[Luckin Coffee joins the official website] Luckin Coffee how to join Luckin Coffee to join the consulting phone

= "[Luckin Coffee joins the official website]"

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Opened in 13 cities, 400 stores, 1.3 million customers, 5 million cups of coffee.

The Luckin Coffee team, which has been established for only four months, announced the official opening at a press conference on May 8, and released the data. Four months from establishment to formal business, through celebrity endorsement, outdoor advertising, registration, recommendation and delivery. Luckin Coffee (luckin coffee) with Didi, Meituan and other "predecessors" style of play, quickly stirred the traditional coffee market without waves for a long time.

Of course, it also raises questions about whether "crazy subsidies can be sustained" and "whether burning money can produce a coffee brand".

While announcing the official opening of business, Ruixing also announced the brand vision and company positioning, and officially released the "Any Moment" brand strategy.

Why is the annual per capita coffee consumption of Chinese mainland only 4 or 5 cups compared with the per capita coffee consumption of 750 in Europe, 400 in the United States, and 200 cups in Japan and South Korea? Qian Zhiya, founder and CEO of Luckin Coffee, attributed the reasons to two major pain points: high prices and inconvenience to buy. Luckin Coffee's vision is to "make good coffee that everyone can afford and drink", and the company's position is to be a "new retail professional coffee operator".

"I would like to correct a misunderstanding here. We are not a coffee takeout brand. Pure takeout is not equal to new retail." Qian Zhiya stressed at the press conference that this is why Luckin Coffee adopted the strategy of self-pick-up + delivery, online and offline.

A common view in the industry is that the offline coffee shop is a natural social space, and the meaning of "drunken man" may not necessarily be in the coffee. In Qian Zhiya's words, your coffee is "for others to drink". While Starbucks' regular queuing scene is interpreted by some as "enhanced ritual", it is also an annoying experience of "people waiting for coffee".

Luckin Coffee hopes to deeply implant coffee into offices, campuses, airports, gas stations and other scenes, peeling off the "social load" given by coffee, making coffee appear in the "unlimited scene" and really become a kind of daily consumption.

"one of our more common consumption scenarios is to place an order through App on the way to work, pick up a drink at the nearest store and leave." Qian Zhiya hopes to create such a "sense of daily life".

In order to plant a variety of consumption scenarios, a single-form store will be stretched. Ruixing announced that it will open four stores: ELITE flagship store, RELAX leisurely store, PICKUP cache store and KITCHEN takeout kitchen store. The first two can still serve as social spaces, while the latter two aim to pursue coverage density. After all, store distribution and density are key to achieving the goal of a 10-minute walk to the store and a 30-minute takeout.

"our first external test store was opened in a corner of the second floor of SOHO in Yinhe, Beijing. When it first opened, the owner of Xiaomian in nearby Chongqing came to kindly remind us that there must be no business in such a remote place. Today, the store sells more than 1500 cups a day. " Qian Zhiya used this example to illustrate big data's role in increasing store capacity and reducing store costs.

At the same time, Ruixing also has a complete set of store systems to improve efficiency and reduce costs, such as intelligent location system can configure the best store location according to takeout orders; intelligent order dispatch system can increase the business saturation of each store and improve store floor efficiency. This set of "system weapons" may be the secret of Luckin Coffee's barbaric expansion for a short time. In front of the media on February 5, Qian Zhiya revealed that she would open 500 stores by the end of May. Today, she announced that 525 stores had been renovated and all of them would be open by May 31.

It can be predicted that after the official business, Luckin Coffee's expansion rate will increase unabated. In the face of this rare acceleration in the industry, the biggest concern in the industry is whether the "championship quality" it is proud of can be guaranteed. Although Lucky specializes in high-quality coffee and has invited the champion team of the World baristas Competition to match the taste, the cups of coffee in the store still need to be hand-made by in-store baristas.

How to ensure the stability of coffee products and how to cultivate a standardized team of baristas in a short period of time, we could not find the answer at the press conference.

Another concern for industry insiders is whether a business model based on a high-profile brand strategy, subsidies regardless of cost and ubiquitous stores can be established. Whether the coffee consumption habits of Chinese users will change as a result. For coffee, a consumer product that requires high brand awareness, long-term brand investment is essential when there is no obvious difference in taste and no obvious uniqueness in the category, which means that as a new brand, Luckin Coffee's "money-burning game" should not be lax.

Compared with coffee with relatively fixed categories and basically stereotyped brand awareness, the beverage market is much more "friendly" to new brands. Like tea, a little bit and other new brands can quickly spread all over the country through original new products, fresh play and social communication. Moreover, tea drinks are more daily consumption than coffee, and a queuing store in the mall is the best free promotion.

Another doubt about Luckin Coffee is whether the three goals of quality, cheapness and convenience can be achieved at the same time. According to Qian Zhiya, the high-quality Arabica beans selected by Lucky are at least 30% more expensive than ordinary beans on the market, which will obviously bring cost pressure. And the ubiquitous store density is also a cost center, of course, there is a 30-minute delivery cost.

Obviously, Luckin Coffee, who wants to cover all the scenes online and offline, is bound to face "all-front operations" and "walking a tightrope" on all the cost balance lines, which is undoubtedly a great challenge to the trading ability of the operation team. After coming out of the "trial operation" stage, the survival test of this "catfish" has just begun. (the first titanium media in this article, author / Zhang Yuan)