【#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]

Market Overview - The leisure food sector increased by 0.16% on September 5, with Laiyifen leading the gains [1] - The Shanghai Composite Index closed at 3812.51, up 1.24%, while the Shenzhen Component Index closed at 12590.56, up 3.89% [1] Key Performers - Laiyifen (603777) closed at 14.78, up 3.07% with a trading volume of 290,800 shares and a turnover of 421 million yuan [1] - Other notable performers include: - Huangshanghuang (002695) at 12.33, up 1.40% [1] - Guangzhou Restaurant (603043) at 17.61, up 1.32% [1] - Yuanzu Co. (603886) at 13.34, up 1.14% [1] Underperformers - Salted Fish (002847) closed at 72.17, down 1.65% with a trading volume of 58,900 shares and a turnover of 420 million yuan [2] - Other underperformers include: - Ximai Food (002956) at 21.25, down 1.62% [2] - Youyou Food (603697) at 12.58, down 0.94% [2] Capital Flow - The leisure food sector experienced a net outflow of 80.43 million yuan from institutional investors, while retail investors saw a net inflow of 72.85 million yuan [2] - Notable capital flows include: - Laiyifen had a net inflow of 11.73 million yuan from institutional investors [3] - Yuanzu Co. saw a net inflow of 12.58 million yuan from institutional investors [3]

Core Viewpoint - The company, Tao Li Bread, is facing significant challenges with a nearly 30% decline in net profit in the first half of the year, alongside a controversial advertising campaign for its mooncake product, which has led to public backlash [1][2]. Financial Performance - In the first half of the year, Tao Li Bread reported a revenue of 2.611 billion yuan, a year-on-year decrease of 13.55% [1]. - The net profit attributable to shareholders was 204 million yuan, down 29.70% year-on-year [1]. - The net profit after deducting non-recurring gains and losses was 194 million yuan, reflecting a decrease of 30.03% year-on-year [1]. Advertising and Marketing - The company acknowledged that the decline in net profit was primarily due to increased depreciation costs from new projects and a rise in advertising and promotional expenses [2]. - Advertising and promotional expenses for the first half of the year amounted to 42.96 million yuan, which is over 10 million yuan higher than the 30.60 million yuan spent in the same period of 2024, marking an increase of over 40% [2]. Public Relations Response - Following the backlash from the controversial elevator advertisement for the "Tao Li Egg Mooncake," the company issued an apology, stating that the previous leadership was responsible for the ad and that the marketing direction will now be led by younger team members [1][3]. - The company also defended the product, suggesting that the mooncake is actually quite good despite the criticism [1].

Core Viewpoint - The controversy surrounding the advertisement by Tao Li Bread reflects a disconnect between the brand's marketing approach and consumer expectations, highlighting the importance of respecting consumer sentiments in marketing strategies [8][11]. Group 1: Advertisement Controversy - Tao Li Bread's advertisement suggested that the dislike for five-nut mooncakes is due to youth and lack of life experience, which was perceived as condescending and manipulative by many consumers [1][3]. - The advertisement was quickly taken down after one day due to backlash, with the company acknowledging the misstep and apologizing for the unintended offense [8]. Group 2: Company Response and Strategy - A company representative stated that the advertisement was part of a new internal creative process involving employees of various ages, aiming to resonate with a diverse audience, but one version sparked significant controversy [8]. - The company has committed to improving its review mechanisms to balance creativity with careful oversight to prevent similar issues in the future [8]. Group 3: Financial Context - Tao Li Bread's financial performance has been under pressure, with a reported revenue of 2.611 billion yuan (down 13.55% year-on-year) and a net profit of 204 million yuan (down 29.7% year-on-year) for the first half of 2025 [11]. - Despite the decline in revenue and profit, advertising expenses increased by 40% to 42.96 million yuan, indicating a potential misalignment between marketing investments and consumer reception [11]. Group 4: Consumer Sentiment and Market Reaction - The backlash against the advertisement is seen as part of a broader trend where brands fail to respect consumer perspectives, similar to past incidents with other companies [11]. - Observers note that the controversy reflects deeper issues of brand transformation and the need for genuine empathy in marketing, emphasizing that respect for consumer dignity should be paramount [11].

【#桃李面包旗下十家企业已注销# 】近日，桃李面包一则电梯广告文案引发争议。天眼查工商信息显 示，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。 | | | | 图公司 自己版 重兴系 | ■商贸检 | | | | | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | | 都在用的用皮直向工具 HORD中心吸引用了流分散下机构 | 桃菜面包設付有限公司 | | 0 天殿一下 | 器 应用 · | 商务合作 企业规产品 | | 血 图米· | | 基本信息 239 | | 上市信息 999+ | 法律诉讼 13: | 经营 ...

桃李面包 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 (有一说一,五仁蛋月烧真的挺好吃的,别迁怒它 (83) 关注 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 !! #桃李面包称广告语的锅领导背#【#桃李面包再就广告语致歉# : 后续宣发由年轻人接管】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。"（界面，泽塔）#桃李面包广告 没饱 尝过生活的毒打# #桃李面包 0 2 2 2 2 2 2 1 1 1 1 2小时前 辽宁 ...

Core Viewpoint - The recent elevator advertisement by Tao Li Bread has sparked controversy due to its provocative wording, which suggests that those who dislike a specific product have not yet experienced the hardships of life [1] Group 1: Advertisement Controversy - The advertisement for the "Tao Li Egg Moon Cake" product included a statement implying that dislike for the five-nut filling is a sign of youth and inexperience [1] - In response to the backlash, Tao Li Bread's official account acknowledged the mistake, attributing it to leadership and promising that future promotions will be managed by younger staff [3] Group 2: Previous Issues - The controversial advertisement was taken down within a day of its release [5] - This incident is not the first for Tao Li Bread; in August 2022, its subsidiary faced an administrative penalty for food safety violations, where one batch of cake contained foreign matter [5][6] - The penalty included a fine of 50,000 yuan, with the company admitting to insufficient pest control measures [6] Group 3: Company Background - Tao Li Bread, originally established as Shenyang Tao Li Food Co., Ltd. in January 1997, has a registered capital of 1.6 billion yuan and specializes in the production and sale of baked goods, including seasonal products like mooncakes and rice dumplings [7]