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Core Viewpoint - The conflict between Luo Yonghao and Jia Guolong, the owner of Xibei, fundamentally revolves around differing interpretations of the term "pre-made dishes" [3][6]. Group 1: Consumer Perception and Pricing - Luo Yonghao's view of "pre-made dishes" relates to consumer expectations and psychology, where high prices and poor taste lead to low perceived value [6]. - Xibei's pricing is considered high, which contributes to consumer dissatisfaction, especially when the quality does not meet expectations [12][13]. - The average cost for a meal at Xibei for 2-3 people is around 200 yuan, which is perceived as expensive for casual dining [15]. Group 2: Brand Positioning and Strategy - Jia Guolong aims to position Xibei as a popular brand akin to McDonald's, targeting a large-scale operation with a "people-friendly" approach [23][25]. - Successful brands in China that have reached a scale of 10,000 stores typically maintain a price point around 20 yuan, which contrasts with Xibei's higher pricing strategy [27][28]. - Xibei's brand strategy has been inconsistent over the years, leading to confusion among consumers regarding its identity and offerings [31][34]. Group 3: Market Response and Brand Image - The reaction of Xibei to criticism mirrors past corporate responses, focusing on legal actions rather than addressing consumer sentiment [38]. - The brand's image has been negatively impacted by perceptions of being both expensive and low quality, which is a significant challenge for recovery [42]. - To navigate the current crisis, Xibei must clarify its brand identity and target audience rather than relying on legal measures or operational transparency [43].