近日，火星人在上海地铁徐家汇站投放的厨电广告引发网友热议。目前，该广告已被暂时撤下处理。 网友发布的图片显示，地铁站内柱子上的广告语提到："我们习惯了一生都在等，等高考完，等上了大学……等到什么时候，才能松一口气？"同时广告中 附带"松口气套餐¥16800全新厨房带回家"的产品信息。 据智通财经报道，1月10日，记者从广告发布方德高广告（上海）有限公司上海分公司获悉，该广告于1月8日上架，发布在徐家汇地铁站9号线换乘通道 内。1月9日，公司注意到部分乘客的反馈，同时也关注到网络上相关讨论，经与广告主沟通，当晚对该广告进行暂时撤下处理。 公开资料显示，发布该广告的公司火星人厨具股份有限公司是一家以高端集成厨电为核心业务，拥有集成灶、集成洗碗机、水槽洗碗机、集成水槽、热水 器、集成家居等产品，于2020年上市。 根据最新财务数据，2025年前三季度，火星人营业收入为5.77亿元，同比下降43.0%；归母净利润亏损2.18亿元，同比下降1546.1%；扣非归母净利润亏损 2.28亿元，同比下降2673.6%。 其中第三季度，公司营业收入为2.03亿元，同比下降35.8%；归母净利润自去年同期亏损2595万元变为亏损 ...

近日，在上海地铁徐家汇站投放的一则厨电广告引发网友热议。 网友发布的图片显示，地铁站内，柱子上的广告语提到："我们习惯了一生都在等，等高考完，等上了大学……等到什么时候，才能松一口气？"，文案末 尾，品牌方引出"松口气套餐¥16800全新厨房带回家"的产品信息。 此外，地铁换乘通道的广告墙上，也有"等生了孩子""等还完房贷"标语。 火星人最新发布的财报显示，2025前三季度，公司实现营业收入5.77亿元，同比下滑43.03%；实现净利润-2.18亿元，同比增长-1546.12%。 该广告引发部分网友质疑，有网友认为，广告文案提到"等找到工作""等生了孩子""等还完房贷"等，实际是为了推广某品牌的厨电套餐，是捆绑消费 的"焦虑贩卖机"。 据智通财经，1月10日，记者从广告发布方德高广告（上海）有限公司上海分公司获悉，该广告于1月8日上架，发布在徐家汇地铁站9号线换乘通道内。1 月9日，公司注意到部分乘客的反馈，同时也关注到网络上相关讨论，经与广告主沟通，当晚对该广告进行暂时撤下处理。 图片显示，发布该广告的品牌方为"火星人集成厨电"，搜索相关品牌显示，该公司业务主要为集成厨电，拥有《集成社》国标制定、浙江制造" ...

1.1 研究背景 广告不仅传递着商业信息，更见证着时代中潮流文化的更替与流动。2019 年以来，在国潮兴起的大背景下，不断涌现出令人印象深刻的非遗主题广告。借 助广告传播，非遗逐渐重新进入大众视野，受到广泛关注与讨论，并带动非遗消费热潮。从王者荣耀将非遗融入数字化角色，到花西子携苗银联名化妆品红 遍海内外；从"潮起中国·非遗焕新夜"晚会的盛大举办，到抖音、快手、天猫打响"非遗购物节"的战役。非遗开始成为广告传播中出现的高频词汇。一时 间，广告中的"非遗热"开始受到学界与业界的关注。 | 摘 要 | 随着非遗生产性保护、活态化传承等理念取得广泛共识，非遗积极融入当下消费环境，期冀通过商业化、产业化手段促进非遗保护。在此过程中， 广告作为"助推器"，帮助非遗创新升级，重回大众视野，实现产品向商品的重要一跃。由此，广告作为非遗产业链上的关键一环，推动活态传承的真正实 现。本文以 2006—2021 年广告长城奖和黄河奖获奖作品为样本，对广告中非遗的运用与传播情况进行了总览。通过对广告中非遗传播主体、类别使用偏 好，及四种呈现形式的梳理，厘清了不同品牌在广告中使用非遗的目的及形式差异。在此基础上，对品牌、广告、非遗三 ...

