近日，桃李面包投放的五仁口味蛋月烧电梯广告文案引发争议。 今日（9月5日），桃李面包致歉称，"我们文案翻车了，全是领导的责任！他现在正在接受现实毒打。 后续宣发正式由我们年轻人接管。"消息再次掀起舆论热议。 南都N视频记者注意到，今年上半年桃李面包投入的广告及宣传费用增幅超40%，但仍面临主营业务收 入下滑的压力。 涉事广告。 公开信息显示，2015年12月22日，沈阳桃李面包股份有限公司于上交所上市，随后更名为桃李面包股份 有限公司。 南都记者查询获悉，桃李面包2024年年报显示，报告期内，公司核心产品桃李品牌的面包及糕点实现的 营业收入59.06亿元，较上年同期下降了9.58%。节日食品月饼实现主营业务收入1.26亿元，较上年同期 下降14.95%。 桃李面包2025年半年报的业绩数据也不容乐观。报告期内，公司实现营业收入26.11亿元，同比下降 13.55%；实现归母净利润2.04亿元，同比下降29.7%；扣非净利润为1.94亿元，同比下降30.03%。而面 包及糕点品类上半年实现营收25.85亿元，较去年同期的29.85亿元减少了整整4亿元。 值得注意的是，2025年上半年，桃李面包广告及宣传费用为4 ...

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。" 广告文案翻车，桃李面包道歉 近日，桃李面包一则宣传"桃李蛋月烧"月饼的电梯广告引发争议。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。据此前社交平 台上流传的图片显示，桃李蛋月烧的电梯广告语为："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。桃李蛋月烧，等一个 有故事的人下单！" 这句广告语引发了消费者的不满，网友批评其为"爹味营销"和"PUA"式宣传。 官网信息显示，桃李面包股份有限公司成立于1997年1月23日，前身是沈阳市桃李食品有限公司，主要经营面包、糕点，以及月饼、粽子等季节性产品， 是一家烘焙食品生产、加工、销售的综合性公司。截至目前，公司拥有35家子孙公司，已在全国市场建立起超31万个零售终端。 桃李面包于2015年12月22日在上海证券交易所上市，有着A股"面包第一股"之称。在产品营销广告翻车之际， ...

Core Viewpoint - The controversy surrounding the elevator advertisement for "Peach Li Egg Mooncake" led to an official apology from the company, acknowledging the backlash and committing to a change in their marketing approach [1][4][6]. 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 sparked consumer outrage and accusations of "dad marketing" and "PUA-style promotion" [4][6]. - The advertisement was taken down within a day of its release due to the negative response, and the company expressed regret for the incident [4][6]. - The company stated that this was their first attempt at an open internal co-creation mechanism for advertising, which inadvertently led to the controversial version being published [6]. Group 2: Financial Performance - Peach Li Bread's revenue for 2024 was reported at 1.26 billion yuan, with mooncake sales accounting for approximately 2.07% of total revenue, indicating a minor impact on overall performance [10]. - The company experienced a significant decline in both revenue and profit in the first half of 2024, with revenue dropping by 13.55% to 2.611 billion yuan and net profit decreasing by 29.7% to 204 million yuan [10][11]. - Advertising and promotional expenses surged by over 40% in the first half of 2025 compared to the same period in 2024, reaching 42.96 million yuan [12]. Group 3: Stock Performance - The company's stock price has seen a dramatic decline of over 79% from its peak in 2020, falling from 27.31 yuan to 5.68 yuan, with a total market value dropping from 44 billion yuan to approximately 9.086 billion yuan [12]. - The stock has consistently underperformed, with declines of over 33% in 2021, 23% in 2022, 40% in 2023, and over 10% in 2024, along with a drop of over 12% in 2025 to date [12].

（微博、小红书） 近日，桃李面包"桃李蛋月烧"月饼电梯广告文案引发网络热议。对此，桃李面包小红书账号于9月5日发 文回应称，"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。" ...

Core Viewpoint - The recent elevator advertisement by Tao Li Bread featuring a controversial tagline has sparked public debate, leading the company to issue an apology and shift its marketing strategy to younger team members [1][3]. Financial Performance - In the first half of 2024, Tao Li Bread's core products, including bread and pastries, generated revenue of 5.906 billion yuan, a decline of 9.58% compared to the previous year [4]. - The company's mooncake sales also saw a decrease, with revenue of 126 million yuan, down 14.95% year-on-year [4]. - For the first half of 2025, Tao Li Bread reported total revenue of 2.611 billion yuan, a year-on-year decrease of 13.55%, and a net profit attributable to shareholders of 204 million yuan, down 29.7% [4]. - The company's advertising and promotional expenses for the first half of 2025 amounted to 42.96 million yuan, representing an increase of over 40% compared to 30.60 million yuan in the same period last year [4].

Core Viewpoint - The controversy surrounding the advertisement for the "Egg Mooncake" product by Taoli Bread highlights a disconnect between the brand's marketing strategies and consumer expectations, leading to negative feedback and a need for improved oversight in advertising content [2][3][5]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" included a controversial phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which sparked backlash on social media [2][3]. - Following the backlash, Taoli Bread's official customer service confirmed that the advertisement was being taken down and that the five-nut flavor was no longer available on their e-commerce platform [3]. - The company acknowledged that the advertisement was part of a new internal creative process aimed at resonating with different age groups, but one version led to significant controversy [3]. Group 2: Marketing Strategy Issues - Taoli Bread's recent marketing efforts have been criticized for being out of touch, with various ads attempting to connect with younger consumers but instead creating a sense of awkwardness and disconnect [5]. - The company has employed a range of unconventional marketing tactics, including using internet slang and local dialects, which have not resonated well with the target audience [5]. Group 3: Financial Performance - Taoli Bread reported a revenue of 2.61 billion yuan for the first half of 2025, a decrease of 13.55% compared to the previous year, with net profit dropping by 29.70% [8][9]. - The decline in net profit was attributed to increased depreciation costs from new projects and higher advertising expenses, which rose over 40% year-on-year [8][9]. - The company has faced scrutiny due to a product quality issue, with a specific bread product failing a national inspection, further complicating its marketing challenges [9]. Group 4: Company Background - Taoli Bread, established in 1997, is a comprehensive company focused on the production, processing, and sales of baked goods, with a registered capital of approximately 1.6 billion yuan [6]. - The company operates over 310,000 retail terminals across the country and is known as the "first stock of bread" in the A-share market since its listing in December 2015 [6].

