每经热评丨贾国龙罗永浩口水仗又起，预制菜国家标准不能再等了

Core Viewpoint - The "Xibei Pre-prepared Food Incident" has reignited in early 2026, with CEO Jia Guolong confirming the closure of 102 stores, approximately 30% of the total, and attributing the blame for the crisis to himself while continuing to defend the brand against accusations of "online violence" [1][6]. Group 1: Incident Overview - The incident began as a dispute over industry standards, with Jia Guolong asserting that pre-prepared foods do not include central kitchen pre-processed foods according to definitions from regulatory authorities [2][7]. - The controversy highlights a significant disconnect between public perception and industry standards, as consumers struggle to understand the definitions provided by authorities [3][8]. Group 2: Brand Impact - The lack of clear standards has led to a public relations crisis, damaging the brand's reputation and transforming consumer perceptions from "paying for quality" to "imbalanced cost-performance" [3][9]. - Jia Guolong's attempts to remedy the situation through price reductions and transparency initiatives have failed to address the core issue of public perception regarding "Xibei pre-prepared food" [3][9]. Group 3: Industry Challenges - The incident underscores deeper contradictions within the Chinese restaurant industry, where the push for standardization and industrialization conflicts with consumer desires for freshness and made-to-order meals [4][10]. - The absence of authoritative standards has resulted in the stigmatization of pre-prepared foods, despite their widespread use in the industry for efficiency and safety [4][10]. Group 4: Regulatory Response - The government has recognized the need for industry standards, with efforts initiated in September 2025 to develop national standards for pre-prepared foods, but no results have been achieved to date [4][10]. - The ongoing debate emphasizes the necessity for a clear and authoritative voice on pre-prepared food standards to break the cycle of public controversy and restore consumer trust [5][10].