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！ 来源：深正观察 最近这几天，京东老板刘强东又给宿迁市光明村的老家乡亲送年货。几乎每一个网帖下面，都是好评如 潮。 t ! " ! PS' BE P #刘强东连续多年给老家送年货# 刷到刘强东给老乡 送年货的新闻,简直超级羡慕呀!谁懂啊家人们, "大强子"也太好了!!! 每年都雷打不动给老家乡亲 们备年货,吃的、用的啥都有,并且还会给村里年 纪大的老人发万元红包!全是实用的东西,这格局 直接拉满! ... 全文 28日预30日 给父 从2015年起，东哥每逢春节前，都给老家乡亲献爱心，实打实的十几年如一日。除了致富不忘乡亲，东 哥在各个场合都挺质朴、真诚。比如他在街边请快递员吃饭，比如他在品酒会上给15桌来宾挨个敬上真 的白酒。 这么大的一个富豪，跟隔壁老哥一样实诚。渐渐的，大伙都忘记了现在的东哥，居然是2018年9月2日在 美国灰头土脸的那位东哥。 西贝老板贾国龙现在的心情，跟东哥2018年在明尼苏达的时候一样糟糕。老贾像祥林嫂一样怨恨，"我 不懂公关，而是一个踏踏实实做实业、做服务的人，是不是这个世界上不会诡辩的普通人就该被欺 辱？" ...

Core Viewpoint - The article discusses the ongoing challenges faced by the restaurant chain Xibei, particularly focusing on its founder Jia Guolong's controversial decisions and public relations missteps, which have led to significant operational and reputational issues for the company. Group 1: Company Operations and Challenges - Jia Guolong has chosen to address issues related to competitor Luo Yonghao instead of focusing on Xibei's operational and reputation problems, reflecting a preference for personal vendettas over business strategy [2][6] - Xibei has announced the closure of 4,000 stores, raising questions about its financial viability, especially given its claims of low profit margins and recent employee salary increases [7][9] - The company has been criticized for its contradictory actions, such as raising employee salaries while simultaneously planning mass layoffs, which is unusual in the restaurant industry [9][10] Group 2: Public Relations and Image Management - Jia Guolong's disdain for public relations is evident, as he frequently questions the necessity of understanding PR, equating it with negative connotations [16][18] - The article highlights the importance of public relations in Xibei's past successes, particularly in promoting its children's meals, which accounted for a significant portion of sales [22] - The failure to effectively manage public relations has led to a negative perception of Xibei, with the company being seen as out of touch with modern marketing and consumer expectations [22]

Core Viewpoint - The article discusses the recent public statements and behavior of Jia Guolong, the CEO of Xibei, highlighting a shift from a conciliatory approach to a more confrontational stance, which raises concerns about the company's future and public perception [2][3][5]. Group 1: Jia Guolong's Public Statements - Jia Guolong initially apologized for past mistakes but later expressed anger over online insults directed at Xibei, indicating a return to a more aggressive demeanor [2][3][5]. - He distanced himself from the controversies involving Luo Yonghao, asserting that the issues were solely his responsibility and not related to his company [4][5]. - Jia's emotional outburst and refusal to engage in public relations strategies may undermine the company's recovery efforts [12][14]. Group 2: Company Performance and Public Perception - Xibei had been recovering from the "Luo Yonghao incident," with reports of increased customer traffic and positive sales trends, but recent developments have cast doubt on this recovery [13][15]. - The company is facing significant challenges, with reports indicating a 50% year-on-year decline in store sales expected by January 2026 [15][17]. - The perception of Xibei's quality and service may be jeopardized by Jia's inconsistent public behavior, leading consumers to question the authenticity of the company's previous apologies and corrective measures [15][16][20]. Group 3: Importance of Public Relations - The article emphasizes the critical role of public relations for companies, especially those with brand premiums like Xibei, which relies on maintaining a positive public image [28][24]. - Jia's dismissal of public relations as unnecessary could be detrimental, as effective communication is essential for brand reputation and consumer trust [29][24]. - The article suggests that both Jia Guolong and Lei Jun face similar challenges in adapting to the current public sentiment and managing their companies' images effectively [30][36].

