After "Disappearing" for 2 Months, Xi Bei's Jia Guolong Ventures into New Business Selling "Braised Noodles," with Average Per-Capita Consumption Around 40-50 Yuan

Jia Guolong’s latest startup project has been launched.

“Sky Edge Claypot Braised Noodles” has quietly opened in Beijing’s 798 Art District, featuring a specialty from Jia Guolong’s hometown in Inner Mongolia Banner—claypot braised noodles.

From the menu, this new Inner Mongolian-style restaurant still has many connections to Xibe. Its signature dishes—claypot braised noodles, gluten, pork ribs with sauerkraut—were previously on Xibe’s menu, and the flavors are quite similar. However, its average check is lower than Xibe’s, around 40-50 yuan per person.

Jia Guolong told reporters that Xibe plans to close some stores, and he hopes a new brand can take over some of the locations and staff. “Xibe still needs to operate, but in the future, some stores will close, some will be rebranded (as the new brand), and some core stores will be retained,” he said.

According to business license information, this restaurant belongs to Xibe Tengger Catering Management Co., Ltd., which is wholly owned by Inner Mongolia Xibe Catering Group Co., Ltd.

Tianyancha’s intellectual property data shows that Xibe’s affiliated company, Inner Mongolia Xibe Catering Group Co., Ltd., has applied to register multiple trademarks including “Sky Edge” and “Sky Edge Kitchen,” covering categories such as medical, horticulture, catering, and accommodation. Some of these trademarks have already been successfully registered.

Inner Mongolia Xibe Catering Group Co., Ltd. was established in October 2017, with Jia Guolong as legal representative. It has a registered capital of about 104 million RMB and operates in catering services, food production, online food sales, and food retail. Shareholder information indicates that the company is jointly owned by Beijing Xibe Enterprise Management Co., Ltd., Jia Guolong, and Hohhot Ren Sheng Xi Yue Enterprise Management Center (Limited Partnership).

Public data shows that after controversy over pre-made dishes, Xibe’s nationwide store foot traffic plummeted, with daily revenue dropping by over 2 million yuan, quickly leading to overall losses.

Jia Guolong disclosed that from September 2025 to March 2026, Xibe’s cumulative losses are expected to exceed 600 million yuan. In November 2025, the company’s total revenue was only 265 million yuan, less than half of the same period in previous years, while fixed expenses like wages reached 135 million yuan that month.

In response to this crisis, Xibe has launched a series of self-rescue measures. In early 2026, Xibe officially announced a large-scale store closure plan, aiming to shut down over 100 stores, nearly 40% of its total outlets.

Tianyancha shows that recently, Inner Mongolia Xibe Catering Group Co., Ltd. underwent a business change, adding Lin Lairong as a shareholder. The registered capital increased from about 102 million RMB to approximately 104 million RMB.

Lin Lairong, an individual, subscribed to 2.247572 million RMB on February 14, gaining over 2.16% of Xibe Catering Group’s shares. His first shareholding date was March 10.

Inner Mongolia Xibe Catering Group Co., Ltd. was established in October 2017, with Jia Guolong as legal representative. Its scope includes catering services, food production, online food sales, and catering management. The company’s current shareholders include Beijing Xibe Enterprise Management Co., Ltd., Jia Guolong, and the newly added shareholder.

Public information shows that Lin Lairong was born in Inner Mongolia, founded Inner Mongolia Zhongxing Group in 1995, and is the actual controller of Dazhong Mining. In 2025, with a wealth of 9.5 billion yuan, he ranked on the Hurun Global Rich List.

This is also the second round of financing that Xibe Catering Group has recently secured. In January this year, after deciding to close 102 stores, Xibe brought in new investors and completed Series A funding.

Before the Spring Festival of 2026, Jia Guolong stepped down as CEO of Xibe’s main brand, and former CEO Dong Junyi returned to the position.

Sources: Jiemian News, Yicai, Public Information