近日，桃李面包（603866）因一则"毒打"式电梯广告引发舆论风波。广告文案以"五仁不好吃是因为你还年轻，还没饱尝过生活的毒打"为卖点，试图 借"情绪共鸣"打动消费者，结果却因"冒犯式营销"翻车，上线仅一天即被下架。9月4日，桃李面包致歉，称广告为内部共创机制产物，未来将进一步完善 审核机制。 然而，这起事件并非孤例。近年来，从全棉时代的性别歧视广告，到茶颜悦色的低俗文案，再到"李诞带货女性内衣"的翻车，品牌为博出位不惜踩线"玩 梗"，最终却陷入流量反噬的泥潭。桃李面包此番操作，不过是又一次"创意脱轨"的典型样本。 创意不是免责牌，情绪营销不能突破价值底线。桃李面包的广告问题，不在于"五仁月饼"是否好吃，而在于将"生活的毒打"作为消费门槛，把个体的苦难 经历商品化、娱乐化。这种"苦难营销"不仅缺乏对消费者的尊重，更暴露出品牌在价值观层面的空洞与傲慢。 更值得警惕的是，桃李面包将责任归咎于"内部共创机制"，仿佛只要贴上"创意"标签，就可以逃避审核责任。事实上，真正的创意营销，从来不是对苦难 的消费，而是对情感的共情。品牌若将"冒犯"误认为"共鸣"，将"毒打"当作"卖点"，最终只会让消费者用脚投票。 业绩下滑之际 ...

Group 1 - The core viewpoint of the article highlights the financial performance of the company, Tao Li Bread, for the first half of 2025, indicating a decline in both revenue and net profit compared to the previous year [2] Group 2 - The company's operating revenue for the first half of 2025 is approximately 2.611 billion yuan, representing a year-on-year decrease of 13.55% [2] - The net profit attributable to shareholders of the listed company is about 204 million yuan, which reflects a year-on-year decrease of 29.7% [2] - The basic earnings per share stand at 0.1274 yuan, also showing a year-on-year decrease of 29.7% [2]

Group 1 - The National Market Supervision Administration announced that 35 batches of food samples failed inspection, including a batch of bread produced by Shandong Taoli Bread Co., Ltd. for Beijing Taoli Food Co., Ltd., which was found to have excessive total bacterial count [1] - The specific batch of bread was a 400g package produced on April 25, 2024, with a shelf life until May 1, 2024, and was sold on an e-commerce platform [1] - The company issued an apology letter stating that the non-compliant product batch was 20240425SD1, with a total production of 498 bags, of which 21 bags were sold online, including 16 bags that were tested [1]