Xu Jiezi (second, right) introduces coffee in a live-streaming session held in front of one of his coffee shops. [Photo/hz66.com]

Xu Jiezi, a Shanghai native born in the 1960s, has worked to establish his coffee empire in Huzhou, with 23 distinctive coffee shops scattered across the city.

After bidding farewell to the structured confines of the military and various roles in finance and State-owned enterprises help over the course of a decade, Xu tried his hand at diverse ventures, managing a Western restaurant and a photography studio. However, it was within the realm of coffee that he discovered his true passion.

In 2013, a fortuitous encounter led Xu to open his first coffee shop in Huzhou alongside like-minded companions. Recognizing the fierce competition in the coffee sector, Xu understood the importance of distinguishing his establishments in a sea of similar cafes to ensure their sustainability and growth.

Infused with his passion for horseback riding, photography, and camping, Xu set out to integrate his interests into his coffee shops, creating tranquil sanctuaries amidst lush landscapes, including one shop designed as a horse stable-themed coffee haven.

Currently, Xu's coffee empire spans 23 establishments located in both urban and rural areas of Huzhou, each boasting a unique theme. These coffee sanctuaries, repurposed from a former stable at the base of Bian Mountain, a granary within Nanxun Ancient Town, or even desolate terrains, have become sought-after destinations for travelers from the Yangtze River Delta region and beyond, driving local tourism.

"We have attracted numerous post-2000s young individuals to collaborate with us through our exceptional store manager partnership framework, nurturing a team of skilled baristas and operational specialists," said Xu. His team now comprises over 100 dedicated employees.

While Huzhou's unhurried lifestyle initially captivated Xu, the increasingly favorable business environment in the city has been a key factor in propelling his decision to persist and thrive.

"The substantial entrepreneurship support policies here are crucial," Xu emphasized.