降价认怂，救不了西贝

Core Viewpoint - The recent price reduction by Xibei, which includes a 20%-40% decrease in menu prices and the distribution of high-value vouchers, has seemingly improved sales but has also diluted the brand's premium image and customer perception of value [1][2][21]. Group 1: Sales and Pricing Strategy - Xibei's sales have increased, but the average transaction value has decreased, with over 60% of new customers using vouchers [2][21]. - The brand's previous high-end positioning is being compromised as it resorts to price cuts to drive sales, which may undermine its long-term brand equity [2][6][21]. Group 2: Brand Perception and Consumer Behavior - The brand's value proposition was built on providing a quality dining experience for middle-class families, which is now threatened by the price reduction strategy [3][4][22]. - Consumers are likely to reassess Xibei's unique selling points, questioning the brand's competitive edge beyond its family-friendly dining environment [7][22]. Group 3: Public Relations and Market Response - Xibei's public relations strategy has been criticized as reactive and emotionally driven, failing to address consumer concerns effectively [9][10][15]. - The initial backlash was exacerbated by the company's defensive stance rather than engaging with consumer feedback, leading to further brand damage [9][12][21]. Group 4: Supply Chain and Operational Resilience - Despite the current challenges, Xibei's robust supply chain and established partnerships with top suppliers provide a foundation for potential recovery [18][21]. - The company has invested in its own production capabilities and supply chain infrastructure, which can help stabilize operations even amid fluctuating sales [18][21]. Group 5: Future Outlook and Strategic Recommendations - For Xibei to regain its footing, it must focus on its core value proposition and avoid further emotional responses to public sentiment, instead returning to sound business principles [22][23]. - The brand should leverage its existing strengths in supply chain and customer experience to rebuild its market position without compromising on quality [21][22].