Core Viewpoint - The public dispute between entrepreneur Luo Yonghao and restaurant brand Xibei highlights a significant disconnect between brand narrative and consumer perception in the pre-prepared food era in China's catering industry [3]. Group 1: The Incident - Luo Yonghao's social media posts on September 10, 2023, unexpectedly brought Xibei into the spotlight, leading to a series of online confrontations [2]. - The confrontation involved Luo's live broadcasts across multiple platforms, where he emphasized the need for transparency in pre-prepared food and consumer rights [2][3]. - Xibei's founder, Jia Guolong, expressed his frustration over the perception that Xibei is expensive, reiterating this sentiment during a media event following the incident [5]. Group 2: Pricing and Value Perception - Xibei's average price per person is reported at 85.03 yuan, while other similar restaurants range from 24 to 55 yuan, indicating a significant price disparity [5]. - Luo Yonghao compared Xibei's products with those from high-end restaurants, questioning the value proposition of Xibei's offerings [5]. - Jia Guolong aims to position Xibei as a high-quality, family-friendly dining option, which he believes justifies the higher prices [5][6]. Group 3: Brand Narrative and Consumer Trust - Xibei's business model is driven by "emotional value," where consumers are purchasing not just food but a sense of health and warmth associated with the brand [6]. - Luo Yonghao's critique struck at the core of Xibei's brand narrative, which relies on the perception of fresh, non-prepared food [6][11]. - The incident reveals a growing gap in trust between Jia Guolong's high-quality narrative and Luo Yonghao's representation of consumer experiences [7][12]. Group 4: The Pre-prepared Food Market - The pre-prepared food market in China has doubled in size over the past three years, despite consumer resistance to the concept [8]. - The definition of pre-prepared food was clarified by regulatory bodies in March 2024, distinguishing it from other food categories [9]. - Jia Guolong insists that Xibei does not fall under the regulatory definition of pre-prepared food, while Luo Yonghao argues that consumer perception has already shifted beyond regulatory definitions [10]. Group 5: Industry Trends and Future Outlook - The restaurant industry faces a dilemma between operational efficiency and consumer experience, with a growing demand for transparency [11][12]. - Brands that can effectively bridge the gap between consumer expectations and operational realities will likely succeed in the future [13]. - The incident serves as a wake-up call for the industry, emphasizing the importance of honesty and transparency in brand communication [12][13].

Core Viewpoint - The public dispute between entrepreneur Luo Yonghao and restaurant brand Xibei highlights a significant disconnect between brand narrative and consumer perception in the Chinese catering industry, particularly regarding the rise of pre-prepared dishes [2][5]. Group 1: The Dispute - Luo Yonghao's social media commentary has sparked a significant backlash against Xibei, with over 33 related posts on his Weibo account by September 12 [1]. - The contrasting reactions of Luo's calm demeanor and Xibei's founder Jia Guolong's emotional response illustrate the differing approaches to public relations in this controversy [2]. - The debate centers around the pricing of Xibei, with Luo and Jia both presenting arguments about the perceived value and quality of the brand's offerings [3][4]. Group 2: Pricing and Consumer Perception - Xibei's average price per person is reported at 85.03 yuan, significantly higher than competitors, which raises questions about its pricing strategy [3]. - The brand's positioning as a high-quality, family-friendly dining option is challenged by consumer perceptions of value, particularly in light of Luo's comparisons with lower-priced alternatives [3][4]. - The emotional value associated with Xibei's brand is a key factor in its pricing strategy, as consumers are purchasing not just food but a sense of trust and quality [4]. Group 3: The Pre-prepared Dish Debate - The pre-prepared dish market in China has doubled in size over three years, indicating a growing trend despite consumer resistance [6]. - The definition of pre-prepared dishes has been clarified by regulatory bodies, but consumer sentiment does not align with these definitions, leading to confusion and backlash against brands perceived to be using pre-prepared ingredients [7][9]. - The industry's shift towards efficiency through pre-prepared dishes conflicts with consumer expectations for fresh, made-to-order meals, creating a significant gap in trust [8][9]. Group 4: Industry Implications - The controversy reflects broader challenges within the catering industry, where the balance between operational efficiency and consumer trust is increasingly difficult to maintain [9]. - Brands that can transparently communicate their practices and maintain consumer trust may succeed, even if they utilize pre-prepared components [9]. - The ongoing debate emphasizes the need for the industry to address the disconnect between operational strategies and consumer expectations to avoid backlash and maintain brand integrity [5][9].