Core Viewpoint - The controversy surrounding the advertisement of Taoli Bread's "Egg Mooncake" product highlights the challenges of marketing strategies that attempt to resonate with diverse consumer experiences, particularly when they may inadvertently offend or alienate certain demographics [1][6]. Group 1: Advertisement Controversy - The advertisement for Taoli Bread's "Egg Mooncake" included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which sparked backlash on social media [1][3]. - Consumers criticized the ad for being insensitive, with comments indicating confusion over why purchasing mooncakes should involve references to suffering [3][4]. - Following the backlash, Taoli Bread removed the controversial advertisement and the product from its online store, indicating a swift response to consumer feedback [6][4]. Group 2: Company Background and Financial Performance - Taoli Bread, established in 1997, operates as a comprehensive bakery company with over 31,000 retail terminals across China and has been publicly listed since December 2015 [7][9]. - The company's financial performance has been under pressure, with a reported revenue of 1.26 billion yuan from mooncakes in 2024, accounting for approximately 2.07% of total revenue, and both production and sales volumes showing a double-digit decline compared to the previous year [9]. - In the first half of 2024, Taoli Bread's revenue fell to 2.611 billion yuan, a year-on-year decrease of 13.55%, while net profit dropped by 29.7% to 204 million yuan, attributed to increased depreciation costs and higher advertising expenses [9][10].
“五仁不好吃是你还年轻,没饱尝生活的毒打”,桃李面包为月饼广告致歉