Luckin Coffee copied the Internet thinking and the biggest winner of selling coffee was …...

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Starbucks, which opens a new store every 15 hours in China, was sued on May 15 for allegedly "killing" Starbucks 'Ruixing Coffee, accusing Starbucks of unfair competition for allegedly violating Articles 14 and 17 of the Anti-monopoly Law.

Tripling salaries and poaching boutique employees

Starbucks on Ruixing Coffee Bar is not just this one. Qian Zhiya, who left his position as founder and chief operating officer of China Car Rental in November last year, started a business to set up Lucky Coffee. Since January this year, he tripled his salary from Starbucks Beijing market and poached one seventh of his employees.

After four months of trial operation, Ruixing Coffee announced its official opening in Beijing on May 8, and also published its report card."After four months of trial operation, it received more than 3 million orders, sold about 5 million cups of coffee, accumulated more than 1.3 million members and exhibited 525 stores."

The report card has made Starbucks uncomfortable. Wang Jingying, CEO of Starbucks China, announced that it will follow the new retail trend on the Internet and Starbucks will push takeout services.

Qian Zhiya, founder and CEO of Ruixing Coffee, which makes Starbucks fight back rarely, is famous in the capital circle. She was a founding member of China Car Rental and worked with Chairman and CEO Lu Zhengyao for more than ten years, from personnel manager all the way to chief operating officer.

Because of frequent overtime work, Qian Zhiya is used to drinking coffee to refresh herself. For a long time, out of professional habits, she did her homework and found that there is unlimited demand and business opportunities for coffee consumption in China. "It doesn't make sense to have so few choices when you want coffee in such a big market. Starbucks is not the only coffee market in China."

Challenge Starbucks cumulative membership

Qian Zhiya decided to leave his post to create Ruixing Coffee, and came prepared. It was rumored in the market that she brought RMB 1 billion yuan into the market. Therefore, in addition to the slogan of "killing Starbucks", Qian Zhiya's strategy was to burn money and open up the popularity and market of Ruixing Coffee with viral marketing methods.

Ruixing Coffee has accumulated more than 1.3 million members, many of whom have become loyal customers because of a free cup of coffee.

Ruixing Coffee started to share in WeChat circle of friends,"log in App for the first time, give a cup for free","send friends coffee, you can also get a cup", many people in the sharing link, and found that the order price exceeds one cup of free delivery fee, take-out delivery more than 30 minutes free of charge..., the original Ruixing coffee to users high subsidies, and this explosive expansion means, is a typical Internet company practice.

Lucky Coffee uses AI-identified Internet marketing to generate topics. Photo/Source Anhui Youth Daily

Network diffusion big hit free gift

At the same time, Qian Zhiya revealed that Ruixing coffee in the future to be more Internet. That is to say, unlike other coffee shops, Ruixing Coffee has no checkout counter and no cashier. Orders and payments are completed online, including users placing orders through the App, choosing their favorite flavors, and then choosing delivery or scheduled time to pick them up.

Qian Zhiya stressed that she wanted to make coffee with the thinking and speed of the Internet, and the market would soon feel the change of rhythm and the pressure of competition. What Qian Zhiya sees is that China's new retail wave is sweeping the global market, and Ruixing, born just in time for this era, wants to copy China's successful experience in the Internet, e-commerce and other fields to the coffee field. Using Internet thinking and business logic to transform the coffee market is what Chinese entrepreneurs are best at and what international brands lack most.

Ruixing Coffee uses Internet thinking to sell a cup of good coffee's new retail model, can you "kill" Starbucks? It remains to be seen who wins, but consumers are the biggest winners anyway.