Core Viewpoint - The recent marketing controversy surrounding Tao Li Bread highlights the challenges the company faces in adapting to consumer preferences and the competitive landscape in the bakery industry [1][3]. Group 1: Marketing Controversy - Tao Li Bread's advertisement for "Tao Li Egg Mooncake" sparked backlash due to its controversial wording, which some consumers interpreted as condescending [1]. - The company publicly apologized on social media, attributing the misstep to leadership and announcing a shift in marketing strategy to involve younger team members [3]. Group 2: Financial Performance - Since 2020, Tao Li Bread has experienced a continuous decline in performance, with a reported revenue of 2.611 billion yuan in the first half of this year, representing a year-on-year decrease of 13.55% [4]. - The net profit attributable to shareholders was 204 million yuan, down 29.70% compared to the previous year [4]. - The company attributes its declining performance to increased competition from new entrants and existing competitors who are expanding capacity, developing new products, and enhancing marketing efforts [4].

Group 1 - The core issue revolves around the controversial advertisement for "Peach Li Mooncake" which included a phrase that many found insensitive, leading to public backlash [1][3]. - The company acknowledged the controversy and stated that the advertisement was taken down within a day of its release, expressing regret for the situation [5]. - The official response indicated a shift in marketing strategy, with younger team members taking over future promotional efforts [1]. Group 2 - The advertisement's wording suggested that experiencing life's hardships was necessary to appreciate certain flavors, which was met with criticism from consumers [3]. - Some consumers felt that the marketing approach was inappropriate, equating it to exploiting others' suffering for promotional purposes [3]. - The company is currently undergoing a period of reflection and is open to criticism regarding its marketing strategies [1].

Core Viewpoint - The advertisement for "Peach and Li Mooncake" by Peach and Li Bakery has sparked controversy due to its provocative wording, leading to its removal shortly after launch [1][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" [3]. - Some netizens criticized the ad for being preachy and lacking logical coherence, questioning whether it was meant to please or offend consumers [4]. - The company acknowledged the backlash, stating that this was their first attempt at an open internal co-creation mechanism, involving colleagues of various ages to create diverse content [4]. Group 2: Company Response and Future Actions - Following the controversy, the company expressed regret and committed to improving its review processes to balance creativity with careful oversight [4]. - As of September 5, the five-nut and red bean mooncake flavors were reported to be out of stock on the company's JD flagship store, indicating a potential impact on sales despite the controversy [5]. Group 3: Industry Context - The incident reflects a broader trend where multiple brands have faced backlash for "offensive marketing," highlighting the need for brands to respect consumer sentiments while pursuing engagement [6].

Core Viewpoint - The recent advertisement for "Peach Li Egg Mooncake" by Peach Li Bread has sparked controversy due to its perceived condescending tone towards consumers, leading to a public apology and a commitment to improve their review processes [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 [1]. - Many consumers criticized the ad for being illogical and patronizing, questioning whether it was meant to please or offend [3]. - Following the backlash, the company quickly removed the advertisement and issued an apology, attributing the mistake to leadership and promising a shift in their marketing approach [3]. Group 2: Financial Performance - According to the semi-annual report for 2025, Peach Li Bread reported a revenue of 2.611 billion CNY, a year-on-year decrease of 13.55% [5]. - The company's R&D expenditure was 10.66 million CNY, down 30.81% from the previous year, representing only 0.4% of total revenue [5]. - Advertising and promotional expenses increased to 42.96 million CNY, a rise of over 40% compared to the same period in 2024 [5]. Group 3: Stock Performance - As of September 5, 2025, Peach Li Bread's stock closed at 5.68 CNY, with a market capitalization of 9.086 billion CNY [5][6].

桃李月饼这则"生活毒打论"广告不仅没能打动消费者，反而引发群嘲，最终草草收场。这场"自杀式"传 播，看似是营销文案的失算，实则暴露了老品牌在新消费时代与用户需求的脱节，在流量焦虑下的营销 乱阵。 #桃李月饼也尝了回生活的毒打##桃李月饼玩梗被舆论毒打并不意外#【桃李月饼"生活毒打论"被舆 论"毒打"，并不意外| 新京报快评】 "因为你还年轻，还没饱尝过生活的毒打。" 近日，桃李面包（603866.SH）因为一则"生活毒打论"月饼广告陷入了舆论漩涡。 据新黄河报道，有网友反馈，这则广告9月1日悬挂在当地电梯间里，被认为同时冒犯了爱吃和不爱吃五 仁月饼的两拨人，在网络上引发巨大争议。随后，有消费者发现，桃李面包已悄然撤下该广告，换上了 风格完全不同的新版物料。 9月5日，桃李面包官方微博致歉表示：我们文案翻车了，确实是领导拍的板，这个锅只能他来背。在此 鞠躬道歉，他现在正在接受"现实毒打"。另外还称，"批评我们都接受，反思也在进行中"。 "我中秋是来享受快乐的，不是来花钱挨训的"，网友的点评的确很尖锐，甚至有人将桃李的这次营销定 义为失败的"PUA式营销"，表示要"拉黑"。 这是桃李面包营销"剑走偏锋"之后"跑偏 ...

