6000万花哪儿了？起底西贝“军师”华与华

Core Viewpoint - The article discusses a public dispute involving marketing consulting firm Hua Yu Hua and entrepreneur Luo Yonghao, highlighting the controversy surrounding pre-made dishes and the subsequent apology from Hua Yu Hua's founder [1][2][9]. Company Overview - Hua Yu Hua has been collaborating with Xibei since 2013, earning over 60 million yuan in consulting fees over the past decade [3][18]. - The firm has worked with various clients across industries, including internet, catering, tea, and condiments, with notable brands such as Haidilao, Huailaishi, and Mixue Ice City [4][14]. Controversies and Criticisms - Despite several successful marketing campaigns, Hua Yu Hua has faced criticism for its strategies, particularly regarding Xibei's inconsistent brand positioning and a fine for violating advertising laws [5][9]. - Luo Yonghao publicly criticized Hua Yu Hua for allegedly encouraging Xibei to confront negative public sentiment, labeling their actions as nonsensical [2][9]. Marketing Strategies and Achievements - Hua Yu Hua has been credited with creating significant brand assets for Xibei, including the "I♥莜" symbol and the slogan "Order with your eyes closed, everything is delicious!" [12][18]. - The firm claims that its value increases over time as strategic marketing is a process that evolves, suggesting that longer partnerships yield greater benefits [18]. Financial Aspects - The consulting fees for Hua Yu Hua are considered high within the industry, with the firm reportedly aiming for 100 million yuan in fees over the next decade [18]. - Specific transaction amounts between Xibei and Hua Yu Hua from 2017 to 2019 were 4.8 million, 3.6 million, and 4.2 million yuan respectively [18].