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Collaborations are one of the biggest strategic points uate females, in their 20s and 30s, as they have a stable
for this young brand. As Young Pu selects and roasts coffee income and can afford more than other age groups. That
with, locally famous, Ming Qian Coffee, they decided to is one more reason why design is crucial for branding:
collaborate with other famous brands and help them make young generation of customer shop with their eyes.
coffee and packaging design, earning bigger client base, so
everyone is in win-win situation. The most famous collabo-
rations for now are in movies like “Wu Kong”, “Detective
Chinatown” and “Jian Bing Man” with Jean-Claude Van There is a demand for good design.
Damme, in all of the movies you can see Young Pu Coffee’s
logo, which brings more attention to the coffee company. For this brand doing brand’s image
They usually choose companies to work with by only one
factor: if the company is fun so they can do something in- has a higher value than profit.
teresting and cross-boarder together.
Business Strategy Goals

As they let people know them more and more, Young As Young Pu is one of the first brands in China who
Pu’s goals are not just to earn as much as possible, the team does convenient coffee to-go: no coffee beans, no coffee
main goal is to make more people in China fall in love with powder or even coffee machine needed to enjoy the drink,
coffee. As Young Pu says himself, there is no big competition they want to reflect it in their own design. The company
in Chinese market now, that is why all the brands should care about the original intellectual property rights and hire
work to make people understand coffee. For now the brand as much designers as needed to make the best design they
has online shop, where anyone can order drip bags and cold can have to make it memorable to the customers. For ex-
brew, moreover, they plan to start to sell products offline ample, this year the team spent 200 000 RMB (approx. 30
in collaboration with Family Mart to communicate 381 USD), as there is a demand for good design, Young Pu
with their customers more and let them touch Coffee is seizing the day. For this brand doing brand’s im-
and see the design before buying. The age has a higher value than profit. From the sales point of
brand will start with first tier cit- view, growth is still very fast, increasing at a rate of 4 times
ies as their target audience a year. Nevertheless, the goal is not to “grow 4 times”, but
is mainly white-col- “what to do next year?”, “will the market give good feed-
lar post-grad- back?”. At this stage it is crucial for Young Pu coffee team
to work on the brand, brand value promotion, familiarity
and quality assurance. Profits will follow. Young Pu believes
that consumers who buy their products will be happy to
recommend it to others. And is not it the best way
to succeed nowadays, by the word of mouth?
A satisfied customer is the best business
strategy of all.

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