苏泊尔个护电器旗舰店因发布含有不当内容的AI短视频引发网络争议[1]。7月中旬，该店铺上传了多段短视频，涉及大叔闯进女澡堂、员工闯入男卫生间等擦边场景[1]，随后视频被下架[1]。运营该店铺的郑州韬擎网络科技有限公司已于2026年7月因无法联系被列入经营异常名录[1]。
这一营销失误的背后，反映出苏泊尔面临的业绩困境。2025年苏泊尔营收227.72亿元，同比增长1.54%，但归母净利润20.97亿元，同比下降6.58%，这是自2021年来首次出现净利润负增长[1]。2026年上半年情况未见改善，营收114.10亿元同比下降0.59%，归母净利润8.68亿元同比下降7.70%，第二季度利润降幅超过18%[1]。与此同时，苏泊尔却在加大营销投入。2025年销售费用24.09亿元，同比增长10.41%，其中广告、促销及赠品费用达19.38亿元[1]，而研发费用占营收比重仅2.09%，低于2020年的2.38%，远低于小熊电器、九阳股份等同行3%以上的水平[1]。这种"重营销、轻研发"的策略调整，反映出苏泊尔在面临业绩压力下的经营困境。
Supor's personal care appliance flagship store drew widespread online criticism in mid-July for releasing AI-generated short videos containing suggestive content, including scenarios such as a middle-aged man entering a women's bathhouse and employees intruding into restrooms [1]. The videos were subsequently removed from circulation. The store's operator, Zhengzhou Taoqin Network Technology Co., Ltd., has been added to a list of companies with abnormal business operations after becoming unreachable in July 2026 [1].
The incident reveals significant vulnerabilities in Supor's content review mechanisms at a time when the company faces mounting financial pressures. In 2025, Supor's revenue reached 227.72 billion yuan, growing 1.54 percent year-over-year, while net profit attributable to shareholders dropped 6.58 percent to 20.97 billion yuan—marking the company's first decline in net profitability since 2021 [1]. The downturn continued into 2026, with first-half revenue at 114.10 billion yuan, down 0.59 percent, and net profit falling 7.70 percent to 8.68 billion yuan, with second-quarter profit declining more than 18 percent [1].
Despite deteriorating financial performance, Supor has escalated its marketing investments, spending 24.09 billion yuan on sales expenses in 2025—a 10.41 percent increase—with advertising, promotion, and gift costs accounting for 19.38 billion yuan [1]. Conversely, the company's research and development spending has lagged, representing just 2.09 percent of revenue in 2025, down from 2.38 percent in 2020 and well below competitors such as Bear Electric and Joyoung, whose R&D investments typically exceed 3 percent of revenue [1]. Additionally, external sales to French conglomerate SEB Group and its subsidiaries accounted for 31.42 percent of Supor's total revenue in 2024 [1].