International Coffee Dream

Coffee with unique taste buds, exquisite French pastries, elegant storefront decoration, and the second generation of entrepreneurs returning from studying abroad, Aix Coffee has become famous in these labels. Aix Coffee, which started in Shenzhen, has 12 stores in southern China in just five years, and will expand by 30 in 2014. As a second-generation entrepreneur, Zhou Jianwei, five years of sharpening, the idea of winning is to win, is the dedication to building a brand.

In 2009, Aix set up a unique "coffee laboratory", from the selection of coffee beans to roasting, to ensure the stable quality of coffee beans. In 2010, a long-term "Coffee Culture Lecture Hall" was built for coffee lovers, and a cultural platform for long-term communication and interaction was built for coffee lovers. In May of the same year, Aix launched the Chinese barista training and competition program to provide a platform for training and developing the skills and quality of coffee practitioners. On the recording scene, a beautiful anchor from "Hong Kong weekend" commented on Aix Coffee as a "cultural industry with connotation and spirit".

At the recording scene of "Venture Capital Circle", Zhou Jianwei, founder of Aix Coffee, said bluntly that his customer base was positioned as high-end. But this high-end does not mean that the price of the product is also high, its price is only 1 yuan or 2 yuan higher than its competitors, but it gives consumers more comfortable space to enjoy coffee. Elegant decoration and comfortable sense of space are the means to attract customers, and the good quality of coffee is the essence of Aix Coffee. Zhou Jianwei said what he is doing is to upgrade consumption and guide consumers to drink high-quality coffee.

In fact, the Chinese coffee market has huge room for development. In recent years, both the coffee consumer population and the consumer market in China have shown a trend of rapid growth, with its annual per capita consumption increasing at a rate of 30%, far exceeding the annual growth rate of world coffee consumption. It is estimated that by 2020, China will become a major coffee consumer in the world equivalent to Japan. From this point of view, the coffee market is a very big cake, but foreign brands are also eyeing this cake covetously. Chinese mainland will become the world's second-largest market for the well-known coffee brand Starbucks, with plans to have 1500 stores in 2015. COSTA in the UK is going to head on, with plans to reach 2500 stores by 2018.

In the face of the "money enclosure" of the major brands, 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.

Next, Aix Coffee will still follow the shopping center, where the city's shopping center is located, and will expand to 100 stores within five years. When talking about the future five-year plan, Zhou Jianwei said. The observer immediately asked: this is not a large scale, will you consider hugging a big tree? Like Pacific Coffee, it belongs to China Resources. You can buy it, but only if you keep the brand, Zhou Jianwei replied decisively.

At the end of the recording of the program, host Gao Haiyan asked, what is your vision for Aix Coffee in the future? Zhou Jianwei said that it is a transnational enterprise.

Perhaps from an IT background, this young second-generation entrepreneur made his own business management and planning very clear and organized during the recording process of the whole program, and appeared to be very emotional when talking about his business process of this brand. Under the interweaving of sensibility and reason, Aix Coffee will gradually move towards the dream of coffee kingdom woven by Zhou Jianwei in the future.

China Coffee Trading Network: www.gafei.com