激进促销无效？西贝计划关闭全国102家门店自救

Core Insights - Xibei Catering is set to close 102 stores, approximately 30% of its total, due to a significant decline in business performance following the "pre-made dish controversy" that began in September 2025, described by founder Jia Guolong as the company's largest external crisis since its establishment [2] - The company has reported a total loss exceeding 500 million yuan since the controversy, with no stores being profitable during this period [2] - In January 2026, Xibei's store sales plummeted by 50% year-on-year, driven by a persistent decline in customer traffic [2] Financial Performance - Following the controversy, Xibei launched extensive promotional activities, distributing over 300 million yuan in consumer vouchers, but the impact was short-lived [3] - The company's net profit margin was approximately 5%, and many stores saw daily customer traffic drop below 300, which is the breakeven point, leading to daily net losses [3] Brand and Market Position - Xibei previously established a "quality mid-to-high-end" image with an average customer spending of around 90 yuan, but the price cuts and substantial subsidies post-controversy have diluted this brand value [3] - The ability of Xibei to rebuild trust with consumers after closing underperforming stores and focusing on core markets will be crucial for its recovery [3]