Core Viewpoint - The departure of Song Xuan, the Vice President of Public Relations at Xibei, is confirmed by Chairman Jia Guolong, who emphasizes that the decision-making ultimately rests with him and not with Song or their partner, Hua Yu Hua [3][10]. Group 1: Departure of Song Xuan - Song Xuan has left his position at Xibei, which occurred prior to recent statements made by Jia Guolong on social media [1][10]. - Jia Guolong acknowledges the pressure Song faced during a public relations crisis last year and expresses support for his future endeavors [3][13]. Group 2: Company’s Public Relations Strategy - Jia Guolong claims that Xibei lacks a formal public relations strategy, stating that he had no social media presence before the crisis and only recently regained access to his account [6][14]. - He asserts that Xibei's approach focuses on customer service and food quality rather than public relations, emphasizing transparency and honesty in operations [14][15]. Group 3: Store Closures - Xibei plans to close 102 stores nationwide as part of its response to the ongoing challenges faced by the company [10][14].

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 1月16日上午消息，据媒体消息，西贝公关副总裁宋宣已离职。报道称，宋宣离职发生在贾国龙近期朋 友圈言论之前。对此消息，西贝官方暂无回应。 公开资料显示，宋宣曾任职于搜狐等媒体，2014年创办餐饮垂直媒体"掌柜攻略"，2016年创立餐饮职业 教育平台"勺子课堂"，2016至2018年先后获得西贝创始人贾国龙、嘉和一品创始人刘京京、麦当劳亚太 区副总裁李明元及多家投资机构累计5500万融资 。2022年，宋宣加入西贝餐饮集团出任副总裁，分管 对外宣传、公共关系、品质外卖及本地生活业务。 昨日，贾国龙通过朋友圈确认，西贝将一次性关闭全国范围内的102家门店。此外，贾国龙还发文强 调，西贝此番身陷网暴风波，根源在于自身不擅长公关工作，与合作方华与华并无关联。 贾国龙朋友圈内容提到，"西贝去年9月遭遇的网暴污蔑，不会公关的是我贾国龙，掏心窝子要开放厨房 的是我贾国龙，毫无准备敞开怀让媒体随便采访的也是我贾国龙。当时华杉到我家，流着泪劝我不要回 应，是我轴，我不听。" 他还表示，"西贝跟华与华合作十年，主要是品牌建设和经营咨询，西贝从来就没有什么公 ...

Core Viewpoint - The article discusses the significant closure of 102 stores by Xibei Catering, which represents approximately 30% of its total outlets, highlighting the challenges faced by the restaurant industry and the impact of public relations on consumer perception and business performance [2][11]. Group 1: Store Closures and Financial Impact - Xibei plans to close 102 stores, primarily in first and new-tier cities, with Shanghai having the highest number of closures at 19 stores [7]. - The company has experienced continuous losses since September 2025, accumulating over 500 million yuan in losses [2]. - After the closures, Xibei will have approximately 268 stores remaining nationwide [9]. Group 2: Employee and Customer Considerations - Founder Jia Guolong assured that all departing employees would receive their full salaries and that customers could use their stored value cards at other locations or receive refunds [8]. - Jia emphasized the company's commitment to fulfilling obligations to customers, even if it means incurring additional losses [8]. Group 3: Public Relations and Consumer Trust - The article highlights the importance of public relations in shaping consumer perception, indicating that Xibei's decline in performance was linked to a loss of consumer trust rather than product failure [12]. - Jia's admission of not understanding public relations reflects a broader challenge faced by traditional business leaders in adapting to modern communication dynamics [12]. Group 4: Lessons for Consumer Brands - The article outlines four key lessons for consumer brands, including the necessity of empathy from entrepreneurs and the importance of aligning with public sentiment to maintain consumer trust [14][19]. - It discusses the "post-truth" dilemma where consumers accept narratives that align with their beliefs, emphasizing the need for brands to engage emotionally with their audience [15][16]. - The future growth of brands may depend on either fully integrating into the mainstream or focusing on niche markets, as the middle ground becomes increasingly untenable [20][21].

