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探访石家庄黄庄月饼:一块小月饼的亿元生意经
金黄酥皮裹着传承近百年的香甜,随着中秋佳节的临近,位于石家庄滹沱河北岸的藁城区九门回族乡黄庄村又一次飘起熟悉的月饼香。 这个以手工月饼闻名的"月饼村",如今正凭借真材实料和传统工艺,成为食客们争相打卡的"网红"地。 "目前,全村有83家月饼加工企业,月饼加工旺季(8月至9月)日均生产月饼150吨,销往全国各地,今年全村月饼产值预计约1亿元。"黄庄村党支部书记 田亚锋说。 让人难以置信的是,几年前,黄庄村只有几个来料加工的家庭月饼小作坊,如今,黄庄月饼已是现代化生产企业林立、线上线下销售火爆的"大产 业"。"十一"前夕,上海证券报记者实地探访黄庄村,了解黄庄月饼产业快速发展背后的生意经。 小村庄里的月饼"大产业" "今年我们在黄庄村揽收的月饼快递量比去年翻倍了。这些月饼主要发往京津冀,也有部分寄往其他省市。"顺丰速运石家庄高新片区藁北营业店经理姚佳 旭告诉记者,"现在日均散单的快递量已经破千件。预计今年中秋快递的高峰期在'十一'前后,届时快递散单每日可达七八千件。" 在"庄里人"月饼店,负责人王超正在门店安排店员装箱、打包月饼。"现在真是忙到起飞。"王超告诉记者,"'庄里人'月饼2024年初建厂,现在月饼日产量 ...
山东新泰:小月饼撬动“中秋经济”大升温
Qi Lu Wan Bao Wang· 2025-09-15 03:35
Core Insights - The mooncake production and sales are experiencing a peak season as the Mid-Autumn Festival approaches, with companies ramping up production to meet market demand [1][2] Group 1: Company Performance - Longfu Food Co., located in Longting Town, is producing over 60,000 jin (approximately 30,000 kg) of mooncakes daily during the small peak season, with sales expected to reach over 100,000 jin (approximately 50,000 kg) daily as the festival approaches [1] - Tianfeng Food Co. in Liudu Town is also seeing high production and sales, employing over 80 local workers, primarily women and elderly, with an average annual income increase of over 30,000 yuan [2] - The mooncake brand "Fushi Jin" is gaining recognition in the industry, contributing to the local economy [2] Group 2: Industry Development - The Longting mooncake has historical roots dating back to the Qing Dynasty, with the local government emphasizing the role of e-commerce in the brand's growth [2] - Longting Town has developed seven pastry production enterprises, generating an annual output value of 150 million yuan, with four companies exceeding 10 million yuan in production scale [2] - New Tai City is projected to produce over 600 tons of various mooncakes and foods in 2024, with an annual output value exceeding 600 million yuan [3]
“五仁不好吃是你还年轻,没饱尝生活的毒打”,桃李面包为月饼广告致歉
凤凰网财经· 2025-09-05 12:28
Core Viewpoint - The controversy surrounding the advertisement of Taoli Bread's "Egg Mooncake" product highlights the challenges of marketing strategies that attempt to resonate with diverse consumer experiences, particularly when they may inadvertently offend or alienate certain demographics [1][6]. Group 1: Advertisement Controversy - The advertisement for Taoli Bread's "Egg Mooncake" included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which sparked backlash on social media [1][3]. - Consumers criticized the ad for being insensitive, with comments indicating confusion over why purchasing mooncakes should involve references to suffering [3][4]. - Following the backlash, Taoli Bread removed the controversial advertisement and the product from its online store, indicating a swift response to consumer feedback [6][4]. Group 2: Company Background and Financial Performance - Taoli Bread, established in 1997, operates as a comprehensive bakery company with over 31,000 retail terminals across China and has been publicly listed since December 2015 [7][9]. - The company's financial performance has been under pressure, with a reported revenue of 1.26 billion yuan from mooncakes in 2024, accounting for approximately 2.07% of total revenue, and both production and sales volumes showing a double-digit decline compared to the previous year [9]. - In the first half of 2024, Taoli Bread's revenue fell to 2.611 billion yuan, a year-on-year decrease of 13.55%, while net profit dropped by 29.7% to 204 million yuan, attributed to increased depreciation costs and higher advertising expenses [9][10].
