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].

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]