一句“爹味”广告语，让前沈阳首富掌舵公司“栽了跟头”

Core Viewpoint - The recent controversy surrounding the elevator advertisement of Peach Li Bread highlights the company's struggle with declining profits and the pressure to innovate marketing strategies, leading to a misstep in communication with consumers [2][12][18]. Group 1: Incident Overview - The controversy began with an advertisement for Peach Li Bread's five-nut mooncake, which included the phrase "If you think five nuts are not tasty, it’s because you are still young and haven’t tasted the hardships of life" [2]. - Following public backlash, the company issued apologies, attributing the incident to leadership decisions and promising to improve their review processes for marketing materials [8][9]. Group 2: Financial Performance - Peach Li Bread has experienced a continuous decline in net profit for four consecutive years since 2021, with net profit dropping from 883 million yuan in 2020 to 522 million yuan in 2024 [12]. - The company's revenue and net profit both saw declines in 2024, marking the first time since its listing that both metrics fell simultaneously, with revenue and net profit decreasing by 9.93% and 9.05% respectively [12][14]. - In the first half of this year, the company reported a revenue decline of 13.55% to 2.611 billion yuan and a net profit drop of 29.7% to 204 million yuan [14]. Group 3: Marketing Strategy and Challenges - In response to declining performance, Peach Li Bread increased its advertising and promotional expenses by nearly 40% in the first half of the year, amounting to approximately 42.96 million yuan [12][18]. - The company attempted a new internal creative process for marketing, which resulted in multiple versions of advertisements, but one version led to significant public backlash [18]. Group 4: Family Wealth and Market Position - The Wu Xuequn family, behind Peach Li Bread, saw their wealth decline from 27.74 billion yuan in 2021 to 7.68 billion yuan in 2024, dropping them off the wealth rankings [6][31]. - The company's stock price has also significantly decreased, from a peak of 24.71 yuan per share in 2020 to 5.68 yuan as of September 5, 2023, representing a nearly 80% drop [33][34].