营销界曾经的"神话"华与华，正因一场与罗永浩的舆论战陷入专业性质疑。 11月26日，罗永浩向华与华创始人华杉发出最后通牒，要求其就"西贝被算计"等言论公开道歉。这已是 华与华三个月内第二次因西贝预制菜风波与罗永浩正面交锋。截至发稿时间，双方并未有新的回应。 从昔日的"超级符号"缔造者到今日的舆论漩涡中心，华与华正面临其创立二十年来最严峻的品牌信任危 机。华与华到底有何来头？"惹火上身"的华与华，到底冤不冤？ 到底有何来头? ○1 华与华的广告主业 | 华与华有哪些"超级符号" GG 醒目颜色 HIHRE IETC 0.0 田价任 要想身体 七蜀免费小说 王元烤串 国青 til Ra 好想来骤 知识就在得到 国非 厨邦酱 将子 11 17:25 6 ~ ? 音雑彩 | 华与华代表性案例 拍照大声喊田七! 楓180天,厨邦酱美味! 【 净,住汉庭 一个北京城,四个孔雀 你爱我 我爱你,蜜雪冰城甜蜜蜜 收,西贝夜面村 敢标真年份,内行喝潭酒 大汽水 新东方,老师好 喝大学 吃海底捞,马上没烦恼 ○○ |华与华公司发展史 © 2002年7月 华与华创立。 © 2008年5月 开始投放中国三大航机杂志:国航《中国之 翼 ...

Core Viewpoint - The ongoing public dispute between Luo Yonghao and Huayi Huayi highlights the complexities and controversies surrounding the marketing firm, particularly its relationship with the restaurant chain Xibei and its founder Huashan's recent comments that reignited tensions [2][12][33]. Group 1: Company Background and Controversies - Huayi Huayi, founded by Huashan, is known for its high consulting fees, having received over 600 million from Xibei over ten years [14][16]. - The firm employs a unique marketing strategy based on traditional culture, termed the "Super Symbol" theory, which has garnered both acclaim and criticism [15][33]. - Despite past successes, including Xibei's growth from 1.6 billion to 6.2 billion in revenue from 2013 to 2019, Huayi Huayi faces ongoing scrutiny regarding its design choices and marketing practices [16][33]. Group 2: Recent Developments and Public Reactions - The latest exchange between Luo Yonghao and Huashan has drawn mixed reactions from the public, with some supporting Huayi Huayi and others criticizing its approach [12][13]. - Huashan's recent comments about Xibei being the "ceiling of the Chinese restaurant industry" and his reference to a "network of demons" have reignited the debate, suggesting a potential strategy shift [2][12]. - The firm has faced legal and reputational challenges, including a significant fine for advertising violations, which contrasts sharply with its marketing philosophy of integrity [26][33]. Group 3: Financial Performance and Shareholder Actions - Huayi Huayi's associated company, Duku Culture, has experienced declining revenues since its IPO, with figures dropping from 519 million in 2021 to 168 million in the first half of 2025 [28][29]. - Shareholder actions have raised concerns, with key executives cashing out over 170 million, exceeding the company's total net profit over five years [31][32]. - The ongoing financial struggles of Duku Culture reflect broader challenges within Huayi Huayi's business model and its impact on stakeholder confidence [28][33].

本文字数：1092，阅读时长大约2分钟 作者 |第一财经 吕倩 2025.11.27 11月27日，截至发稿，罗永浩个人微博账号置顶内容仍是对华与华营销咨询有限公司董事长华杉的喊 话：26日下午六点之前，如果华杉没有在微博公开道歉，未来中国的市场公关行业应该不会有人再记得 华与华了，只记得罗与华（指罗永浩与华杉之间的对抗）。 他在26日16:36发文称：（对抗）其实挺疲劳，打的话浪费时间，牵扯精力又显得不务正业；不打好像 网友和朋友们都不答应，且当日原本有重大年底事件官宣，但因为与华杉之间的插曲，被迫改到27日上 午。 网友苦等之下，华杉没有公开道歉或回应，罗永浩没有公布录音。面对网友"是不是私下接受道歉了"的 疑问，罗永浩在评论区回复称"没有"，并表示会公布录音，但未明确具体时间。 此次矛盾始于华杉在11月25日所发的微博。他转发一则关于"西贝员工回应涨薪500元"的相关词条博文 并配文称：西贝是中国餐饮业的天花板，无论对顾客还是对员工，都是诚心诚意做到极致。被诱入黑白 颠倒的网络罗刹国，被人算计。 11月26日凌晨00:30，罗永浩转发华杉博文并质问："谁诱的？谁算计了？你想干什么？你要是说不清 楚，我就 ...

