桃李月饼“生活毒打论”被舆论“毒打”，并不意外

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]