Core Viewpoint - The recent advertising controversy surrounding the "Peach and Li Egg Mooncake" has led to public backlash, prompting the company to apologize and withdraw the ad shortly after its release [3][5]. Group 1: Advertising Controversy - The controversial advertisement suggested that those who dislike five-nut mooncakes are simply too young and have not experienced life's hardships, which was criticized as "dad marketing" and "PUA-style promotion" [5]. - The company acknowledged the backlash and stated that the ad was part of an internal co-creation initiative involving employees of various ages, resulting in 20 different versions of the ad [5]. Group 2: Financial Performance - The company is facing significant financial pressure, with a reported revenue of 2.07% from mooncake sales, amounting to 126 million yuan in 2024, which is a two-digit decline compared to the previous year [10]. - For the first half of 2024, the company reported a revenue of 2.611 billion yuan, a year-on-year decline of 13.55%, and a net profit of 204 million yuan, down 29.7% [10]. - The decline in net profit is attributed to increased depreciation costs from new projects and rising advertising expenses, which grew over 40% year-on-year to 42.96 million yuan in the first half of 2025 [10]. Group 3: Stock Performance - The company's stock has seen a dramatic decline, dropping nearly 80% from its peak, with a current price of 5.68 yuan compared to a high of 27.31 yuan in 2020 [11]. - The stock has consistently fallen over the past few years, with declines of over 33% in 2021, 23% in 2022, and 40% in 2023 [11].

Core Viewpoint - The controversy surrounding the elevator advertisement for "Peach Li Egg Mooncake" led to an official apology from the company, acknowledging the backlash and committing to a change in their marketing approach [1][4][6]. 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, which sparked consumer outrage and accusations of "dad marketing" and "PUA-style promotion" [4][6]. - The advertisement was taken down within a day of its release due to the negative response, and the company expressed regret for the incident [4][6]. - The company stated that this was their first attempt at an open internal co-creation mechanism for advertising, which inadvertently led to the controversial version being published [6]. Group 2: Financial Performance - Peach Li Bread's revenue for 2024 was reported at 1.26 billion yuan, with mooncake sales accounting for approximately 2.07% of total revenue, indicating a minor impact on overall performance [10]. - The company experienced a significant decline in both revenue and profit in the first half of 2024, with revenue dropping by 13.55% to 2.611 billion yuan and net profit decreasing by 29.7% to 204 million yuan [10][11]. - Advertising and promotional expenses surged by over 40% in the first half of 2025 compared to the same period in 2024, reaching 42.96 million yuan [12]. Group 3: Stock Performance - The company's stock price has seen a dramatic decline of over 79% from its peak in 2020, falling from 27.31 yuan to 5.68 yuan, with a total market value dropping from 44 billion yuan to approximately 9.086 billion yuan [12]. - The stock has consistently underperformed, with declines of over 33% in 2021, 23% in 2022, 40% in 2023, and over 10% in 2024, along with a drop of over 12% in 2025 to date [12].

（微博、小红书） 近日，桃李面包"桃李蛋月烧"月饼电梯广告文案引发网络热议。对此，桃李面包小红书账号于9月5日发 文回应称，"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。" ...