桃李面包致歉:已下架!广告曾称“五仁不好吃是你没饱尝生活的毒打”
新浪财经· 2025-09-05 10:13
Core Viewpoint - The controversy surrounding the advertisement for the "Egg Mooncake" product by Taoli Bread highlights a disconnect between the brand's marketing strategies and consumer expectations, leading to negative feedback and a need for improved oversight in advertising content [2][3][5]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" included a controversial phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which sparked backlash on social media [2][3]. - Following the backlash, Taoli Bread's official customer service confirmed that the advertisement was being taken down and that the five-nut flavor was no longer available on their e-commerce platform [3]. - The company acknowledged that the advertisement was part of a new internal creative process aimed at resonating with different age groups, but one version led to significant controversy [3]. Group 2: Marketing Strategy Issues - Taoli Bread's recent marketing efforts have been criticized for being out of touch, with various ads attempting to connect with younger consumers but instead creating a sense of awkwardness and disconnect [5]. - The company has employed a range of unconventional marketing tactics, including using internet slang and local dialects, which have not resonated well with the target audience [5]. Group 3: Financial Performance - Taoli Bread reported a revenue of 2.61 billion yuan for the first half of 2025, a decrease of 13.55% compared to the previous year, with net profit dropping by 29.70% [8][9]. - The decline in net profit was attributed to increased depreciation costs from new projects and higher advertising expenses, which rose over 40% year-on-year [8][9]. - The company has faced scrutiny due to a product quality issue, with a specific bread product failing a national inspection, further complicating its marketing challenges [9]. Group 4: Company Background - Taoli Bread, established in 1997, is a comprehensive company focused on the production, processing, and sales of baked goods, with a registered capital of approximately 1.6 billion yuan [6]. - The company operates over 310,000 retail terminals across the country and is known as the "first stock of bread" in the A-share market since its listing in December 2015 [6].
“五仁不好吃是你还年轻,没饱尝生活的毒打”,桃李面包为月饼广告致歉
Mei Ri Jing Ji Xin Wen· 2025-09-04 22:30
Core Viewpoint - The advertisement by Peach Li Bread (603866.SH) has sparked controversy due to its insensitive wording, leading to public backlash and the subsequent removal of the ad [1][3][6]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" product included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which many consumers found offensive [1][3]. - Following the backlash, Peach Li Bread deleted the controversial advertisement and consumer comments expressing dissatisfaction [3][6]. - The company acknowledged the issue, stating that the ad was part of a creative initiative involving employees from different age groups, but one version led to significant controversy [6][7]. Group 2: Financial Performance - Peach Li Bread's revenue for the first half of 2024 was reported at 2.6 billion yuan, a year-on-year decline of 13.55%, with net profit dropping by 29.7% to 204 million yuan [8]. - The mooncake segment contributed only 1.26 billion yuan to total revenue, accounting for approximately 2.07% of the company's overall earnings, with production and sales volumes declining significantly [7][8]. - The company has increased its advertising and promotional expenses by over 40% in the first half of 2025 compared to the same period in 2024, amounting to 42.96 million yuan [9]. Group 3: Market Position - Peach Li Bread, established in 1997 and listed on the Shanghai Stock Exchange in 2015, is recognized as the "first stock of bread" in A-shares, operating over 310,000 retail terminals nationwide [7]. - The company's stock price recently closed at 5.68 yuan, with a market capitalization of 9 billion yuan [9].
“五仁不好吃是你还年轻,没饱尝生活的毒打”,桃李面包为月饼广告致歉:已下架!公司上半年净利大降三成,广告宣传花销增40%
Mei Ri Jing Ji Xin Wen· 2025-09-04 16:40
Core Viewpoint - The recent elevator advertisement by Tao Li Bread has sparked controversy due to its insensitive wording, leading to public backlash and the removal of the ad [1][3][5]. Group 1: Advertisement Controversy - The advertisement for the "Egg Mooncake" product included a phrase suggesting that those who dislike the five-nut flavor have not yet experienced life's hardships, which many consumers found offensive [1][3]. - Following the backlash, Tao Li Bread's official customer service confirmed that the controversial advertisement was taken down after just one day of being live [5]. - The company stated that the ad was part of a new internal creative process involving employees from different age groups, but one version led to significant controversy [5][6]. Group 2: Sales and Financial Performance - The "Egg Mooncake" product was priced at 35.9 yuan for a pack of eight 80g bags, with over 1,000 units sold prior to the controversy [3]. - In the 2024 annual report, mooncake revenue accounted for only 1.26 million yuan, approximately 2.07% of total revenue, with production and sales volumes declining by double digits compared to the previous year [8]. - For the first half of 2024, the company reported a revenue of 2.611 billion yuan, a year-on-year decrease of 13.55%, and a net profit of 204 million yuan, down 29.7% [8]. Group 3: Company Background and Market Position - Tao Li Bread, established in 1997, is a comprehensive company engaged in the production, processing, and sales of baked goods, including seasonal products like mooncakes [6]. - The company has 35 subsidiaries and over 310,000 retail terminals nationwide, and it is known as the "first stock of bread" in A-shares since its listing in December 2015 [6][8]. - As of September 4, 2023, the company's stock price was 5.68 yuan, with a market capitalization of approximately 9 billion yuan [10].