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知名品牌道歉:这次文案翻车,全是领导的责任
Nan Fang Du Shi Bao· 2025-09-05 15:19
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].
知名食品企业致歉!“领导背锅,正接受‘现实毒打’!”
Zheng Quan Shi Bao· 2025-09-05 12:53
Core Viewpoint - The recent advertisement campaign by the company for its Five-Nut Mooncake has sparked controversy, leading to an official apology and the decision to change the marketing team responsible for future promotions [2][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," which generated significant public backlash [3]. - Following the backlash, the company announced that the controversial advertisement would be gradually taken down [3]. Group 2: Company Overview and Financial Performance - The company, known for its "central factory + wholesale" model, was listed on the A-share market in 2015 and primarily produces "Taoli" brand bread and seasonal products like mooncakes [5]. - In the first half of the year, the company reported revenue of 2.611 billion yuan, a decrease of 13.55% compared to the same period last year [5]. - The company's operating profit and total profit 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, excluding non-recurring gains and losses, fell by 30.03%, attributed to increased depreciation costs from new projects and higher advertising expenses [5].
知名食品企业致歉!“领导背锅,正接受‘现实毒打’!”
证券时报· 2025-09-05 12:25
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].
桃李面包道歉:全是领导的责任
Nan Fang Du Shi Bao· 2025-09-05 11:44
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 ...
就“没饱尝生活毒打”广告致歉的桃李面包:上半年宣传费猛增
Nan Fang Du Shi Bao· 2025-09-05 10:21
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].
桃李面包广告翻车,五仁不好吃,因为年轻没饱尝生活的毒打?
3 6 Ke· 2025-09-05 08:36
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].
“五仁不好吃?你还没饱尝过生活毒打”,知名品牌月饼广告语引争议
Nan Fang Du Shi Bao· 2025-09-04 15:53
Core Viewpoint - The recent elevator advertisement by Tao Li Bread featuring a controversial message about its Five Nut Mooncake has sparked significant public debate, leading the company to remove the ad following customer feedback [1][4]. Group 1: Advertisement Controversy - The advertisement claimed that those who dislike Five Nut Mooncake are simply too young to appreciate it, which drew criticism from social media users [1][3]. - Following the backlash, Tao Li Bread's customer service confirmed that the advertisement has been gradually taken down [4]. Group 2: Product Issues - In July, Tao Li Bread publicly apologized for the non-compliance of its "Chun Shu Sliced Bread" in a food safety inspection, where the total bacterial count exceeded national standards [4]. - The company took immediate corrective actions, including product recalls and enhanced quality control measures for online sales [4]. Group 3: Company Background - Tao Li Bread Co., Ltd. was established on January 23, 1997, and specializes in the production and sale of baked goods, including bread, pastries, and seasonal products like mooncakes [5]. - The company operates 35 subsidiaries and has established over 310,000 retail terminals across the country [5].
桃李面包“没饱尝过生活毒打”广告语被批说教!客服称正下架
Nan Fang Du Shi Bao· 2025-09-04 09:20
Group 1 - The company recently launched an elevator advertisement for its Five-Nut Mooncake, which sparked public controversy due to its provocative wording [1] - Following public backlash, the company announced on September 4 that it would gradually take down the controversial advertisement [1] - The company's official flagship store on e-commerce platforms no longer lists the Five-Nut flavor of the "Egg Mooncake," indicating it is out of stock [1] Group 2 - In July, the company publicly apologized for the non-compliance of its "Mature Sliced Bread" in food safety inspections conducted by the National Market Supervision Administration [2] - The company took immediate corrective actions, including recalling the affected batch and enhancing quality control measures for online sales [2] - Founded on January 23, 1997, the company specializes in the production, processing, and sale of baked goods, including bread, pastries, and seasonal products, with over 310,000 retail terminals established nationwide [2]