2026年伊始，餐饮圈有些沉重，西贝宣布30多个城市的102家门店闭店，接近总门店数的三成。 创始人贾国龙在朋友圈回应，说自己"遭到铺天盖地污蔑125天"，字里行间是蒙古汉子的倔劲， 却少了几分面对困境时应有的冷静与反思。125天过去了，贾国龙一次次站出来，以近乎"捍卫 真理"的姿态做出回应，也因此被更深的愤懑所困。 风波持续，媒体未曾间断过探访西贝，这家企业的一线员工们，就这样被推到了聚光灯之下， 职业命运也不可避免地被裹挟到这股浪潮中来。 从2025年9月预制菜风波后，凤凰网也曾多次探访西贝，员工的形象变得越来越清晰。作为顾客 体验，西贝员工服务周到：看到顾客忙于工作，他们会轻声提醒"菜要趁热吃才好吃"；当你抬 头环顾时，员工会适时走近，询问你是否需要服务，即便你想要了解更多，也常收获得体的回 应。 有员工会在忙碌的间隙，挤出一句小抱怨，"现在活儿更累、更繁琐了"；有人只是友好地笑 笑，不多言语；也有人会为西贝感到不平，话语里透着不甘。 就像脱口秀演员呼兰的段子所说，人们总记住英雄的故事——史书写"刘备率军二十万攻打襄 阳"，却常忽略下一句是"十万百姓流离失所"，那才是风浪之下，普通人真实的命运。 西贝的 ...

Core Viewpoint - The recent turmoil surrounding Xibei's prepared dishes has been reignited by CEO Jia Guolong's emotional response, revealing the company's dire situation as it plans to close 102 stores, accounting for 30% of its total, and faces a 50% year-on-year decline in business [1][6][12] Group 1: Company Situation - Xibei is planning to close 102 stores in the first quarter of 2026, affecting approximately 4,000 employees, which represents 30% of its total store count [6] - The company has experienced a significant drop in profits, with a 50% year-on-year decline in store business as of January 2026 [5][12] - Despite efforts to adapt, including a nearly 20% price reduction on over 30 dishes and an average salary increase of 500 yuan for frontline employees, consumer response has not improved [5][8] Group 2: Public Relations and Consumer Perception - Jia Guolong's insistence that Xibei has not made mistakes and his emotional outbursts have not garnered public sympathy, leading to widespread criticism on social media [10][12] - The initial criticism from a consumer regarding the taste of prepared dishes escalated into a brand trust crisis due to Jia's aggressive response, which was perceived as a failure to engage in effective public relations [11][12] - The core issue is not the concept of prepared dishes itself but rather the mismatch between high pricing and consumer expectations for value, highlighting a disconnect between Xibei's positioning and market trends [16][17]

2026年的餐饮圈，被西贝的闭店消息染得有些沉重。 102家门店，接近总门店数的三成，在30多个城市悄然退场。 创始人贾国龙在朋友圈的回应，却出乎意料地充满情绪。 他说自己"遭到铺天盖地污蔑125天"，字里行间是蒙古汉子的倔劲，却少了几分面对困境时应有的冷静与反思。 这场风波发酵至今，贾国龙似乎仍未真正厘清，压垮西贝的，从来不是所谓的"网络污蔑"，而是藏在情绪对抗背后的认知偏差，是经营逻辑与消费需求的 错位。 01 把吐槽当攻击，把消费者当对手 贾国龙的第一重认知偏差，始于对公关的误解，最终落脚于对消费者关系的错位定位。 风波发酵后，贾国龙在长文中反复强调自己"不懂公关"，甚至把公关等同于"诡辩"，甚至把公关和做好产品看作是对立，坚持认为"真实、真诚、真性情 就是最好的公关"。 这句话听起来很朴素，但本质上是拒绝更新认知的固执，也是对公关价值的误解。 公关从来不是粉饰太平，而是在争议中传递信息、倾听诉求、修复信任。 它需要理性，也需要共情，而不是情绪化地硬刚。 回溯这场风波的起点，本是一次再寻常不过的消费吐槽，罗永浩作为消费者吐槽西贝"几乎全是预制菜还卖高价"。 这句话的核心诉求并非否定预制菜本身，而是传递" ...

2026年的餐饮圈，被西贝的闭店消息染得有些沉重。 102家门店，接近总门店数的三成，在 3 0多个城市悄然退场。 创始人贾国龙在朋友圈的回应，却出乎意料地充满情绪。 他说自己 "遭到铺天盖地污蔑 125天"，字里行间是蒙古汉子的倔劲，却少了几分面对困境时应有的冷静与反思。 这场风波发酵至今，贾国龙似乎仍未真正厘清，压垮西贝的，从来不是所谓的 "网络污蔑"，而是藏在情绪对抗背后的认知偏差，是经营逻辑与消费需 求的错位。 01 把吐槽当攻击，把消费者当对手 贾国龙的第一重认知偏差，始于对公关的误解，最终落脚于对消费者关系的错位定位。 风波发酵后，贾国龙在长文中反复强调自己 "不懂公关"，甚至把公关等同于"诡辩"，甚至把公关和做好产品看作是对立，坚持认为"真实、真诚、真 性情就是最好的公关"。 这句话的核心诉求并非否定预制菜本身，而是传递 "价格与体验不匹配"的不满，花着现做餐饮的钱，却吃到了预制菜的口感，这种心理落差才是争议 的导火索。 彼时的西贝，本有多种稳妥选择。 或是保持沉默，用时间消解舆论热度；或是温和回应，坦诚说明预制菜的使用场景，承诺优化体验。 但贾国龙的反应，却把一次普通消费吐槽升级成了舆论对抗。 ...

