Have a lot of confidence? Luckin Coffee: the pure takeout model won't work. Open 500 stores first!

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Luckin Coffee, the local brand of Standard Starbucks, is expanding rapidly. Luckin Coffee founder and CEO Qian Zhiya revealed in a communication with the media on Feb. 5 that she would open more than 500 stores in China by May this year. She was not optimistic about the pure takeout model and thought it would not work.

Luckin Coffee (luckin coffee), founded at the end of last year, has rapidly set up more than 60 stores in Beijing and Shanghai. In the past two years, as a rapidly growing "recruit" in the field of fast consumption, domestic sales have been expanding at an annual rate of 15% and 20%. Qian Zhiya believes that the mature online payment environment in China has given birth to the rise of "take-out coffee", but the pure takeout model does not work. "first of all, the operating cost of pure takeout coffee is too high. Secondly, the user experience is not good, coffee should not only be freshly ground, but also fresh to drink, delivery will affect the freshness of coffee. " Luckin Coffee of Qian Zhiya has adopted a new retail approach of "store + takeout", opening not only flagship stores, relax stores, central kitchens and mall fast stores for space-conscious users, but also delivery or take-out services for users who need a cup of quality coffee in the office, at home and on the way to work. Before founding Luckin Coffee, Qian Zhiya served as China car rental COO, China excellent car COO, is an important founding team member of the company, has more than 10 years of operation and management experience in the company, known as the "operation of the first sister". Rich experience in offline operations and integration with the mobile Internet are precisely her strengths.

High quality and specialization is the positioning of Luckin Coffee, which uses Arabica coffee beans and the latest and most advanced Swiss imported coffee machine on the market. User experience is the core of new retail. Qian Zhiya said that the cold coffee tastes bad. Luckin Coffee specially cooperates with SF. Basically, it can be delivered in 10 to 15 minutes after the user places an order. If it takes more than 30 minutes, it will pay for it. Luckin Coffee uses better coffee beans than Starbucks, but the price of coffee is lower than Starbucks. The reporter learned that Starbucks has also realized the way of combining online and offline coffee, and has launched takeout services abroad. Qian Zhiya believes that it is sooner or later for Starbucks to launch takeout services at home. "of course, in the end, it depends on whose offline outlets are more, the quality is good, whose operation efficiency is higher, and the price is more affordable."

It is understood that Luckin Coffee planned to invest 1 billion yuan in brand promotion and market education. Qian Zhiya said that part of the money came from loans from the founding team and Lu Zhengyao, chairman and CEO of Shenzhou Youche. Luckin Coffee is expected to launch a round of financing in April.

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