来源：北京商报 漫画：杨仕成 9月10日，罗永浩在微博发文称在西贝用餐发现"几乎全是预制菜"。9月11日，西贝餐饮创始人贾国龙明确表示将起诉罗永浩损害品牌商誉，并自9月12日 起开放全国370家门店后厨，接受消费者参观监督。9月11日晚间，罗永浩通过社交媒体公开悬赏10万元，征集西贝使用预制菜的"真实证据"。 ...

据潇湘晨报， 9月13日，胖东来集团创始人于东来删除了相关力挺西贝的抖音内容，并将个人账号设 为私密状态。 就在前一天，于东来就西贝与罗永浩之间预制菜舆论风波发声称，"任何事没有完美，感谢西贝、海底 捞等品牌企业可以让我找到相对放心可口吃饭的地方。"随后，于东来在评论区对发文原因进行解 释，"因为正义，因为做一个不错的企业、企业家和企业团队付出的心血太不容易了！可建议、可以理 解、可以促使企业改进完善，但不能让企业家灰了心！" ...

Group 1 - The controversy between Luo Yonghao and Xibei Catering Group regarding the definition of "pre-made dishes" continues to escalate, with a focus on transparency and consumer rights [1][2] - Luo Yonghao expressed his stance on social media, advocating for the clear labeling of pre-made dishes and opposing the sale of such dishes at prices comparable to freshly made meals [1] - Xibei's founder, Jia Guolong, reported a significant drop in daily revenue, estimating a loss of 1 million yuan on September 11 and 10 million to 30 million yuan on September 12 due to the controversy [2] Group 2 - The official definition of "pre-made dishes" was established in a national standard released in March 2024, clarifying the scope and safety regulations for the industry [4][5] - The definition specifies that pre-made dishes require heating before consumption and are not to be confused with ready-to-eat foods or salads [6][7] - The national standard narrows the previous broad interpretation of pre-made dishes, excluding certain food categories like frozen staples and central kitchen dishes, which aligns with Xibei's claim of not serving pre-made dishes [7]

Group 1 - The 2025 China International Service Trade Fair is open to the public on September 13-14, featuring a blend of digital trade and local food experiences [1][2] - The venue, Shougang Park, has over 12,000 dining seats planned, with a variety of food options from local and international brands [4][10] - The event includes interactive experiences in the cultural and tourism exhibition area, suitable for families, showcasing advanced technologies like MR and XR [5][7] Group 2 - The "Jiangxi Small Fry Food Market" features 16 local restaurants, offering traditional dishes that attract visitors from the tech exhibits [2][4] - The event promotes cultural innovation by integrating classic IPs with culinary experiences, exemplified by themed food markets [4] - Various consumer activities are scheduled, including the Candy Carnival and sports events, enhancing the overall visitor experience [9][10]

但他眼中的这个"规定""定义"，还没有被消费者充分认知与广泛接受，甚至有违消费者的常识。在很多 消费者眼里，那些保质期长达1年的食品，怎么不是"预制菜"？这样的"预制作"和"预制菜"有什么区 别？餐饮企业的中央厨房预制和工厂生产有什么区别？直播现场层出不穷的冷冻食品，也加强了公众的 判断。 每经评论员 付克友 罗永浩和贾国龙的预制菜之争演成了连续剧，而且请全国人民连夜观看。9月12日晚，罗永浩在多个平 台直播回应西贝预制菜风波；与此同时，西贝在全国各地，邀请多家媒体进入后厨直播。 这场全民围观的商业奇观，流量都很爆棚，但双方得失天差地别。 罗永浩成功将议题从一家企业的争议，升维至推动整个预制菜行业透明化和保障消费者知情权的公共讨 论，应者云集，甚至直播第一次得到了90%的人支持，罗永浩为此感动落泪。 而西贝方面，虽然敢于明厨亮灶，果断推动全国后厨直播，其开放姿态和透明举措，勇气可嘉且难能可 贵，但是直播过程中，被媒体发现使用大量预制品，如保质期18个月的海鲈鱼、保质期24个月的羊前 腿、熟肉制品的肉夹馍肉馅，以及袋装冷冻鸡汤和西兰花等。成了很多人眼中的"大型翻车现场"。 为什么"翻车"？原因在于，贾国龙手中几 ...

