How Aix Coffee Became a South China Specialty Brand in Five Years

When you walk into a café and immediately notice the difference—better coffee, refined pastries, and a space that doesn’t feel like a chain—it’s usually the result of deliberate choices. For Aix Coffee, those choices began in Shenzhen and quickly built a reputation across southern China. But how did a relatively unknown brand go from zero to 12 stores in just five years, with plans to hit 30 by 2014?

Aix Coffee opened 12 locations across southern China within five years of launching in Shenzhen, and had plans to expand to 30 stores by 2014. Founder Zhou Jianwei focused on offering high-quality coffee and customer experience, not just premium pricing.

The Aix Coffee Origin Story

Aix Coffee emerged with several defining traits: unique-tasting coffee, delicate French pastries, elegant store designs, and a founder who had studied abroad. These elements helped the brand quickly gain attention. But behind the scenes, the company was building something more foundational: a commitment to quality and education.

The Coffee Lab and Training Initiatives

In 2009, Aix established a dedicated “coffee laboratory” to ensure consistency in coffee bean selection and roasting. This move laid the groundwork for a reliable product. The following year, in 2010, the company launched a long-term “coffee culture lecture series” aimed at coffee enthusiasts, creating a platform for ongoing learning and community engagement. That same year, Aix also initiated a Chinese barista training and competition program to elevate industry skills. During a taping for Hong Kong Weekend, a broadcaster described Aix Coffee as “a cultural industry with depth and spirit.”

Zhou Jianwei: The Second-Generation Visionary

Zhou Jianwei, the founder of Aix Coffee and a second-generation entrepreneur, was candid in an appearance on Entrepreneur Capital Circle. He stated his target market was high-end consumers—but not in terms of pricing. Aix’s prices were only 1–2 yuan higher than competitors, yet the brand offered a more comfortable environment and superior coffee. Zhou described his work as part of a broader push for consumption upgrade, guiding customers toward better-quality coffee. “Not losing money is winning,” he said, reflecting on the challenges and lessons of the first five years.

The Expanding Chinese Coffee Market

The broader context for Aix’s growth was a rapidly expanding coffee market in China. By the early 2010s, coffee consumption was growing at 30% annually—far outpacing global rates. Analysts predicted China would become a coffee powerhouse on par with Japan by 2020. But competition was intensifying. Global giants like Starbucks planned to have 1,500 stores in mainland China by 2015, while UK-based Costa Coffee aimed for 2,500 locations by 2018.

Frequently Asked Questions

Who founded Aix Coffee and where did it start?

Aix Coffee was founded by Zhou Jianwei, a second-generation entrepreneur, and launched in Shenzhen, China. The brand quickly gained recognition for its premium coffee and refined café atmosphere.

How many Aix Coffee stores were there by 2014?

By 2014, Aix Coffee had expanded to 12 locations across southern China and had plans to grow to 30 stores within that year.

What was unique about Aix Coffee’s coffee lab?

Established in 2009, Aix Coffee’s coffee lab focused on ensuring consistent quality in coffee bean selection and roasting, forming the foundation of the brand’s product reliability.

Did Aix Coffee offer any educational programs?

Yes, in 2010 Aix launched a coffee culture lecture series and a barista training and competition initiative to support skill development among coffee professionals and enthusiasts.

How did Aix Coffee position itself in the market?

Aix targeted high-end consumers but kept prices only slightly higher than competitors. The brand emphasized a superior customer experience and better coffee quality over luxury pricing.

What was happening in China’s coffee market during Aix’s rise?

China’s coffee consumption was growing at 30% per year, outpacing global trends. By the early 2010s, major international players like Starbucks and Costa were aggressively expanding in the region.

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