Toly Bread(SH:603866) Qi Lu Wan Bao Wang·2025-09-08 14:05Core Viewpoint - The recent elevator advertisement by Tao Li Bread (603866) has sparked controversy due to its perceived inappropriate messaging, leading to consumer backlash and a decline in stock price [1][5]. Group 1: Advertisement Controversy - The advertisement for the "Five Nut" flavor of the "Egg Moon Cake" product included a phrase that was criticized as "dad-style marketing" and "PUA-style promotion" [1]. - Following the backlash, the advertisement was taken down within a day of its launch, and the company's stock price fell by 2.28% to 5.56 yuan, resulting in a market capitalization of 89.89 billion yuan [1]. - On September 5, the stock price slightly recovered to 5.68 yuan, with a total market capitalization of 90.86 billion yuan [1]. Group 2: Company Response - Tao Li Bread's management acknowledged the failure of the advertisement, attributing it to a lack of understanding of audience sentiment and stating that it was part of an internal creative initiative involving employees of various ages [5]. - The company issued an apology via its official Douyin account, taking responsibility for the misstep and indicating a shift towards younger leadership in future marketing efforts [5]. Group 3: Company Background - Tao Li Bread Co., Ltd. was established in January 1997, with a registered capital of approximately 1.6 billion yuan, and its business scope includes food production and sales [6]. - The company has invested in 42 enterprises, with 32 currently operational, including various regional subsidiaries [6]. - The company has faced previous scrutiny regarding product additives and quality control, including a recall due to excessive bacterial counts in products from its Tai'an factory [5].