Core Viewpoint - The article discusses the launch of a new restaurant "Tianbian" by the founder of Xibei Catering Group, Jia Guolong, which specializes in claypot noodles from his hometown in Inner Mongolia, with an average spending of 40 to 50 yuan per person [1][7]. Group 1 - The new restaurant "Tianbian" opened on February 13 in Beijing's 798 Art District, focusing on claypot noodles [1]. - The restaurant is a sub-brand of Xibei, with some employees transferred from Xibei, although it operates independently [3][4]. - The restaurant is managed by Beijing Xibei Tenggerli Catering Management Co., Ltd., which is fully owned by Inner Mongolia Xibei Catering Group [4]. Group 2 - Jia Guolong indicated that Xibei will close some locations while retaining core stores, and the new brand will help accommodate some of the staff [7]. - Unlike previous sub-brands, "Tianbian" does not carry the typical Xibei branding elements, featuring a more earthy decor and live music on the second floor [7]. - The menu includes dishes similar to those previously offered at Xibei, such as claypot noodles and other items, but at a lower price point [7].

Core Viewpoint - The article discusses the launch of a new restaurant "Tianbian" by the founder of Xibei Catering Group, Jia Guolong, which specializes in Inner Mongolian-style claypot noodles and aims to provide a lower-cost dining option compared to the main Xibei brand [2][8]. Group 1: New Restaurant Launch - "Tianbian" opened on February 13, with an average spending of 40 to 50 yuan per person, focusing on claypot noodles from Jia Guolong's hometown in Inner Mongolia [2][8]. - The restaurant is a new sub-brand of Xibei, with some staff from Xibei being transferred to this new establishment [4][8]. Group 2: Company Structure and Ownership - The restaurant is operated by Beijing Xibei Tenggerli Catering Management Co., Ltd., which is 100% owned by Inner Mongolia Xibei Catering Group Co., Ltd. [5]. - The company was established in November 2021, with a registered capital of 1 million yuan, and is controlled by Jia Guolong, who holds 65.19% of the shares [5]. Group 3: Brand Strategy - Jia Guolong indicated that Xibei plans to close some of its stores while retaining a core group, suggesting a strategy to diversify through new brands [8]. - Unlike previous sub-brands, "Tianbian" does not prominently feature Xibei branding elements, focusing instead on a distinct aesthetic and menu while maintaining some culinary connections to Xibei [8].