How Aix Café Built a 30-Store Chain in Five Years

In a crowded market of global coffee giants, how did a homegrown brand from Shenzhen carve out 12 stores across southern China in just five years—and set its sights on 30 by 2014? The story of Aix Café offers more than rapid expansion: it reveals how a clear brand identity, quality-focused coffee, and cultural programming helped a second-generation founder turn 'not losing' into winning.

Aix Café went from one shop to 12 in five years and planned to hit 30 stores by 2014. Founder Zhou Jianwei focused on quality coffee, refined spaces, and customer experience, not price competition—keeping prices just 1–2 RMB higher than rivals while offering a better atmosphere and better beans.

A Coffee Lab That Set Quality Standards

In 2009, Aix Café launched a dedicated 'coffee lab' to ensure consistency in coffee bean selection and roasting. This behind-the-scenes operation became the foundation for delivering a distinct and reliable cup, distinguishing the brand from mass-market competitors. It wasn’t just about serving coffee—it was about engineering taste with precision.

Building a Coffee Culture, Not Just a Menu

By 2010, Aix Café had established a long-term 'coffee culture lecture series' for enthusiasts, creating a space for education and community. That same year, it launched a formal Chinese barista training and competition initiative, aimed at raising industry skill levels. A media appearance even led to Aix being described as 'a cultural industry with substance and spirit' by a Hong Kong Weekly anchor. The brand didn’t just sell drinks—it built a coffee dialogue.

Zhou Jianwei’s Vision: Premium Experience, Not Premium Price

Speaking on The Entrepreneur Capital Circle, founder Zhou Jianwei made his positioning clear: Aix Café targeted a high-end clientele, but not through inflated pricing. Its prices were only 1–2 RMB higher than competitors, but the experience was richer—better space, better coffee, and a focus on what he called 'consumption upgrade.' Zhou was steering customers toward appreciating better-quality coffee, not just faster or cheaper service.

Competing Against Global Giants

Despite rising competition—from Starbucks planning 1,500 stores in China by 2015 and Costa aiming for 2,500 by 2018—Zhou remained optimistic. He argued that a bigger market meant more opportunity, not just more threats. His strategy focused on solid brand fundamentals, word-of-mouth growth, and leveraging existing customers to attract new ones. For Aix, competition wasn’t a barrier; it was proof the market was expanding.

The Five-Year Plan: 100 Stores and Beyond

Looking ahead, Zhou outlined aggressive but measured growth: Aix Café would continue to anchor expansion around shopping malls, with a target of 100 stores within five years. When asked about potential acquisition by larger players like Pacific Coffee (owned by CR Vanguard), Zhou was firm: he’d consider it, but only if the Aix brand was retained. His ultimate goal? Building a multinational coffee enterprise.

Brand Building Through Structure and Story

Zhou’s background in IT shaped a methodical, structured approach to management—even as his personal passion gave the brand its emotional core. The contrast between analytical planning and heartfelt vision helped drive Aix Café toward what Zhou envisioned as his 'coffee kingdom.'

Frequently Asked Questions

What year did Aix Café establish its coffee lab?

Aix Café set up its coffee lab in 2009 to ensure consistent selection and roasting of coffee beans, forming the technical backbone of its quality-focused coffee program.

How many stores did Aix Café have by 2014?

Aix Café aimed to expand from 12 stores (reached in five years) to 30 locations by 2014, with plans to eventually grow to 100 shops within five years after that.

What was Aix Café’s pricing strategy compared to competitors?

Aix Café priced its products just 1–2 RMB higher than nearby competitors, focusing on delivering better coffee quality and a more comfortable in-store experience rather than competing on low price.

Did Aix Café offer any educational programs?

Yes, starting in 2010, Aix Café launched a long-term coffee culture lecture series and began a formal Chinese barista training and competition program to develop skills in the coffee industry.

How did Aix Café plan to compete with global chains like Starbucks and Costa?

Founder Zhou Jianwei believed a larger market meant more opportunities. Instead of fearing competition, he focused on building a strong brand foundation, customer loyalty, and organic growth through word of mouth.

Was Aix Café open to being acquired by a larger company?

Zhou Jianwei said he would consider acquisition by a larger player like Pacific Coffee, but only if Aix Café could retain its brand identity and independence.

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