Core Viewpoint - The recent controversial elevator advertisement by Tao Li Bread has sparked public outrage, leading to its removal within a day of launch, highlighting the risks of "offensive marketing" strategies [1] Group 1: Advertising Controversy - The advertisement attempted to resonate emotionally with consumers but instead faced backlash for trivializing personal suffering [1] - Tao Li Bread's apology indicated that the ad was a product of an internal creative process, suggesting a need for improved review mechanisms [1] - The incident reflects a broader trend of brands crossing lines in pursuit of attention, resulting in negative consumer reactions [1][2] Group 2: Financial Performance - Tao Li Bread reported a significant decline in financial performance, with revenue of 2.611 billion yuan in the first half of 2025, a year-on-year decrease of 13.55%, and a nearly 30% drop in net profit [2] - The company faces intense competition in the short-shelf-life bread market, with new retail channels launching their own brands, impacting traditional sales channels [2] - A lack of product innovation and reduced R&D investment have contributed to the company's struggles to meet evolving consumer demands [2] Group 3: Brand Management and Trust - The advertisement incident underscores systemic failures in brand governance, risk assessment, and value construction within companies [3] - In an era of heightened public sensitivity and social media amplification, brands must establish clear creative boundaries to avoid crises [3] - Trust is identified as a core asset for food brands like Tao Li Bread, and the recent controversy has damaged this trust, which is harder to rebuild than to lose [5] Group 4: Future Strategies - Tao Li Bread must reassess its brand positioning and marketing strategies, focusing on product quality and innovation to restore consumer trust [5] - The company is urged to expand its channels and repair its brand image to survive in a competitive market landscape [5]

Core Viewpoint - The recent elevator advertisement by Tao Li Bread featuring a controversial tagline has sparked public debate, leading the company to issue an apology and shift its marketing strategy to younger team members [1][3]. Financial Performance - In the first half of 2024, Tao Li Bread's core products, including bread and pastries, generated revenue of 5.906 billion yuan, a decline of 9.58% compared to the previous year [4]. - The company's mooncake sales also saw a decrease, with revenue of 126 million yuan, down 14.95% year-on-year [4]. - For the first half of 2025, Tao Li Bread reported total revenue of 2.611 billion yuan, a year-on-year decrease of 13.55%, and a net profit attributable to shareholders of 204 million yuan, down 29.7% [4]. - The company's advertising and promotional expenses for the first half of 2025 amounted to 42.96 million yuan, representing an increase of over 40% compared to 30.60 million yuan in the same period last year [4].

Core Viewpoint - The controversy surrounding the advertisement for the "Egg Mooncake" product by Taoli Bread highlights a disconnect between the brand's marketing strategies and consumer expectations, leading to negative feedback and a need for improved oversight in advertising content [2][3][5]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" included a controversial phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which sparked backlash on social media [2][3]. - Following the backlash, Taoli Bread's official customer service confirmed that the advertisement was being taken down and that the five-nut flavor was no longer available on their e-commerce platform [3]. - The company acknowledged that the advertisement was part of a new internal creative process aimed at resonating with different age groups, but one version led to significant controversy [3]. Group 2: Marketing Strategy Issues - Taoli Bread's recent marketing efforts have been criticized for being out of touch, with various ads attempting to connect with younger consumers but instead creating a sense of awkwardness and disconnect [5]. - The company has employed a range of unconventional marketing tactics, including using internet slang and local dialects, which have not resonated well with the target audience [5]. Group 3: Financial Performance - Taoli Bread reported a revenue of 2.61 billion yuan for the first half of 2025, a decrease of 13.55% compared to the previous year, with net profit dropping by 29.70% [8][9]. - The decline in net profit was attributed to increased depreciation costs from new projects and higher advertising expenses, which rose over 40% year-on-year [8][9]. - The company has faced scrutiny due to a product quality issue, with a specific bread product failing a national inspection, further complicating its marketing challenges [9]. Group 4: Company Background - Taoli Bread, established in 1997, is a comprehensive company focused on the production, processing, and sales of baked goods, with a registered capital of approximately 1.6 billion yuan [6]. - The company operates over 310,000 retail terminals across the country and is known as the "first stock of bread" in the A-share market since its listing in December 2015 [6].

【#桃李面包就广告语翻车致歉#】#桃李面包后续宣发正式由年轻人接管#近日，桃李面包一则电梯广告 文案引发争议。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。"9月5日，桃李面包官方账号发文致歉，称后续 宣发由年轻人接管。潇湘晨报查询天眼查工商信息发现，桃李面包股份有限公司成立于1997年1月，法 定代表人为吴学亮，注册资本约16亿人民币，经营范围包括食品生产、销售，农副食品加工、销售，自 有设备租赁等。股东信息显示，该公司由吴学群、吴学亮、香港中央结算有限公司等共同持股。对外投 资信息显示，该公司对外投资42家企业，其中32家企业处于存续或者在业状态，包括佛山桃李面包有限 公司、沈阳桃李面包有限公司、浙江桃李面包有限公司等，其他10家企业已注销。分支机构信息显示， 该公司十余家分支机构均已被注销或吊销。(潇湘晨报) ...