Core Viewpoint - The article discusses the ongoing public dispute between Luo Yonghao and Hua Shan, highlighting the implications for the public relations industry in China, particularly regarding the reputation of Hua Yu Hua Marketing Consulting Co., Ltd. [3][5] Group 1: Background of the Dispute - The conflict began when Hua Shan commented on a salary increase for Xibei employees, which Luo Yonghao perceived as a misrepresentation of the situation, leading to a public confrontation [3][4] - Luo Yonghao's initial response included a threat to release a recording if Hua Shan did not clarify his statements, which generated significant online discussion and speculation [4][5] Group 2: Financial Implications - Hua Yu Hua has been a long-term consultant for Xibei, reportedly earning over 60 million yuan in consulting fees since 2013, with a goal to earn 100 million yuan in the next decade [5] - The high consulting fees and the nature of their public relations strategies have drawn criticism from Luo Yonghao, who labeled the firm as "brand assassins" for their approach [5] Group 3: Industry Impact - The dispute has raised questions about the effectiveness and ethics of public relations practices in China, particularly in how firms manage their reputations and client relationships [3][5] - Luo Yonghao's comments suggest that the future of Hua Yu Hua in the public relations sector may be jeopardized if they do not address the current controversy effectively [3][5]

他在26日16:36发文称：（对抗）其实挺疲劳，打的话浪费时间，牵扯精力又显得不务正业；不打好像 网友和朋友们都不答应，且当日原本有重大年底事件官宣，但因为与华杉之间的插曲，被迫改到27日上 午。 网友苦等之下，华杉没有公开道歉或回应，罗永浩没有公布录音。面对网友"是不是私下接受道歉了"的 疑问，罗永浩在评论区回复称"没有"，并表示会公布录音，但未明确具体时间。 此次矛盾始于华杉在11月25日所发的微博。他转发一则关于"西贝员工回应涨薪500元"的相关词条博文 并配文称：西贝是中国餐饮业的天花板，无论对顾客还是对员工，都是诚心诚意做到极致。被诱入黑白 颠倒的网络罗刹国，被人算计。 双方私下对话"录音"成为此次挑动大众情绪的重要钩子，但会否公开仍存疑。 11月27日，截至发稿，罗永浩个人微博账号置顶内容仍是对华与华营销咨询有限公司董事长华杉的喊 话：26日下午六点之前，如果华杉没有在微博公开道歉，未来中国的市场公关行业应该不会有人再记得 华与华了，只记得罗与华（指罗永浩与华杉之间的对抗）。 11月26日凌晨00:30，罗永浩转发华杉博文并质问："谁诱的？谁算计了？你想干什么？你要是说不清 楚，我就公布录音了。" ...

Core Viewpoint - The ongoing public relations conflict between Xi Bei and marketing firm Hua Yu Hua highlights the complexities of brand management and public perception in the Chinese restaurant industry, with significant implications for both parties involved [1][9][29]. Group 1: Conflict Overview - Hua Yu Hua's founder, Hua Shan, publicly defended Xi Bei, calling it the "ceiling of the Chinese catering industry," while suggesting it was unfairly targeted in a "network of black and white" [1][9]. - This statement reignited tensions with entrepreneur Luo Yonghao, who challenged Hua Shan to clarify his comments and threatened to release recordings if no apology was made [3][4]. - The conflict is not new; previous disputes have occurred, including a notable incident in September 2025 regarding Xi Bei's pricing strategies for pre-made dishes [5][6]. Group 2: Marketing Firm's Reputation - Hua Yu Hua is known for its high consulting fees, having received over 600 million yuan from Xi Bei over ten years, and is recognized for its unique marketing approach that blends traditional culture with modern branding [15][16]. - Despite past successes, including Xi Bei's growth from 1.6 billion yuan in revenue in 2013 to 6.2 billion yuan in 2019, the firm has faced criticism for its design choices and marketing strategies [16][29]. - Hua Yu Hua's controversial designs have drawn public backlash, with some branding efforts labeled as "ugly" or "offensive," raising questions about the effectiveness of their marketing philosophy [18][19]. Group 3: Financial Performance and Challenges - The associated company, Du Ke Culture, has experienced declining revenues since its IPO in July 2021, with figures dropping from 519 million yuan in 2021 to 168 million yuan in the first half of 2025 [24][28]. - The decline in Du Ke Culture's performance has been compounded by significant stock sell-offs by executives, totaling over 170 million yuan, raising concerns about the company's financial health and governance [28][29]. - The duality of Hua Yu Hua's achievements and controversies reflects the challenges faced by consulting firms in maintaining credibility and trust in a rapidly evolving market [29][30].

