不再打造个人IP！贾国龙最新发声：自己的视频看多了，确实“爹味儿”很重，预计西贝亏损将超6亿元

Core Viewpoint - The founder of Xibei Catering Group, Jia Guolong, has decided to return to frontline operations and focus on the core business, abandoning the creation of a personal brand due to a lack of confidence in that area [1][3]. Group 1: Business Strategy and Operations - Jia Guolong expressed a desire to improve service quality by personally selecting ingredients and ensuring better cost management, emphasizing his commitment to culinary excellence [3]. - Xibei plans to close 102 stores, which accounts for 30% of its total outlets, and anticipates a cumulative loss exceeding 600 million yuan from September 2025 to March 2026 [4]. - The company has issued over 300 million yuan in consumer vouchers last year to stimulate sales, but reported a 50% year-on-year decline in store business as of January 2026 [4]. Group 2: Financial Developments - Xibei recently secured a new round of financing, with investors including Taizhou Xinrongtai Investment Co., Hohhot Collective Co-Creation Management Center, Chengdu Xunda Optoelectronics Co., and Hangzhou Zhouxuan Equity Investment Management Partnership [4][5]. - The registered capital of Xibei has increased from approximately 8990.29 million yuan to 1.02 billion yuan, marking a growth of about 13% [5]. - This financing is viewed as a crucial step towards Xibei's potential IPO, which Jia Guolong has indicated could occur by 2026 [6][7]. Group 3: Market Position and Challenges - Xibei is the largest chain restaurant in Inner Mongolia, established in 1988, and has ranked first in revenue in the Chinese casual dining sector for eleven consecutive years [9]. - The company is currently facing significant challenges, including a public relations crisis stemming from a dispute with entrepreneur Luo Yonghao regarding the "pre-made dishes" controversy [4][9]. - Jia Guolong has acknowledged the need for reflection and improvement in response to public criticism, indicating a commitment to learning from the situation [9].