宣传费同比增四成 桃李面包换来广告“翻车”

Core Viewpoint - The controversy surrounding the advertising campaign by Taoli Bread highlights the disconnect between the company's marketing approach and consumer sentiment, leading to public backlash and a potential impact on brand image [3][4][5]. Company Overview - Taoli Bread primarily focuses on bread products, with "short shelf-life bread" as its flagship offering. The company launched its mooncake product line in 2020, generating 126 million yuan in revenue from mooncakes last year, which accounted for only 2.07% of total revenue [3][5]. - The innovative "Egg Mooncake" product was introduced this year, emphasizing a refreshing taste as its main selling point [3]. Financial Performance - Taoli Bread has experienced a decline in both revenue and net profit for four consecutive years. The revenue figures from 2021 to 2024 are as follows: 6.335 billion yuan, 6.686 billion yuan, 6.759 billion yuan, and 6.087 billion yuan, with growth rates of 6.24%, 5.54%, 1.08%, and -9.93% respectively [5]. - The net profit figures for the same period are 763 million yuan, 640 million yuan, 574 million yuan, and 522 million yuan, showing declines of 13.54%, 16.14%, 10.29%, and 9.05% respectively [5]. - In the first half of this year, revenue was 2.611 billion yuan, a year-on-year decrease of 13.55%, while net profit was 204 million yuan, down 29.7% [5]. Research and Development - The company's investment in research and development has significantly decreased, with R&D spending of 22.9684 million yuan last year, down 31.84%, and 10.6605 million yuan in the first half of this year, down 30.81% [5]. - In contrast, advertising and promotional expenses reached 42.96 million yuan, an increase of approximately 40% [5]. Market Trends - In the competitive baking market, health-oriented products such as low-sugar, low-fat, and high-fiber items are becoming mainstream. However, Taoli Bread's recent product launches indicate a slower market response, suggesting a need for better balance in product innovation and market trends [6].