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) ...

2025.09. 05 本文字数：2393，阅读时长大约4分钟 作者 | 第一财经 "本次投放是我们第一次尝试开放式的内部共创机制。为了兼顾不同年龄阶段的共鸣，公司邀请了不同年龄层的同事自由创作文案，最终共产 出了20组版本进行投放，本意是希望通过多样化的表达与不同受众建立连接，但其中一个版本在投放后引发了争议。对此，我们表示歉意，并将进一 步完善审核机制，努力在鼓励创意的同时，更好地平衡审慎把关，避免类似情况再次发生。"桃李面包上述负责人称。 微信编辑 | 夏木 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 "国家队"操作路线曝光 据红星新闻消息，近日，桃李面包（603866.SH）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。"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" ...

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].