贾国龙，还是不服

Core Viewpoint - The article discusses the evolving public relations strategy of Xibei and its founder, Jia Guolong, amidst a crisis related to the "pre-made dishes" controversy, highlighting a shift from self-reflection to a defensive stance against perceived unfair criticism [1][3]. Group 1: Changes in Attitude - In December 2025, Jia Guolong acknowledged his mistakes, admitting to neglecting customer feelings and describing previous public relations efforts as naive [3][4]. - By January 2026, Jia's tone shifted to one of defensiveness, claiming the controversy was a result of malicious misrepresentation by influencers and emphasizing the distinction between "central kitchen preparation" and "pre-made dishes" [3][10]. - The core demands of his statements changed from regaining customer trust to reassuring employees and partners of the company's stability [10][12]. Group 2: Business Performance - Xibei's business faced significant challenges, with a reported 50% year-on-year decline in store sales in January 2026 [13][14]. - The company plans to close 102 stores in the first quarter of 2026, affecting approximately 4,000 employees, which represents about 30% of its total stores [15][17]. - Jia Guolong emphasized the company's commitment to employees, stating that wages would not be cut and that customer service obligations would be honored, indicating a focus on maintaining internal morale during the crisis [17][18]. Group 3: Industry Context - The pre-made dishes industry suffers from confusion in definitions and a lack of standards, which has contributed to Xibei's misinterpretation in the market [18][20]. - The restaurant industry's core logic remains centered on consumer experience, which is critical for brand reputation and customer loyalty [20][21].