2025.09. 05 本文字数：2393，阅读时长大约4分钟 作者 | 第一财经 "本次投放是我们第一次尝试开放式的内部共创机制。为了兼顾不同年龄阶段的共鸣，公司邀请了不同年龄层的同事自由创作文案，最终共产 出了20组版本进行投放，本意是希望通过多样化的表达与不同受众建立连接，但其中一个版本在投放后引发了争议。对此，我们表示歉意，并将进一 步完善审核机制，努力在鼓励创意的同时，更好地平衡审慎把关，避免类似情况再次发生。"桃李面包上述负责人称。 微信编辑 | 夏木 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 "国家队"操作路线曝光 据红星新闻消息，近日，桃李面包（603866.SH）一则电梯广告文案引发争议。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" ...

Core Viewpoint - The controversy surrounding the "life beating theory" mooncake advertisement by Taoli Bread highlights the disconnect between traditional brands and modern consumer expectations, leading to significant backlash and a rapid retraction of the ad [2][3][4] Group 1: Advertisement Controversy - Taoli Bread's advertisement, which was perceived as offensive to both mooncake lovers and haters, sparked widespread criticism on social media, resulting in the company quickly replacing the ad with a different style [2][3] - The official apology from Taoli Bread acknowledged the failure of the advertisement and indicated that the leadership would take responsibility for the misstep [2][3] Group 2: Marketing Strategy and Consumer Response - The failed advertisement reflects a broader issue of traditional brands struggling to connect with younger consumers in the current marketing landscape, leading to what some have termed "self-destructive" marketing strategies [3][4] - Despite attempts to resonate with younger audiences through creative advertising, the execution has often resulted in awkwardness and misunderstanding, indicating a misalignment with consumer sentiment [3][4] Group 3: Financial Performance - Taoli Bread has faced declining financial performance, with net profits decreasing for four consecutive years and a reported double-digit decline in both revenue and net profit for the first half of 2025 [3][4] - The mooncake business specifically has seen a nearly 15% revenue drop in 2024, further compounding the company's challenges [3]

Core Viewpoint - The company, Tao Li Bread, is facing significant challenges with a nearly 30% decline in net profit in the first half of the year, alongside a controversial advertising campaign for its mooncake product, which has led to public backlash [1][2]. Financial Performance - In the first half of the year, Tao Li Bread reported a revenue of 2.611 billion yuan, a year-on-year decrease of 13.55% [1]. - The net profit attributable to shareholders was 204 million yuan, down 29.70% year-on-year [1]. - The net profit after deducting non-recurring gains and losses was 194 million yuan, reflecting a decrease of 30.03% year-on-year [1]. Advertising and Marketing - The company acknowledged that the decline in net profit was primarily due to increased depreciation costs from new projects and a rise in advertising and promotional expenses [2]. - Advertising and promotional expenses for the first half of the year amounted to 42.96 million yuan, which is over 10 million yuan higher than the 30.60 million yuan spent in the same period of 2024, marking an increase of over 40% [2]. Public Relations Response - Following the backlash from the controversial elevator advertisement for the "Tao Li Egg Mooncake," the company issued an apology, stating that the previous leadership was responsible for the ad and that the marketing direction will now be led by younger team members [1][3]. - The company also defended the product, suggesting that the mooncake is actually quite good despite the criticism [1].

Core Viewpoint - The controversy surrounding the advertisement by Tao Li Bread reflects a disconnect between the brand's marketing approach and consumer expectations, highlighting the importance of respecting consumer sentiments in marketing strategies [8][11]. Group 1: Advertisement Controversy - Tao Li Bread's advertisement suggested that the dislike for five-nut mooncakes is due to youth and lack of life experience, which was perceived as condescending and manipulative by many consumers [1][3]. - The advertisement was quickly taken down after one day due to backlash, with the company acknowledging the misstep and apologizing for the unintended offense [8]. Group 2: Company Response and Strategy - A company representative stated that the advertisement was part of a new internal creative process involving employees of various ages, aiming to resonate with a diverse audience, but one version sparked significant controversy [8]. - The company has committed to improving its review mechanisms to balance creativity with careful oversight to prevent similar issues in the future [8]. Group 3: Financial Context - Tao Li Bread's financial performance has been under pressure, with a reported revenue of 2.611 billion yuan (down 13.55% year-on-year) and a net profit of 204 million yuan (down 29.7% year-on-year) for the first half of 2025 [11]. - Despite the decline in revenue and profit, advertising expenses increased by 40% to 42.96 million yuan, indicating a potential misalignment between marketing investments and consumer reception [11]. Group 4: Consumer Sentiment and Market Reaction - The backlash against the advertisement is seen as part of a broader trend where brands fail to respect consumer perspectives, similar to past incidents with other companies [11]. - Observers note that the controversy reflects deeper issues of brand transformation and the need for genuine empathy in marketing, emphasizing that respect for consumer dignity should be paramount [11].