How Aix Coffee Built a Specialty Hub in Shenzhen

In 2014, as the World Cup fever gripped the globe, a lesser-known French-style coffee brand made waves not on the pitch but in the cups of coffee lovers—Aix Coffee. This wasn’t just another café riding the wave; it was a professional coffee chain that had quietly spent six years carving out a niche in Shenzhen, opening 12 stores along the way. But what does it take for a coffee brand to not just survive but thrive in one of China’s most competitive coffee markets?

The answer lies in a 400-square-meter flagship store that opened on November 27, 2014, in Nanshan Yitian Holiday Plaza—a space designed to blend French elegance with cutting-edge coffee education, featuring a 400sqm layout, a semi-open transparent coffee lab, and a commitment to elevating both coffee quality and customer experience.

A flagship built for coffee and community

When Aix Coffee’s flagship store in Nanshan Yitian Holiday Plaza opened its doors on Thanksgiving Day 2014, it wasn’t just another café opening. The 400-square-meter space was the result of six months of meticulous design and construction, involving renowned designers from across the Chinese-speaking world. The aesthetic? A blend of French-inspired gold and white tones that mirrored Aix’s brand identity. But the real highlight was the semi-open, fully transparent coffee laboratory—a space dedicated to coffee education, experimentation, and sharing knowledge with both customers and aspiring baristas.

Aix’s six-year journey in Shenzhen

Aix Coffee’s story in Shenzhen began six years prior to 2014, a period marked by rapid expansion and a steadfast commitment to quality. Over those years, the brand opened 12 stores across the city, each reflecting its dedication to professional coffee standards. In July 2014, Aix launched its first French macaron concept store at KK MALL in Shenzhen’s iconic Kingkey 100 building, offering a taste of refined French patisserie alongside its coffee offerings. This move catered to the city’s growing appetite for sophisticated, lifestyle-oriented coffee experiences.

The coffee culture research center

In 2014, Aix took a significant step forward with the establishment of the Aix Coffee Culture Research Center. Built to SCAE (Specialty Coffee Association of Europe) and SCAA (Specialty Coffee Association of America) standards, it became Shenzhen’s first international coffee certification center. The center wasn’t just about certifications—it was a hub for fostering coffee appreciation among the public, aiming to enhance coffee tasting skills and deepen the community’s connection to coffee. Back in 2009, Aix had already set up South China’s first coffee lab, which had trained hundreds of professional baristas and earned numerous accolades domestically and internationally.

Brand philosophy and market positioning

Aix Coffee’s brand philosophy is rooted in delivering more than just coffee—it’s about creating an emotional and cultural experience. Founder Zhou Jianwei envisions the café as a social and inspirational hub, where design, quality, and community intersect. This vision is reflected in the brand’s premium positioning and its strategic choice of locations, targeting high-end shopping malls like Yitian Holiday Plaza. By aligning with the lifestyles of urban professionals, Aix caters to a demographic seeking a blend of convenience, comfort, and quality in their coffee experience.

The future of Aix and China’s coffee market

As China’s coffee consumption continues to soar, with major cities like Beijing, Shanghai, Guangzhou, and Shenzhen seeing annual growth rates of 30%—outpacing global averages—Aix Coffee faces both opportunities and challenges. Zhou Jianwei remains optimistic, viewing competition as a catalyst for growth. “The market is getting bigger,” he says. “Build a solid foundation, and let word-of-mouth expand your reach.” With plans to become a top-tier global brand, Aix is poised to lead China’s evolving coffee culture, blending French elegance with a commitment to quality and community.

Frequently Asked Questions

What is Aix Coffee?

Aix Coffee is a professional coffee chain that originated in Shenzhen, known for its French-style branding and commitment to high-quality coffee. Established with a focus on professional coffee standards, it has expanded to 12 stores in six years, including a flagship location with a coffee lab and cultural research center.

Where is Aix Coffee’s flagship store located?

Aix Coffee’s flagship store spans 400 square meters and is located in Nanshan Yitian Holiday Plaza in Shenzhen. It features a semi-open transparent coffee laboratory and was designed by renowned designers from across the Chinese-speaking world, embodying the brand’s French-inspired aesthetic.

What is the Aix Coffee Culture Research Center?

The Aix Coffee Culture Research Center, established in 2014, is Shenzhen’s first international coffee certification center built to SCAE and SCAA standards. It aims to enhance public coffee appreciation, improve tasting skills, and foster a deeper connection to coffee, continuing the work of Aix’s earlier coffee lab founded in 2009.

How does Aix Coffee position itself in the market?

Aix Coffee targets premium locations such as high-end shopping malls to cater to urban professionals. Its brand philosophy emphasizes creating an emotional and cultural coffee experience, combining convenience, comfort, and quality, while maintaining a focus on professional coffee standards.

What role does the coffee lab play in Aix’s strategy?

The coffee lab, both in the flagship store and through the research center, serves as a hub for education, experimentation, and community engagement. It reflects Aix’s commitment to sharing coffee knowledge, training baristas, and advancing coffee culture in Shenzhen and beyond.

Recommended FrontStreet Beans for French-Style Coffee

For coffee lovers exploring Aix Coffee’s French-inspired offerings, try FrontStreet’s Ethiopia Humbera for its vibrant citrus and floral notes, perfect for highlighting the bright profiles often paired with French macarons. Alternatively, the Yirgacheffe offers delicate jasmine and lemon zest, ideal for those who enjoy floral-forward espressos. Both beans showcase the light, nuanced flavors that complement Aix’s refined approach. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.