贾国龙的“百日转身”：我错了

Core Viewpoint - The founder of Xibei, Jia Guolong, publicly reflects on the recent "pre-made dish controversy" and acknowledges past mistakes in crisis management and brand strategy, emphasizing the need to listen more to consumer feedback rather than adhering strictly to internal definitions or industry narratives [3][4]. Group 1: Market Perception and Strategy Adjustment - Jia Guolong has shifted his market understanding from debating the right or wrong of pre-made dishes to focusing on matching experiences with consumer needs [4]. - He admits that the neglect of customer feedback has been a long-standing issue, indicating a deeper reflection on corporate culture and management mechanisms [4]. Group 2: Impact of the Crisis - The crisis has significantly impacted Xibei, affecting revenue and causing Jia personal distress, as he relied on sleeping pills for 40 consecutive days [6]. - Following the controversy, Xibei experienced a drastic drop in customer traffic, with some locations seeing a year-on-year decrease of 50-70% [14][16]. Group 3: Response Measures - In response to consumer concerns, Xibei has implemented several measures, including adjustments to the central kitchen, price reductions (with some products decreasing by nearly 20% and a current average customer price of around 75 yuan), and increased kitchen transparency [8][23]. - The company aims to create a family-friendly dining experience, focusing on children's meals and enhancing customer experiences, even if it results in a 5% increase in labor costs [10]. Group 4: Future Direction - Jia emphasizes the importance of managing the existing 300+ stores without blind expansion, reaffirming Xibei's focus on its "main meal" attributes [12]. - The company is attempting to transition from a "fast company" to a "slow company," seeking a balance between efficiency and customer emotional engagement, which poses challenges in terms of supply chain and profitability [21]. - Xibei plans to develop overseas markets, with the first international store reportedly opening in Los Angeles [21]. Group 5: Summary of Actions - Xibei is issuing nationwide 100 yuan dining vouchers to attract customers and is enhancing transparency in food preparation by allowing kitchen tours and emphasizing on-site cooking processes [23]. - The company is adjusting its central kitchen and store processing workflows to shift some pre-made processing to on-site preparation [23].