贾国龙：自己视频“爹味儿”很重，不再打造个人IP

Core Viewpoint - The founder of Xibei Catering Group, Jia Guolong, has announced a return to core business operations and will no longer focus on building a personal brand [3]. Group 1 - Jia Guolong expressed that he feels unsuitable for creating a personal brand, citing his emotional nature and the perception that he may come off as boastful [3]. - He acknowledged a lack of confidence in developing a personal brand, stating that he feels it carries a heavy paternalistic tone [3]. - Xibei is projected to incur cumulative losses exceeding 600 million yuan from September 2025 to March 2026 [3]. Group 2 - The company plans to close 102 stores nationwide in the first quarter, which represents 30% of its total outlets [3].