Group 1 - The mooncake production in Ningbo, Zhejiang has entered a peak period to meet domestic and international consumer demand ahead of the Mid-Autumn Festival [1] - A food company in Ningbo has started mooncake production since late July, currently reaching a peak production capacity of 3 million pieces per day, with actual sales showing over 20% year-on-year growth [3] - An old brand enterprise in Ningbo is utilizing an "online + offline" integration model to expand sales channels, incorporating creative elements in packaging to attract younger consumers [5] Group 2 - The deputy general manager of a food company in Ningbo reported that mooncake production began in mid to late July, with a workforce of 60 to 70 employees, and daily order volumes reaching between 80,000 to 100,000, peaking from September 15 to 25 [7]

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 controversy surrounding the advertisement for the five-nut mooncake by Tao Li Bread has led to an official apology from the company, acknowledging the misstep in their marketing approach and indicating a shift in responsibility to a younger team for future promotions [2][3]. Group 1: Company Overview - Tao Li Bread is a well-known "central factory + wholesale" bakery food production company in China, primarily producing the "Tao Li" brand bread and seasonal products like mooncakes [5]. - The company was listed on the A-share market in 2015 [5]. Group 2: Financial Performance - In the first half of the year, the company reported operating revenue of 2.611 billion yuan, a decrease of 13.55% compared to the same period last year [5]. - Operating profit and total profit for the same period 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, after deducting non-recurring gains and losses, fell by 30.03%, primarily due to increased depreciation costs from new projects and higher advertising expenses [5].

本文字数：249，阅读时长大约1分钟 2025.09. 05 5日上午，桃李面包相关负责人回复称，上述广告画面在上线一天后已下架，对该广告引发争议一事表示歉意。 微信编辑 | 苏小 第一财经持续追踪财经热点。若您掌握公司动态、行业趋势、金融事件等有价值的线索，欢迎提供。 专用邮箱： bianjibu@yicai.com （注：我们会对线索进行核实。您的隐私将严格保密。） 推荐阅读 针对桃李面包"桃李蛋月烧"月饼电梯广告争议，9月5日，桃李面包官方账号最新发文表示，"确实是领导拍的板，这个锅只能他来背，在此鞠躬道歉， 他现在正在接受'现实毒打'。从今天起，后续宣发正式由我们年轻人接管。批评我们都接受，反思也在进行中，态度端正，挨打立正。" 此前，社交平台上流传的图片显示，桃李蛋月烧产品的广告语写道："有人说五仁不好吃，我们认为：那是因为你还年轻，还没饱尝过生活的 毒打。"有网友吐槽该广告语"用别人的痛苦做营销"；有网友表示不理解："买月饼为什么要遭受生活的毒打？"还有网友认为桃李面包营销"翻车"，教 育起了消费者。（详见→ 针对争议，桃李面包致歉 ） "国家队"操作路线曝光 11 en review =15 0 ...

9月4日，桃李面包相关负责人表示，涉事广告画面在上线一天后已下架，他们对此表示歉意，并将进一 步完善审核机制，避免类似情况再次发生。 9月5日，桃李面包在社交平台发文道歉称："我们文案翻车了，全是领导的责任！确实是领导拍的板， 这个锅只能他来背。在此鞠躬道歉，他现在正在接受现实毒打。从今天起！！后续宣发正式由我们年轻 人接管，批评我们都接受，反思也在进行中，态度端正，挨打立正。" 据桃李面包发布的2025年半年度报告，报告期内，公司实现营业收入为26.11亿元，同比下降了 13.55%。上半年公司研发投入1066.05万元，同比减少30.81%，仅占总营收额的0.4%；上半年广告及宣 传费用为4296万元，相比2024年同期的3060万元，增幅超40%。股价方面，截至9月5日收盘，桃李面包 （603866.SH）报5.68元，市值90.86亿元。 社交平台上流传的图片显示，桃李蛋月烧产品的广告语写道："有人说五仁不好吃，我们认为：那是因 为你还年轻，还没饱尝过生活的毒打。" 部分网友认为该文案"对消费者说教"，且文案内容没有逻辑，"分不清是讨好消费者，还是讨厌消费 者"。 （原标题：桃李面包就广告致歉：领导正 ...