2025年餐饮品牌“西贝”营销动作、社媒热度与消费者反馈分析报告

Investment Rating - The report does not explicitly provide an investment rating for the company. Core Insights - In 2025, the company "Xi Bei" faced a significant public relations crisis due to the "pre-made dish wave," which severely tested its brand reputation and consumer trust. The crisis peaked in September, with online mentions exceeding 400,000 and interactions nearing 70 million, significantly increasing the proportion of negative sentiment [3][4]. - To address the crisis, Xi Bei implemented a series of strategic adjustments in the second half of 2025, including a shift in focus from personal branding to product and service quality, a commitment to "in-store freshly made" dishes for over 30 menu items, and the introduction of a "sunshine kitchen" initiative to enhance transparency [3][4][5]. - The company also adjusted its pricing strategy, reducing the average customer spending from 92 yuan to a range of 75-85 yuan by lowering prices on over 40 dishes and launching large-scale promotional activities such as "Xi Bei invites you to dinner" [3][4][12]. Summary by Sections 1. Marketing Actions in 2025 - Xi Bei undertook a series of marketing adjustments focused on crisis response and brand rebuilding, particularly after the September crisis [5]. - The company quickly implemented transparency and quality enhancement measures in response to consumer concerns about food safety and information rights [7]. 2. Social Media Heat Analysis - In 2025, Xi Bei's social media performance was closely linked to its marketing and public relations events, showing a pattern of "silent periods followed by explosive reactions" [22]. - The brand's online mentions peaked in September, with a surge from approximately 53,000 mentions in August to over 405,000 in September, reflecting a nearly sevenfold increase [26]. 3. Consumer Feedback and Sentiment Analysis - Throughout 2025, consumer feedback evolved from a trust crisis to cautious observation, with neutral sentiment dominating but negative interactions significantly outpacing positive ones [35]. - During the pre-made dish wave, negative sentiment surged, with negative mentions rising from 3.3% to 29.6% [40]. 4. Marketing Strategy Effectiveness and Social Media Performance Correlation - The marketing actions taken by Xi Bei had a clear impact on social media heat, with crisis management actions and subsequent promotional activities leading to significant peaks in online mentions [44]. - The adjustments in marketing strategy influenced consumer sentiment, with proactive measures in the fourth quarter helping to alleviate some negative perceptions [48]. 5. Conclusion - In 2025, Xi Bei navigated a major public relations crisis and implemented a series of marketing and strategic adjustments that led to a temporary recovery in social media heat and customer traffic. However, the long-term rebuilding of brand trust remains a challenge [53][54].