罗永浩点名企业，预制菜为何卖高价？西贝硬刚是破大防还是底气足

Core Argument - The debate over the high prices of pre-made dishes has intensified due to the public comments from tech commentator Luo Yonghao and the strong response from the restaurant brand Xibei, highlighting the disconnect between value and price in the pre-made dish market [1] Group 1: Reasons for High Prices - Luo Yonghao's criticism centers on the perceived disconnect between the value and price of pre-made dishes, accusing some businesses of charging high prices for products that are merely reheated rather than freshly cooked [3] - From the business perspective, the high prices are justified by significant investments in research and supply chain infrastructure, including flavor restoration and cold chain logistics, which are reflected in the pricing of each dish [3] - The added value of convenience is emphasized, as businesses argue that pre-made dishes save labor costs, kitchen space, and time while ensuring consistent flavor, warranting a market return [3] Group 2: Brand and Experience Premium - Brands like Xibei incorporate various elements such as reputation, rental costs, decor, and service quality into their pricing, suggesting that the dining experience transcends just the food itself [4] - Consumers, however, perceive the prices as unreasonable, expecting fresh ingredients and chef skills, leading to feelings of deception when they receive pre-made dishes instead [5] - The lack of transparency regarding the use of pre-made dishes has further eroded consumer trust, with Luo's comments resonating with those who feel misled [5] Group 3: Xibei's Response - Xibei's founder, Jia Guolong, responded to Luo's criticism with a mix of humility and confidence, indicating a strong belief in their business model and a strategic approach to crisis management [6] - Xibei's commitment to the central kitchen and pre-made dish model is supported by a robust supply chain and brand strength, which differentiates it from competitors [7] - Despite ongoing controversies, Xibei maintains high customer spending and market share, indicating that a segment of consumers still values their offerings [8] Group 4: Public Relations Strategy - Xibei's response strategy involved acknowledging the criticism while shifting the focus to the modernization of the restaurant industry, thus reframing the discussion from price to quality enhancement through technology [11] - By avoiding direct confrontation and emphasizing progress and value, Xibei positions itself as an innovator in the industry rather than a profit-driven entity [11] - This approach helps to reinforce loyalty among existing customers who view their support as contributing to industry advancement rather than being exploited [11] Conclusion - The debate over pre-made dish pricing reflects the broader industrialization and standardization challenges in China's restaurant industry, prompting companies to rethink how to communicate value transparently to consumers [12] - Future industry practices may include clearer labeling of pre-made dish attributes and corresponding price references to foster healthier market development [12]