1 月 25 日，西贝贾国龙最新专访发声，直面自身公众形象问题，同时透露企业当下的经营困境，宣布将彻底 放弃打造个人 IP，全身心回归餐饮一线。 此次调整背后，是西贝深陷的经营危机。自 2025 年 9 月罗永浩质疑西贝"高价卖预制菜"引发舆论风波后，西 贝客流持续下滑，2026 年 1 月门店生意同比腰斩，贾国龙预计 2025 年 9 月至 2026 年 3 月公司累计亏损将 超 6 亿元，还计划在一季度关闭全国 102 家门店，占门店总数的 30%。 此前闭店消息公布后，贾国龙的多条朋友圈言论曾让公司公关陷入被动，还导致公关副总裁离职，这也让他更 加坚定了回归主业、少说多做的想法。目前西贝已完成新一轮融资，新荣记张勇等投资方入局，贾国龙也放下 了 2026 年 IPO 的计划，转而向胖东来学习，聚焦员工和顾客体验。 （参考：上海证券报、界面新闻，本文经由 AI 优化） 贾国龙坦言，回看自己的访谈视频后，发现自身性格容易激动、表情丰富， 说话还带有说教感，"确实爹味儿 很重" ，也让外界觉得他爱吹牛，自己对做个人 IP 毫无信心，后续会尽量减少网上发声。 他表示自己更擅长一线工作，接下来会深入原料基地选品， ...

Group 1 - The core idea of the article revolves around leveraging digital platforms like short videos and short dramas to promote Yunnan's unique health products, emphasizing the importance of innovative marketing strategies in the digital age [1][4][10] - Yang Ling's vision focuses on promoting Yunnan's specialty products, particularly those with health benefits, and recognizing the need to move beyond traditional sales channels to reach a broader audience [1][10] - The collaboration between Yang Ling and Zhening aims to create engaging content that tells the stories behind Yunnan's products, enhancing consumer connection and trust through personal branding [4][10] Group 2 - Zhening emphasizes the significance of personal IP in brand communication, stating that it serves as a bridge of trust between brands and consumers, and highlights the role of storytelling in content creation [4][10] - The plan includes inviting professional directors to capture the essence of Yunnan's products through visual storytelling, showcasing both the products and the region's culture [8][10] - The promotional strategy combines online and offline efforts, utilizing social media for engagement and hosting experiential events to deepen consumer interaction with Yunnan's specialty products [10]