Zhejiang Lixing Technology

About Zhejiang Lixing Technology

Zhejiang Lixing Technology Co., Ltd. operates the rapidly expanding coffee chain NOWWA Coffee, which was established in June 2019 with its inaugural store in Shanghai. The company was founded by CEO Guo Xingjun, who leveraged his extensive background from the food delivery platform Ele.me, where he led various divisions including catering, retail, and platform commercialization. His co-founder is Chunsheng Wang. This experience in high-volume, tech-driven food service provided a strong foundation for NOWWA's strategic growth.

NOWWA Coffee has established a significant footprint in China's competitive coffee market, which has become the largest branded coffee shop market in the world. The chain has expanded to over 1,800 stores across more than 160 Chinese cities. The business model initially utilized a capital-light, shop-in-shop approach, placing coffee machines in retail stores and restaurants. It has since evolved to include a large number of independent stores and a "coffee +" model, which integrates its coffee business into diverse consumption scenarios like convenience stores, hotels, gyms, and corporate campuses, creating a ubiquitous service network. Revenue is generated through the sale of beverages and food items via its physical locations, online delivery platforms, and franchise operations.

The company targets young professionals and consumers aged 22-29, positioning itself with an affordable price point and a focus on health-conscious options. Its product portfolio includes freshly ground coffee, fruit-flavored coffees, bakery items, and other beverages. NOWWA differentiates itself by offering low-calorie and health-focused products, such as its "Little Horse Fruit Coffee Series" and 0-fat coffee options, which have been a significant driver of revenue growth. Capitalizing on its domestic success, the firm is pursuing international expansion, with signed contracts and plans to open stores in Hong Kong, Singapore, Thailand, and Australia.