西贝多家门店闭店！成本疯涨、客单暴跌，线下餐厅被迫集体回调

Core Viewpoint - The recent closure of multiple West Bie Yomian Village stores is interpreted as a sign of brand decline, but it is actually a proactive strategy by founder Jia Guolong to adapt to the "new normal" in the restaurant industry, focusing on shedding inefficient stores to navigate through economic pressures [1][3]. Industry Overview - The restaurant industry in 2025 is characterized by a trend where the speed of store closures exceeds that of openings, with 69% of brands in the Chinese cuisine sector experiencing contraction or stagnation [3]. - Despite a slight overall growth in national restaurant revenue, revenue from large-scale dining enterprises has turned negative for the first time, indicating a significant reduction in the number of million-level stores [3]. Consumer Behavior Changes - Data shows that the average dining expenditure per person in China dropped to 36.6 yuan in August 2025, a 7.7% decrease from the previous year, approaching levels seen in 2015, while operational costs have significantly increased [5]. - There is a notable shift in consumer preferences towards more affordable dining options, with family meals under 200 yuan becoming popular and online orders under 30 yuan accounting for over 60% [5][7]. Cost Pressures - The average rental prices for commercial properties have steadily increased, with "百街" and "百MALL" reaching 24.16 yuan/m²·day and 27.05 yuan/m²·day respectively in the first half of 2025 [9]. - Labor costs have risen due to mandatory social insurance contributions, leading to a typical small restaurant's monthly costs increasing significantly, with net profit margins dropping from 8% to 3% [9]. - Food ingredient costs have also surged, with the proportion of food costs in restaurant operations rising from 28% to 35% in the first half of 2025 [9]. Strategic Adjustments - West Bie is not only closing stores but also opening new ones as part of a normal operational adjustment, aligning with the industry's "survival of the fittest" logic [5][11]. - The brand's recent closures are part of a broader strategy to address previous brand crises, including issues related to food quality and management, and are accompanied by measures to maintain customer trust [11][14]. - The approach of closing underperforming stores while reallocating resources to high-traffic locations is seen as a way to enhance operational efficiency and cash flow [14].