Toly Bread(SH:603866) Nan Fang Du Shi Bao·2025-09-04 11:05Core Viewpoint - The recent elevator advertisement by Tao Li Bread has sparked controversy due to its perceived condescending tone towards consumers, leading to a public backlash and subsequent removal of the ad within a day of its launch [1][4]. Group 1: Company Background - Tao Li Bread Co., Ltd. was established on January 23, 1997, originally as Shenyang Tao Li Food Co., Ltd. The company specializes in the production of bread, pastries, and seasonal products such as mooncakes and rice dumplings [4]. - The company was listed on the Shanghai Stock Exchange on December 22, 2015 [4]. Group 2: Financial Performance - In the first half of the year, Tao Li Bread reported a revenue decline of 13.55%, amounting to 2.611 billion yuan [4]. - The net profit attributable to the parent company decreased by 27.00%, totaling 272 million yuan [4]. Group 3: Advertising Controversy - The controversial advertisement was part of an open internal co-creation mechanism, where employees of different ages were invited to contribute to the ad copy, resulting in 20 versions being created [1]. - Following the backlash, the company expressed regret and stated it would enhance its review process to better balance creativity with careful oversight to prevent similar issues in the future [1].