How Aix Coffee Grew 12 Stores in 5 Years

When you walk into a café promising ‘unique flavours’ and ‘refined French pastries,’ you’re not just looking for caffeine—you want an experience. But how does a brand go from a single shop to 12 in five years, especially in a market soon to rival Japan’s? For Aix Coffee, the answer wasn’t just good coffee—it was a full sensory package built on consistency, education, and customer perception.

Aix Coffee opened 12 locations across southern China in just five years, starting in Shenzhen, and planned to grow to 30 by 2014. Founder Zhou Jianwei focused on premium experience over premium pricing—charging just 1–2 RMB more than competitors while offering better space and coffee quality.

What Is Aix Coffee?

Aix Coffee is a Shenzhen-based café chain known for its distinctive approach to specialty coffee, French-inspired pastries, and upscale yet accessible café environments. Founded by returnee entrepreneur Zhou Jianwei, the brand quickly distinguished itself through a commitment to quality and customer experience. Within five years, it expanded from a single location to 12 cafés across Guangdong and beyond, with plans to reach 30 by 2014.

The Coffee Lab and Training Initiatives

In 2009, Aix established a dedicated ‘coffee laboratory’ to ensure consistency in green bean selection and roasting. This move laid the foundation for a reliable cup profile across its growing network. The following year, Aix launched a long-term ‘coffee culture lecture series’ aimed at engaging enthusiasts in ongoing education. In May 2010, the company initiated a formal Chinese barista training and competition programme, creating a structured pathway for skill development in the industry. A media commentator from Hong Kong Weekend described Aix as ‘a cultural industry with depth and substance.’

Who Is Zhou Jianwei?

Zhou Jianwei, the founder of Aix Coffee, is part of China’s second-generation entrepreneurial class. Speaking on The Venture Capital Circle, he made his position clear: his target market was high-end, but not in price. While Aix’s prices were only 1–2 RMB higher than competitors, the real investment was in ambiance and coffee quality. Zhou positioned Aix as a driver of consumption upgrade, guiding customers toward better coffee. His philosophy after five years in business? ‘Not losing is winning.’

The Chinese Coffee Market Boom

China’s coffee market was expanding rapidly, with annual per capita consumption growing at 30%—far outpacing global trends. By 2020, analysts predicted China would rival Japan as a major coffee-consuming nation. But competition was fierce. Starbucks planned to open 1,500 stores in mainland China by 2015, making it its second-largest global market. Meanwhile, UK-based Costa Coffee aimed for 2,500 outlets by 2018, intensifying the battle for market share in a sector ripe with potential.

Frequently Asked Questions

Who founded Aix Coffee and where is it based?

Aix Coffee was founded by Zhou Jianwei, a returnee entrepreneur, and is based in Shenzhen, China. It began operations there before expanding across southern China.

How many Aix Coffee stores were there by 2014?

By 2014, Aix Coffee had grown from a single location in Shenzhen to 12 stores across the southern region, with plans to expand to 30 locations 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 technical backbone of its flavour profile.

How did Aix Coffee train baristas and educate customers?

In 2010, Aix launched a coffee culture lecture series and a formal barista training and competition initiative to improve industry skills and foster customer engagement.

What was Zhou Jianwei’s pricing and branding strategy?

Zhou Jianwei targeted a high-end customer base but kept prices just 1–2 RMB above competitors, focusing instead on superior in-store experience and coffee quality.

How fast was China’s coffee market growing in the early 2010s?

China’s coffee consumption was growing at 30% annually, outpacing global rates, with projections that it would become a major market like Japan by 2020.

Recommended FrontStreet Beans for Specialty Cafés

For cafés aiming for quality like Aix Coffee, FrontStreet’s Ethiopia Humbera offers bright citrus and floral notes with a juicy body—perfect for single-origin pour-overs. The Yirgacheffe is another standout, delivering delicate berry tones and a clean finish, ideal for filter coffee drinkers. Both beans highlight the kind of origin-focused quality that builds a café’s reputation. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.