-Nut is not tasty; we believe that is because you are still young and have not fully experienced life's hardships," which generated significant public backlash [3]. - Following the backlash, the company announced that the controversial advertisement would be gradually taken down [3]. Group 2: Company Overview and Financial Performance - The company, known for its "central factory + wholesale" model, was listed on the A-share market in 2015 and primarily produces "Taoli" brand bread and seasonal products like mooncakes [5]. - In the first half of the year, the company reported revenue of 2.611 billion yuan, a decrease of 13.55% compared to the same period last year [5]. - The company's operating profit and total profit were 266 million yuan and 272 million yuan, respectively, reflecting declines of 27.42% and 27.00% year-on-year [5]. - The net profit attributable to shareholders, excluding non-recurring gains and losses, fell by 30.03%, attributed to increased depreciation costs from new projects and higher advertising expenses [5].

Core Viewpoint - The controversy surrounding the advertisement of Taoli Bread's "Egg Mooncake" product highlights the challenges of marketing strategies that attempt to resonate with diverse consumer experiences, particularly when they may inadvertently offend or alienate certain demographics [1][6]. Group 1: Advertisement Controversy - The advertisement for Taoli Bread's "Egg Mooncake" included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which sparked backlash on social media [1][3]. - Consumers criticized the ad for being insensitive, with comments indicating confusion over why purchasing mooncakes should involve references to suffering [3][4]. - Following the backlash, Taoli Bread removed the controversial advertisement and the product from its online store, indicating a swift response to consumer feedback [6][4]. Group 2: Company Background and Financial Performance - Taoli Bread, established in 1997, operates as a comprehensive bakery company with over 31,000 retail terminals across China and has been publicly listed since December 2015 [7][9]. - The company's financial performance has been under pressure, with a reported revenue of 1.26 billion yuan from mooncakes in 2024, accounting for approximately 2.07% of total revenue, and both production and sales volumes showing a double-digit decline compared to the previous year [9]. - In the first half of 2024, Taoli Bread's revenue fell to 2.611 billion yuan, a year-on-year decrease of 13.55%, while net profit dropped by 29.7% to 204 million yuan, attributed to increased depreciation costs and higher advertising expenses [9][10].

Core Viewpoint - The controversy surrounding the advertisement for the five-nut mooncake by Tao Li Bread has led to an official apology from the company, acknowledging the misstep in their marketing approach and indicating a shift in responsibility to a younger team for future promotions [2][3]. Group 1: Company Overview - Tao Li Bread is a well-known "central factory + wholesale" bakery food production company in China, primarily producing the "Tao Li" brand bread and seasonal products like mooncakes [5]. - The company was listed on the A-share market in 2015 [5]. Group 2: Financial Performance - In the first half of the year, the company reported operating revenue of 2.611 billion yuan, a decrease of 13.55% compared to the same period last year [5]. - Operating profit and total profit for the same period were 266 million yuan and 272 million yuan, respectively, reflecting declines of 27.42% and 27.00% year-on-year [5]. - The net profit attributable to shareholders, after deducting non-recurring gains and losses, fell by 30.03%, primarily due to increased depreciation costs from new projects and higher advertising expenses [5].

本文字数：249，阅读时长大约1分钟 2025.09. 05 5日上午，桃李面包相关负责人回复称，上述广告画面在上线一天后已下架，对该广告引发争议一事表示歉意。 微信编辑 | 苏小 第一财经持续追踪财经热点。若您掌握公司动态、行业趋势、金融事件等有价值的线索，欢迎提供。 专用邮箱： bianjibu@yicai.com （注：我们会对线索进行核实。您的隐私将严格保密。） 推荐阅读 针对桃李面包"桃李蛋月烧"月饼电梯广告争议，9月5日，桃李面包官方账号最新发文表示，"确实是领导拍的板，这个锅只能他来背，在此鞠躬道歉， 他现在正在接受'现实毒打'。从今天起，后续宣发正式由我们年轻人接管。批评我们都接受，反思也在进行中，态度端正，挨打立正。" 此前，社交平台上流传的图片显示，桃李蛋月烧产品的广告语写道："有人说五仁不好吃，我们认为：那是因为你还年轻，还没饱尝过生活的 毒打。"有网友吐槽该广告语"用别人的痛苦做营销"；有网友表示不理解："买月饼为什么要遭受生活的毒打？"还有网友认为桃李面包营销"翻车"，教 育起了消费者。（详见→ 针对争议，桃李面包致歉 ） "国家队"操作路线曝光 11 en review =15 0 ...

