Xibei's Pre-prepared Meal Controversy: Jia Guolong vs. Luo Yonghao

The Xibei-Luo Yonghao Conflict

• 💡 A 126-day public relations war erupted between Xibei's founder Jia Guolong and influencer Luo Yonghao, stemming from Luo Yonghao's complaint about Xibei's use of pre-prepared meals.
• 📌 Luo Yonghao's initial Weibo post, claiming Xibei used pre-prepared meals and was overpriced, quickly gained over 300 million views due to his large fan base.
• 💥 Xibei's initial response involved quick denials and a strong stance from Jia Guolong, who even threatened to sue Luo Yonghao and launch a "Luo Yonghao menu."

Escalation and Evidence

• 🎯 Luo Yonghao escalated the conflict by offering a 100,000 yuan reward for legal evidence of Xibei using pre-prepared dishes, attracting public and expert involvement.
• 🔍 Public investigations into Xibei's kitchens revealed issues like frozen fried eggplant, year-old ingredients, and staff without chef certifications or proper hygiene, contradicting Xibei's claims of fresh preparation.
• ⚠️ The core issue for consumers was not the use of pre-prepared meals itself, but the deception and lack of transparency from Xibei, which marketed itself as freshly prepared while using a high percentage of pre-prepared dishes.

Xibei's Mismanagement & Luo Yonghao's Gain

• 📉 Xibei's crisis management was characterized by inconsistent responses, including denying pre-prepared meal use, then closing kitchen tours, and Jia Guolong's fluctuating apologies and accusations.
• 📈 In contrast, Luo Yonghao leveraged the controversy by advocating for information transparency and mandatory labeling of pre-prepared dishes, significantly increasing his followers and live-streaming e-commerce sales by 180%.
• 💰 Luo Yonghao's success demonstrated how to turn a public dispute into substantial financial gain and enhanced public image, while Xibei suffered.

Consequences and Industry Impact

• 💔 The conflict resulted in Xibei closing 102 stores (30% of its total) and incurring losses exceeding 500 million yuan, severely damaging its brand reputation and consumer trust.
• 🚫 The 126-day "farce" ended abruptly when Weibo silenced both accounts, leaving the public with an unresolved conclusion but highlighting the power of social media in corporate disputes.
• 🚀 This high-profile incident spurred local governments to accelerate legislation for mandatory labeling of pre-prepared dishes in restaurants, pushing for greater industry standardization and consumer rights.

Lessons in Transparency

• ✅ The incident underscored that transparency and sincerity are paramount in crisis management, as demonstrated by Xibei's failure to rebuild trust despite its initial investment in pre-prepared meal technology.
• 💡 Companies like Xibei, with a "patriarchal" management style and a founder's strong personality, risk significant damage if they lack robust management systems and effective crisis communication.
• 🔑 The key takeaway for the catering industry is that consumers are willing to accept pre-prepared meals if there is clear disclosure and fair pricing, making honesty the only viable long-term strategy.