多企业接连中刀：定义撞语义，大字燃小字虚，给企业的真心话

Core Insights - The controversy surrounding Xibei and its classification of food products highlights a disconnect between regulatory definitions and consumer perceptions of "pre-prepared food" [3][4][5] - The narrative of companies attempting to defend their practices using technical definitions often leads to a loss of consumer trust and emotional connection [4][7][9] - The importance of aligning marketing messages with consumer expectations is emphasized, as discrepancies can lead to negative public perception [10][12][13] Group 1: Xibei's Situation - Xibei's founder's strong denial of using pre-prepared food was met with skepticism due to media revelations about long shelf lives of ingredients [1][5] - The shift from open kitchen tours to restricted access raised concerns about transparency and authenticity [5][6] - The public's interpretation of Xibei's actions reflects a broader issue of consumer sentiment prioritizing perceived freshness over technical compliance [4][8] Group 2: Marketing and Communication Strategies - Companies must ensure that their messaging is consistent and transparent to avoid being perceived as engaging in "word games" [10][12] - The distinction between large claims and small disclaimers must be clear; otherwise, consumers may interpret it as a lack of accountability [12][13] - Effective communication should focus on demonstrable evidence rather than technical definitions to resonate with consumer expectations [13][14] Group 3: Broader Implications for Brands - The case illustrates a recurring theme where brands that emphasize values must consistently align their actions with those values to maintain credibility [12][13] - The risk of being drawn into a "self-justification loop" can detract from a brand's ability to effectively communicate its value proposition [13][14] - Companies are encouraged to shift the narrative from defending their practices to showcasing their commitment to quality and transparency [14]