从始祖鸟炸山到西贝预制菜：品牌忘初心，再贵的“家底”也会塌

Core Insights - The article discusses the importance of trust between brands and their core users, using the examples of Xibei and Arc'teryx, which have recently faced trust crises due to failing to meet user expectations [1][3][9] Brand Trust and User Relationships - Trust is described as a brand's most valuable asset, built over time through consistent delivery on promises and value [3][7] - Xibei gained a strong reputation by focusing on the needs of parents concerned about food safety, leading to a significant increase in sales of children's meals [5][7] - Arc'teryx initially built its brand on trust among outdoor enthusiasts by aligning its values with their beliefs about nature [5][7] Trust Erosion Cases - Xibei's trust was compromised when it was revealed that its children's meal contained broccoli with a two-year shelf life, contradicting its claims of using fresh ingredients [9][11] - Arc'teryx lost credibility after a marketing event involving fireworks in a protected natural area, which contradicted its message of respecting nature [12][14] Misguided Recovery Efforts - Both brands attempted to regain trust through misguided strategies; Xibei focused on price reductions, while Arc'teryx pursued high-end marketing tactics [16][20] - Xibei's price cuts raised suspicions about its product quality, while Arc'teryx's marketing alienated its core outdoor user base [18][20] Recommendations for Trust Restoration - To restore trust, Xibei should enhance transparency regarding ingredient sourcing and involve parents in the oversight of food quality [22][24] - Arc'teryx needs to reconnect with its outdoor roots, apologize for its missteps, and focus on producing high-quality, performance-driven products [22][26] Conclusion - The article emphasizes that brands must prioritize the trust of their core users to ensure long-term success, learning from the experiences of Xibei and Arc'teryx [26]