Recruitment information on Luckin Coffee's official website Luckin Coffee dug up, 1Seven Starbucks employees have been dug by Lucky.

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Luckin Coffee dig and dig

According to industry insiders close to Ruixing and Starbucks, Lucky 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.

The staff of 1x7 has been poached by Ruixing.

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.

In terms of recruitment requirements, compared with Starbucks' public recruitment information, most baristas earn only 2000-3000 yuan. Luckin Coffee for operations, technology and other senior talent, mainly for the relevant personnel with 3-5 years of experience, the recruitment information gives employees a salary of about 7000 yuan per month; for baristas, although experience is generally required to be less than one year or unlimited, but the salary fluctuates, with a general salary of 4000 yuan per month, and some baristas can get 6000 yuan per month. Netizens left us a message that the comprehensive salary written in the recruitment information in the Beijing area is 8000 yen, while the actual salary of the store manager is only 4500.

We see that the new retail coffee has become a blue sea, and players such as Luckin Coffee (Luckin Coffee) and small coffee have also entered the venue. Comparisons and reviews of brands such as Coffee, Luckin Coffee and Starbucks have begun to emerge one after another.

They are all coffee categories. Even Coffee is played on the Internet based on the Wechat platform + Mini Program dividend, which is a completely different model between Starbucks and COSTA. Luckin Coffee's offline store strategy makes it look more like a Starbucks follower and challenger. Qian Zhiya, founder of Luckin Coffee, also said on several occasions that his "small goal" is to overthrow Starbucks at home.

Of course, a person's success depends not only on his own efforts, but also on the process of history, and so is the enterprise. Zhu Xiaohu said at a conference not long ago that the App dividend has faded and that at least tens of billions of yuan will be invested in Mini Program this year. At the same time, with pinduoduo, Gift said, LOOK and other e-commerce rely on Mini Program to create a new growth pole, it can be said that Mini Program's spring has come. Lian Coffee did not do App, but started from the Wechat port, through the service number and Mini Program content and services, to get users at a lower cost and in a more flexible way.

Even coffee and Luckin Coffee

This social retail model breaks the passive state of traditional search e-commerce and actively explores and stimulates user demand through social networking. Based on the credit endorsement of social relationship, the platform is more likely to win the trust of consumers and achieve low-cost fission. This is one of the secrets of Lian Coffee's popularity.

Luckin Coffee chose the heavier App form from the very beginning, and made great efforts to carry out round after round of promotion, from cinema, buildings, outdoor and then to moments advertising. In the early days, this is a simple and direct way to capture the market and the minds of users, taking advantage of the concept and brand exposure, in order to get their first seed users.

But this is not much different from the traditional e-commerce model, businesses need to spend a lot of cost to buy advertising space, keywords, in order to gain traffic advantage. However, Luckin Coffee also said that they do not rule out the possibility of doing Mini Program later.

Even Coffee and Luckin Coffee, their difference is not only online, another big difference is reflected in the matter of opening an offline store. Ruixing announced that it has completed the layout of 525 stores, including delivery kitchen stores. This style of play will allow it to meet rivals in both self-pick-up and delivery dimensions, the biggest of which is Starbucks. On the other hand, Lian Coffee uses ammunition to cover the whole area of first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and they are prepared to open at least 500 coffee station, which is a lower-cost way.

In any case, after Starbucks and COSTA nurtured the coffee market, even coffee and Luckin Coffee joined the battlefield, which is bound to promote coffee to become a way of life for most people.