Core Viewpoint - The core issue in the conflict between Luo Yonghao and Jia Guolong is the differing interpretations of the term "pre-made dishes," which reflects broader consumer expectations and pricing perceptions in the restaurant industry [5][12][30]. Group 1: Pricing and Consumer Perception - The price point of West B is perceived as high, leading to consumer confusion regarding its value proposition [13][15]. - Consumers are willing to pay for quality but expect a corresponding taste experience, especially when spending significant amounts on dining [11][30]. - The restaurant's pricing strategy does not align with consumer expectations, resulting in a perception of poor value for money [17][30]. Group 2: Brand Positioning and Strategy - West B's brand positioning has been inconsistent, shifting from a focus on becoming a mass-market brand akin to McDonald's to a family-oriented dining experience [19][23]. - The restaurant's attempts to cater to various market segments have led to a muddled brand identity, causing consumer confusion [24][26]. - The strategic shifts over the years have not effectively established a strong brand presence, which is crucial in the culturally driven restaurant industry [25][32]. Group 3: Market Dynamics and Competition - Successful restaurant brands in China typically maintain a price point around 20 RMB, appealing to the disposable income of consumers in lower-tier cities [22][23]. - The competitive landscape includes brands that have successfully penetrated the market with clear positioning and pricing strategies, contrasting with West B's fluctuating approach [22][23]. - The ongoing debate about pre-made dishes highlights the need for clarity in product offerings and consumer communication within the industry [8][30].

Core Viewpoint - The conflict between Luo Yonghao and Jia Guolong, the owner of Xibei, fundamentally revolves around differing interpretations of the term "pre-made dishes" [3][6]. Group 1: Consumer Perception and Pricing - Luo Yonghao's view of "pre-made dishes" relates to consumer expectations and psychology, where high prices and poor taste lead to low perceived value [6]. - Xibei's pricing is considered high, which contributes to consumer dissatisfaction, especially when the quality does not meet expectations [12][13]. - The average cost for a meal at Xibei for 2-3 people is around 200 yuan, which is perceived as expensive for casual dining [15]. Group 2: Brand Positioning and Strategy - Jia Guolong aims to position Xibei as a popular brand akin to McDonald's, targeting a large-scale operation with a "people-friendly" approach [23][25]. - Successful brands in China that have reached a scale of 10,000 stores typically maintain a price point around 20 yuan, which contrasts with Xibei's higher pricing strategy [27][28]. - Xibei's brand strategy has been inconsistent over the years, leading to confusion among consumers regarding its identity and offerings [31][34]. Group 3: Market Response and Brand Image - The reaction of Xibei to criticism mirrors past corporate responses, focusing on legal actions rather than addressing consumer sentiment [38]. - The brand's image has been negatively impacted by perceptions of being both expensive and low quality, which is a significant challenge for recovery [42]. - To navigate the current crisis, Xibei must clarify its brand identity and target audience rather than relying on legal measures or operational transparency [43].