Core Viewpoint - The marketing campaign for the "Peach and Li Egg Mooncake" by the company has faced backlash due to a controversial advertisement, leading to an official apology and the removal of the ad [2][3][5]. Financial Performance - In the first half of 2025, the company's revenue was approximately 2.611 billion yuan, a year-on-year decrease of 13.55%, while the net profit attributable to shareholders was around 204 million yuan, down nearly 30% [9]. - The company's sales expenses for the first half of 2025 were 222 million yuan, with advertising expenses of approximately 43 million yuan, reflecting a 40% year-on-year increase [5][9]. - From 2021 to 2024, the company experienced a continuous decline in net profit, with figures of 763 million yuan, 640 million yuan, 574 million yuan, and 522 million yuan respectively, indicating a downward trend [8][11]. Dividend Policy - Despite the declining profitability, the company has maintained a high cash dividend payout, distributing a total of 4.36 billion yuan since its IPO, with an average dividend payout ratio of 70.24% [12]. - The cash dividends from 2021 to 2024 were 571 million yuan, 533 million yuan, 288 million yuan, and 400 million yuan, representing 74.85%, 83.31%, 50.16%, and 76.60% of the respective net profits [11][12]. Company Structure and Market Position - The company, established in 1995, focuses on high-quality baked goods, primarily bread, and has developed into a large-scale enterprise with a central factory and wholesale model [7]. - The company has seen a decline in product innovation, with a noted decrease in R&D expenses from 1687.94 million yuan in mid-2023 to 1066.05 million yuan in the first half of 2025 [10]. Crisis Management - The recent advertising controversy has been viewed by some analysts as a successful crisis management effort, as it increased awareness of the "Peach and Li Egg Mooncake" among consumers [6].

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].

Group 1 - The article highlights the latest product launches in the baking industry, showcasing a variety of new items from different brands, indicating a vibrant market with continuous innovation [2][3][4][5][6][8][12][15][17][19][21][23][25][27][29][32][34][36][38][40][42][44][46][49][51][53][55][57][59][62][64][66][68][70][72][74][76][78][79][81][83][85][87][88][90][92][95][97][99][101][103][105][106][107][110][112][115][117][121][123][125][127][130][133][134][135][136][137][138][139][140][141][142][143][144][145][146][148][150][152][155] Group 2 - The article discusses the trend of health-conscious products, such as low-sugar and high-protein options, reflecting consumer preferences for healthier choices in the baking and beverage sectors [6][15][17][19][23][25][27][32][34][36][38][40][42][44][46][49][51][53][55][57][59][62][64][66][68][70][72][74][76][78][79][81][83][85][87][88][90][92][95][97][99][101][103][105][106][107][110][112][115][117][121][123][125][127][130][133][134][135][136][137][138][139][140][141][142][143][144][145][146][148][150][152][155] Group 3 - The article notes the expansion of brands into international markets, such as the entry of Lucky Coffee into Malaysia and the launch of Bawang Tea Ji in the Philippines, indicating a growing trend of globalization in the food and beverage industry [142][143]

Core Viewpoint - The recent elevator advertisement for the Five Nut Mooncake by Tao Li Bread has sparked controversy due to its perceived preachy tone, leading the company to issue an apology and commit to a change in its marketing approach [2][4]. Group 1: Advertisement Controversy - The advertisement's slogan, "Some say Five Nuts are not tasty; we believe that is because you are still young and have not yet experienced the hardships of life," has drawn significant criticism [4]. - Following the backlash, Tao Li Bread announced that the advertisement would be gradually taken down and publicly apologized, attributing the misstep to leadership [4][5]. Group 2: Financial Performance - In the first half of 2024, Tao Li Bread reported a revenue of 5.906 billion yuan from its core products, 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's revenue was 2.611 billion yuan, reflecting a year-on-year decline of 13.55%, while net profit dropped by 29.7% to 204 million yuan [5]. - Advertising and promotional expenses for the first half of 2025 reached 42.96 million yuan, an increase of over 40% compared to the same period last year [5].

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 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].

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