Recently, the Hohhot Horticulture Institute store of Tianbian Clay Pot Noodles, a new brand created by Xibei founder Jia Guolong, has suspended operations.
On September 17, according to Jimu News, the customer service staff of the store stated that they did not know the specific reason for the suspension of operations. They had not yet received a notice as to whether the store would resume operations in the future. This store is the first store of Tianbian Clay Pot Noodles in Hohhot. It opened on March 20 this year and has only been in operation for half a year.
Jiemian News reporter found that Dianping’s information about the store is that it has been temporarily closed, with a taste score of 3.9, an environment score of 4.1, and a service score of 3.9. The latest evaluation shows that the store is still operating normally in early September. The store’s signature dishes are lean pork ribs and beans in casserole with noodles, mutton and spicy skin casserole with noodles, etc. The per capita consumption is 37 yuan.
According to the platform, there are three Tianbian Clay Pot Noodles stores in Hohhot, all of which are operating normally. According to some store staff, there are still queues for dining on weekends, while customer flow is relatively flat on weekdays. Jiemian News reporter checked that during the lunch period on September 17, the real-time queue situation at the Hohhot Wanda store on the platform showed that there were 2 tables waiting for the large table, and there was no need to wait for the middle table and the small table.
Tianbian Clay Pot Noodles is a new catering project launched by Jia Guolong after he stepped down as CEO of Xibei. It is affiliated to Xibei Tengger Catering Management Co., Ltd. The first store in the country opened in Beijing’s 798 Art District on February 13 this year, focusing on the flavor of Jia Guolong’s hometown, Bayannaoer, Inner Mongolia.
The brand emphasizes independent operation and is not a traditional Xibei brand. Jia Guolong once said to the public that doing thisNew brand, yesRenovate some Xibei stores that are under great operating pressure,Able to take over some of the employees of Xibei’s original stores. “The Xibei brand still needs to be done. In the future, some parts will be closed, some will be transferred to (new brands), and some core stores will be retained.”
Tianbian Casserole Braised Noodles specializes in on-site kneading and on-site stewing, and differentiates itself from pre-made noodle products. It was very popular at the beginning of its opening. This bright kitchen model attracted a large number of diners.
According to Jiemian News in April this year, after opening its first store in Beijing, Tianbian Clay Pot Noodles quickly expanded to cities such as Hohhot, Shanghai, Hangzhou and Shenzhen within two months.
As of mid-August this year, Tianbian Clay Pot Noodles has a total of 32 stores in operation across the country, with the store layout concentrated in Inner Mongolia, Shanghai, and Beijing. Some stores adopt the old store renovation model. The original Xibei store directly changes the brand, and the store decoration and kitchen staff rely on the original system to undertake the work, thereby reducing the cost of store expansion.
Currently, the Beijing Cuiwei Impression City store is also temporarily closed, and the Beijing Fengke Wanda store is closed for business transformation. It is reported that it will be transformed into another new brand of Xibei, Tianbian Yangduo.
Xibei founder Jia Guolong’s new business format “Sheep in the Sky” opened its first store nationwide in Beijing on August 7. “Tianbian Yangduo” will be positioned as a fresh sheep cuisine, which belongs to northwest cuisine. It focuses on fresh mutton from Inner Mongolia that is processed in the store. The dishes include mutton siomai, kebabs, hand meat, fresh mutton pot, etc. The average per capita consumption of the first store is tens of yuan.
Tianyancha APP shows that Tianbian Yangduo’s affiliated company is Hohhot Tianbian Yangduo Catering Management Co., Ltd., which was established on July 30, 2026 with a registered capital of 1 million yuan. The legal representative is Ma Xiangdong, and is 100% controlled by Ma Xiangdong.
Last year, I fell intoAfter Luo Yonghao’s controversy about prepared dishes,Xibei’s passenger flow and revenue have plummeted.Data shows that from September 2025 to March 2026, Xibei’s cumulative losses exceeded 600 million yuan. To this end, Jia Guolong announced at the beginning of this year the closure of approximately 102 stores across the country, accounting for 30% of the total stores, involving approximately 4,000 employees.
