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专访西贝贾国龙:今年开始,我会把70%的股权分红给员工
虎嗅APP· 2025-06-07 09:30
Core Viewpoint - The founder of Xibei, Jia Guolong, has decided to refocus the company on its core business of casual dining after a challenging year in 2024, marking a significant shift from previous explorations into fast food and retail [2][12]. Group 1: Company Strategy and Changes - Xibei has faced a significant decline in customer traffic and revenue in 2024, prompting Jia Guolong to halt the fast food business and scale back retail operations [2][12]. - The company is now concentrating on enhancing the dining experience, promoting signature dishes like roast duck, and introducing transparent ingredient cards for children's meals [2][34]. - Jia Guolong has transferred a substantial portion of his dividend rights to employees, allowing them to hold 70% of the dividend rights, which is a strategic move to align employee interests with the company's success [2][32]. Group 2: Industry Insights and Challenges - The restaurant industry is experiencing a trend of consumer segmentation, necessitating companies to maintain their ecological niche rather than attempting to cater to all market segments [2][36]. - Xibei has temporarily gained a foothold in the family dining market through its children's meal strategy, but faces competition as other brands also enter this space [3][36]. - The company acknowledges that the fast food business was not inherently flawed but was mismanaged due to overconfidence and a lack of focus on core competencies [12][13]. Group 3: Leadership and Management Philosophy - Jia Guolong emphasizes the importance of returning to the company's roots and maintaining a customer-centric approach, recognizing that previous expansions led to a dilution of focus [6][8]. - The leadership style has shifted back to a more hands-on approach, allowing for quicker decision-making and direct feedback from operations [24][25]. - Jia Guolong believes in a flexible decision-making process, often making spontaneous decisions based on immediate observations rather than extensive deliberation [25][26]. Group 4: Future Outlook - The company aims to redefine its vision, focusing on creating a beautiful dining experience rather than merely expanding its footprint [36][37]. - Xibei's future strategy includes a commitment to understanding and meeting customer needs at a sustainable pace, avoiding the pitfalls of overexpansion [36][37]. - The long-term goal is to build a strong brand that resonates with customers and fosters a positive community impact, with profitability being a means to an end rather than the ultimate goal [37].
西贝贾国龙:今年开始,我会把70%的股权分红给员工
Hu Xiu· 2025-06-07 06:02
Core Insights - The founder of Xibei, Jia Guolong, has decided to refocus the company on its core dining business after a challenging year in 2024, marking a significant shift from previous explorations into fast food and retail [2][11][30] - Xibei will implement a bold distribution reform, transferring a majority of the dividend rights of Jia's shares to employees, resulting in employees holding 70% of the dividend rights [2][30] Company Strategy - Xibei has faced a decline in customer traffic and revenue in 2024, prompting a reevaluation of its business model and a return to its roots in casual dining [2][11] - The company will cease its fast food operations and significantly reduce its retail business, reallocating resources to enhance the dining experience [2][10][12] - New initiatives include focusing on customer experience, launching a duck dish as a signature item, and introducing a transparent ingredient card for children's meals [2][32] Market Positioning - Jia Guolong emphasizes the importance of maintaining a unique market position and adapting to consumer segmentation, moving away from the idea of "serving all" [2][34] - The company aims to establish itself as a leading brand in the casual dining sector, with a focus on quality and customer satisfaction [2][34][35] Leadership and Management - Jia Guolong has returned as CEO, indicating a shift towards a more hands-on leadership style, which is expected to enhance decision-making efficiency [22][24] - The company will prioritize direct feedback from operations, allowing for quicker adjustments and improvements [22][23] Employee Engagement - The decision to distribute a significant portion of dividend rights to employees is aimed at fostering a sense of ownership and motivation within the workforce [30][33] - A new reward system has been implemented to incentivize high performance among staff, with daily bonuses for top-performing stores [27][28] Industry Outlook - The restaurant industry is viewed as resilient, with ongoing demand driven by population growth and evolving consumer preferences [34] - Companies are encouraged to adapt to customer needs and maintain a sustainable growth rhythm, avoiding overextension [34][35]