Core Viewpoint - The recent controversy surrounding the advertisement of Taoli Bread highlights the company's struggle with declining performance and the pressure to innovate marketing strategies, leading to a misstep in communication with consumers [3][4][5][16]. Group 1: Marketing Controversy - Taoli Bread faced backlash for an advertisement that suggested consumers needed to experience life's hardships to appreciate their product, which many found offensive [3][4]. - The company quickly issued apologies, attributing the incident to leadership decisions and promising to improve their review processes for marketing materials [10][11]. - This incident is not isolated, as other brands have similarly faced criticism for tone-deaf marketing strategies [13][14]. Group 2: Financial Performance - Since 2021, Taoli Bread's net profit has been on a downward trend, with a decline from 883 million yuan in 2020 to an estimated 522 million yuan in 2024 [6][16]. - The company's revenue and net profit both saw declines of approximately 9.93% and 9.05% respectively in 2024, marking the first time since its listing that both metrics fell simultaneously [16][18]. - In the first half of the current year, revenue dropped by 13.55% to 2.611 billion yuan, while net profit fell by 29.7% to 204 million yuan [18]. Group 3: Expansion Challenges - Taoli Bread has struggled to expand beyond its northeastern roots, with significant revenue declines in key regions, particularly a 25.79% drop in the South China market [19][21]. - The company has increased marketing expenditures by 40.4% in an attempt to boost performance, spending approximately 42.96 million yuan in the first half of the year [21]. Group 4: Family Wealth and Company Background - The Wu family, founders of Taoli Bread, saw their wealth peak at 27.74 billion yuan in 2021 but has since dropped to 7.68 billion yuan by 2024, a decrease of over 20 billion yuan [7][36]. - Taoli Bread was established in the 1990s and has grown to become a leading fresh bread producer in Northeast China, with a significant national presence [9][34].

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