贾国龙预计，2025年9月至2026年3月，西贝累计亏损将超6亿元。西贝将在一季度陆续关闭全国102家门店，占门店总数的30%。 西贝餐饮集团创始人贾国龙近日接受专访时表示，将回归一线、聚焦主业，不再打造个人IP。 从2025年9月的西贝"预制菜风波"到近期人民日报"三评"西贝事件，贾国龙和罗永浩的线上之争逐渐熄火。此前，贾国龙在网络上较为活 跃，但此次贾国龙对记者坦言："我觉得我不适合打造个人IP，容易激动，表情过于丰富，容易让别人觉得'老贾又在吹牛'，而且有说教 的成分。我原来不这么觉得，但自己的视频看多了之后，发现确实'爹味儿'很重。我对做个人IP没信心，一点信心都没有。" 贾国龙表示，自己更愿意回归一线搞好服务，"其实我回一线干活的能力还是有的，我可以选食材，到各个原料基地去比较，选择哪个原 料品质更好，成本还低，能做出好菜来，这就是我的追求"。 图片来源：视觉中国 遭遇关店风波后，西贝近日获得新一轮融资。 不过，在2025年9月罗永浩掀起西贝预制菜风波后，记者曾询问过贾国龙的上市计划，贾国龙坦言确实考虑过上市，"平衡来平衡去，现 在我也不拒绝，也不会积极"。他告诉记者，"我现在就是把挣的钱给员工分， ...

每经记者｜赵雯琪 每经编辑｜何小桃 魏官红 遭遇关店风波后，西贝近日获得新一轮融资。 天眼查显示，投资方包括台州新荣泰投资有限公司、呼和浩特市集体共创企业管理中心（有限合伙）、成都迅达光电有限公司、杭州舟轩股权投资管理合 伙企业（有限合伙）等。工商信息显示，西贝餐饮的注册资本从8990.29万元增至1.02亿元，增幅约13%。 | 变更记录 40 0 | | | | 变更项目。 变更时间~ | 可导出 (2天眼查 | | --- | --- | --- | --- | --- | --- | | 序号 | 变更日期 | 变更项目 | 变更前 | 变更后 | > | | | 2026-01-20 | 注册资本变更(注册资 8990.2896 金、资金数额等变更) | | 10168.0175 (+13.1%) | | | | | | | 北京静衡投资管理有限公司 | | | | | | | 北京千城餐饮管理合伙企业(有限合伙) | | | | | | | 北京万店餐饮管理合伙企业(有限合伙) | | | | | | 北京静衡投资管理有限公司 | 北京西贝企业管理有限公司 | | | | | | 北京干城餐饮管理 ...

未来的赢家，可能不再是那些装修最奢华、店面最大的"巨兽"，而是那些离生活最近、供应链最稳、效率最高的品牌。。 2025年9月，罗永浩针对西贝预制菜卖得贵的一声质疑，如同推倒了多米诺骨牌的第一块，引发了长达四个月的舆论围剿。 面对质疑，西贝迅速采取了一系列"去预制化"的补救措施。 在菜品上，西贝将部分原本由中央厨房加工的工序撤回门店，试图强调现串现烤的烟火气，并对菜单进行大手术，降低了30多道菜的价格，平均降幅达 20%左右。 在服务端，西贝试图通过给员工涨薪来提振士气，并全面发力"欢乐家庭餐厅"概念，用儿童套餐和魔术生日会锁住家庭客群。 然而，这些温情脉脉的细节并未能抵消沉重的成本压力。为了控费止损，西贝开始了近乎残酷的自我瘦身，通过优化供应链和精减亏损门店来强行止血。 这场风波，表面上是关于"预制菜卖得贵"的控诉，实则是消费者对上一代连锁中餐积怨已久的爆发。 最新的震荡发生在2026年1月15日，创始人贾国龙证实，西贝计划关闭102家门店。当然，这不仅是西贝的至暗时刻。 西贝的收缩代表了那种依靠"高房租、高溢价、商场流量"支撑的旧模式，在理性消费席卷而来的今天彻底失灵。 时下的餐饮巨头们，正集体步入一场残酷 ...

Core Viewpoint - The article discusses the controversial public relations strategies of Xibei's founder, Jia Guolong, suggesting that his actions may be misunderstood by the public, and he could possess a deeper understanding of the market and public sentiment than perceived [1][5][13]. Group 1: Company Performance - Xibei has achieved significant success in the restaurant industry, ranking second in China with an annual revenue of 6 billion yuan [7]. - The company operates nearly 400 outlets nationwide, indicating a substantial scale of operations [7]. Group 2: Public Relations Strategy - Jia Guolong's approach to public relations has been criticized, with many believing he lacks understanding of public sentiment and media [2][10]. - Despite the absence of a dedicated public relations team, Jia has managed to navigate crises effectively, suggesting a potential strategic advantage [8][15]. - Jia's recent public statements indicate a focus on customer service and product quality rather than traditional public relations tactics [7][15]. Group 3: Market Perception - There is a prevailing notion that Jia Guolong's actions are irrational, but the article posits that he may be operating on a level of understanding that is not accessible to the average person [5][9]. - The article raises the possibility that Jia's public persona and actions could be part of a larger, more strategic plan that the public fails to recognize [15].

