Toly Bread(SH:603866) Mei Ri Jing Ji Xin Wen·2025-09-04 16:44Core Viewpoint - The recent advertisement by Tao Li Bread has sparked controversy due to its insensitive wording, leading to public backlash and the removal of the ad [2][4][5]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" product included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships [2]. - Many consumers criticized the ad for exploiting others' suffering for marketing purposes, with some expressing confusion over the connection between mooncakes and life's challenges [4]. - Following the backlash, Tao Li Bread's customer service confirmed that the controversial advertisement was taken down, and the five-nut flavor was no longer available on their e-commerce platform [5][6]. Group 2: Company Background and Financial Performance - Tao Li Bread, established in 1997, specializes in baked goods, including mooncakes and seasonal products, and operates over 310,000 retail terminals nationwide [6]. - The company went public on December 22, 2015, and is known as the "first bread stock" in A-shares [7]. - In 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% compared to the previous year [7]. - The mooncake segment accounted for only 1.26 million yuan in revenue, representing about 2.07% of total revenue, with production and sales volumes declining significantly [7]. - Advertising and promotional expenses increased by over 40% in the first half of 2025 compared to the same period in 2024, reaching 42.96 million yuan [7]. Group 3: Market Performance - As of the latest trading session, Tao Li Bread's stock price closed at 5.68 yuan, reflecting a 2.16% increase, with a market capitalization of 9 billion yuan [8].