Core Viewpoint - The recent elevator advertisement by Tao Li Bread has sparked controversy due to its insensitive wording, which some consumers interpreted as exploiting personal hardships for marketing purposes [3][5]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" product included a phrase suggesting that those who dislike five-nut mooncakes have not yet experienced life's hardships, leading to backlash from consumers [3][5]. - Many social media users criticized the ad for being inappropriate, with comments questioning the connection between purchasing mooncakes and experiencing life's difficulties [3][5]. - Following the backlash, the advertisement was taken down within a day, and the company issued an apology for the controversy [5][6]. Group 2: Company Response - A representative from Tao Li Bread explained that the advertisement was part of a new internal co-creation mechanism, where employees of various ages contributed to the marketing content [6]. - The company aimed to resonate with different age groups through diverse expressions but acknowledged that one version led to controversy [6]. - The company plans to improve its review process to balance creativity with careful oversight to prevent similar issues in the future [6].

Core Viewpoint - The controversy surrounding the "life beating theory" mooncake advertisement by Taoli Bread highlights the disconnect between traditional brands and modern consumer expectations, leading to significant backlash and a rapid retraction of the ad [2][3][4] Group 1: Advertisement Controversy - Taoli Bread's advertisement, which was perceived as offensive to both mooncake lovers and haters, sparked widespread criticism on social media, resulting in the company quickly replacing the ad with a different style [2][3] - The official apology from Taoli Bread acknowledged the failure of the advertisement and indicated that the leadership would take responsibility for the misstep [2][3] Group 2: Marketing Strategy and Consumer Response - The failed advertisement reflects a broader issue of traditional brands struggling to connect with younger consumers in the current marketing landscape, leading to what some have termed "self-destructive" marketing strategies [3][4] - Despite attempts to resonate with younger audiences through creative advertising, the execution has often resulted in awkwardness and misunderstanding, indicating a misalignment with consumer sentiment [3][4] Group 3: Financial Performance - Taoli Bread has faced declining financial performance, with net profits decreasing for four consecutive years and a reported double-digit decline in both revenue and net profit for the first half of 2025 [3][4] - The mooncake business specifically has seen a nearly 15% revenue drop in 2024, further compounding the company's challenges [3]

Core Viewpoint - The recent controversy surrounding the "life beating theory" mooncake advertisement by Tao Li Bread highlights the disconnect between the brand and consumer expectations in the new consumption era, revealing the challenges faced by traditional brands in adapting to modern marketing strategies [1][2][3] Group 1: Marketing Strategy - Tao Li Bread's attempt to connect with younger consumers through creative advertising backfired, leading to public backlash and criticism [2] - The "life beating theory" advertisement was perceived as offensive by both mooncake lovers and detractors, resulting in a significant negative response online [1][2] - The company acknowledged the failure of the advertisement and issued a public apology, indicating a willingness to learn from the incident [1][3] Group 2: Financial Performance - Tao Li Bread has experienced declining financial performance, with net profits decreasing for four consecutive years and a double-digit drop in revenue and net profit reported for the first half of 2025 [2] - The mooncake business specifically faced a nearly 15% revenue decline in 2024, indicating ongoing struggles within this product line [2] Group 3: Brand Positioning - As a publicly listed company, Tao Li Bread is expected to maintain high standards in its advertising and marketing efforts, aligning with its brand identity [3] - The backlash from the advertisement serves as a warning for traditional brands to avoid blindly following trends or attempting to mimic internet culture without a clear alignment to their brand values [3]