西贝更换门头了

Core Viewpoint - The article discusses the recent changes in the branding and marketing strategies of Xibei, a high-end Chinese restaurant chain, in response to consumer dissatisfaction and the impact of the pre-prepared food controversy on its brand image [5][6]. Branding Changes - Xibei has updated its logo and slogan, changing from "Xibei Youmian Village" to "Xibei I Come from the Grassland," with a shift in color scheme from red and white to white and green [3][4]. - Despite the logo change, the restaurant staff clarified that the logo remains the same, and the new slogan is merely an advertising phrase [3]. Consumer Sentiment - Consumer anger towards Xibei is attributed not to the logo change but to feelings of betrayal regarding food quality, especially after the pre-prepared food scandal [5]. - The brand's high pricing strategy targets middle to high-income consumers, many of whom feel pressured to provide better food for their children, leading to a significant backlash when quality is perceived to decline [5]. Marketing Strategies - In response to declining customer traffic, Xibei has been issuing various discount coupons, effectively lowering prices to attract customers [6]. - Promotions include a 100 yuan no-threshold coupon and a 50 yuan discount for purchases over 50 yuan, with additional incentives for higher spending [6]. Long-term Implications - While the short-term effects of coupon promotions have been positive, increasing foot traffic and sales, there are concerns about the long-term impact on brand perception [6]. - Continuous discounting may lead consumers to associate the brand with lower prices, undermining its high-end image and making it difficult to revert to previous pricing strategies [6]. Store Closures - Due to the decline in customer traffic, Xibei has announced the closure of its Shantou store on October 19, indicating operational challenges [6].