Core Viewpoint - The article discusses the evolving role of personal branding and celebrity endorsements in the automotive industry, particularly in the context of electric vehicles and the shift from product-focused marketing to brand-focused marketing [1][10]. Group 1: Shift in Marketing Strategies - The automotive industry is witnessing a return to celebrity endorsements as a marketing strategy, moving away from the previous focus on personal branding by founders [5][16]. - The transition reflects a broader trend where companies seek to connect with consumers beyond just product specifications, aiming for brand differentiation and emotional engagement [14][21]. - The rise of electric vehicles has intensified competition, prompting companies to explore new marketing avenues, including leveraging celebrity influence to enhance brand perception [14][16]. Group 2: Perspectives on Personal Branding - Experts express concerns about founders acting as personal brands, suggesting that it can detract from their core responsibilities and lead to negative backlash if not managed carefully [17][18]. - The effectiveness of a founder's personal brand is contingent on their ability to resonate with consumers, and not all founders possess the necessary skills to engage in this manner [18][22]. - Successful examples of personal branding, like that of Lei Jun for Xiaomi, illustrate the potential benefits, but caution is advised as not all founders are suited for this role [21][22]. Group 3: Recommendations for Founders - Founders are encouraged to focus on their strengths in management and strategy rather than becoming the face of the brand, as this can lead to inefficiencies and potential pitfalls [18][19]. - Learning from celebrities on how to engage audiences while also understanding product features is crucial for effective marketing [24]. - Emphasizing consumer experiences and practical use cases for products can enhance marketing effectiveness, as seen in successful campaigns that focus on specific driving scenarios [26][27].

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].

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].

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].