Core Viewpoint - The article discusses the ongoing public relations conflict between Luo Yonghao and the marketing firm Hua Yu Hua, highlighting the potential impact on the firm's reputation and future in the industry due to Luo's ultimatum for a public apology [1][45][51]. Group 1: Company Background - Hua Yu Hua has been a leading player in the brand consulting industry for over 20 years, with notable clients including "Xue Wang," "New Oriental," "Hai Di Lao," and "Zu Li Jian" [2][4]. - The firm charges high consulting fees, with individual company fees reaching up to 6 million [4]. - The founders, brothers Hua Shan and Hua Nan, have achieved significant recognition, with Hua Shan winning the China Outstanding Marketing Gold Award three times [6][10]. Group 2: Company Achievements - The company has been instrumental in the success of various brands, including the explosive growth of Tianqi toothpaste, which became a well-known trademark with annual sales reaching 1 billion [35][37]. - In 2021, the firm helped launch Read Culture, which saw its stock price surge by nearly 20 times on its first day of trading, setting multiple records in the A-share market [8][43]. Group 3: Current Conflict - The conflict began when Luo Yonghao set a deadline for Hua Yu Hua to publicly apologize, threatening to expose damaging information if they failed to comply [1][48]. - The situation escalated after Hua Shan publicly supported a controversial figure, leading to backlash and further scrutiny of Hua Yu Hua's marketing strategies [45][49]. - As of the article's publication, Hua Yu Hua had not issued an apology, leaving the outcome of the conflict uncertain [51].

Group 1 - The controversial advertisement for "Peach and Li Egg Mooncake" by the company received backlash for its tone and message, with some consumers feeling it was condescending [1][2] - Following the negative response, the company quickly took down the advertisement and issued an apology, attributing the decision to leadership and promising a shift in marketing strategy to involve younger team members [1] - According to the company's 2025 semi-annual report, it reported a revenue of 2.611 billion yuan, a year-on-year decrease of 13.55%, while advertising expenses increased by over 40% to 42.96 million yuan compared to the same period in 2024 [1]

Core Viewpoint - The recent advertisement for "Peach Li Egg Mooncake" by Tao Li Bread has sparked controversy due to its perceived condescending tone towards consumers, leading to a public apology and a commitment to improve oversight in marketing strategies [1][3]. Group 1: Advertisement Controversy - The advertisement's slogan suggested that those who dislike five-nut mooncakes are simply too young to appreciate them, which was criticized as being preachy and illogical [1][3]. - Following the backlash, the advertisement was taken down within a day, and the company expressed regret, promising to enhance their review processes to prevent similar issues in the future [3]. Group 2: Company Financial Performance - According to the 2025 semi-annual report, Tao Li Bread reported a revenue of 2.611 billion yuan, reflecting a year-on-year decline of 13.55% [5]. - The company's research and development expenditure was 10.6605 million yuan, down 30.81% year-on-year, accounting for only 0.4% of total revenue [5]. - Advertising and promotional expenses increased to 42.96 million yuan, a rise of over 40% compared to 30.60 million yuan in the same period of 2024 [5]. Group 3: Stock Performance - As of September 5, the stock price of Tao Li Bread (603866.SH) closed at 5.68 yuan, with a market capitalization of 9.086 billion yuan [6].

Core Viewpoint - The recent advertisement campaign by the company for its Five-Nut Mooncake has sparked controversy, leading to an official apology and the decision to change the marketing team responsible for future promotions [2][3]. Group 1: Advertisement Controversy - The advertisement claimed, "Some say Five-Nut is not tasty; we believe that is because you are still young and have not fully experienced life's hardships," which generated significant public backlash [3]. - Following the backlash, the company announced that the controversial advertisement would be gradually taken down [3]. Group 2: Company Overview and Financial Performance - The company, known for its "central factory + wholesale" model, was listed on the A-share market in 2015 and primarily produces "Taoli" brand bread and seasonal products like mooncakes [5]. - In the first half of the year, the company reported revenue of 2.611 billion yuan, a decrease of 13.55% compared to the same period last year [5]. - The company's operating profit and total profit were 266 million yuan and 272 million yuan, respectively, reflecting declines of 27.42% and 27.00% year-on-year [5]. - The net profit attributable to shareholders, excluding non-recurring gains and losses, fell by 30.03%, attributed to increased depreciation costs from new projects and higher advertising expenses [5].

