（来源：大象新闻） 近日，桃李面包推出的一款"百洁布蛋糕"，因外形酷似厨房清洁用品在社交媒体上引发关注。 猎奇营销的背后有家长对造成儿童误食的担忧，更有业内对其"重营销、轻研发"的吐槽。 从其财报看，连续4年净利润滑坡的局面尚未扭转，2025年三季度再度提交盈利双降成绩单。 桃李面包，这家从"东北小作坊"兴起的"中国面包第一股"，在即将步入而立之年时，迎来了"中年危机"。 曾经的东北烘焙王，迫切需要转型。 (桃李面包推出"百洁布蛋糕") 营销"翻车"，是创意还是创新不足？ 百洁布+蛋糕？乍听之下人们很难将这两个毫不相干的东西联想在一起。 然而，桃李面包就在近期推出了一款黄绿配色的海绵蛋糕，外形与厨房清洁用的百洁布高度相似，并且这款新品名称就叫"百洁布蛋糕"，目前主要在线上 渠道销售。 这款"脑洞大开"的新品一经推出，就在社交媒体上引发褒贬不一的关注。 有网友出于好奇心理，第一时间下单尝试，也有网友称这块"百洁布"简直是"饭缩力"的代表，降低食欲。同时，更有家长担心其外形会造成儿童误食真实 的百洁布，存在安全隐患。 不可否认，桃李面包这款百洁布蛋糕凭借独特的外形设计，成功激发了消费者关注，从而制造传播声量。但评 ...

Core Viewpoint - The recent launch of the "Scouring Pad Cake" by Tao Li Bread has sparked significant attention on social media, raising concerns about its resemblance to actual cleaning products and potential safety risks for children. The company is facing ongoing challenges with declining performance and a heavy reliance on marketing over research and development [2][3][8]. Marketing and Product Launch - The "Scouring Pad Cake" closely resembles a kitchen cleaning pad, with packaging explicitly stating "Scouring Pad Cake." It is a sponge cake product sold in boxes of six bags, each weighing 50 grams, priced at 29.9 yuan. The product is currently available for pre-sale online [5]. - The pre-sale strategy allows the company to gauge market acceptance before large-scale production, reducing inventory risks and ensuring supply chain efficiency [5]. - Consumer reactions to the product are mixed, with some praising its creativity while others express concerns about its appearance and potential confusion for children. Some consumers reported dissatisfaction with the taste and texture [8][10]. Financial Performance - Financial data indicates that in the first half of 2025, Tao Li Bread's advertising expenses surged over 40% to 42.96 million yuan, while R&D investment decreased by 30.81% to only 10.66 million yuan, accounting for just 0.4% of revenue [11][12]. - The company has experienced a continuous decline in revenue and net profit, with total revenue for the first three quarters of 2025 at approximately 4.049 billion yuan, down 12.88% year-on-year, and net profit at about 298 million yuan, down 31.49% [13]. - The decline in performance is attributed to increased competition from traditional baking giants and the rise of new consumption models that challenge the company's existing business strategy [13]. Shareholder Activity - The controlling shareholders of Tao Li Bread have been frequently reducing their stakes in the company, raising concerns in the capital market. As of the end of September 2025, the family collectively held 56.36% of the shares, down from 68.09% at the end of 2018 [14]. - The stock price has significantly dropped, closing at 5.45 yuan per share, a decline of approximately 78% from its peak of 24.71 yuan in 2020, resulting in a market capitalization of 8.72 billion yuan [13]. Recommendations - There is a call for the company to shift focus from abstract marketing strategies to core business practices, emphasizing the need for substantial investment in R&D to develop products that genuinely meet consumer demands [15].

Core Viewpoint - The recent launch of the "Scouring Pad Cake" by Taoli Bread has sparked significant attention on social media, raising concerns about its resemblance to actual cleaning products and potential safety risks for children [2][14]. Financial Performance - Taoli Bread's advertising expenses surged over 40% in the first half of 2025, reaching 42.96 million yuan, while R&D investment decreased by 30.81% year-on-year, accounting for only 0.4% of revenue [8][20]. - The company has faced continuous revenue decline for one and a half years, with net profit shrinking for four and a half years [2][14]. - For the first three quarters of 2025, Taoli Bread reported total revenue of approximately 4.049 billion yuan, down 12.88% year-on-year, and a net profit of about 298 million yuan, down 31.49% year-on-year [21][22]. Market Position and Strategy - Taoli Bread is experiencing a "mid-life crisis" as it faces increasing competition from traditional baking giants and the rise of new consumption models, which have eroded its market share [2][10]. - The company's reliance on a "central factory + wholesale" model, which previously facilitated rapid expansion, is now being challenged by emerging retail channels such as e-commerce and convenience stores [22]. - Analysts suggest that the company's poor performance is largely due to its failure to adapt strategies in a timely manner, focusing too much on marketing rather than product development [22]. Shareholder Activity - The controlling shareholders of Taoli Bread have frequently reduced their holdings, raising concerns in the capital market. As of the end of September 2025, the family collectively held 56.36% of the shares, down from 68.09% at the end of 2018 [9][23]. - The stock price has dropped approximately 78% from its peak of 24.71 yuan per share in 2020, with a current market capitalization of 8.72 billion yuan [21][22].

Group 1 - The article highlights the emergence of new bakery products and trends in the industry, showcasing various innovative items from different brands [2][3][4][5][6][8] - Notable new products include Olé's purple sweet potato and taro two-color toast, and the unique "cleaning cloth cake" from Peach Li Bakery [2][3][13] - The article emphasizes the growing competition among bakery chains and the introduction of healthier options, such as low-sugar and low-calorie products [6][7][8] Group 2 - Starbucks has launched a new cheese latte series, featuring flavors like pandan and sea salt caramel, indicating a trend towards gourmet coffee experiences [6][114] - The introduction of new products by various brands, such as the "can drink golden barley wave" from Guozi Shule and the collaboration between Luckin Coffee and "Zootopia 2," reflects the industry's focus on seasonal and themed offerings [6][115][117] - The article discusses the strategic moves of companies like Manner Coffee, which is considering an IPO, and CPE Yuanfeng's investment in Burger King China, highlighting significant financial developments in the sector [7][119][121]