Aix Coffee Culture Research Center Coffee Industry Masters come

In the 2014 World Cup, a French coffee brand supported the French football team with countless coffees, bringing Aix Coffee into the eyes of more people and conquering more people's taste buds. The brand, which has been adhering to the professional coffee chain, has been deeply cultivated in the Shenzhen market for six years and has opened 12 stores. What kind of battle will be in the next six years?

November 27, 2014 is a major day for the establishment of the next 6-year milestone for Aix Coffee, because on this day, Nanshan Yitian Holiday Plaza, the flagship coffee brand store of Axe Coffee in Shenzhen, has opened grandly! The flagship store, which covers an area of 400 square meters, employs several well-known designers from both sides of the strait to launch this top-carrying work, with the overall style continuing the golden and simple French style of the Aix brand. In the decoration, in order to strive for perfection, searching for the most exquisite craftsmanship of domestic soil, wood, water and electricity, it took half a year and has been adjusted in countless details. On November 27, 2014, Thanksgiving Day will submit a satisfactory answer to consumers. While retaining the professional coffee section, a semi-open and fully transparent coffee laboratory is added functionally. Axe Coffee is never stingy with the sharing of coffee culture and the dissemination of professional coffee knowledge to train excellent coffee production talents. Simple meals have been developed on the product line to serve consumers in a more diversified manner while making every cup of coffee. Every adjustment, every presentation, is a great challenge for Aix, as their slogan says, "entertain you who know coffee."

We look at an industry from a cafe, six years is long for a person, but for a brand, six years is short, while for Aix, six years is wonderful and full. this Shenzhen coffee brand is full of coffee cafes in these six years, the highly competitive market does not forget its original ideals and aspirations to maintain its own professional principles in coffee production. Seriously treat every cup of coffee and grow up with the majority of coffee lovers, seriously ploughing the Shenzhen market. And launched the first French macaron concept store in Shenzhen's important landmark Jingji 100KK MALL mall in July 2014. Bring more and better desserts and French experiences to Shenzhen elites who love French style and pursue exquisite life.

As consumers' demand for quality is getting higher and higher, and the market begins to subdivide slowly, consumers' understanding of coffee ranges from instant coffee to American chain coffee, and then to little-known independent boutique cafes. Aix accurately grasped the direction of the market and found a balance between the efficiency of chain coffee and the quality of independent cafes. Yes, we enjoyed convenience and speed in Aix. Enjoy a comfortable environment, enjoy the cordial service, enjoy the quality assurance of coffee.

Aix Coffee established the first coffee laboratory in South China in 2009, has trained hundreds of professional baristas for the coffee industry, and has won many professional honors at home and abroad. In 2014, we opened a new "Aix Coffee Culture Research Center" to further promote the development of coffee culture, with the aim of improving the coffee taste ability of citizens, so that citizens can have close and deep contact with coffee, so that more citizens will fall in love with this gift of nature. The research center is carried out in accordance with the construction standards of SCAE (European Association of Fine Coffee) and SCAA (American Association of Fine Coffee). It is the first international barista certification organization in Shenzhen.

Using the new high-grade coffee laboratory, Aix builds a cultural platform for long-term communication and interaction for coffee-loving friends. Zhou Jianwei, founder of the brand, said: "Cafe sells not only a cup of coffee, but also a kind of emotion and culture, which not only provides a social venue with a sense of design and quality coffee, but also serves as an emotional bridge for people to socialize and gather inspiration."

The unique brand culture determines that Aix has a clear brand positioning, always adhere to the high-end line, and form the accurate product and customer positioning of Aix. The principle of Aix Coffee shop location is to follow the shopping center, where the city's shopping center is located. This time Aix also selected Yitian Holiday Plaza, which is located in the window of the world in the core business circle of Shenzhen, which is in line with the positioning of high-end customers. In addition to their busy work, modern urban people look forward to experiencing a fashionable, comfortable and high-quality way of life.

In recent years, the population and market of coffee consumers in China have shown a trend of rapid growth. In particular, the annual per capita consumption in first-tier cities in Beijing, Shanghai, Guangzhou, Shenzhen and coastal areas is increasing at a rate of 30%, which far exceeds the annual growth rate of world coffee consumption. It is estimated that by 2020, China will become a big coffee consumer in the world equivalent to Japan. With such an opportunity, major brands at home and abroad are eyeing covetously and "throwing money on the enclosure" in the face of the coffee market. In this regard, Zhou Jianwei said optimistically that the market is getting bigger and bigger, and only when there is competition can the brand develop. First lay a good foundation of the brand in the early stage, with a group of consumers to radiate more consumers, word-of-mouth is getting better and better, the market will be bigger.

With the development of the times, more and more target consumers who pursue the quality of life are gradually becoming fans of coffee and desserts, and warmly embrace this lifestyle that highlights taste and quality of life. Talking about the vision for the future development of Aix, Zhou Jianwei said that he hopes to become a top multinational enterprise. Aix Coffee, the leader of this coffee fashion culture, is creating a new coffee fashion kingdom with his elegant and noble French cultural concept and rational and sound business model.