The crazy marketing of Luckin Coffee's official website luckin coffee has tripled the salary and poached people to rob Starbucks.

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The crazy marketing of Luckin Coffee (luckin coffee)

On May 8, Luckin Coffee, who has become popular in China's first-and second-tier cities in recent months, announced in Beijing that it will start trial operations in 13 cities, including Beijing and Shanghai, from January 1, 2018, through celebrity endorsements, outdoor advertisements, registration, and recommendation. And other ways, quickly stirred the traditional coffee market without waves for a long time. At present, the layout of 525 stores has been completed. After 4 months of running-in of products, processes and operating systems, Luckin Coffee announced its official business.

Founder and CEO Qian Zhiya said that Luckin Coffee positioned himself as a "new retail professional coffee operator", hoping to apply the new retail model to achieve a balanced integration of products, prices, and convenience, and to achieve all-round coverage of consumers' daily life and work needs through the "unlimited scenario" brand strategy.

Luckin Coffee (luckin coffee) publishes "AnyMoment" brand strategy

Everyone knows that an important label for the global success of the global coffee giant Starbucks is that its founder Schultz positioned Starbucks as the "third space" in addition to the home and office. As an "extension of the front porch of the home", people can meet freely in Starbucks. It is this "third space" that enables Starbucks to establish the definition of a modern cafe and make it a global coffee giant.

But can coffee only be drunk in the "third space" scene of the cafe? The "infinite scene" thrown by Luckin Coffee this time is full of "destructive" innovation. The development of technology and logistics, especially the changing needs of a new generation of consumers, may bring new opportunities to new coffee brands.

According to the disclosure, "different from the original single large store model of commercial coffee, Luckin Coffee plans to plan its offline stores into four types." in order to meet the different needs of the younger generation of consumers: the leisurely store satisfies the users whose main purpose is modern social interaction in a mild and comfortable environment; the cache store aims at the business crowd and provides quick coffee service. In order to achieve fast, efficient and wider user coverage, Luckin Coffee takeout kitchen store strictly standardizes the management system, providing consumers with good coffee of the same high quality as other types of stores. "

In addition, Luckin Coffee will also build flagship stores in the core areas of the city, such as the airport and the central business district, including theme stores that highlight cultural connotations, popular IP, and cross-border cooperation among large brands. Through the layout of four types of differentiated stores, Luckin Coffee realizes the omni-directional coverage of unlimited scenes (Any Moment), such as coffee shop, office, campus, airport, station, gas station and so on.

Luckin Coffee dug and dug, three times his salary to dig Starbucks employees

According to reports, on May 8, industry insiders close to Ruixing and Starbucks revealed that Ruixing began to recruit people from Starbucks in December last year, mainly recruiting middle and senior managers. And some of the positions offered by Luckin Coffee earn more than three times the salary of the same position at Starbucks.

According to incomplete statistics, about 1 / 7 of Starbucks' employees in Beijing have been poached by Lucky, while employees of high-end hand-made coffee positions in some important stores have even been poached nearly 1 / 4.

Taking a well-known recruitment website as an example, Luckin Coffee published a total of 207cases of recruitment information, of which 93 were for part-time workers and baristas, followed by 34 for all kinds of technical personnel and 26 for functional operators, respectively. the recruitment salary of some senior executives has reached 15000-22000 yuan per month; in terms of recruitment areas, most of the recruiters are mainly in first-tier cities such as Beijing, Shanghai and Guangzhou.

Judging from the official website and recruitment requirements of Luckin Coffee (luckin coffee), for senior talents such as operation and technology, Luckin Coffee is mainly aimed at relevant personnel with 3-5 years of experience, and the salary given by the recruitment information is about 7000 yuan per month. For baristas, although working experience generally requires less than one year or no limit, the salary fluctuates, with a general salary of 4000 yuan per month, and some baristas can get 6000 yuan per month. Compared with Starbucks' public recruitment information, most baristas earn only 2000-3000 yuan.

Spend 1 billion to cultivate the market, how to educate?

Log in to APP for the first time and give away a cup of coffee for your friends. Buy 2 get 1 free, buy 4 increase 2, buy 5 get 5 free. Takeout business is delivered by SF Express, free of charge if the order price exceeds 35 yuan, and free for more than 30 minutes. Luckin Coffee's marketing method is simple and rough, this kind of high user subsidy policy, and explosive expansion means are typical practices of Internet companies.

Generally lower than other brands in pricing, using 1 billion to pry open the coffee delivery market. In addition to the cost of opening a store, most of the money is spent on promotion and customer rebates, and the promotion will last for a period of time, Luckin Coffee also set a "small goal": to beat Starbucks.

Luckin Coffee has opened 500 stores at an astonishing rate in a few months. You know, Starbucks has more than 3000 stores in China, and it took 19 years, or an average of about 160 stores a year. And Luckin Coffee to achieve his goal, at least in a month to open more than 100 stores. It is reported that not all Luckin Coffee's new stores are directly operated, and the expansion plan includes three models, namely, rent payment, turnover sharing, and corporate coffee matching model. at the same time, it also welcomes the transfer of all kinds of coffee shops. According to Luckin Coffee's APP, there are currently 12 Luckin Coffee stores in Guangzhou and three more are waiting to open.

In addition, Luckin Coffee also hired Tang Wei and Zhang Zhen to endorse two stars, and signed three WBC (World barista Competition) champions for product development and brand promotion, and highlighted the element of "Master Coffee" in advertisements. In terms of price, Luckin Coffee has three prices of 21 yuan, 24 yuan and 27 yuan, which is significantly lower than the 30-40 yuan price of Starbucks and higher than the 20 yuan price of McDonald's and KFC.

Attach importance to customer experience

It has been stressed that making coffee is to attach importance to 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!

Star promotes coffee, but here comes the problem: 1 billion yuan. Why not use it to promote real boutique coffee, shouting to kill Starbucks all day long? even rivals like Starbucks know how to brew coffee by hand, promote boutique coffee lines, and take commercial coffee routes. 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.

Two doubts about "Education Mode"

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 not many people drink coffee there, and there are many who don't even drink coffee, while there are many shops and cafes in first-tier cities.

If the ground blossoms, isn't it robbing customers?!

Doubt 2: only in high-end office buildings?

Luckin coffee stores are mostly 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" them. 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?