Heiwo Coffee became a famous woman with an annual income of more than 100 million in 35 stores with black gold.

"I don't know how to thank the hard-working personnel of the Ministry of Health and Fuzhou before I decided to print the words of encouragement on the coffee package." the local brand "Heiwo Coffee" previously printed 2,000 packaged coffee with slogans such as "you take first, I will drink coffee first" and "virus dissipates."your caffeine I will bless" and other slogans, to the anti-epidemic team led by Minister Chen Shizhong. Unexpectedly, they were accidentally exposed and became popular overnight. Founder Lin Pei Ni (45) explained the reason: "everything is grateful." "

Lin Pei Ni (right) bought a coffee garden in Panama to provide high-quality coffee beans for his Heavo coffee brand. Courtesy of Lin Pei Ni

Stepping into the founding store of "Black Wo Coffee" on Gaogong Road in the southern district of Taichung City, the 28-ping space is filled with coffee beans from all over the world, as well as coffee-related products from Wenchuang, in addition to the popular "cheer and cheer" version during the epidemic, the lovely creative packaging of "Mazu wears a mask", "King Dizang frequently washes his hands" and "Jesus sprays alcohol" are specially printed, which are available to the public for free on the Internet. A thoughtful reminder of the importance of epidemic prevention.

Recruiting young people in their 20s has been the persistence of Lin Pei Ni since she started her business. she, known as "Pei Sister" by her staff, exudes a heroic big sister air. Although she is nearly 20 years different from her employees, she has no barrier to get along with her employees, all because of an open mind. Lin Pei Ni generously admitted, "at my age, there is really no way to think about new things. on the contrary, young people do not know where a lot of ideas come out, but it is amazing." "

Heiwo Coffee, which was established in October 2016, so far has seven direct operations and 28 franchise stores in Taiwan. Last year, its total turnover was over 100 million. Combining coffee with cultural creation, Lin Pei-ni found a way out in the coffee market where a hundred schools of thought contend.

Lin Pei Ni was born into a political family, and her mother was a former city councilman, Lin Zhang Jiumei, who did not follow her second sister and brother to follow her mother on the road to politics. she was a maverick and a drama, but she was angrily admitted to the land agency after graduation. The clinker was admitted to the 921 earthquake that year, signing the contract for three rooms and the collapse of all three houses. Later, she turned to war as an investor, and as soon as she entered the business, she was hit by the combination of real estate tax and land tax. the house price fell to the lowest point, and the middle school once fell to only NT $30,000. she then became an insurance salesman, specializing in serving high-asset ethnic groups, earning as much as NT $5 million a year. "but starting from zero every day, I feel meaningless." watching the big bosses have their own businesses, entrepreneurial seeds sprout quietly in the bottom of their hearts.

"in those jobs before, the annual income was probably more than 5 million yuan, but every day I started from scratch, and I got up the next day after the deal was zero. I don't want this. I hope I can lay a foundation that I can accumulate." the good reputation and brand of management can always follow me, so I bury my entrepreneurial dream.

Lin Pei Ni chased her dream with practical actions. she, who loved drinking coffee when she was young, spent seven years obtaining the SCA American Fine Coffee Association lecturer's license, and also qualified as a cup tester and wine taster. She even went to Panama to look for high-quality coffee bean ingredients, and even bought several hectares of land in Panama. With the idea of Graciano Cruz, who later became the owner of Heiwo Manor and the inventor of coffee honey treatment, the cooperation between the two sides began, and now it has raw material resources from more than 100 production areas around the world, providing guests with different choices.

In the early days of its founding, the brand was not well known. Lin Pei-ni, who believed in Mazu, even carried a bean roaster with her colleagues to attend the Tachia Mazu retreat, walked with believers for nine days and eight nights, and spontaneously served 20,000 cups of coffee to believers all the way. it's been going on for three years. Maybe Mazu is really blessed. Heiwo Coffee has been established for more than three years. Lin Pei-ni thought that she had met a lot of dignitaries to help, including boarding the presidential plane, which was also a completely unexpected thing. "I thought she was just invited to provide coffee. I let the stewardesses test blindly, but I was chosen unexpectedly."

And this popular epidemic prevention coffee bag has also brought unexpected high exposure to Heiwo Coffee. "over the past three years, many people who really like coffee have come to us and helped us to show up," she said modestly. "

But in fact, Heiwo Coffee opened six stores in the first year of its foundation. in addition to the strong support of family friends, three different types of stores were drawn up at the beginning to attack the market, which is the main key to success. Including raw material stores combined with teaching services, the current stable turnover is about 1 million per month, as well as tasting shops in Hsinchu and a combination of coffee and wine, with the largest number of small take-out shops. Monthly stable revenue of about 40 to 500000 yuan, "our outside store as a module to join the complex, in a short period of time to make the number of exhibition stores grow rapidly." "

"many people actually have the dream of opening a coffee shop, but it actually takes a lot of money and effort to open one, and because the unit price is not high, you may not be able to make a profit," sighs Lin Pei-ni.

At that time, Heiwo Coffee began to recruit franchisees after opening three "test water temperatures". According to the successful business experience of takeout stores, it would hope that the franchisees would open in commercial-run lots with about 15 ping, and the current franchise fee is 1.88 million yuan. including all equipment decoration and 15 days of joining training, for those young people who are interested in coffee to talk about joining, to provide front-end raw material supply and education and training. It is not only to reduce the risk of investors, but also to enable them to manage their customers well at the back end. "it is not the same as joining a beverage store with high homogeneity, because it is very difficult to change our drinking habits, and we rely on stable quality for a long time."

At present, Heiwo Coffee, which has completed the stage task of "reaching the bottom of Taiwan for three years," has already been exported to more than 20 countries, so this year's plan is to follow its plan to expand internationally. It was originally expected to open a store in Vietnam in March, approach the United States in May, and open in June before the Tokyo Olympic Games in Japan. However, due to the impact of this epidemic, the original plan had to be postponed.

Fortunately, Lin Pei-ni, who can always turn a crisis into a turning point, now because of the popularity of epidemic prevention coffee, the number of online inquiries about Heiwo coffee has doubled, which makes them see the possibility brought by the "home economy." Lin Pei Ni said with emotion: "under conservative circumstances, I will continue to move forward, so that I can find my own way under bad conditions." "