贾国龙，还是不服

Core Viewpoint - The article discusses the evolving public relations strategy of Xibei's founder, Jia Guolong, in response to the "pre-made dish controversy," highlighting a shift from self-reflection to a defensive stance against perceived unfair criticism [1][2][4]. Group 1: Attitude Shift - In December 2025, Jia Guolong acknowledged his mistakes, admitting to neglecting customer feelings and describing previous public relations efforts as naive [6][10]. - By January 2026, Jia's tone changed significantly, framing the controversy as a result of malicious misrepresentation by influencers [8][9]. - The contrast in his messaging indicates a shift from seeking consumer understanding to defending the company's reputation and reassuring stakeholders [19][21]. Group 2: Business Performance - Xibei's business faced severe challenges, with a reported 50% year-on-year decline in store sales in January 2026 [22][23]. - The company plans to close 102 stores in the first quarter of 2026, affecting approximately 4,000 employees, which represents 30% of its total store count [25]. - Jia emphasized commitments to employees and customers, stating that wages would not be cut and that prepaid cards would be honored, signaling the company's responsibility amidst the crisis [27][28]. Group 3: Industry Context - The pre-made dish industry suffers from unclear definitions and standards, leading to misunderstandings about Xibei's "central kitchen preparation" being equated with "pre-packaged meals" [29][30]. - The changing consumer trends make high-quality, high-ticket brands like Xibei more susceptible to public scrutiny [30][32]. - The core logic of the restaurant industry remains centered on consumer experience, which is critical for brand survival [32][34].