Core Viewpoint - The article discusses the importance of brand identity in the food industry, particularly focusing on the consumer perception of brands like Tao Li Bread, which is characterized as a "father figure" brand that resonates with consumers [2] Group 1: Brand Identity - The concept of "father brands" is introduced, highlighting how certain brands create a strong emotional connection with consumers, leading to loyalty and preference [2] - Tao Li Bread is specifically mentioned as a brand that embodies this "father" image, suggesting that its marketing strategies effectively communicate reliability and trustworthiness [2] Group 2: Consumer Behavior - Consumers are increasingly drawn to brands that they perceive as nurturing and supportive, which influences their purchasing decisions [2] - The article emphasizes that brands that successfully position themselves as "father figures" can differentiate themselves in a competitive market, potentially leading to increased market share [2]

Core Viewpoint - The recent elevator advertisement for the Five Nut Mooncake by Tao Li Bread has sparked controversy due to its perceived preachy tone, leading the company to issue an apology and commit to a change in its marketing approach [2][4]. Group 1: Advertisement Controversy - The advertisement's slogan, "Some say Five Nuts are not tasty; we believe that is because you are still young and have not yet experienced the hardships of life," has drawn significant criticism [4]. - Following the backlash, Tao Li Bread announced that the advertisement would be gradually taken down and publicly apologized, attributing the misstep to leadership [4][5]. Group 2: 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 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's revenue was 2.611 billion yuan, reflecting a year-on-year decline of 13.55%, while net profit dropped by 29.7% to 204 million yuan [5]. - Advertising and promotional expenses for the first half of 2025 reached 42.96 million yuan, an increase of over 40% compared to the same period last year [5].

Group 1 - The controversial advertisement for "Peach and Li Egg Mooncake" by the company received backlash for its tone and message, with some consumers feeling it was condescending [1][2] - Following the negative response, the company quickly took down the advertisement and issued an apology, attributing the decision to leadership and promising a shift in marketing strategy to involve younger team members [1] - According to the company's 2025 semi-annual report, it reported a revenue of 2.611 billion yuan, a year-on-year decrease of 13.55%, while advertising expenses increased by over 40% to 42.96 million yuan compared to the same period in 2024 [1]

Core Viewpoint - The recent marketing controversy surrounding Tao Li Bread highlights the challenges the company faces in adapting to consumer preferences and the competitive landscape in the bakery industry [1][3]. Group 1: Marketing Controversy - Tao Li Bread's advertisement for "Tao Li Egg Mooncake" sparked backlash due to its controversial wording, which some consumers interpreted as condescending [1]. - The company publicly apologized on social media, attributing the misstep to leadership and announcing a shift in marketing strategy to involve younger team members [3]. Group 2: Financial Performance - Since 2020, Tao Li Bread has experienced a continuous decline in performance, with a reported revenue of 2.611 billion yuan in the first half of this year, representing a year-on-year decrease of 13.55% [4]. - The net profit attributable to shareholders was 204 million yuan, down 29.70% compared to the previous year [4]. - The company attributes its declining performance to increased competition from new entrants and existing competitors who are expanding capacity, developing new products, and enhancing marketing efforts [4].

Group 1 - The core issue revolves around the controversial advertisement for "Peach Li Mooncake" which included a phrase that many found insensitive, leading to public backlash [1][3]. - The company acknowledged the controversy and stated that the advertisement was taken down within a day of its release, expressing regret for the situation [5]. - The official response indicated a shift in marketing strategy, with younger team members taking over future promotional efforts [1]. Group 2 - The advertisement's wording suggested that experiencing life's hardships was necessary to appreciate certain flavors, which was met with criticism from consumers [3]. - Some consumers felt that the marketing approach was inappropriate, equating it to exploiting others' suffering for promotional purposes [3]. - The company is currently undergoing a period of reflection and is open to criticism regarding its marketing strategies [1].

Core Viewpoint - The advertisement for "Peach and Li Mooncake" by Peach and Li Bakery has sparked controversy due to its provocative wording, leading to its removal shortly after launch [1][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" [3]. - Some netizens criticized the ad for being preachy and lacking logical coherence, questioning whether it was meant to please or offend consumers [4]. - The company acknowledged the backlash, stating that this was their first attempt at an open internal co-creation mechanism, involving colleagues of various ages to create diverse content [4]. Group 2: Company Response and Future Actions - Following the controversy, the company expressed regret and committed to improving its review processes to balance creativity with careful oversight [4]. - As of September 5, the five-nut and red bean mooncake flavors were reported to be out of stock on the company's JD flagship store, indicating a potential impact on sales despite the controversy [5]. Group 3: Industry Context - The incident reflects a broader trend where multiple brands have faced backlash for "offensive marketing," highlighting the need for brands to respect consumer sentiments while pursuing engagement [6].

Group 1 - The core issue is that the recent controversial advertisement by Tao Li Bread reflects a broader marketing anxiety within the fast-moving consumer goods (FMCG) industry, where companies are willing to exploit social emotions for attention [2][3] - The advertisement's attempt to link the taste of a traditional mooncake with life's hardships is seen as an insult to consumer intelligence, suggesting that only those who have experienced suffering deserve to enjoy traditional flavors [3] - The backlash from consumers highlights the dangers of using negative narratives to influence purchasing decisions, especially in an era of transparent social media where such tactics can lead to severe public backlash [3] Group 2 - The incident is not isolated; it follows a previous controversy in July where Tao Li Bread was reported for exceeding bacterial limits, indicating a systemic imbalance in the company's operations [3] - Despite facing declining revenue and profits in the first half of 2025, the company increased its advertising spending by 40%, reflecting a misguided approach to marketing that fails to address underlying product quality issues [3] - The FMCG industry is experiencing a widespread short-sightedness, where companies prioritize creating buzz over building brand reputation through consistent quality, which is ultimately unsustainable [5]

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 记者丨王泽坤 近日，21财经·南财快讯记者注意到，桃李面包（603866.SH）一则宣传 "桃李蛋月烧" 月饼的电梯广告 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。" 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。 责任编辑：杨红卜 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%。 部分网友认为该文案"对消费者说教"，且文案内 ...

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 ...