桃李面包推出“百洁布蛋糕”，外形酷似厨房清洁用品，营销“翻车”，是创意还是创新不足？

Core Viewpoint - The recent launch of the "Scouring Pad Cake" by Tao Li Bread has sparked mixed reactions on social media, raising concerns about child safety and highlighting the company's focus on marketing over research and development. The company has faced a continuous decline in net profit for four consecutive years, indicating a pressing need for transformation as it approaches its 30th anniversary [1][3][13]. Financial Performance - In the first three quarters of 2025, Tao Li Bread reported a total revenue of 4.049 billion yuan, a year-on-year decrease of 12.88%. The net profit attributable to shareholders was 298 million yuan, down 31.49% compared to the previous year [5][17]. - The company's total profit for the reporting period was 139 million yuan, reflecting a decline of 27.69% year-on-year [5][17]. Marketing and Product Development - The "Scouring Pad Cake" was designed to attract consumer attention but received criticism for its unappetizing appearance and taste, with some consumers reporting a sour flavor [3][15]. - Tao Li Bread's advertising expenses increased by over 40% year-on-year to 42.96 million yuan in the first half of 2025, while R&D investment decreased significantly, with a 31.84% reduction in 2024 and a further 30.81% drop in the first half of 2025 [4][16]. Market Challenges - The company has faced significant challenges in its core business of bread and pastries, with revenue from both direct sales and distribution channels declining due to increased competition and changing consumer preferences [6][18]. - In its home market of Northeast China, revenue fell by 1.07 billion yuan to 10.44 billion yuan, while key markets in East and North China also saw a combined revenue drop of 2.45 billion yuan [20]. Competitive Landscape - The short-shelf-life bread segment, once a stronghold for Tao Li Bread, is now facing intense competition from brands like Dali Foods and Garden, which have entered the market with similar products [22][24]. - The rise of fresh-baked goods and convenience store offerings has further eroded the market share of short-shelf-life products, as younger consumers prefer higher-quality, freshly made options [24]. Strategic Outlook - Analysts suggest that Tao Li Bread needs to innovate its product offerings and marketing strategies to regain market vitality, especially as its brand and products appear outdated and less appealing to younger consumers [12][22]. - The company is reportedly exploring new product lines focused on health trends, such as low-sugar and high-fiber options, to adapt to changing consumer habits [24].