Seesaw Coffee

About Seesaw Coffee

Seesaw Coffee, established in Shanghai in 2012 by Tom Zong and Sally Wu, stands as one of the pioneering specialty coffee chains in China. The founders leveraged their respective backgrounds, with Zong's expertise in business operations and supply chains complementing Wu's experience in marketing and brand building, to launch the venture. Their journey began with a shared passion for coffee and a vision to introduce a high-quality, specialty coffee culture to the Chinese market.

The company operates in the rapidly expanding Chinese specialty coffee market, targeting urban consumers who appreciate high-quality beverages and a distinct café experience. Seesaw's business model is centered on a direct-to-consumer approach through its chain of physical stores, which have grown to nearly 50 locations across major Chinese cities including Shanghai, Beijing, and Shenzhen. Revenue is primarily generated from the sale of handcrafted coffee beverages, coffee beans, and other related merchandise within these retail outlets. The company has also expanded its reach through online sales channels, offering products like drip bag coffee and coffee beans.

Seesaw's core offering is its specialty coffee, with a strong emphasis on sourcing high-quality beans directly from farms in regions like Yunnan, China, as well as other global coffee-growing areas. This direct-sourcing strategy allows for greater control over quality and fosters relationships with coffee producers. The in-store experience is a crucial component of their brand, with each location designed to be a creative and welcoming space that reflects local culture while maintaining a consistent brand identity. Beyond beverages, the product line includes retail coffee beans, drip bags, and branded merchandise, catering to both in-store customers and at-home brewers. A significant milestone for the company was securing over 100 million yuan (approximately $15.4 million) in a Series A+ funding round in July 2021, led by Heytea, which has supported its network expansion and supply chain enhancements.