Xibei's operational difficulties expected to be resolved! Billionaire with 9.5 billion wealth steps in, Jia Guolong's fellow townsman becomes shareholder

On March 16, news reports indicated that Xibei Catering’s business registration has recently undergone changes. According to Tianyancha’s business information, on March 10, Inner Mongolia Xibei Catering Group Co., Ltd. experienced a business registration change, adding Lin Lairong as a shareholder. The registered capital increased from approximately 102 million RMB to about 104 million RMB.

It is reported that Xibei Catering was established in October 2017. The legal representative is Jia Guolong. Its business scope includes catering services, food production, online food sales, and restaurant management.

Shareholder information shows that the company is currently jointly held by Beijing Xibei Enterprise Management Co., Ltd., Jia Guolong, and the newly added shareholder Lin Lairong.

Public information indicates that Lin Lairong is from Bayannur, Inner Mongolia, and is a fellow hometown person of Jia Guolong. As the founder of Zhongxing Group and the actual controller of Zhongda Mining, he ranked on the Hurun Global Rich List in 2025 with a wealth of 9.5 billion RMB.

On March 5, 2026, the Hurun Research Institute released the “2026 Hurun Global Rich List,” ranking Lin Lairong and his wife An Sumei at 1,166th place with a wealth of 28 billion RMB.

The recent changes in shareholders and registered capital come at a time when Xibei Catering is deeply struggling with operational difficulties.

In early March, Xibei officially issued a notice clarifying the scope of personnel affected by salary delays, covering almost all middle and lower management positions such as city managers, store managers, and head chefs, involving many employees.

Meanwhile, Xibei stores are undergoing large-scale personnel restructuring: many apprentices and service staff employed through labor outsourcing are being directly dismissed without compensation.

Previously, Xibei had launched a large-scale store closure campaign, shutting down 102 stores nationwide at once, accounting for about 30% of total stores, affecting around 4,000 employees’ placement. The recent salary adjustments and personnel dismissals are follow-up measures after the store closures.

It is noteworthy that the actual management of Xibei is now fully handled by Dong Junyi. An insider revealed that although the company has not officially announced Jia Guolong’s resignation as CEO, Dong Junyi has been presiding over daily management as CEO.

Since taking office, Dong Junyi has introduced several measures, including salary cuts for store management, clarifying store managers’ responsibility for loss reduction, and canceling the original “competition arena” management model. The core goal is to help Xibei escape its operational difficulties.

It is understood that Xibei’s operational difficulties began in September 2025. After disputes related to pre-made dishes with Luo Yonghao erupted at that time, all stores under the brand fell into a state of comprehensive loss.

By January 2026, Xibei’s cumulative losses had exceeded 500 million RMB, with daily revenue dropping by as much as 3 million RMB.

High rent in key commercial districts and rising labor costs further intensified the company’s operational pressure, ultimately prompting it to implement a series of contraction and adjustment measures.