Core Viewpoint - The founder of Xibei, Jia Guolong, demonstrates a mix of idealism and self-reflection in managing the company's recent challenges, including the closure of 102 stores and the impact on employees and customers [1][3][10]. Company Management and Operations - Jia Guolong emphasizes responsibility by ensuring that all employees affected by the store closures receive their salaries and that customer prepaid cards remain valid at other locations [1]. - The company has faced significant operational pressures, with the restaurant industry experiencing a slowdown in revenue growth and profit margins, as highlighted by the China Cuisine Association [5][6]. - Xibei's revenue was already in decline before the recent controversies, with Jia admitting that the company was in a downward trend as of May 2025 [6][10]. Market Challenges - The restaurant sector is witnessing increased competition and declining customer spending, leading to a general trend of lower average transaction values across the industry [5][8]. - Xibei's higher price point has made it more vulnerable to market pressures, especially as consumer expectations shift towards value for money [8]. Public Relations and Brand Image - Jia Guolong's approach to public relations has been criticized as lacking, with his insistence that Xibei does not engage in public relations efforts raising concerns about the company's image management [4][11]. - The controversy surrounding the "pre-prepared dishes" debate has damaged Xibei's brand, with customers feeling misled about the quality and freshness of ingredients [7][9]. - The company has made efforts to address these issues by reducing prices on over 30 menu items by 20% in response to public sentiment [10]. Employee Impact - The closure of stores has resulted in job losses for employees, highlighting the real-world consequences of market dynamics and operational decisions [12]. - Jia Guolong's entrepreneurial success should come with an understanding that market conditions do not guarantee positive outcomes solely based on past achievements [12][13].

Core Insights - The Vice President of Public Relations at Xibei, Song Xuan, has resigned due to personal development reasons, as confirmed by the founder, Jia Guolong [1][7] - Jia Guolong emphasized that all final decisions are made by him and not influenced by external parties or Song Xuan, who he previously supported in his entrepreneurial endeavors [4][10] - Xibei will close 102 stores, accounting for approximately 30% of its total outlets, affecting around 4,000 employees, primarily in first and second-tier cities [5][11] Summary by Sections Leadership Changes - Song Xuan has left Xibei, citing personal development as the reason, and expressed gratitude towards the company and its founder [1][7] - Jia Guolong acknowledged the pressure Song faced during recent events and reiterated his commitment to support him in future endeavors [4][10] Company Operations - Xibei is set to close 102 stores, which will be completed in the first quarter, with a focus on fulfilling customer commitments before shutting down certain locations [6][11] - Employees affected by the closures will receive their full wages, and customers with stored value cards can use them at other locations or request refunds [6][11] Brand and Public Relations - Jia Guolong defended the company's approach to public relations, stating that Xibei focuses on customer service and product quality rather than traditional PR tactics [5][11] - He highlighted the company's commitment to authenticity and sincerity as the best form of public relations, rejecting negative perceptions about their products [11]

Core Viewpoint - The recent statements from Xi Bei Group's founder, Jia Guolong, and Vice President, Song Xuan, highlight the company's commitment to transparency and customer service amidst challenges related to public perception and operational adjustments following controversies surrounding pre-prepared dishes [1][2][3][4]. Group 1: Company Response to Controversy - Xi Bei Group confirmed the closure of 102 stores, representing 30% of its total locations, with a commitment to ensure that all departing employees receive their full wages and that customer prepaid cards remain valid at other locations [3]. - Jia Guolong emphasized that the company has never engaged in public relations in the traditional sense, focusing instead on genuine customer service and product quality, which he believes has contributed to the brand's success [4]. - The company has implemented measures such as price reductions, issuing coupons, and increasing employee salaries to mitigate the impact of declining customer traffic and sales following the controversy [4]. Group 2: Leadership Statements - Song Xuan expressed his ongoing commitment to Xi Bei and acknowledged shared responsibility for the company's challenges, distancing himself from the blame placed on Jia Guolong [2]. - Jia Guolong defended Song Xuan's role in the company, stating that he has faced significant pressure and criticism during the recent events, and reiterated that all decisions ultimately rest with him [2][3]. - Jia Guolong criticized the negative portrayal of Xi Bei in the media, asserting that the company maintains high standards for food quality and safety, and that accusations of using pre-prepared dishes are unfounded [4].