Lucky the first phase of 5 million cash carve-up activities open! Did you get a red envelope in cash?

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Luckin Coffee publishes 5 million cash sharing data

On March 17, Luckin Coffee opened the lottery for the first phase of the "millionaire" cash carve-up activity, with about 107000 consumers participating in carving up 5 million red envelopes.

Since last week, Luckin Coffee's "competition for millions of bigwigs" activities have been launched, causing a wave of consumers'"carving up craze". From March 11 to May 19, Luckin Coffee handed out 5 million yuan in cash every week, which is expected to last for 10 weeks, totaling 50 million yuan in cash red envelopes. Among them, the users who rank among the top 5000 of consumer goods in the country can get an average of 1 million yuan in cash, each person can get 200 yuan in cash red packets, and the remaining 4 million will be shared equally by other qualified users.

The first phase of the "millions of Big Boss" event showed that a total of 107212 partners received cash red envelopes. Among them, the top 5000 consumers each received 200 yuan in cash red envelopes, while the 5000 consumers bought 18 items. Among the top 5000 users, some users recorded purchases of as many as 180 items. In addition, consumers who bought seven or more pieces received 39.13 yuan in cash red envelopes per person, and the most popular products were standard American, latte and beef egg and vegetable sandwiches.

The relevant person in charge of luckin coffee said that users who did not receive red packets in the first phase also had a chance. By the same rule, cash sharing will be held for the next nine weeks, starting from Monday to Sunday, with seven items purchased between 0: 00 and 21:00 each day.

In addition, it should be noted that after the first phase of the red packet activity, there are other benefits. As long as you post a screenshot of the bonus on Weibo from March 18 to 20, with # carve up the topic 50 million # and @ luckincoffee Luckin Coffee, you will have a chance to get Tang Wei's same mug.

How much does it cost at least to get a 200-yuan Luckin Coffee cash red envelope?

In the first week of Luckin Coffee's "competition for millions of celebrities", up to the 5000th place, he consumed at least 18 items, and these friends can each get 200 yuan in red envelopes. While the rest of the friends, 107212 finalists, they divided up 4 million cash, each 39. 13 yuan red packets. According to this number, Lucky actually handed out nearly 4.2 million in cash in the first week! Who doesn't love such a generous "Little Blue Cup"?

It is estimated that these award-winning friends will laugh in their dreams when they receive red envelopes. Do you have a chance to become a "multimillion-dollar tycoon" for such a simple thing as drinking coffee?

So let's do the math. How much will it cost at least to get 200 yuan red envelopes? Is it really difficult to get 200 yuan red packets this week?

Among the 5000 award-winning users, the lowest number of items is 18, and the rules of this event are not related to the category, but only the number of items, that is to say, not only coffee, but also fruit juices, light snacks, BOSS lunches and lucky snacks can also be counted. If you want to spend the least money and win 200 yuan red packet, you can buy it as you like.

With reference to the minimum number of items in the first phase, suppose that every time we place an order, these 18 items are all bought into the most expensive ones, such as hazelnut latte, caramel canned American style, Renabing series, etc., priced at 27 yuan, which costs a total of 486 yuan. coupled with the distribution of 200 yuan cash red envelopes, the actual expenditure is only 286 yuan, which is equivalent to a 50% discount.

And if you have a large number of fans of the "Little Blue Cup" in your circle of friends, you can also get more discount coupons, because this time, in addition to the newcomer's first free experience coupon, any discount coupons bought by Lucky will also be counted as merchandise. In this way, there are both coupons and cash red envelopes, during this period of time to buy Luckin Coffee, you can enjoy a double discount, it is really simple and exciting.

Luckin Coffee fiercely plays promotion cards and threatens Starbucks' leading position.

By the end of February 2019, according to the search platform for Luckin Coffee, Luckin Coffee has opened 2048 stores. Luckin Coffee, which entered China in 1999, opened about 3600 stores in 20 years. It is estimated that Starbucks will surpass Starbucks this year.

Luckin Coffee to "high quality" as the selling point, through a variety of promotional activities, stole many Starbucks customers. By the end of 2018, Luckin Coffee had sold 89.68 million cups of coffee for the whole year, with 12.54 million consumers and a buyback rate of more than 50 per cent in three months.

On the other hand, Luckin Coffee's method of recruiting talent is also unconventional, offering a monthly salary of Rmb2m to Rmb30,000 for people with more than 10 years of working experience in coffee chains, compared with an average monthly salary of more than 10, 000 for employees in Shanghai. As they took a fancy to Luckin Coffee's high salary, many people changed jobs from Starbucks.

A few years ago, Starbucks was still a symbol of fashion and petty bourgeoisie. Chinese people all want to hold Starbucks coffee cups. But now Luckin Coffee has broken this impression.

Through price subsidies and rapid expansion of strongholds, Luckin Coffee quickly opened up the situation in China's coffee retail market, and Qian Zhiya said publicly many times that he would subvert the international coffee retail giant Starbucks, but this model was also questioned by some people in the industry because of the money-burning enclosure. Luckin Coffee only received a total of $400m in July and December 2018, and repeatedly publicly denied rumors about "Plan IPO" I. It is only revealed that another round of financing is expected to be held in the first half of 2019, and how long this model can last is also the focus of attention in the industry. This cash red packet activity, there are many professionals interpreted as "lucky to brush the data with cash subsidies, paving the way for listing."

The pattern of Chinese consumption changes the "lucky pattern" and makes the local brands rise.

Luckin Coffee's growth has had a huge impact on Chinese mainland's Starbucks business in Starbucks, where store sales fell 2 per cent from April to June 2018 compared with the same period a year earlier. Starbucks officials said that "sales in China may be lower than last year for the first time."

However, Starbucks still has considerable confidence in its leading position. Starbucks CEO Kevin R. Johnson said in a recent interview with US media, "the service of Luckin Coffee is not comparable to that of Starbucks. I don't think it can overtake Starbucks to become the largest coffee chain in the Chinese market.

In fact, the rise of Luckin Coffee also shows a change in the consumption pattern of Chinese consumers. In the past, compared with cheap local products, overseas brands with "high quality and high price" were very popular in the mainland. However, with the rise of economic development and the improvement of the quality of life, more and more local enterprises are striving for transformation, which also weakens more and more consumers' worship of foreign brands, believing that as long as the quality meets the requirements, they will choose cheap local products.

The rise of Luckin Coffee has just caught the ride of the transformation of domestic consumption patterns. The desire and expectation of Chinese consumers for the local "national coffee" brand is not without help to Luckin Coffee's rapid expansion.

Coffee wars rise and fall one after another, and finally it depends on the experience.

2019 will be a key year to test the sustainability of Internet coffee. There is no denying that the rapid rise of Internet coffee can start the whole coffee industry. But the disadvantage of Internet coffee is that it earns traffic at a low price, but ignores the quality of the coffee, especially the take-out coffee, which tastes bad. And spending subsidies can be used to start brands and grab market share, but it is not always a sustainable development strategy. When everything returns to calm, the choice is still in the hands of consumers.

If you want to compete with Starbucks in the Chinese coffee market, it finally depends on whether you can make consumers feel your differentiation advantage, that is, to achieve an experience that Starbucks can't do. This is probably the only way for emerging coffee brands to compete with Starbucks.

Photo Source: Internet

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