经济观察网 针对桃李面包（603866）"桃李蛋月烧"月饼电梯广告争议，9月5日桃李面包官方账号发文 表示，"确实是领导拍的板，这个锅只能他来背，在此鞠躬道歉，他现在正在接受'现实毒打'。从今天 起，后续宣发正式由我们年轻人接管。批评我们都接受，反思也在进行中，态度端正，挨打立正。" 据此前社交平台上流传的图片显示，桃李蛋月烧的电梯广告语为："有人说五仁不好吃，我们认为：那 是因为你还年轻，还没饱尝过生活的毒打。桃李蛋月烧，等一个有故事的人下单！"9月4日，桃李面包 相关负责人表示，涉事广告画面在上线一天后已下架。 ...

9月4日，桃李面包相关负责人表示，涉事广告画面在上线一天后已下架，他们对此表示歉意，并将进一 步完善审核机制，避免类似情况再次发生。 9月5日，桃李面包在社交平台发文道歉称："我们文案翻车了，全是领导的责任！确实是领导拍的板， 这个锅只能他来背。在此鞠躬道歉，他现在正在接受现实毒打。从今天起！！后续宣发正式由我们年轻 人接管，批评我们都接受，反思也在进行中，态度端正，挨打立正。" 据桃李面包发布的2025年半年度报告，报告期内，公司实现营业收入为26.11亿元，同比下降了 13.55%。上半年公司研发投入1066.05万元，同比减少30.81%，仅占总营收额的0.4%；上半年广告及宣 传费用为4296万元，相比2024年同期的3060万元，增幅超40%。股价方面，截至9月5日收盘，桃李面包 （603866.SH）报5.68元，市值90.86亿元。 社交平台上流传的图片显示，桃李蛋月烧产品的广告语写道："有人说五仁不好吃，我们认为：那是因 为你还年轻，还没饱尝过生活的毒打。" 部分网友认为该文案"对消费者说教"，且文案内容没有逻辑，"分不清是讨好消费者，还是讨厌消费 者"。 （原标题：桃李面包就广告致歉：领导正 ...

Core Viewpoint - The recent elevator advertisement for the five-nut flavor mooncake by Tao Li Bread has sparked controversy, leading the company to issue an apology and acknowledge the misstep as a leadership failure. The company plans to shift future promotional efforts to younger team members [1][3]. Financial Performance - In the first half of 2024, Tao Li Bread reported a revenue of 5.906 billion yuan from its core products, a decline of 9.58% compared to the previous year [4]. - The mooncake segment generated a revenue of 126 million yuan, down 14.95% year-on-year [4]. - For the first half of 2025, the company achieved a revenue of 2.611 billion yuan, a decrease of 13.55% year-on-year, with a net profit of 204 million yuan, down 29.7% [4]. - The revenue from the bread and pastry category in the first half of 2025 was 2.585 billion yuan, a reduction of 400 million yuan from 2.985 billion yuan in the same period last year [4]. Advertising and Marketing - Tao Li Bread's advertising and promotional expenses for the first half of 2025 amounted to 42.9576 million yuan, representing an increase of over 1 million yuan compared to 30.6013 million yuan in the same period last year, marking a growth of over 40% [4].