Recently, Song Xuan, Vice President of Public Relations at Xiabu Catering Group, announced her resignation, drawing significant attention from the industry. As a key figure behind Xiabu’s recent brand strategy upgrades and external communications, Song has led numerous high-profile PR campaigns and marketing initiatives since joining the company—including nationwide promotional efforts for Xiabu Youmian Village, crisis communication during the pandemic, and deep collaborations with mainstream media and social platforms. Her departure is widely interpreted as a potential signal of organizational or strategic shifts within Xiabu. The company stated that Song left to pursue personal career development and expressed gratitude for her contributions, emphasizing that brand communications will continue smoothly under the existing team. While no successor has been named yet, Xiabu reaffirmed its commitment to its ‘deliciousness-first’ strategy and user-centric brand philosophy. Song’s exit also reflects the growing talent mobility at senior management levels in China’s highly competitive and rapidly evolving restaurant industry.
近日，西贝餐饮集团公关副总裁宋宣宣布离职，引发业界广泛关注。作为西贝近年来品牌战略升级和对外传播的关键人物，宋宣自加入公司以来，主导了多项重要公关活动与品牌营销项目，包括西贝莜面村的全国扩张宣传、疫情期间的危机沟通以及与主流媒体和社交平台的深度合作。她的离职被外界视为西贝在组织架构或品牌战略层面可能发生调整的信号。西贝方面表示，宋宣因个人职业发展规划选择离开，公司对其贡献表示感谢，并强调品牌传播工作将由现有团队平稳接续。目前，西贝未公布继任人选，但强调将继续坚持‘好吃战略’和以用户为中心的品牌理念。宋宣的离职也反映出当前餐饮行业在激烈竞争与快速变化的市场环境中，对高端管理人才的流动性需求日益增强。
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