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“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
凤凰网财经· 2025-09-05 12:28
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].
桃李面包为月饼广告致歉:已下架!公司上半年净利大降三成
Cai Jing Wang· 2025-09-05 04:54
Core Viewpoint - The recent controversial advertisement by Tao Li Bread has sparked significant backlash on social media, leading to the removal of the ad and raising questions about the company's marketing strategies [1][3][4]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" product included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which was met with criticism from consumers [1][3]. - Following the backlash, Tao Li Bread's customer service confirmed that the advertisement was taken down and that the five-nut flavor was no longer available for purchase [3][4]. - The company acknowledged the controversy and expressed regret, stating that the ad was part of a new creative approach involving contributions from employees of various ages [4]. Group 2: Financial Performance - Tao Li Bread's revenue for 2024 was reported at 1.26 billion yuan, with mooncake sales accounting for approximately 2.07% of total revenue, indicating a minor impact on overall performance [5]. - The company experienced a decline in both revenue and profit in the first half of the year, with total revenue of 2.611 billion yuan, down 13.55% year-on-year, and a net profit of 204 million yuan, down 29.7% [5]. - The significant drop in net profit was attributed to increased depreciation costs from new projects and higher advertising expenses [5][6]. Group 3: Market Position - Tao Li Bread, established in 1997 and listed on the Shanghai Stock Exchange in 2015, is recognized as the "first stock of bread" in A-shares, operating over 310,000 retail terminals nationwide [5]. - As of the latest market data, the company's stock price was reported at 5.68 yuan, with a market capitalization of 9 billion yuan [7].
“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
Mei Ri Jing Ji Xin Wen· 2025-09-04 22:30
Core Viewpoint - The advertisement by Peach Li Bread (603866.SH) has sparked controversy due to its insensitive wording, leading to public backlash and the subsequent removal of the ad [1][3][6]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" product included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which many consumers found offensive [1][3]. - Following the backlash, Peach Li Bread deleted the controversial advertisement and consumer comments expressing dissatisfaction [3][6]. - The company acknowledged the issue, stating that the ad was part of a creative initiative involving employees from different age groups, but one version led to significant controversy [6][7]. Group 2: Financial Performance - Peach Li Bread's revenue for the first half of 2024 was reported at 2.6 billion yuan, a year-on-year decline of 13.55%, with net profit dropping by 29.7% to 204 million yuan [8]. - The mooncake segment contributed only 1.26 billion yuan to total revenue, accounting for approximately 2.07% of the company's overall earnings, with production and sales volumes declining significantly [7][8]. - The company has increased its advertising and promotional expenses by over 40% in the first half of 2025 compared to the same period in 2024, amounting to 42.96 million yuan [9]. Group 3: Market Position - Peach Li Bread, established in 1997 and listed on the Shanghai Stock Exchange in 2015, is recognized as the "first stock of bread" in A-shares, operating over 310,000 retail terminals nationwide [7]. - The company's stock price recently closed at 5.68 yuan, with a market capitalization of 9 billion yuan [9].