Toly Bread(SH:603866) Xin Lang Cai Jing·2025-09-05 02:39Core Viewpoint - The advertisement for "Peach Li Egg Mooncake" by Peach Li Bread has sparked controversy due to its provocative wording, leading to consumer backlash and the subsequent removal of the ad within a day of its launch [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, which was met with significant consumer discontent [1][3]. - Consumers expressed their dissatisfaction online, with some stating they would avoid the product due to the ad's tone, suggesting it could lead to a loss of sales [3]. - The company acknowledged the backlash and stated that the ad was part of a new internal creative process, which inadvertently led to the controversial version being published [3]. Group 2: Company Background and Financials - Peach Li Bread, established in 1997 and known as the "first bread stock" in A-shares, primarily produces bread, pastries, and seasonal products like mooncakes [4]. - According to the 2025 semi-annual report, the company reported a revenue of 2.611 billion yuan, a decrease of 409 million yuan or 13.55% compared to the previous year [4]. - The company's R&D investment was 10.66 million yuan, down 30.81% year-on-year, representing only 0.4% of total revenue, while advertising expenses increased by over 40% to 42.96 million yuan compared to the same period in 2024 [4].