Core Viewpoint - The article discusses the recent controversy surrounding the pre-made food industry, particularly focusing on the conflict between Luo Yonghao and the marketing consulting firm Hua Yu Hua, which has been a long-term consultant for the restaurant chain Xibei. The situation escalated with public criticisms and ended with an apology from Hua Yu Hua's founder. Summary by Sections - The conflict began on September 10, 2023, when Luo Yonghao criticized Hua Yu Hua during a live stream, calling their actions "nonsense" and suggesting that companies hiring them were not thinking clearly. This led to a public backlash against Hua Yu Hua [2][5][6]. - Hua Yu Hua has been working with Xibei since 2013, earning over 60 million yuan in consulting fees over the past decade. Specific fees from 2017 to 2019 were reported as 4.8 million, 3.6 million, and 4.2 million yuan respectively [3][12][13]. - The firm has a diverse client base, including well-known brands in various sectors such as internet, dining, and beverages. Notable clients include Haidilao, Huailaishi, and Miexue Ice City [3][11]. - Despite some successful marketing campaigns, Hua Yu Hua has faced criticism for controversial strategies and has been fined for violating advertising laws. Industry insiders have pointed out that Xibei's frequent brand repositioning may reflect poorly on Hua Yu Hua's effectiveness [3][12]. - Hua Yu Hua's founder, Hua Shan, has publicly stated that working with Xibei has been a significant opportunity for the firm, claiming it has become the largest consulting company in the restaurant sector due to this partnership [8][10]. - The article highlights that Hua Yu Hua's marketing strategies have included memorable slogans and campaigns, contributing to Xibei's brand identity. For instance, the slogan "Close your eyes and order, everything is delicious!" has become a key asset for Xibei [8][12]. - The firm operates on a unique business model, providing comprehensive annual marketing consulting services without engaging in project-based work or competitive bidding [11].

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].