"don't you get under 5,000 a month? " in a hot search, former vice-president of sybé, aoi chu, transmitted a tweet and commented on the increase in prices in sibé, putting former companies and bosses directly at the tip of the air。
Is sybella really a lying gun? Netizens have picked up more than that, 21 bucks a bun, 19 bucks a roll, 46 bucks a plate of green vegetables... These are the masterpieces of sibei。
It's not surprising that the price of the product, which is endorsed by the master, is in a very high-end restaurant. The problem, however, is that the fire-cooked west beige is not based on super-cooked cooking, and the shop environment is simply an ordinary domestic chain, which is easily controversial。
For days, the prices of west bein were too expensive to search. In response, sybé responded that chu had separated from sibé in september 2020 and that the provision did not represent the position of sibé. In response to the widely discussed increase in prices, shebe indicated that there was no plan。
Despite this, it is still difficult for sybé to get rid of the price。
In february last year, in an interview with president jaber lung jia said that more than 20,000 employees were waiting to be paid in sibe, spending 150 million in a month and a half, while the cash flow on the sibe account could not last more than three months。
Since then, sybé has been making “attempts” on commodity prices and has been forced to apologize to the public for rising prices, which have swung into microblogging, and for being too controversial。
This time, “not worth less than 5,000 a month”, is nothing but a trigger, not only for the issue of shebe。
It's not worth it
The west bei restaurant was created in may 1988 and began with a catering enterprise in the riverine district of the city of bayan-shur, inner mongolia。
In june 1999, under the leadership of its founder, the current chairman, jajulong, came out of inner mongolia for development in beijing, which was popular with beijing consumers because of its unique character, its genuine north-west folk food, and its rich culture of mongolian nationality and north-west territory。
It then developed into shenzhen, tianjin, ishiya, shanghai and became a small, prestigious restaurant chain。
Up to now, there are four brands under the banner: "the west bei", "the tengritara", "the west bei", "the west bei," "the west beige," and "the ninety-nine houses", which sit in a liquor store, in a restaurant, nearly 100 shops and a catering vocational school。
All these years, this is how shebe's restaurant is positioned, and it's the basis of shebe's existence to create value for the customer
The aim of the sibé enterprise is to provide customers with better taste, pro-people prices, friendly services, a comfortable and comfortable environment, and a different and better consumption experience for customers。
A solemn commitment is made not to add any additives, such as savories, chickens, perfumes, pigments, etc. To all dishes and spices。
But going into the store is a different reality. On the sibei menu, a string of lambs for $13, a bun for $21, a roll of $19, a plate of cabbage for $46... The most common foods sell twice, 10 or 20 times the price on the market. There's no such thing as a "relationship."。
In response to the price issue, the sibé public relations director, in several interviews with the media, stated that the price issue was in fact an old topic, that there were some food stories behind it and that there might be a lack of consumer awareness (to the shebé)。
The high prices of food in the shebea are mainly too high, and the fact that shebet is very demanding in the selection of vegetables has led to higher costs in selection, transportation, use, etc., which has also led to a much higher price of food in shebea than in the same industry。
There are also catering sources who claim that the high cost of cibe is associated with its cooking design, which has led to a sharp increase in the cost of renovations and manpower, but that this type of design has not led to a steady flow of consumers in the cibe, but rather to a decline in its orientation, a decline in the rental incentives offered to it by many businesses and an increase in the cost of rent。
Whatever the reason, the price of the cuisine is so controversial that consumer perceptions of its value conflict with its actual cost. The common saying is that the food of sybé is not worth that price。
Some netizens say: “it's still expensive to pay 3w a month, not to eat, and it's ok to eat 2k per capita daily, and the point is that what you bring out is not worth the price”; others believe that the most basic food, rice buns, is “disturbing the price system”。
And the netizens thought, "it's like the "magic jade wine" in a small piece. It should be investigated." the same view has been expressed in numerous comments, not only because of price pricing, but also, and more importantly, because of “price is not good”。
There are many high-end restaurants and many people think that they are worth money, but the quality of the food and the services in the shebe are really not very high-end。
Frequent price increases
The money's on the back
Prices, though highly controversial, have not stopped the price hikes in the shebeh。
In early april last year, following the reopening of the restaurant and the reopening of the dining hall due to the epidemic, the west bei had raised the prices of food items for delivery and food in some cities, such as shanghai, which had led to widespread consumer dissatisfaction。
Subsequently, under pressure, chairman jia quilung publicly apologized and stated that all prices of food and food items for sale at higher prices had been restored to the standards before the closure of the shop on 26 january 2020。
This time, sybé's former vice president, chu, was turned over because of price increases
“the rise in prices in the west bei and the sea floor was the result of a large rebound in public opinion because of the offending of a large number of microblogging friends, 95 per cent of whom earned less than $5,000 a month.” alumni of chu publicly conveyed the latter and agreed with the message that he was studying。
There are no further traces of the above-mentioned statements. Only the latest tweet says, “i'm sorry, i'm wrong. I was wrong. Apologize to you.” the incident was confirmed。
Why insist on higher prices? Or is it because of lack of money? In february 2020, president jialong stated publicly that the cash on the current account in sibe would not last more than three months。
As a result of the epidemic, there has been a steady decline in the number of merchants, which, combined with policy reasons, has resulted in the closure of almost all 400 shops under the sibell line and the retention of more than 100 households to carry out the delivery business, thus accounting for more than 80 per cent of total receipts。
It is expected that a loss of $780 million will be collected in the month leading up to and including the spring festival, and that the salary expenditure of more than 20,000 employees will be around $150 million per month。
The frightful behaviour of the chairman himself in front of the media quickly drew considerable attention. In just a few days, it brought financing support to more than 30 banks in the country。
Sebé is reawakened to the power of capital, has not been able to speak of it, and has also come up with ideas for listing. J. C. L. Recently publicly stated, "i'll re-evaluate the possibility that sybé will come on the market, and disaster will teach me not to say anything."
The market may be a quick way to free money from hunger, but it is simply a solution to thirst。
The immediate problem is that sybé has a single performance and that many attempts have been made to diversify the business, but it has not worked as well, with the closure of the “bowl long”, “super meat clamp” and “sibutte milk house” and the response of the “sibé oats workshop”, “sibé oats”, “sibé oatmeal flour” and “machang village”。
She also indicated that 2021 would focus on the jialong kung fu, in the hope that this new retail product would allow thousands of families to travel, that consumers across the country would experience kung fu in different contexts and that it would cover many kitchen departments across the country。
According to earlier sources, the “jailong kung fu” super-central kitchen project is the core project for the next decade in west bei, with an investment of $600 million during the first phase, with a total investment of $2 billion (or more) estimated at 193 acres, to be completed in the second half of 2021。
For sybé, this is a heavy asset investment, with a very high risk. Can the jia long kung fu be recognized by consumers? Will the price be dropped again? There will also be sustained attention to the economy。
The author is kang dan