Investment Rating - The report maintains a "Recommendation" rating for the company, with a target price of 9.85 yuan [2][8]. Core Views - The company's performance in Q2 2025 met expectations, with revenue of 3.26 billion yuan, a year-over-year increase of 0.5% and a quarter-over-quarter increase of 14%. The net profit attributable to shareholders was 1.53 billion yuan, up 5% year-over-year and 35% quarter-over-quarter [2][8]. - The report highlights the company's strong cash dividend policy, with a cash dividend of 1.44 billion yuan in H1 2025, corresponding to a dividend payout ratio of 54% of net profit attributable to shareholders [8]. - The company is expected to benefit from the integration of new initiatives and growth options, with a stable advertising client base in the consumer sector and potential profit enhancement from new projects [8]. Financial Summary - Total revenue is projected to grow from 12.26 billion yuan in 2024 to 18.21 billion yuan in 2027, with year-over-year growth rates of 3.0%, 8.2%, 20.2%, and 14.1% respectively [4][9]. - Net profit attributable to shareholders is expected to increase from 5.16 billion yuan in 2024 to 8.05 billion yuan in 2027, with corresponding growth rates of 6.8%, 10.6%, 24.4%, and 13.4% [4][9]. - The report anticipates earnings per share (EPS) to rise from 0.36 yuan in 2024 to 0.56 yuan in 2027, reflecting a positive growth trajectory [4][9]. Revenue Structure - In H1 2025, the revenue structure indicates that elevator media generated 5.632 billion yuan, a year-over-year increase of 2%, accounting for 92% of total revenue, while cinema revenue was 470 million yuan, up 3% year-over-year, making up 8% of total revenue [8]. - The report notes a slight decline in consumer advertising, while the internet sector has seen rapid growth, with internet advertising revenue increasing by 89% year-over-year [8]. Market Position - The company has a total of 2.97 million advertising points, with a year-over-year decrease of 3.7%. The number of elevator televisions increased by 5.5% year-over-year, while elevator posters saw a decline of 10% [8]. - The report emphasizes the company's strong market position and operational resilience, suggesting that it is well-positioned to navigate market challenges and capitalize on growth opportunities [8].

Core Viewpoint - The company reported a significant increase in revenue and profit for the six months ending June 30, 2025, indicating strong business growth and performance in its advertising and live e-commerce segments [1] Financial Performance - The company recorded revenue of RMB 5.018 billion, representing a year-on-year increase of 29.8% [1] - Profit attributable to owners of the company was RMB 66.265 million, showing a substantial growth of 52.63% year-on-year, with earnings per share at RMB 0.11 [1] - The net profit for the period was RMB 64.8 million, which is approximately 50.2% higher than the same period last year [1] Business Segments - The total advertising business billings amounted to approximately RMB 7.9 billion, with direct advertiser business accounting for 62.8% of this total [1] - The company's live e-commerce business has expanded into South America and Europe, achieving a gross merchandise value (GMV) of RMB 513 million [1]

Core Viewpoint - Apple faced significant backlash over a marketing campaign aimed at encouraging students to persuade their parents to buy Apple computers, leading to the swift removal of the advertisement due to negative feedback [1][3]. Group 1: Marketing Campaign Details - The campaign, titled "The Parent Presentation," featured a nearly 8-minute creative video and a downloadable presentation aimed at high school students [3]. - The video included comedian Martin Herlihy, who attempted to teach students how to effectively argue for the necessity of an Apple computer for college [3]. - Despite the intention behind the campaign, it received widespread criticism on social media for being awkward and unappealing, with comments highlighting its failure to resonate with the target audience [3]. Group 2: Company Response and Strategy - In response to the negative reception, Apple quickly made the video private on YouTube and buried the campaign link on its official website, indicating a strategic retreat [5]. - The campaign was designed to tap into the back-to-school shopping season, aiming to influence family purchasing decisions through student persuasion [5]. - Analysts noted that while the strategy was not new, the execution fell short, with an overly long video and humor that did not connect with viewers, contrasting with Apple's established brand image [5]. Group 3: Broader Implications - This incident is not isolated, as Apple has removed several advertisements in the past year for various reasons, raising questions about the company's current advertising creativity [8]. - Maintaining a "family-friendly" and "high-end" brand image while effectively communicating with a new generation of consumers presents an ongoing challenge for Apple [8]. - The failure of the "persuade parents" campaign exemplifies the difficulties Apple faces in adapting its marketing strategies to align with contemporary consumer expectations [8].