Core Viewpoint - The article discusses the controversy surrounding "Xibei's pre-made dishes," highlighting the conflict between Xibei and internet celebrity Luo Yonghao, which escalated into a public debate about food safety and industry standards [2][3]. Timeline of Events - The controversy began on September 10, 2025, when Luo Yonghao criticized Xibei for using expensive pre-made dishes and called for legislation to require restaurants to disclose the use of such dishes [6]. - On September 11, Xibei's founder, Jia Guolong, publicly denied the use of pre-made dishes in their restaurants and announced plans to sue Luo Yonghao, which led to a heated exchange on social media [8]. - Following the backlash, Xibei held a meeting with 18,000 employees to boost morale and announced a 500 yuan subsidy for frontline staff [9]. - On September 12, Xibei released a lengthy statement denying Luo's accusations and opened its kitchens for public inspection, which inadvertently raised further concerns about food hygiene [10][11]. - Luo Yonghao responded with a live stream that attracted over 693,000 viewers, emphasizing the need for national standards on pre-made dishes [12]. - By September 19, Xibei issued an apology and committed to adjusting its operations to ensure more dishes are prepared on-site rather than pre-made [19]. - Xibei implemented several promotional activities, including issuing coupons and reducing prices for over 40 dishes, in an effort to regain customer trust [20][21]. - On January 15, 2026, Xibei confirmed the closure of 102 stores, representing 30% of its locations, due to the financial impact of the controversy [31]. Industry Context - The article outlines the definition of pre-made dishes as per regulatory standards, emphasizing the distinction between pre-made and freshly prepared meals [39][40]. - It highlights the ongoing debate regarding the use of pre-made dishes in the restaurant industry, particularly the lack of transparency in disclosing such practices to consumers [41]. - The role of "Hua Yu Hua," a marketing consulting firm, is discussed, noting its long-standing relationship with Xibei and its involvement in the public relations aspect of the controversy [49][50].

Core Viewpoint - The ongoing public dispute between Luo Yonghao and Jia Guolong has escalated, with both parties facing significant backlash and consequences on social media platforms, particularly regarding the reputation of the Xibei brand and its operational challenges [1][6]. Group 1: Incident Overview - Jia Guolong, founder of Xibei, responded to accusations from Luo Yonghao through an official Weibo post rather than a live video, accusing Luo of maliciously inciting public sentiment [1]. - Luo's comments have led to severe online harassment against Xibei staff, with reports of dozens of incidents involving verbal abuse and physical threats [3]. - Xibei's financial situation has deteriorated, with projected losses exceeding 600 million yuan from September 2025 to March 2026, prompting the closure of over a hundred stores [6]. Group 2: Responses and Reactions - Jia Guolong issued two demands to Luo Yonghao: to jointly verify police reports regarding alleged threats and to publicly apologize if no evidence is found [3]. - The public's focus appears to be shifting away from the dispute itself to concerns about the quality and taste of Xibei's food offerings [3]. - Both Luo Yonghao and Jia Guolong's Weibo accounts have been suspended, indicating a crackdown on online disputes that escalate into public conflicts [2][3].

Core Viewpoint - The recent turmoil surrounding Xibei's prepared dishes has been reignited by CEO Jia Guolong's emotional response, revealing the company's dire situation as it plans to close 102 stores, accounting for 30% of its total, and faces a 50% year-on-year decline in business [1][6][12] Group 1: Company Situation - Xibei is planning to close 102 stores in the first quarter of 2026, affecting approximately 4,000 employees, which represents 30% of its total store count [6] - The company has experienced a significant drop in profits, with a 50% year-on-year decline in store business as of January 2026 [5][12] - Despite efforts to adapt, including a nearly 20% price reduction on over 30 dishes and an average salary increase of 500 yuan for frontline employees, consumer response has not improved [5][8] Group 2: Public Relations and Consumer Perception - Jia Guolong's insistence that Xibei has not made mistakes and his emotional outbursts have not garnered public sympathy, leading to widespread criticism on social media [10][12] - The initial criticism from a consumer regarding the taste of prepared dishes escalated into a brand trust crisis due to Jia's aggressive response, which was perceived as a failure to engage in effective public relations [11][12] - The core issue is not the concept of prepared dishes itself but rather the mismatch between high pricing and consumer expectations for value, highlighting a disconnect between Xibei's positioning and market trends [16][17]