Core Viewpoint - The article discusses the relationship between the consulting company Hua Yu Hua and its major client, Xibei, highlighting the successes and failures of their collaboration, as well as the broader implications for the consulting industry in China [4][6][28]. Group 1: Relationship with Xibei - Xibei is the most important client for Hua Yu Hua, generating significant revenue and helping the company expand into the restaurant industry [8]. - Hua Yu Hua's marketing strategies for Xibei included creating the "I love 莜" symbol, which was derived from the famous "I love New York" phrase, but its effectiveness is questioned as Xibei rebranded and dropped the "莜面村" name [6][9]. - The consulting firm has been credited with various marketing initiatives, but many of these were actually inspired by Xibei's founder, who had a strong influence on the brand's direction [10][11]. Group 2: Marketing Strategies and Their Effectiveness - Hua Yu Hua's approach to branding often involves leveraging cultural references, but the actual impact of their strategies on client success is debated [10][16]. - The article notes that while Hua Yu Hua has had some successful campaigns, such as the children's menu at Xibei, these were often based on insights from the client rather than the consulting firm's strategies [10][11]. - The firm has been involved in numerous marketing campaigns, but the results have varied significantly, with some clients experiencing growth while others have failed despite the same consulting strategies [17][20]. Group 3: Broader Industry Implications - The article highlights that Hua Yu Hua's success is often tied to the existing strength of its clients, suggesting that the firm's strategies may not be universally applicable [28]. - Several case studies of failed collaborations, such as with brands like "老娘舅" and "傣妹火锅," illustrate that relying solely on marketing symbols without addressing core business issues can lead to failure [17][19]. - The consulting firm's standardized approach to service delivery may overlook the unique challenges faced by different industries, leading to diminishing returns on their marketing strategies [28].

Core Viewpoint - The article discusses the unique business model and success of Huayuhua, a marketing consulting company in China, which charges a high consulting fee starting at 6 million and has gained significant attention and controversy in the industry [3][30]. Company Overview - Huayuhua is described as "China's most mysterious marketing company," known for its high consulting fees and controversial design aesthetics [3][32]. - The company has fewer than 200 employees and generates over 300 million in annual revenue, which is more than three times the industry average per employee [5][6]. - Founded by brothers Huashan and Huanan, Huayuhua has developed a unique "super symbol" theory that has contributed to its success [8][16]. Business Model and Strategy - Huayuhua's pricing strategy is a point of contention, with a flat fee of 6 million regardless of client size, which Huashan believes signals transparency and value [33]. - The company emphasizes that its design philosophy prioritizes sales and marketing effectiveness over traditional aesthetic considerations, leading to criticism of its design as "low" or lacking in sophistication [31][36]. - Huayuhua invests 10% of its revenue in advertising, believing that consistent advertising is crucial for brand recognition [30]. Key Theories and Methodologies - The "super symbol" theory posits that effective brand marketing involves extracting recognizable cultural symbols from a shared cultural heritage rather than creating entirely new concepts [21][28]. - The company applies this theory through practical methods, such as the "fill-in-the-blank" approach in advertising slogans, exemplified by the successful campaign for Hanting Hotels [22][24]. - Huayuhua's collaboration with brands like Mixue Ice City demonstrates the effectiveness of the "super symbol" theory in transforming brand identity and market reach [26][27]. Controversies and Criticisms - The company has faced ongoing criticism regarding its design style, with detractors labeling it as simplistic and lacking artistic merit [32][36]. - Recent controversies include accusations of design similarities between Huayuhua's logos and those of established international brands, raising questions about originality [38]. - Despite the criticisms, Huashan maintains a strong belief in the company's methodologies and the effectiveness of its branding strategies [36].

