Core Viewpoint - The advertisement for "Peach Li Egg Mooncake" by Peach Li Bread has sparked controversy due to its provocative wording, leading to consumer backlash and the subsequent removal of the ad within a day of its launch [1][3]. Group 1: Advertisement Controversy - The advertisement claimed that those who dislike five-nut mooncakes are simply too young and have not experienced life's hardships, which was met with significant consumer discontent [1][3]. - Consumers expressed their dissatisfaction online, with some stating they would avoid the product due to the ad's tone, suggesting it could lead to a loss of sales [3]. - The company acknowledged the backlash and stated that the ad was part of a new internal creative process, which inadvertently led to the controversial version being published [3]. Group 2: Company Background and Financials - Peach Li Bread, established in 1997 and known as the "first bread stock" in A-shares, primarily produces bread, pastries, and seasonal products like mooncakes [4]. - According to the 2025 semi-annual report, the company reported a revenue of 2.611 billion yuan, a decrease of 409 million yuan or 13.55% compared to the previous year [4]. - The company's R&D investment was 10.66 million yuan, down 30.81% year-on-year, representing only 0.4% of total revenue, while advertising expenses increased by over 40% to 42.96 million yuan compared to the same period in 2024 [4].

Core Viewpoint - The advertisement for "Peach Li Egg Mooncake" by Peach Li Bread has sparked controversy due to its provocative wording, leading to a swift retraction of the ad after just one day of being online [3][5]. Company Overview - Peach Li Bread Co., Ltd., originally established as Shenyang Peach Li Food Co., Ltd. in 1997, specializes in baked goods including bread, pastries, and seasonal products like mooncakes and rice dumplings. The company is known as the "first bread stock" in A-shares, having been listed in December 2015 [5][6]. Financial Performance - In the first half of 2025, Peach Li Bread reported a revenue of 2.611 billion yuan, a decrease of 409 million yuan or 13.55% compared to the same period last year [6]. - Research and development expenses for the same period amounted to 10.66 million yuan, down 30.81% year-on-year, representing only 0.4% of total revenue [6]. - Advertising and promotional expenses reached 42.96 million yuan, showing an increase of over 40% compared to 30.60 million yuan in the same period of 2024 [6]. Advertising Controversy - The controversial advertisement was part of an initiative to engage employees of different age groups in creating diverse content, resulting in 20 versions being produced. However, one version led to significant backlash from consumers [5][6]. - Following the backlash, the company expressed apologies and committed to improving its review processes to better balance creativity with caution in future advertising [5][6].