贾国龙答上证报：不再打造个人IP

Core Insights - The founder of Xibei Catering Group, Jia Guolong, has decided to return to frontline operations and focus on the core business, stepping away from building a personal brand [1] - Jia Guolong expressed a lack of confidence in creating a personal IP, acknowledging that his previous online presence may have come off as boastful and overly paternalistic [1] - The company anticipates a cumulative loss exceeding 600 million yuan from September 2025 to March 2026, and plans to close 102 stores, which represents 30% of its total outlets [1] Company Overview - Xibei Catering Group is the largest chain restaurant enterprise in Inner Mongolia, founded in 1988 in Bayannur City, Inner Mongolia [1] - The company has ranked first in revenue in the Chinese casual dining sector (excluding hot pot) for eleven consecutive years, employing over 17,000 staff [1]