Core Viewpoint - The article discusses the ongoing conflict between Xibei and Luo Yonghao, highlighting a surprising turn of events where Hua Yu Hua, previously supportive of Xibei, has apologized to Luo Yonghao, raising questions about the credibility of Hua Yu Hua's marketing strategies and their impact on the industry [2][4][6]. Group 1: Company Background and Business Model - Hua Yu Hua was founded in 2002 by brothers Hua Shan and Hua Nan, who transitioned from various unsuccessful ventures to the advertising industry, eventually creating a unique business model that combines strategic consulting with advertising creativity [7][8]. - The company is known for its "super symbol" methodology, which emphasizes simple, memorable slogans to reduce communication costs for brands, successfully creating iconic marketing campaigns for clients like Xibei, Haidilao, and others [9][11]. - Unlike traditional advertising firms, Hua Yu Hua does not engage in competitive bidding for projects and charges high service fees, earning the reputation of being the "most expensive marketing company" [12][14]. Group 2: Performance and Controversies - Hua Yu Hua's strategic consulting has significantly benefited clients, with Xibei's revenue increasing from 1.6 billion yuan to 6.2 billion yuan between 2013 and 2019, and the number of stores expanding to nearly 500 [16]. - Despite its successes, Hua Yu Hua has faced criticism for its aesthetic choices, with some designs labeled as "too crude" and "brainwashing," leading to public backlash [17][21]. - The company has also been involved in legal issues, including a significant fine for advertising violations, which raises concerns about its operational integrity [23]. Group 3: Financial Performance of Related Companies - The article notes that the performance of Reader Culture, another company controlled by the Hua brothers, has been declining since its IPO in 2021, with revenues dropping from 519 million yuan in its first year to an estimated 168 million yuan in the first half of 2025 [25][26]. - The decline in Reader Culture's performance coincides with significant stock sell-offs by executives, raising questions about the company's future and the Hua brothers' management capabilities [28]. Group 4: Future Outlook - The recent apology from Hua Yu Hua to Xibei reflects a need for the consulting firm to reassess its role in managing corporate crises and public relations [29]. - The ability of Hua Yu Hua to maintain market trust through its "super symbol" approach remains uncertain and will require time and genuine effort to prove its effectiveness [29].

Core Viewpoint - The article discusses the recent conflict between consulting firm Hua Yu Hua and entrepreneur Luo Yonghao, highlighting the dynamics of public relations and marketing strategies in the Chinese food industry, particularly focusing on the case of Xibei and its collaboration with Hua Yu Hua [1][2][3]. Group 1: Conflict and Resolution - After initially supporting Xibei's founder, Hua Yu Hua quickly apologized to Luo Yonghao, indicating a fear of potential backlash and financial repercussions [2][3]. - Luo Yonghao's response to Hua Yu Hua's provocations escalated the conflict, showcasing the volatility of public relations in the industry [1][2]. Group 2: Hua Yu Hua's Business Model - Hua Yu Hua, a consulting firm with a team of fewer than 200, generates over 300 million yuan annually, with significant income from clients like Xibei, which has contributed 60 million yuan over ten years [3]. - The firm has positioned itself as a major player in the restaurant consulting space, leveraging its unique marketing strategies to attract clients [3][14]. Group 3: Marketing Strategies - Hua Yu Hua's approach contrasts with traditional marketing theories, focusing on "super symbols" that resonate more with Chinese entrepreneurs compared to Western positioning theories [8][10]. - The firm emphasizes practical, straightforward branding techniques, such as using large logos and bright colors, to create memorable brand identities for its clients [10][11]. Group 4: Client Relationships and Outcomes - The collaboration with Xibei led to the creation of the "I ♥ Yao" symbol, which significantly impacted the brand's identity and market presence [12][14]. - Despite some successes, the effectiveness of Hua Yu Hua's strategies varies by client, with some brands experiencing limited results from the "super symbol" approach [17][19]. Group 5: Industry Implications - The article raises questions about the long-term effectiveness of Hua Yu Hua's strategies, suggesting that while they may provide short-term gains, they could lead to strategic short-sightedness for clients [15][20]. - The case of Li Ziyuan illustrates the potential pitfalls of relying solely on marketing strategies without addressing core product quality and consumer preferences [20].