---
title: "Jia Guolong responds to the establishment of a new brand: hopes to take over some of the Xibei stores and employees"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/279714337.md"
description: "Xibei Catering Group founder Jia Guolong launched a new brand \"Tianbian Claypot Braised Noodles,\" which opened in Beijing's 798 Art District, featuring Inner Mongolia-style claypot braised noodles, with an average consumption of 40 to 50 yuan per person. He stated that Xibei will close some stores and hopes the new brand can take over some stores and employees, while retaining core stores in the future"
datetime: "2026-03-19T03:26:46.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/279714337.md)
  - [en](https://longbridge.com/en/news/279714337.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/279714337.md)
---

# Jia Guolong responds to the establishment of a new brand: hopes to take over some of the Xibei stores and employees

The founder and chairman of Xibei Catering Group, Jia Guolong's latest entrepreneurial project "Tianbian Claypot Noodles" has quietly opened in Beijing's 798 Art District. This new store opened on February 13, with an average consumption of 40 to 50 yuan, focusing on the claypot noodles specialty from Jia Guolong's hometown in Inner Mongolia's Bayannur. Jia Guolong revealed to reporters that Xibei plans to close some of its stores, and he hopes a new brand can take over some of the locations and employees. "The Xibei brand still needs to be developed; in the future, we will close some, transition some (to the new brand), and retain some core stores," Jia Guolong stated. (Everyday Economic News)

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