Core Viewpoint - The article discusses the ongoing crisis faced by the company Xibei, triggered by public criticism from influencer Luo Yonghao, which has led to a significant decline in revenue and customer traffic [6][10][30]. Group 1: Impact of Luo Yonghao's Criticism - Luo Yonghao's criticism began on September 10, leading to a rapid decline in Xibei's daily revenue, with estimates of a drop of 1 million yuan on September 11 and between 2 to 3 million yuan on September 12 [11][12][8]. - The company is experiencing a "cliff-like" drop in customer traffic, which has been described as the largest external crisis in its history [30][6]. - Xibei's CEO, Jia Guolong, expressed his determination to pursue legal action against Luo Yonghao, emphasizing the importance of clarifying the truth despite the potential short-term impact on business [16][18][17]. Group 2: Company Background and Current Status - Founded in 1988, Xibei has grown to over 370 stores and 18,000 employees, with a revenue of 6.2 billion yuan in 2023 [6]. - The company has faced various internal challenges but has not previously encountered such a significant external crisis [30][32]. - Jia Guolong has been actively involved in the company's operations since returning as CEO in September 2024, aiming to improve business performance [33][34]. Group 3: Clarification on Pre-made Dishes - Jia Guolong clarified that while Xibei employs pre-preparation techniques, it does not serve pre-made dishes as defined by industry standards [35][41]. - The company previously operated a fast-food brand that included pre-packaged items, but this brand has since been closed, and no pre-made dishes are currently offered in Xibei's restaurants [35][36]. - The distinction between pre-preparation and pre-made dishes is emphasized, with the latter being defined as fully cooked and packaged meals that require only reheating [37][38][39].

Core Insights - The article highlights a three-day trip to Sichuan, emphasizing the region's natural beauty, rich history, and delicious cuisine [1][7]. Day-by-Day Summary Day 1: Arrival in Chengdu - The journey begins with a flight to Chengdu, where a local guide named Linlin assists with luggage and hotel check-in [3]. - The first attractions visited are Jinli Ancient Street and Kuanzhai Alley, known for their traditional architecture and local snacks [3]. Day 2: Historical and Cultural Exploration - The second day features a visit to Wuhou Shrine, dedicated to Zhuge Liang from the Three Kingdoms period, providing historical insights [4]. - The afternoon is spent at the Chengdu Research Base of Giant Panda Breeding, showcasing the conservation efforts for giant pandas [4]. Day 3: Natural Wonders - The final day includes a visit to Dujiangyan, an ancient irrigation system recognized as a UNESCO World Heritage site, followed by a trip to Qingcheng Mountain, a famous Taoist site [5]. Cost and Experience - The total cost for the three-day trip ranges from 800 to 1000 yuan per person, with a well-organized itinerary that caters to personal interests and physical conditions [7]. - The guide Linlin is praised for her knowledge and ability to avoid common tourist traps, enhancing the overall experience [7]. Travel Tips - Important travel considerations include checking weather conditions, planning transportation routes, and booking tickets for popular attractions in advance [9]. - Emphasis is placed on food safety, recommending dining at reputable restaurants and being mindful of local customs [13].

