# personal branding

Xibei’s Founder Abandons Personal Branding as Chain Braces for Heavy Losses and Store Closures

Xibei founder Jia Guolong said he will stop cultivating a personal brand and return to frontline operations as the group forecasts more than RMB 600 million in losses and prepares to close about 30% of its stores. New investors have increased the company's registered capital modestly, signalling both concern and continued faith in the chain’s underlying assets.