（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].

文 | 《BUG》栏目 徐苑蕾 桃李面包最新推出的百洁布蛋糕，外形与厨房清洁用的绿色百洁布高度相似。 据桃李面包官方旗舰店资料，百洁布蛋糕为一款海绵蛋糕类产品。产品外包装采用黄绿配色，正面赫然 印着百洁布蛋糕五个大字。规格为一箱6袋，每袋50克，售价为29.9元。 桃李面包旗舰店客服表示，这款产品为预售产品，下单后5天内发货，目前主要在线上渠道售卖。 凌雁管理咨询首席咨询师、餐饮行业分析师林岳表示，桃李面包百洁布蛋糕采用预售的方式是消费品零 售比较常规的模式，其好处是在大规模生产前，检验市场对产品的接受程度，另外预售也可以以销定 产，大幅降低库存积压或资金占用的风险，保证供应链运作的效率。 近日，桃李面包推出的一款百洁布蛋糕在社交媒体引发关注。这款产品外形酷似厨房清洁用百洁布，包 装上甚至直接印有"百洁布"字样，网友称之为"饭缩力"代表。与此同时，也有消费者担心其外形会造成 儿童误食真实的百洁布，存在安全隐患。 近年来，桃李面包屡屡被指"重营销、轻研发。"根据财报数据，2025年上半年，桃李面包广告费用激增 超40%，研发投入却同比锐减30.81%，仅占营收的0.4%。 更值得关注的是，在猎奇营销的背后，桃李 ...

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]