陈良飞 这两天的舆论场，有两个和商业大佬有关的新闻很火。 一个是商业地产大佬王健林的"限高"：9月28日多家媒体报道，大连万达集团股份有限公司及其法定代表人王健林等被限制高消费。 一个是西北菜餐饮大佬贾国龙的"退网"：9月28日，西贝餐饮创始人贾国龙的小红书账号、微信视频号内容被清空；微博账号中最新动态发布时间 为2024年；抖音目前仅保留了一条2024年9月30日发布的视频作品，内容为"大熊专访贾国龙"，谈及西贝餐饮成长史，称西贝是西北菜领域佼佼 者、年营收达62亿等。 各个领域的名人自然会更多受到关注。网民关注商业大佬的一举一动，未必都是出于看笑话的心态，也是对其有所期待。 近年来，虽然万达经营也遭遇了不小的困难，王健林的"硬汉"气质却为他赢得了较多的好感。 相比于一些曾经的地产大佬，王健林仍在坚持还债的行为为不少人点赞。今年5月份的媒体报道称："近年来，万达通过出售万达广场资产、推进 珠海商管重组等措施，显著改善资产负债结构。迄今为止，万达所有公开债均如期兑付，目前，公司仅剩余极少公开债务。" 中国人很喜欢"置之死地而后生"的故事，对于那些历经挫折百折不挠最终走出低谷的强人总是高看一眼、厚爱三分。国人喜 ...

Core Viewpoint - The controversy surrounding Xibei's high pricing contrasts sharply with the rising popularity of pre-made dishes, leading to consumer confusion about the value of a bowl of noodles priced at several tens of yuan [1][2] Pricing Logic - Xibei's pricing strategy is based on a combination of cost reduction and brand premium, with prices consistently higher than similar Northwest cuisine restaurants, such as 30-40 yuan for a bowl of noodles and over 20 yuan for a dish of yellow steamed bread [1][2] - The company claims its pricing reflects the use of high-quality ingredients, complex cooking processes, and the overall dining experience, emphasizing a family-friendly dining service rather than a high-end positioning [1][2] Consumer Expectations - Consumers expect a fresh, made-to-order experience when paying higher prices, rather than standardized pre-made dishes, which has led to a broader discussion about the value of pre-made meals in the context of high prices [2][3] - The financial perspective reveals that Xibei's profit margin is around 5%, raising questions about whether brand premium and supply chain efficiency justify the pricing after accounting for raw materials, labor, and rent [2][3] Trust and Quality - The controversy highlights a critical issue in the restaurant industry: high prices do not necessarily equate to high quality, and consumers expect transparency and reasonable value exchange when paying a premium for a brand [2][3] - Maintaining quality while controlling costs is essential; sacrificing quality for cost savings can erode consumer trust, which is fundamental to brand value [3][4] Future Directions - As consumers increasingly prioritize dining quality and health, non-pre-made dish models may become a key differentiator in the competitive landscape, provided that companies establish clear cost control and pricing logic [4][5]