苏泊尔因在抖音发布AI生成的低俗广告陷入舆论风波[1]。这则视频以两性间进入私密场所的暗示性内容开篇，随后推销蒸汽清洁机产品[1]。律师李海权指出，该视频涉嫌违反《广告法》第九条，违背公序良俗，即使事后删除也不能规避处罚[1]。
面对营收增长乏力、利润下滑的压力，苏泊尔的经营策略发生了显著转变[1]。2025年苏泊尔营业收入227.72亿元，同比仅增长1.54%；归母净利润20.97亿元，同比下滑6.58%[1]。与此形成对比的是，2025年销售费用大幅增加10.41%，而营收仅增长1.54%，增速为营收增速的7倍，创下2021年以来罕见现象[1]。其中，广告、促销及赠品费约19.38亿元，较上年增加2.47亿元[1]。同期研发费用仅4.76亿元，同比增幅仅1.33%，研发人员数量同比减少1.28%[1]。这反映出公司增长逻辑正从产品驱动向流量驱动转变[1]。
在这一转变背景下，AI生成的低成本内容成为企业的"捷径"。单条60秒商品视频的制作成本从500-2000元降至5-20元，制作周期从13天压缩至27分钟，成本降幅超过90%[1]。苏泊尔个护清洁电器板块全年收入33.57亿元，同比增长7.37%，此次低俗广告所属即为该赛道[1]。
Supor has drawn public criticism after publishing an AI-generated advertisement on Douyin featuring suggestive content that implies entry into private spaces before promoting a steam cleaning machine [1]. The video's opening depicts two-gender innuendo regarding access to intimate areas, raising concerns about adherence to advertising standards [1]. Attorney Li Haiqu noted that the video allegedly violates Article 9 of the Advertising Law by contradicting public order and morality, and that deletion of the content cannot prevent potential penalties [1].
The controversial marketing push reflects broader challenges facing the kitchenware company. In 2025, Supor reported operating revenue of 227.72 billion yuan, growing only 1.54 percent year-over-year, while net profit attributable to shareholders declined 6.58 percent to 20.97 billion yuan [1]. Sales expenses surged 10.41 percent during the same period—a growth rate seven times that of revenue—marking a rare occurrence since 2021 [1]. Advertising, promotional, and gift expenses reached approximately 19.38 billion yuan, an increase of 2.47 billion yuan from the previous year [1].
The shift in spending priorities underscores a strategic pivot toward volume-driven growth. Research and development investment stalled at 4.76 billion yuan with only a 1.33 percent year-over-year increase, while the number of R&D staff fell 1.28 percent [1]. The personal care and cleaning appliances segment—the category targeted by the disputed advertisement—generated 3.357 billion yuan in annual revenue with 7.37 percent growth [1]. Notably, the cost of producing a single 60-second AI-generated product video has collapsed from 500–2,000 yuan to just 5–20 yuan, with production time compressed from 13 days to 27 minutes, representing a cost reduction exceeding 90 percent [1].
