How a Grad Student Built China’s First University Coffee Chain

Graduating from college is stressful enough without worrying about launching a business—but Zheng Qibin did both. While most students scrambled for jobs, the 23-year-old social work graduate from Guangdong University of Finance & Economics had already opened three coffee shops near campuses in Foshan and Guangzhou. His brand, Actions , wasn’t just a dream; it was a plan, a competition-winning strategy, and eventually, a reality.

Zheng and his team built China’s first university-focused coffee chain, starting with a 260-square-foot shop in 2012. Their brand won a national silver award in 2012 and a Guangdong provincial gold in 2014, all while keeping shops under 100 square feet and serving students with a mission to blend coffee culture with campus life.

The Pub That Led to Coffee

Before coffee, there was a pub. In May 2011, Zheng’s team, "Rongqi" (a play on "gathering talent"), opened a 20-square-meter bar inside their university. On opening night, Zheng shook 60–70 cocktails from 6 p.m. to 4 a.m., selling out the liquor and borrowing ice from a nearby bubble tea shop. The bar wasn’t about drinks—it was a test. "We wanted to see if we could run something," Zheng said. "That’s when the ‘wolf mentality’ started—we wanted to fight, to build something."

From Competition to Coffee Shop

The pub led to bigger ideas. After discussing campus needs with teammates, Zheng’s group focused on coffee. "Our university didn’t have a coffee shop, and students needed a safe space to talk," Zheng explained. They researched the market, found demand, and decided to merge coffee culture with traditional Chinese values. Their business plan won a bronze medal in the 2012 National College Students’ Challenge Cup. Two years later, they took gold in Guangdong and advanced to nationals.

Building the First Shop with Zero Experience

Finding a location wasn’t easy. After multiple failed attempts due to high rent or bad locations, they spotted unused space in their university library. "We stood there and said: ‘Wouldn’t it be great to drink our own coffee here?’" Zheng recalled. But challenges followed—no funding, no experience, and no connections. The trio printed 100-page plans and handed them to school officials. At their lowest, they had just 11 yuan ($1.70) left, buying three bottles of porridge and leaving 50 cents. Persistence paid off: after six months, the school agreed to lease them the space.

Money came next. The 260-square-meter shop needed 150,000 yuan ($23,000) in startup capital. They sold their pub, crowdfunded, and borrowed to raise the funds. Then came the buildout. With no design or construction experience, Zheng and his team studied floor plans, consulted local firms, and DIYed much of the work. Wearing flip-flops and T-shirts, they measured, sanded, and hauled materials in 30°C heat, sweating through clothes "soaked enough to wring out." They even built custom wall cabinets, earning a carpenter’s surprised compliment: "Are you design students?" The first Actions coffee shop opened in November 2012 at Guangdong University of Finance & Economics’ Sanshui campus.

Growing the Campus Chain

By 2013, Actions had expanded to three shops, all under 100 square meters. The second shop featured hand-written blackboard menus by Zheng; the third included a bookshelf with 100+ free books, plus plush toys and plants. Each shop employed passionate 90s-born staff, trained in coffee and business skills. Zheng balanced entrepreneurship with academics, earning scholarships despite the workload. "I read with my own experiences in mind, taking notes to absorb the material," he said. His parents, initially against the risks, eventually supported him. "My dad told me: ‘If you’ve decided, focus and give it your all. Failure isn’t the worst—lack of effort is.’”

Frequently Asked Questions

What inspired Zheng Qibin to start a coffee chain?

Zheng wanted to create a safe, social space for students and fill a gap on campus. Market research showed demand, and his team aimed to merge coffee culture with Chinese traditions, leading to their brand Actions (meaning "commit to action").

How did Zheng fund his first coffee shop?

He sold his team’s earlier pub, crowdfunded, borrowed money, and secured a lease after months of pitching to university officials. The 260-square-meter Sanshui shop needed 150,000 yuan in startup capital.

What challenges did Zheng face building the first shop?

Challenges included finding affordable space, lack of funding/experience, and near-bankruptcy (down to 11 yuan). The team DIYed the buildout, consulting designers and construction teams while doing manual labor like sanding and hauling materials in summer heat.

How did Actions coffee shops differ from typical cafes?

Actions shops were small (50–100 square meters), with unique features like hand-written menus, free bookshelves, and campus-themed decor. Staff were all coffee-loving 90s-born employees trained in both brewing and business.

Did Zheng balance school and business successfully?

Yes—he earned scholarships while expanding to three shops by age 22, balancing coursework with coffee shop operations and national startup competitions.