Can you really do whatever you want with money? Do consumers buy Luckin Coffee's money-burning model?

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

Suddenly found that recently, the major coffee media are tu (cao) Luckin Coffee's money-burning model, I think, burn money first to win market share, this is indeed a relatively correct way for a new brand to play, to put it simply, if you have consumers, you have business, but it is more important to pay attention to user experience! User experience!

Before our coffee workshop posted a post, netizens posted a blog message to the Little Blue Cup: please don't contact me again, how is the user experience of smashing coffee delivery market with 1 billion yuan?

After reading the comments from our fans, depending on the customer experience, it does not add points to Lucky:

@ 🐘 cat 🤡 Debbi

I drank it for the first time that day, it was super unpleasant, it was unloaded, and the coffee was not good.

@ Buddhist Barista-Alice*z

After drinking lukin iced American coffee, it means that the ghost has drunk it, and the smoke tastes bitter and astringent, so it is Arabica. If you drink it, it looks like Luodou, indicating that you have drunk it once and you don't want to drink it again.

@ denni

There is no need to talk about the improvement of product nature with so much money. What is the need to publicize such things that put the cart before the horse? China's coffee industry needs more money to pour into product-focused coffee brands, rather than burning money as a flash in the pan.

@ sunni

I don't think we can cultivate truly loyal customers by starting with this form of takeout. One thing that increases favor is the speed of food delivery, and the other is quality. But none of them seem so good. After ordering an American style, the taste is really mediocre. It hasn't been ordered since. Relying on spending money and relying on advertising only attracts attention for a while.

@ 🌙 on the cloud

No matter how fierce the expansion is, the spokesman will like it again, and no matter how cheap it is, if there is something wrong with the product and service itself, it will not last long. Consumers are not fools.

Why the editor has always stressed that making coffee is to attach importance to the customer experience, the goods are tangible, but the service is invisible, and the experience must be done well. Why do consumers visit the door for the second time? The most important thing in the restaurant is heavy consumption, the second, third, repeated door-to-door, not always new guests. Anyone who knows the coffee market knows what kind of route Lukcy takes, and whether fans will continue to pay the bill after the discount is over is very important.

As for the original intention of founding Luckin Coffee, founder and CEO Qian Zhiya told reporters that the coffee industry is undergoing changes, and China's coffee market is in a period of rapid growth, giving birth to huge opportunities. However, there is still a big difference between being a cafe and making a commercial boutique coffee. "some of the problems encountered in the current coffee industry, we have abundant funds, efficient team, full confidence and determination to provide users with a cup of high-quality boutique coffee."

Anyone who has come into contact with boutique coffee knows that the best Arabica coffee beans ≠ boutique coffee can only be regarded as a cup merchant! Karma! Coffee! Coffee!

Popularize science:

Today, many coffee sellers have embarked on a new journey of their own coffee drinks, and there is no lack of Arabica as their own brand promotion, claiming that they use "100% Arabica coffee beans", such as McDonald's, KFC, the whole family … When doing publicity, he actually said that Arabica beans are used in 100% ground black coffee!

KFC's latest freshly ground black coffee uses 100% Arabica beans!

Let's learn what Arabica coffee beans are.

Most people have heard of Blue Mountain Coffee and Kopi Luwak, and now they know a kind of coffee called Arabica Coffee. However, these three kinds of "coffee" are not a concept.

◆ "Blue Mountain Coffee" refers to coffee made from beans from the Blue Mountains of Jamaica.

◆ Kopi Luwak is made by an animal called the civet, which eats the coffee beans intact and then extracts the beans from its faeces.

◆ Arabica Coffee is a variety of coffee beans, not a kind of coffee.

Therefore, the "Arabica" we often see now is actually classified according to the variety of coffee beans.

There are three main varieties of coffee beans: Arabica, Robusta and Liberia, while Arabica is divided into iron pickup, bourbon, Kaddura and so on.

In fact, not all coffee made from Arabica beans is fine coffee. Unfortunately, many people don't know much about this, and many brands take the opportunity to use Arabica coffee beans as a gimmick to make consumers think their coffee is great.

You can hardly see the promotion of "Arabica coffee beans" when you order coffee in a "relatively professional" cafe. For example, you see words such as "Kenya", "Colombia" and "Yega Xuefei" in the front street coffee. By tasting "individual coffee", you can understand the characteristics and flavor of coffee in a certain country or region.

As a new local coffee brand, Luckin Coffee plans to invest 1 billion yuan to build a brand and market education. This is a good thing. There are stars to promote coffee, but the problem comes again. Why not use it to promote real boutique coffee? all day shouting to kill Starbucks, even competitors like Starbucks know how to make coffee by hand, promote boutique coffee lines, and take commercial coffee lines. So you can lead the domestic coffee market?

Lucky challenge Starbucks, ignore coffee is a kind of experiential consumption, Starbucks really become the boss of the coffee chain, not just making coffee, because what they do is coffee experience.

Starbucks is talking about the third space, coffee atmosphere, inside the lights must be dim lights, not white lights, yellow lights, more importantly, the music inside, Starbucks rules to play what kind of music? There are only two choices, blues or jazz. There will be no songs by Jay Chou or Wu Bai. Why does it play blues and jazz? Like a bar, it makes you feel relaxed.

At present, Luckin Coffee's stores are mainly divided into three types:

The first category is the express store, which has the largest number of stores, renting an area in the lobby on the first floor of the building, the main function is the consumer's pick-up site and the courier's distribution site, individual stores have a small number of tables and chairs for consumers to rest. The decoration of the store is relatively simple, which is basically composed of console, billboard and some tables and chairs.

The second category is leisurely restaurant, which covers an area of about 50 square meters and has dozens of seats. Such stores are independent coffee shops, with more seats, waiters and restaurant meals, and the distribution area is basically in the center of many cache stores.

The third category is the flagship store, the environment has a certain design and decoration, which can provide consumers with better dining space.

Luckin Coffee is currently the main cache store, fast, ruthless, accurate access to customer consumption.

When it comes to Luckin Coffee's "education" model of 1 billion "market education", I have two doubts:

Question 1: layout accounts for the highest proportion in first-tier cities?

In Luckin Coffee's app, first-tier cities have the highest proportion of users, reaching 64.51%. Followed by the new first-tier cities, the proportion of users reached 20.33%. In terms of specific city distribution, the proportion of users in Shanghai and Beijing is significantly higher than that in other cities. Based on the results of the age and geographical location of users, Luckin Coffee's audience is obviously professionals and the younger generation in first-and second-tier cities. It can really be said to be "education" in third-and fourth-tier cities, because there are not many people who drink coffee there, and there are many who don't even drink coffee, and cafes are blooming everywhere in first-tier cities.

Doubt 2: only in high-end office buildings?

Most of luckin coffee's stores are concentrated around office buildings and popular business circles. Take Beijing as an example, stores are opened in Wangjing SOHO, Galaxy SOHO and so on. In Guangzhou, they are opened in Citic, Zhongtai and other Tianhe business areas, because white-collar workers do have a rigid demand for coffee, that is to say, white-collar workers already have the common sense of drinking coffee, and some white-collar workers begin to hang up their ears and make coffee by hand, and they also need you to "educate". Aren't you robbing customers?!

Or, at the core, whether you are a WBC champion team or a high-end Arabica, the product is enough to capture consumers, and consumers have business, and consumers have the final say.

Luckin Coffee has 1 billion yuan in hand, is it to snatch customers or the education market?

What do you say?