Selling coffee with "Internet +" thinking Luckin Coffee won the "Gold Award for Best effect Marketing Innovation"

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Luckin Coffee won the Gold Award for Best effect Marketing Innovation!

November 14-15, 2018, the sixth Plum Blossom Network Marketing Innovation Award (Mawards) award ceremony was held in Shanghai. In the fierce competition of 836 works with a gold award rate of less than 3%, "Luckin Coffee Little Blue Cup detonated the circle of life: who doesn't love this cup" won the best effect marketing innovation gold award.

For Luckin Coffee, this award is well-deserved. In just one year since the first store opened in October 2017, Luckin Coffee opened 1300 stores in 13 cities; received round A financing of US $200m on July 11, 2018; and Lucky's sales exceeded 5.15 million cups on the first day of the first luckin Carnival, which was launched on November 6, 2018.

Luckin Coffee first made the positioning. Different from traditional coffee, Luckin Coffee wants to be a new Internet retail coffee brand and sell coffee with "Internet +" thinking. When traditional coffee relies on the mode of "people looking for coffee", Luckin Coffee started a round of flow marketing with the mode of "coffee looking for people". Quickly inform the surrounding people through social LBS ads, get the first batch of download users for free with the first order, do interesting and powerful fission customer acquisition with "pull one get one free", attract stock search increment to get disease virus growth, and make every user share become a spontaneous new source of traffic.

Speed is needed to build popularity and seize the market, and efficient marketing can get twice the result with half the effort. Therefore, Luckin Coffee needs a marketing tipping point, and they put the important task of detonating the market to focus Media. Using the elevator media resources of focus Media, focus on Beijing and Shanghai for seven weeks from February 3, 2018, followed by a continuous launch in 13 cities, including North, Shanghai, Guangzhou and Shenzhen.

Luckin Coffee chose focus Media as an important media delivery strategy, paying attention to the detonation ability of focus Media to the urban mainstream population. Focus Media uses its unique must-pass, high-frequency and low-interference communication mode to focus on the mainstream consumers in more than 100 cities in China, which can quickly detonate the high-frequency, efficient and high-yield brand communication effect and form clear brand awareness in the mass market.

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