At the beginning of the year, this catfish in the coffee world became the target of public criticism. Will it leap over the dragon gate, or will it become dried fish on the shore when the tide fades? 02 In the eyes of many people, what a brand has done is a "hard-core operation" that makes consumers deeply remember, nothing more than letting you see it everywhere and making you have to think about taking advantage of it. The former surrounds your life, the latter tempts you to open your wallet. Pinduoduo is the last big brand to do two things to the extreme. Its "Help me cut a knife" cut through the social network of one billion people and cut open the wallets of 300 million people. And it went public, qualified to claim success. Luckin Coffee seems to be following the same hard-core route.
Its store opening rate in 2018 was 4 times that of Starbucks. In the busy CBD, there is even a Luckin store within a 5-minute walk. The elevator advertisement it put on Focus is known as 1 billion, and the advertisements in the circle of fax number list friends are spread again and again. Let the white-collar workers in the first- and second-tier cities be completely and seamlessly exposed to this seemingly rich blue. Then came the deep-pocketed subsidies. The ones that have never been removed from the shelves will invite you to have a drink for free, invite one to get one free, charge two to add one, to double eleven, charge five to get ten, and get 22% off for five year-end gift packs. Even if you never drink coffee, your colleagues will even help you place an order for Buddhists.
Under the slogan "Who doesn't love this cup" and the confident swaying postures of Zhang Zhen and Tang Wei, perhaps this warm cup of drink in hand did not surprise the taste buds, and the quality of the freshly ground drink is still 84% higher than that of the Chinese market. The instant coffee portion is much better. And this, along with a good service experience, is only available for the price of a bottle of energy drink, or even without spending money. Ruixing Coffee once said that as of July 2018, Ruixing Coffee has subsidized users more than 1 billion yuan. At an average cost of 22 yuan a cup, the current average price is only about 10.21 yuan. Although the beverage industry has always had a gross profit margin of 50% or higher, most of the profits are used for subsidies, leading to rumors that in the first nine months of 2018, Luckin Coffee lost 857 million yuan.