不再打造个人IP，贾国龙发声：自己的视频看多了，确实“爹味儿”很重

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 idea of building a personal brand [1] Group 1: Business Strategy and Operations - Jia Guolong expressed his lack of confidence in creating a personal brand, stating that he prefers to focus on improving service and selecting high-quality ingredients for the restaurant [1] - Xibei plans to close 102 stores, which accounts for 30% of its total outlets, as part of a strategic contraction due to ongoing financial difficulties [2] - 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 [2] Group 2: Financial Performance and Funding - Xibei is projected to incur cumulative losses exceeding 600 million yuan from September 2025 to March 2026 [2] - The company has recently secured a new round of financing, with registered capital increasing from approximately 899 million yuan to 1.02 billion yuan, marking a 13% increase [2][3] - The financing is viewed as a crucial step towards Xibei's IPO plans, which Jia Guolong aims to complete by 2026, although he has expressed mixed feelings about the timing of the IPO [5] Group 3: Market Position and Industry Context - Xibei is the largest chain restaurant in Inner Mongolia, founded in 1988, and has ranked first in revenue in the Chinese casual dining sector for eleven consecutive years [7] - The company employs over 17,000 people, highlighting its significant role in the local economy [7] - Recent public commentary from the People's Daily emphasized the importance of transparency and honesty in crisis management, which Jia Guolong has acknowledged as areas for improvement [7]