Louisa Brand Strategy - Sister Chao's Notes
With 40 years of media experience and having served as a consultant to over 100 international companies, she has extensive connections and specializes in brand strategy and building competitive advantages. She is also adept at CSR planning and enhancing corporate image.
In early 2017, Louisa Coffee intended to use Lin Fengying due to a milk shortage problem, which triggered a series of attacks and boycotts, causing a business crisis for the company. It was even jokingly called the "best brand suicide incident." However, through advantageous crisis management and planning of a new brand image, it became a "best brand turnaround success" case within half a year. For three consecutive years, its performance and store expansion doubled. In 2020, it surpassed Starbucks to become the number one brand with more than 500 stores.
Key turning point
Case Studies
In 2017, Louisa was a little-known alley shop
In 2020, became the almost universally known Local King.
Brand Strategy
Brand Strategy
Manage media relations and reshape brand image
01
All-round lifestyle store
SECOND HOME SECOND OFFICE
"We don't just sell a good cup of coffee, we also provide a better life experience."
Site Management
We are fully committed to expanding our network of specialized large-scale stores, innovatively launching family-friendly stores, library stores, conference rooms and art galleries that double as incubators, and the "Zhan Er Ku" store, which integrates local Kaohsiung Port culture. We are also collaborating with the world-renowned Japanese group Tsutaya to create world-class themed stores.
"We don't care about seat turnover, but about creating seat value."
Creating seat value
Louisa is "your second home, second office," providing a wide range of modern amenities including sockets, tables and chairs, desk lamps, social spaces, and a reading environment, as well as a rich variety of dining options.
02
High-quality and affordable products expand the spirit of craftsmanship
Coffee Craftsmen Spiritual Expansion
Dalian Coffee is the only coffee brand that adheres to the craftsmanship of hand brewing, bringing out the trend of single origin coffee.
We carefully select over 300 tons of beans from the world's top estates every year, including world champion Geisha.
Innovative and affordable packaging for well-known single-product filters and hangers
Cooperating with Japan's top tea master, we introduce Japan's top 100% matcha, sencha and roasted tea, and adhere to the brand spirit of providing affordable
Introducing the world's top estate coffee beans
Introducing Japan's top 100%
Ichibancha (matcha), sencha (steamed green tea), and hojicha (roasted green tea)
03
A pioneer in complex catering operations that are close to daily life
We cater to the dining needs of coffee lovers and extend our menu beyond coffee to include three meals a day. We have developed over one hundred types of meals, including specialty pressed coffee series, authentic Thai cuisine, steaks, and more.
Exclusively selling Japan's top-quality Jin Tiange desserts
04
Innovative digital membership economy
Abandon traditional physical cards and closed APPs
Member points and grading system accurately grasp member big data
Virtual Black Card + Social Marketing
Leverage the world's two largest social networks, FB MESSENGER and Line, to manage membership
Build over 1 million members with 0 budget
Facebook issued its first virtual black card, reaching over 3 million people on the same day, with 250,000 people applying.
Developed to integrate POS with online ordering, payment, points rewards and membership tiering functions
In the future, we will be able to connect globally and break away from the limitations of regional operations.
Differentiated Black Card Benefits and Amazing Benefits
Membership economy brings amazing benefits to filter coffee production, increasing by 200 times
Overall revenue doubled
Member big data analysis helps determine store location selection and product trends, helping achieve precision marketing goals.
05
CSR Corporate Social Responsibility
White Revolution
In 2017, due to the "milk incident", Louisa decided to start sponsoring high-quality local dairy farmers, purchasing more than NT$50 million annually. For three consecutive years, it won the Ministry of Economic Affairs' Social Innovation Procurement BUYING POWER first prize. The small farmer series won the recognition and support of consumers, enhanced the corporate image, and set off a trend of adopting small farmers' fresh milk among peers, which produced a virtuous cycle effect of "white revolution" on Taiwan's dairy farming economy.
Coffee Circular Economy
The first in-store cups to be made from coffee grounds, a 100% recyclable cup
Place the coffee beans on a pallet.
Designed as tables, chairs or decorations for use in stores, etc.
Cooperating with the charity group Reed Women's Force,
Sewing coffee beans into eco-friendly cup bags
Award application guidance
Award application assistance
∎
2020
Taiwan Service Industry Awards - Chain Coffee Industry Champion, winner of the 19th Ministry of Economic Affairs New Entrepreneurship Award "Gold Award"
BUYING POWER Social Innovation Product and Service Procurement Incentive Program First Prize
∎
2019
1111 Job Bank Happy Enterprise Awards 42nd ROC Entrepreneurship Model Award
BUYING POWER Social Innovation Product and Service Procurement Incentive Program First Prize
∎
2018
The 14th Golden Torch Awards "Top Ten Outstanding and Potential Enterprises of the Year"
"Outstanding and Potential Manager of the Year"
Global Top 100 Brand Reengineering Project Award Manager Magazine Taiwan MVP
BUYING POWER Social Innovation Product and Service Procurement Incentive Program First Prize
∎
2017
The 2nd PRESTIGE 40 UNDER
Taiwan Elite List
Second place in the Next Weekly Service Award for Chain Coffee Shops
Selected media reports
Featured media coverage
Interviews and reports
2017/8/15
2017/10/23
2019/6/10
2019/11/3
2020/04/06
