Jia Guolong is included in the 'Rebel in the Business World' column because his experience perfectly illustrates the dual meaning of 'retrograde': both starting from scratch and having the courage to admit mistakes and return to the original mission after reaching the top. He started from a bowl of noodles, seized the opportunity of the times, and built Xibei into a benchmark in Chinese sit-down dining; then he lost his way during expansion, and finally found his original intention through decisive survival. His archival value lies in documenting how a catering entrepreneur deviated from the essence during rapid development, and how he corrected his direction with courage and pragmatism, providing a mirror for future generations.

Jia Guolong opened his first small restaurant in Linhe, Inner Mongolia in 1988, and built a local reputation through his insistence on product quality. ^[1] In 2012, 'A Bite of China' brought nationwide attention to Xibei's products like yellow steamed buns, starting the brand's national expansion. ^[2] In 2013, Jia invested 6 million yuan in a professional team for brand upgrade, streamlined SKUs, and launched the slogan 'Order with eyes closed, every dish is delicious'. Store count and revenue grew significantly. ^[3] Subsequently, Xibei continued to expand and became a benchmark in Chinese sit-down dining. ^[4] However, during expansion, Xibei gradually deviated from its original mission, implementing central kitchen pre-processing, which led to a decline in product taste and reputation. ^[5] In 2025, Xibei fell into a business crisis, and Jia closed some loss-making stores in a decisive move to survive. ^[6] In early 2026, the company received investment from industrial capital, providing support for its return to the right track. ^[7]

Jia Guolong's brand upgrade decision in 2013 was a key turning point in Xibei's history. He invested 6 million yuan in a professional team, streamlined SKUs, created a super symbol, launched the slogan 'Order with eyes closed, every dish is delicious', and positioned the brand for family dining. ^[3] These adjustments made Xibei's operations more efficient and store experience more consistent, clearing obstacles for national expansion. ^[3] However, during later expansion, Xibei implemented central kitchen pre-processing to pursue efficiency, which led to a loss of the 'fire and smoke' feel and a decline in reputation. ^[5] Facing the business crisis, Jia closed some loss-making stores in 2025, lowered prices, and returned to fresh cooking, demonstrating the courage to survive. ^[6] In early 2026, the company received investment from industrial capital, providing crucial support for its return. ^[7]

Jia Guolong and Xibei's journey provides profound lessons for the catering industry. He proved that products and customers are always the foundation, and scale expansion cannot come at the cost of quality. ^[5] Xibei's crisis also warns the industry that standardization and efficiency cannot completely replace the warmth and 'fire and smoke' of products. ^[5] Jia's decisive move to survive demonstrates the courage to admit mistakes and return to the original mission, offering a reference for entrepreneurs. ^[6] The recent capital injection also reflects the industry's expectation for Xibei's return to the right track. ^[7] Jia Guolong's story is a typical example of a 'rebel in the business world': from starting from scratch to reaching the top, then losing his way and returning, his experience reflects the growth and pains of a generation of local catering brands.

The business proposition Jia Guolong leaves behind is: how to hold onto the original mission of products and customers in the face of temptations of scale and efficiency. Xibei's crisis warns that any reckless advance that deviates from users, products, and common sense will eventually pay a price. His self-rescue path also proves that true strength is not about never making mistakes, but about having the courage to face mistakes, stop losses, and return to the original mission. His significance lies in providing a precious sample of 'return' for the catering industry and all physical enterprises.