Core Insights - The article discusses the significant public relations challenges faced by major brands in 2025, highlighting the crisis management issues and the evolving consumer expectations in various industries [1][2][5] Group 1: Key Events and Trends - In 2025, over 20 well-known brands were monitored for public sentiment, with Sam's Club and Moutai being among the most frequently mentioned due to crises such as trust issues and leadership changes [2][4] - Major public sentiment events included Sam's Club's trust crisis, Moutai's leadership change, and controversies surrounding brands like Nestlé and West Bay [2][4] - The food, new tea drinks, and dairy industries were particularly scrutinized, reflecting their close ties to consumer daily life [2][4] Group 2: Types of Crises - The public relations crises identified can be categorized into four main types: food safety issues, marketing and advertising controversies, personnel changes and strategic adjustments, and incidents related to live streaming and new media [4][6][10] - Food safety issues were the most significant, with incidents like a food poisoning case involving Yunhai Yao leading to severe penalties [6][8] - Marketing controversies included misleading advertising practices, such as the "half bag" marketing by White Elephant, which misled consumers about product quantity [11][12] Group 3: Leadership Changes - 2025 saw numerous leadership changes in major consumer brands, particularly in the alcohol and dairy sectors, reflecting pressures for strategic transformation and performance improvement [15][17] - Notable changes included Moutai's leadership transition and significant shifts within Nestlé's executive team, which could impact existing strategies [18][19] Group 4: New Media and Crisis Management - The rise of live streaming and short videos has led to an increase in real-time public relations crises, exemplified by the incident involving Pop Mart during a live stream [20][21] - Companies are urged to adapt their crisis management strategies to address the rapid dissemination of information and the emotional responses of consumers [22][23] Group 5: Evolving Consumer Expectations - Consumer scrutiny has shifted from product safety to emotional and value-based considerations, indicating a deeper examination of brand integrity and marketing practices [24][25] - Companies are encouraged to embrace constructive criticism as an opportunity for improvement rather than adopting a victim mentality [30][31] Group 6: Future Challenges - The consumer goods industry is expected to remain a hotspot for public relations challenges, with increasing demands for product safety, marketing honesty, and price transparency [28][29] - The integration of AI technology in reputation management presents both opportunities and risks, necessitating a balance between efficiency and ethical considerations [32]

Core Insights - The annual words "Rage bait" and "brain rot" reflect how digital platforms reshape thoughts and behaviors, highlighting the significant role of emotions in driving interactions and commercial outcomes [1] - The concept of "emotional value" has gained prominence, influencing consumer behavior and brand perception, as seen in the success of products like LABUBU and the backlash against brands that misalign with public sentiment [2][3] Group 1: Emotional Value and Consumer Behavior - LABUBU's popularity illustrates a shift in consumer behavior, where emotional satisfaction and participation in trends become key drivers of success, especially in a context of economic slowdown [3][4] - The rapid rise and subsequent decline of LABUBU in the second-hand market indicate that once a product becomes ubiquitous, its appeal diminishes, emphasizing the need for uniqueness in consumer goods [4][6] - The term "emotional value" is often used to describe non-utilitarian satisfaction derived from products, but its vague nature necessitates deeper exploration to understand its various implications [6][7] Group 2: Media Influence and Public Sentiment - The rise of social media and algorithm-driven content has amplified emotional responses, particularly anger, which can lead to rapid dissemination of sentiments and potential backlash against brands [15][18] - The phenomenon of "old school" or "老登" reflects a societal shift towards critiquing traditional narratives and embracing micro-narratives, indicating a growing desire for authenticity and relatability in public discourse [10][12] - The decline of traditional media has resulted in a polarized public discourse, where the absence of neutral reporting exacerbates tensions and complicates brand management in the face of public scrutiny [26][27] Group 3: Brand Management and Public Relations - The emergence of entrepreneur IPs, characterized by relatable and down-to-earth personas, highlights the importance of authenticity in brand representation, though it carries risks if personal missteps occur [22][23] - Companies face challenges in managing public perception, especially in an environment where emotional responses can quickly escalate into crises, necessitating a more strategic approach to communication [24][26] - The lack of a mediating voice in public discourse can lead to increased pressure on brands and entrepreneurs, making it essential for companies to navigate the complexities of modern communication effectively [27][28]

Group 1 - The founder of Xibei, Jia Guolong, expressed that the recent turmoil had a greater impact on the company than any previous operational crisis, stating he relied on sleeping pills for 40 consecutive days to cope with stress [3][4] - Jia acknowledged his mistakes during the crisis, admitting he should not have confronted customers directly and emphasized the importance of listening to customer feedback in the future [3][4] - Since the onset of the crisis, Xibei's nationwide stores have undergone over 80 inspections by various government regulatory bodies, with no violations reported [4] Group 2 - JD.com announced its 2025 year-end bonus plan, with average bonuses reaching 25 times the monthly salary, with top performers receiving up to 24 times their monthly salary [4] - BYD won a court case against several accounts that spread false information about the company, resulting in a compensation of 2 million yuan [8] - The Chinese government expressed strong opposition to the U.S. imposing additional tariffs on semiconductor products, emphasizing the need for fair trade practices [6][7]