Core Insights - The article discusses the challenges faced by Xibei, a restaurant chain founded by Jia Guolong, as it navigates a significant downturn in 2024 after a strong performance in 2023 [3][6] - Jia Guolong's decision to return as CEO in 2024 is a response to the company's struggles, marking a pivotal year in his nearly 40-year entrepreneurial journey [4][5] Company Performance - In 2023, Xibei achieved record revenue exceeding 6.2 billion yuan, with Xibei Youmian Village generating 2 billion yuan in net sales and serving 37.66 million customers [6][8] - However, in 2024, the company faced a drastic decline in customer traffic and overall performance, leading to what Jia described as the "most difficult year" since its establishment [3][6] Market Environment - The domestic restaurant industry in 2024 is characterized by complex challenges, including increasingly diverse consumer demands and intensified competition from emerging brands [8][30] - Xibei's struggles are compounded by its past strategic decisions, including a focus on multiple sub-brands that have not yielded expected returns [9][29] Strategic Decisions - After stepping down as CEO in 2015, Jia Guolong attempted to explore new growth avenues through various sub-brands, but most of these initiatives failed, leading to significant financial losses [9][11] - In response to the current challenges, Jia has refocused on Xibei's core business, eliminating underperforming sub-brands and emphasizing the main brand strategy [26][28] Brand Evolution - Xibei has undergone significant brand evolution, including a name and logo change to simplify its identity and enhance brand recognition [27] - The company has implemented a new incentive structure for employees, shifting from quarterly to daily rewards to boost morale and performance [28] Historical Context - Xibei's journey began in 1988, with Jia Guolong's unconventional approach leading to its rise as a prominent brand in the Chinese restaurant industry [14][16] - The company's early success was driven by strict standardization in service and food quality, which has been a key factor in its growth [18][19] Challenges and Future Outlook - The article highlights the risks associated with Xibei's over-reliance on Jia Guolong's personal vision, which may not align with evolving market demands [29][31] - The shift towards an IPO strategy reflects a significant change in the company's approach to capital and growth, with plans to complete the IPO by 2026 [32]

以下文章来源于餐企老板内参 ，作者内参君 餐企老板内参 . 作者丨内参君 图源丨Midjourney 海底捞副牌"月更"速度狂奔 从火锅到烤鱼、砂锅、麻辣烫，留给海底捞探索的中式快餐品类已经不多。 日前，海底捞旗下麻辣烫品牌"嗨妮牛肉麻辣烫"杭州首店开业，以牛肉为主打，门店约20㎡左右，强 调"滚油现泼、小锅单煮，承诺10分钟快速出餐"，门店人均消费为30元。据悉，嗨妮计划今年开出25 家。 今年1月，海底捞在重庆开了家"从前印象砂锅菜"，人均约50元，主打川湘口味，主推蒜蓉粉丝虾、辣椒 炒黑猪肉等经典特色菜，均为现点现做。"从前印象"的门店面积超600平方米，还采用明厨亮灶，定位聚 餐场景。为了吸引顾客，门店还推出了免费捞鱼活动。 近期，海底捞几乎是每月推出一个新副牌的速度。这些品牌大多分布在二三线城市，主打年轻人群体和 下沉市场。 | 副樓 | 首店开业时间 开业地点 | | 品类 | 客单价 | | --- | --- | --- | --- | --- | | 2024年11月 嗨妮牛肉麻辣烫 杭州 | | | 麻辣烫 | 30元 | | 从前印象砂锅菜 2025年1月 二 | | 重庆 少锅 | | ...