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“没饱尝生活的毒打”,如此营销为何翻了车? | 中听
Sou Hu Cai Jing· 2025-09-05 13:17
Group 1 - The core issue is that the recent controversial advertisement by Tao Li Bread reflects a broader marketing anxiety within the fast-moving consumer goods (FMCG) industry, where companies are willing to exploit social emotions for attention [2][3] - The advertisement's attempt to link the taste of a traditional mooncake with life's hardships is seen as an insult to consumer intelligence, suggesting that only those who have experienced suffering deserve to enjoy traditional flavors [3] - The backlash from consumers highlights the dangers of using negative narratives to influence purchasing decisions, especially in an era of transparent social media where such tactics can lead to severe public backlash [3] Group 2 - The incident is not isolated; it follows a previous controversy in July where Tao Li Bread was reported for exceeding bacterial limits, indicating a systemic imbalance in the company's operations [3] - Despite facing declining revenue and profits in the first half of 2025, the company increased its advertising spending by 40%, reflecting a misguided approach to marketing that fails to address underlying product quality issues [3] - The FMCG industry is experiencing a widespread short-sightedness, where companies prioritize creating buzz over building brand reputation through consistent quality, which is ultimately unsustainable [5]