Core Viewpoint - The chairman of Xibei, Jia Guolong, emphasizes the importance of authenticity and sincerity in public relations, asserting that the company has faced unjust online attacks and does not engage in traditional public relations practices [1][2][3]. Group 1: Company Operations and Philosophy - Xibei has been collaborating with Huashan for ten years, focusing on brand building and operational consulting, without engaging in public relations [2][5]. - The company prioritizes customer service, offering refunds if customers are dissatisfied, which Jia believes negates the need for public relations [2][5]. - Xibei claims to be among the industry leaders in food quality and safety, stating there are no secrets to hide, thus questioning the necessity of public relations [2][5]. Group 2: Response to Online Attacks - Jia Guolong recounts the online harassment Xibei faced in September, highlighting that he was advised not to respond but chose to do so, believing in transparency [1][6]. - He criticizes the online environment, suggesting that those who speak in support of Xibei face backlash, as seen with public figures like Yu Donglai and Yu Minhong [3][6]. - Jia expresses frustration over the lack of regulatory oversight regarding online harassment and the impact on private enterprises that do not understand public relations [7]. Group 3: Company Values and Training - Xibei has trained all employees with the principles of being real, sincere, and genuine, which Jia considers the best form of public relations [3][6]. - The company maintains that it has nothing to hide, as evidenced by its willingness to open its kitchen for public scrutiny [2][5].

Core Viewpoint - The article discusses the evolving public relations strategy of Xibei and its founder, Jia Guolong, amidst a crisis related to the "pre-made dishes" controversy, highlighting a shift from self-reflection to a defensive stance against perceived unfair criticism [1][3]. Group 1: Changes in Attitude - In December 2025, Jia Guolong acknowledged his mistakes, admitting to neglecting customer feelings and describing previous public relations efforts as naive [3][4]. - By January 2026, Jia's tone shifted to one of defensiveness, claiming the controversy was a result of malicious misrepresentation by influencers and emphasizing the distinction between "central kitchen preparation" and "pre-made dishes" [3][10]. - The core demands of his statements changed from regaining customer trust to reassuring employees and partners of the company's stability [10][12]. Group 2: Business Performance - Xibei's business faced significant challenges, with a reported 50% year-on-year decline in store sales in January 2026 [13][14]. - The company plans to close 102 stores in the first quarter of 2026, affecting approximately 4,000 employees, which represents about 30% of its total stores [15][17]. - Jia Guolong emphasized the company's commitment to employees, stating that wages would not be cut and that customer service obligations would be honored, indicating a focus on maintaining internal morale during the crisis [17][18]. Group 3: Industry Context - The pre-made dishes industry suffers from confusion in definitions and a lack of standards, which has contributed to Xibei's misinterpretation in the market [18][20]. - The restaurant industry's core logic remains centered on consumer experience, which is critical for brand reputation and customer loyalty [20][21].

明天将结束北京线下交流，接触了不少观点，叠加这几天理想自身的新事也不算少，感觉还挺信息爆炸的。 这次北京线下交流中，正好遇到了两位曾长期接触过主流大厂公关的人。两位对理想公关有两种看法，一位认为理想必须得做好公关，不然让一个随机 用户家庭成员遇到大量黑舆情是很不合适的。一位认为理想公关有所进步当然是更好的，不过是次要矛盾，相对更差的公关更多只是一定程度的阻碍， 显著重要得多的是李想自身成长速度。认为杨继斌的加入是靠谱的。认为公关实际上更多是一号位真正重视的话，就是能做起来的。 TOP2挺认同何同学的一句话"文学天才常有，故事天才不常有"，公关这事更接近上面的文学，理想如何把产品做好，如何把组织这个产品做好更接近上 面的故事。 2025年12月8日 前字节跳动公关总监杨继斌朋友圈表示已加入理想。预期理想之后公关风格会变。 加微信，进群深度交流理想实际经营情况与长期基本面。不是技术群，不是车友群。 ...

