Do you dare to drink a cup of coffee worth 8.9 yuan a day? The slogan "touch porcelain" Starbucks and

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Original title: daily excellent fresh coffee delivery brand small red cup, the slogan "touch porcelain" Luckin Coffee

Article source: interface news

In addition to e-cigarettes and blockchain, in the past two years, the daily excellent fresh almost all the "tuyere" all over.

Recently, the interface news reporter learned exclusively that the daily coffee delivery project Xiaohong Cup under Youxian has been officially launched in WeChat Mini Programs.

According to a person close to the daily delicacy, the target of Little Red Cup is actually Luckin Coffee, but unlike Luckin Coffee, it does not intend to expand offline stores, but adopts the model of takeout + social fission, using micro-warehouses instead of stores to save offline land costs.

In marketing, Little Red Cup mainly uses two slogans: the first is the 100% use of high-quality Arabica coffee beans and all imported milk, which is far better than that of Starbucks; the second is to eliminate the cost of the third space and star endorsements and restore the true price of coffee. In this paragraph, the Little Red Cup touches both Starbucks and Luckin Coffee, which shows its ambition.

In terms of coffee price, the current promotion price of a classic freshly ground latte with the original price of 24 yuan is only 8.9 yuan. Although it looks attractive, the promotion price does not last long. And from the original price, the price of 24 yuan does not have much advantage over Ruixing.

Moreover, another problem is that Xiaohong Cup adopts the micro-warehouse model. Judging from the current location, the main choices are ordinary residential buildings in popular areas. Although the price of such a location is much cheaper than that of commercial merchants, it almost loses the effectiveness of the store, which is tantamount to naturally giving up part of the offline traffic.

The above-mentioned people who are close to daily delicacies also feel the same way. "I feel that this project is not very recognized within the company. After all, Lucky is already cheap enough to fight a price war. While the main mall is still losing money, the new project will not allow you to lose money. "

The person also cited the daily spelling of the project prepared by Youxiang Daily in February as an example. "Xiangpin (a social ecommerce product purchased by Youxian Daily at a low price) is precisely because the management demanded not to lose money. As a result, more than 150 items were much more expensive than Youxian after launch, and they were not less scolded, and the internal test collapsed on the same day."

It is understood that daily spelling is a social e-commerce product based on the supply chain and logistics advantages of the parent company. All products are self-operated, including fruits and vegetables, food, ingredients, wine and daily department stores. This is its advantage over other social ecommerce.

The problem, however, is that for the same supply chain and logistics costs, daily sales pay 17% more than daily premium. On this basis, on the first day of launch, most of the products put together every day are much higher than the daily excellent fresh products, and the price of the same box of blueberries is more than 60 yuan.

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