Jia Guolong, founder of the Xi Bei Catering Group, recently stated in an interview that he will return to the front lines and refocus on the core business, abandoning efforts to build a personal IP.

Jia Guolong admitted candidly: "I feel I am not suited to building a personal IP. I get excited easily, my expressions are overly animated, which can easily make others think 'Old Jia is boasting again,' and there's an element of lecturing. I didn't used to think so, but after watching my own videos repeatedly, I realized there is indeed a very strong 'fatherly aura.' I have no confidence in building a personal IP, absolutely none."