砍自己一刀，西贝绝地求生

Core Viewpoint - The article discusses the recent price reduction strategy implemented by the restaurant brand Xibei, which aims to regain consumer trust after facing criticism for high prices and the use of pre-made dishes. The effectiveness of this strategy during the National Day holiday is analyzed, highlighting both consumer reactions and potential long-term implications for the brand [8][24][28]. Price Reduction Strategy - Xibei announced significant price cuts on various core dishes starting from October 1, with prices for items like Xibei noodles dropping from 39 yuan to 33 yuan and roasted lamb chops from 119 yuan to 109 yuan. Additionally, a 100 yuan no-threshold voucher was introduced [8][12]. - This price adjustment is unprecedented in Xibei's history and is viewed as a self-rescue measure to counteract declining customer traffic [8][12]. Consumer Response - During the National Day holiday, Xibei experienced a noticeable increase in customer traffic compared to the previous period, with some locations seeing wait times for seating [8][18]. - Consumers reported significant savings using the vouchers, with some effectively dining for free by leveraging multiple vouchers [13][15]. However, there were complaints about portion sizes, indicating that the price reduction did not necessarily equate to value [29]. Market Dynamics - The introduction of vouchers led to a surge in secondary market activity, with 100 yuan vouchers being sold for 50-60 yuan on platforms like Xianyu, indicating a potential for arbitrage [19][20]. - The presence of "voucher hunters" and resellers could undermine the original intent of the promotional campaign, shifting it from customer appreciation to profit-making [20][24]. Brand Trust Issues - Despite the price cuts, Xibei continues to face skepticism regarding its use of pre-made dishes, with many consumers expressing doubts about the brand's claims of not using such products [24][26]. - The article notes that while consumers acknowledge the lower prices, they still associate the brand with its previous high pricing and pre-made dish controversies, which complicates the rebuilding of trust [26][28]. Strategic Implications - The article suggests that Xibei's shift from emphasizing value to competing on price could dilute its brand equity and long-term positioning in the market [28][29]. - To regain consumer trust, Xibei may need to focus on transparency regarding its food sourcing and preparation methods, as well as ensuring that pricing aligns with consumer expectations for quality [31][33].