Core Viewpoint - The ongoing public dispute between Luo Yonghao and Xibei highlights significant consumer concerns regarding the use of pre-prepared dishes in the restaurant industry, particularly focusing on transparency and consumer rights [2][3][25]. Group 1: Controversies Surrounding Xibei - Xibei is facing backlash over allegations of using pre-prepared dishes, with consumers sharing negative experiences related to food quality [4][5][8]. - The pricing and taste of Xibei's dishes have also come under scrutiny, with some consumers expressing dissatisfaction despite the founder's claims of reasonable pricing and low profit margins [8][9]. - The controversy intensified when a live broadcast revealed the use of genetically modified oils in Xibei's dishes, further complicating the brand's image [9]. Group 2: Xibei's Pre-prepared Dish Strategy - Xibei had previously made a significant investment in the pre-prepared dish market, launching its first product in September 2019 and later expanding this line during the pandemic [15][17]. - Despite initial enthusiasm, consumer feedback has been largely negative, leading to the gradual removal of pre-prepared dishes from Xibei's offerings [24]. - As of this year, Xibei claims to have eliminated all pre-prepared dishes from its menu, responding to consumer preferences [24]. Group 3: Trust Crisis and Growth Challenges - The perception of Xibei's dishes as similar to pre-prepared options has led to a trust crisis among consumers, questioning the value of dining at a higher-priced establishment [25]. - Xibei's attempts to diversify its offerings have largely failed, with multiple new projects not resonating with consumers, leading to a focus on its core brand [25]. - The ongoing debate about the definition and regulation of pre-prepared dishes poses broader implications for the restaurant industry, necessitating a clearer understanding and communication with consumers [32][33].

Core Viewpoint - The response from Xibei to accusations of being a "pre-made dish" by Luo Yonghao indicates a strategic misstep, as engaging in a public dispute can amplify negative associations rather than mitigate them [1][5][25]. Group 1: Public Relations Strategy - Conventional wisdom suggests that brands should respond to accusations to clear their name, but this approach can often exacerbate the situation [3][16][18]. - The case of McDonald's facing similar accusations illustrates that negative associations can be more damaging than the accusations themselves, as consumers may not need logical explanations to form negative perceptions [12][22][24]. - Xibei's public response to Luo Yonghao's claims inadvertently brought more attention to the negative association, reinforcing the connection between Xibei and "pre-made dishes" in consumers' minds [26][28][40]. Group 2: Alternative Approaches - Instead of engaging in a back-and-forth dispute, brands should focus on building positive associations and narratives around their products [29][32][40]. - McDonald's successfully countered negative perceptions by showcasing its commitment to health and quality through positive imagery and messaging, which could serve as a model for Xibei [33][34][46]. - Xibei should avoid mentioning "pre-made dishes" or "Luo Yonghao" in its communications to prevent further entrenching negative associations [37][39]. Group 3: Brand Building and Emotional Value - Effective brand management involves creating emotional connections with consumers, which can be achieved by consistently presenting positive narratives and imagery [47][76]. - By focusing on the quality and sourcing of ingredients, Xibei can shift consumer perceptions and reinforce positive associations with its brand [41][46][80]. - The concept of a "brand connection group" can be utilized to evoke positive emotions and associations, enhancing consumer trust and loyalty [50][76].

本文来自微信公众号：中国企业家杂志 （ID：iceo-com-cn），作者：张文静，头图来自：中国企业家杂志（邓攀摄） 沉默许久，贾国龙开口说了第一句话："我又进入了这个循环。" "什么循环"，记者问。 "要自证清白。" 9月12日下午两点，在位于北京中粮祥云小镇的西贝店——就在罗永浩吃饭的那个包间里，《中国企业家》见到了贾国龙，此时的他一身疲惫，满脸憔悴。 接受采访时，也明显不在状态，甚至不愿意多说话，他已连续两个晚上没怎么睡。 北京中粮祥云小镇西贝店 摄影：邓攀 2025年是他创业的第37个年头。1988年，他在内蒙古巴彦淖尔市临河县创立西贝。如今的西贝有370多家直营门店和1.8万多名员工，2023年营收为62亿元。 2024年9月，他重回CEO的岗位，启动一线变革，恰在回归满一年之际，罗永浩炮轰西贝，贾国龙将之称为西贝成立以来最大的一次外部危机。 从9月10日发布第一条吐槽西贝的微博开始，到12日晚上9点半，罗永浩连发了30多条针对西贝和预制菜的微博。甚至在12日晚上8点半，他还开了场针对西 贝的直播，开播1分钟，在线人数破10万。 单从线上来看，这是一场不对等之战，罗永浩全网粉丝达数千万。在罗永浩的 ...