Breaking the circle at the horizon, Xibei fires the first shot in its deep transformation

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By just before noon, at the “Tianbian” sand pot braised noodle restaurant in Beijing’s 798 Art District, every seat was already taken, and a long line had formed outside. The steaming aroma of the braised noodles filled the air. In a semi-open “bright kitchen,” the cooking process was clearly visible. On the small stage on the second floor, gentle singing occasionally rang out. The art district’s literary and artistic atmosphere and the everyday bustle of city life complemented each other perfectly.

This popular storefront is precisely the new brand fully developed by the Inner Mongolia Xibei Catering Group—Tianbian Sand Pot Braised Noodles. From the opening of the first Beijing store, to rapid rollout in Hohhot, and then to the tightly scheduled renovations for the Shanghai location, the pace of development is nothing short of fast. At key moments of structural optimization and strategic upgrades, Xibei officially fired the first shot in its deep transformation.

Tianbian Sand Pot Braised Noodles (798 Art Park store) • Photo by , an SSM reporter

On-site visit:

一碗焖面圈粉全年龄段

In an on-site visit, a reporter from Shanghai Securities News saw that the Tianbian Sand Pot Braised Noodles 798 store has a compact and orderly two-level layout, with more than 40 dining seats in total. The cooking area uses a semi-open “bright kitchen” in line with Xibei’s tradition, with transparent and neat food delivery. In the corner of the second floor, a stage and audio system are specially set up. Fixed-time resident performances, highly aligned with the character of the 798 Art District.

“Since opening, operations have met expectations. Customer flow and table-turnover rates have stayed within a healthy range.” The store负责人, Chen Zhen, told the reporter that customers are mainly office workers nearby, young groups, community residents, and tourists, spanning a wide range of ages. Among them, the highest click rates are for sand pot pork ribs and green bean braised noodles, and sand pot lamb with spicy “lapi” braised noodles, becoming an indisputable signature.

Priced at 40 to 50 yuan per person, the offering precisely targets mainstream scenarios such as eating solo, catching up with friends, and light socializing. The menu focuses on braised noodles, noodle soup, and sand pot dishes, with a simplified structure and efficient food delivery. It both preserves the distinctive flavors of the Hetao region, and aligns with today’s fast-paced consumption needs.

Chen Zhen said that choosing 798 as the Beijing flagship store is exactly because the crowd here is diverse, the consumption scenarios are rich, and the density of feedback is high—beneficial for quickly refining the brand’s product and service model, optimizing the service experience. The core is to get the taste, efficiency, and experience right.

Xibei fully holds the shares

Revolutionizing and upgrading the operating philosophy

According to data from Qichacha, Tianbian Sand Pot Braised Noodles belongs to Beijing Xibei Tenggeli Catering Management Co., Ltd., established in November 2021, with a registered capital of 1 million yuan. It is 100% held by Inner Mongolia Xibei Catering Group Co., Ltd. The legal representative is Sheng Hongxiao. Its business scope includes catering management and food sales (only selling pre-packaged food).

Meanwhile, Inner Mongolia Xibei Catering Group Co., Ltd. has already laid groundwork for multiple trademarks such as “Tianbian” and “The Kitchen of Tianbian,” covering multiple categories including catering accommodations, and some have already been successfully registered—showing its long-term strategic intent.

As a differentiated new brand under Xibei, Tianbian breaks away from the traditional northwest-style full-dining category. It focuses on the subdivided Hetao-flavor segment and forms a complementary “misalignment” with the main brand: it does not go for a high-end route, does not create complex business formats, and instead enters the mass catering market in a lightweight, people-friendly, and distinctive way—opening up a brand-new growth curve.

The birth of the Tianbian brand is not just a simple experiment with a new format; it is an active reinvention after Xibei’s deep reflection.

Relevant people from Xibei said that by creating Tianbian Sand Pot Braised Noodles, the goal is to explore a more transparent and closer-to-the-public catering service model—so consumers can enjoy authentic, healthy Hetao flavors at friendly prices. This represents an important transformation and upgrade of Xibei’s operating philosophy.

Even more worth noting is that during this transformation, Tianbian’s operating team absorbed a large number of diverted employees within the Xibei system. Through internal absorption and a steady transition approach, they properly arranged the staff, minimizing to the greatest extent the volatility caused by structural adjustments—achieving a win-win outcome of optimizing the company and stabilizing employees.

Although most of the core backbone comes from Xibei, Tianbian adheres to an independent operating mechanism. In team organization, business decision-making, store management, and brand expression, it remains independent. It not only inherits Xibei’s quality control and service “genes,” but also has the flexibility and innovation typical of a new brand.

Lessons from the transformation of an old-school restaurant enterprise

Breaking through bottlenecks in a subdivided track amid stock competition

With consumption trends evolving and market competition intensifying, the transformation of top catering enterprises has long drawn industry attention.

Using Tianbian Sand Pot Braised Noodles as the breakthrough point, Xibei moved deeper into the mass market, focused on distinctive flavors, optimized its organizational structure, and balanced social responsibility—finding a transformation path characterized by “stable, accurate, light, and practical.” It does not expand blindly, does not cling to the high-end, does not ignore employees, and does not detach from the market. With an unpretentious bowl of braised noodles, it reconnects with consumers—and also redefines its own growth logic.

In an era where the industry has shifted from scale competition to quality competition, the true lasting vitality of the catering business always comes from staying close to the public, sticking to the taste, and continuously innovating.

Tianbian’s first campaign has been a success. But Xibei’s deep transformation still faces a long road ahead.

Author: Zou Jianpu

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