Core Viewpoint - The article discusses the complex dynamics of public relations in the marketing landscape, highlighting a recent conflict involving the restaurant chain Xibei and its marketing partner Huayi Huayi, emphasizing the challenges and strategies in navigating public perception and brand reputation [3][5]. Group 1: Incident Overview - Xibei recently faced public scrutiny but was able to recover and improve its reputation through employee salary increases and effective management [5][16]. - The conflict reignited when Huayi Huayi's founder, Hua Shan, publicly defended Xibei, framing it as a victim of online attacks, which drew criticism from internet personality Luo Yonghao [5][18]. - Luo's response to the situation, which included a threat to release recordings if no apology was made, ultimately shifted the focus back to Xibei, allowing it to emerge as a perceived winner in the public narrative [10][20]. Group 2: Xibei's Position - Xibei has been able to leverage the situation to enhance its brand image, positioning itself as a sincere and customer-focused company amidst the controversy [21][22]. - The brand's strategy of focusing on product quality and customer satisfaction aligns with consumer expectations in an era of information overload and frequent disputes [21][22]. - The public's reaction to Luo's endorsement of Xibei's recent improvements indicates a shift towards valuing authenticity and accountability over idealized brand images [21][22]. Group 3: Huayi Huayi's Role - Huayi Huayi is known for its unique marketing strategies, combining traditional cultural elements with modern branding techniques, which have garnered both praise and criticism [25][27]. - The agency's approach has led to significant financial investments from clients seeking effective marketing solutions, but it has also faced backlash for its design choices and perceived lack of originality [27]. - The ongoing conflict with Luo highlights the need for Huayi Huayi to adapt its public relations strategies to maintain relevance in a rapidly changing marketing environment [27][28].

Core Viewpoint - The controversy surrounding "pre-made dishes" has resulted in significant brand damage for Xibei, serving as a profound lesson in brand relationship management for the Chinese restaurant industry [1] Group 1: Brand Communication Issues - Xibei's founder, Jia Guolong, failed to effectively communicate with consumers, leading to a one-sided narrative that exacerbated tensions between the brand and its audience [4][5] - Jia's communication style has been criticized for lacking engagement and being overly authoritative, which does not resonate with younger consumers who prefer interactive and relatable content [6][8] - The public's perception of Xibei and Jia Guolong is shaped by a lack of effective two-way communication, resulting in a negative image that is difficult to overcome [13][19] Group 2: Lessons from Competitors - Competitors like Laoxiangji have successfully engaged with consumers through transparent communication and interactive campaigns, contrasting with Xibei's approach [8][19] - The example of Haier's CEO, Zhou Yunjie, illustrates how even established leaders can benefit from direct interaction with consumers, enhancing brand trust and loyalty [9][10] - The importance of daily public communication is emphasized, suggesting that Xibei could learn from the proactive engagement strategies of other brands to build a more positive relationship with consumers [20] Group 3: Brand Trust and Reputation Management - Effective public relations should focus on building brand trust and managing reputation through ongoing dialogue with consumers, rather than only responding to crises [10][12] - The current situation presents an opportunity for Xibei to rethink its brand relationship strategy and improve communication with a broader audience [20] - The need for Xibei to adapt its communication strategy to foster a more relatable and approachable brand image is highlighted, suggesting that engaging younger audiences is crucial for future success [19]

Public Relations & User Sentiment - Binance's Chinese public relations face challenges due to an overabundance of overly supportive individuals, creating social pressure for objective evaluations [1] - The prevalence of "舔狗" (sycophants) leads to biased feedback, potentially hindering objective assessment during market downturns [1] - The "按闹分配" (squeaky wheel gets the grease) approach, while temporarily resolving issues, can alienate high-ego users who may seek alternatives [1] User Behavior & Retention - High-ego users, common among those who have profited in the crypto space, may quickly leave if they perceive Binance as acting arbitrarily [1] - The perception of Binance as acting like an emperor, only rewarding those who please it, can drive away users with other options [1]

Core Viewpoint - The article highlights the unique customer loyalty and emotional connection that West B (西贝) has cultivated with its young customers, exemplified by a touching story of a child named Mao Mao who is deeply attached to the brand [4][25][30]. Group 1: Customer Loyalty and Emotional Connection - Mao Mao, a 7-year-old, demonstrates intense loyalty to West B, showcasing how emotional ties can influence customer behavior [5][7]. - The article describes a scenario where Mao Mao's emotional reaction to visiting West B illustrates the brand's strong impact on its young patrons [6][8]. - The narrative of another loyal customer, Du, emphasizes how West B has positively influenced her child's eating habits, further solidifying the brand's reputation [20][21]. Group 2: Business Strategy and Marketing - West B's approach to customer engagement is likened to a masterclass in emotional marketing, suggesting that other industries could learn from their methods [27][28]. - The article notes a recent promotional event where West B offered customers a 100 yuan dining voucher, demonstrating a strategic move to enhance customer experience and loyalty [44][45]. - The author contrasts West B's business acumen with that of smaller competitors, highlighting the effectiveness of West B's strategies in generating both revenue and goodwill [53].