Cancel the cash deal to beat Starbucks! China Little Blue Cup Luckin Coffee's unique business classics!

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China Small Blue Cup Coffee Unique Business Classic

"Send a friend coffee, you can get a cup yourself","log in to the App for the first time, give a cup for free"..., a cup of dark blue deer head coffee, recently in the Chinese commercial building red, almost replaced the original in the Chinese market a unique Starbucks, this small blue bottle is exactly who holy? The answer is luckin coffee, a local chinese coffee chain that started less than half a year ago.

According to Chinese media 36 krypton report, Ruixing coffee is not just a chain coffee brand so simple, it is reported that Ruixing has completed the scale of $200 million-300 million Series A financing, the market value is estimated to exceed $1 billion, officially become a unicorn in the tea industry.

Big Data Management, Lucky Born to Beat Starbucks

Founded in 2017, Qian Zhiya, the founder of Ruixing, threatened to kill Starbucks as soon as he launched his move from the cross-line coffee market of Shenzhou Youche. After only four months of trial operation, Ruixing Coffee has 525 stores, which is much higher than Starbucks in terms of store density.

But to beat Starbucks with new retail, Lucky can't rely solely on traditional 4C marketing, she chose a smart big data management-App ordering.

All stores of Ruixing Coffee cannot be traded in cash. Consumers must download App orders, and then go to the current store for self-collection or delivery. This sales method combines online platform and offline store, and collects more than 1.3 million member data through independent platform to understand customer tastes and grasp the timing of drinking coffee.

In the face of China's big Internet market, viral propaganda works

Different from coffee retail in the past, it is to build the store first before going out to develop. The first step of Ruixing Coffee is to throw money on the crowd.

Qian Zhiya uses WeChat community marketing to attract the first batch of users who download the app by delivering "free first order" advertisements to surrounding consumers through mobile advertisements that identify the user's location. Through this group of customers, we can quickly accumulate more members by offering strong promotion of one for one. This viral growth allowed Ruixing Coffee to accumulate more than 1.3 million customers in its first four months.

Ruixing's high-paced and highly competitive operation completely catches up with the sweetness of China's new retail wave. It can be said that China's successful experience in Internet, e-commerce and other fields has been copied to the coffee field for improvement. However, after the customer crowd is high, Ruixing will face more problems in coffee quality and focus on brand dependence in the later stage.