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].

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].