There are not many colors left for takeout coffee! Small red cup coffee online straight "against" small blue cup!

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Small Green Cup, small Blue Cup, Little Orange Cup. How many of the hottest takeout coffee have you had in recent years? Get tired of drinking every day? It doesn't matter, there are new entrants to take-out coffee now! Have you tasted Little Red Cup Coffee, a coffee delivery brand launched by Youxian Daily?

Daily excellent fresh small Red Cup Coffee strongly enters the takeout Coffee War

According to Interface News on March 30, Xiaohong Cup, a coffee delivery project owned by Youxian Daily, has been officially launched in WeChat Mini Programs. According to a person close to daily delicacy, the target of Xiaohong Cup is 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.

At present, Xiaohong Cup only provides services in Beijing, including Wangjing area and Shaoyaoju area, and about 30 other sites under construction.

Small red cup coffee directly "against" Starbucks and Ruixing!

Just by looking at the name, you can guess that "Little Red Cup" coffee is simply directed against Luckin Coffee's "Little Blue Cup", which is the most popular in recent years. On its marketing slogan, Little Red Cup claims to be "100% use of high-quality Arabica coffee beans and all imported milk", "free of the third space and star endorsement costs, only to restore the true price of a cup of coffee."

Isn't it obvious to touch porcelain? One sentence not only undermines the concept of "third space" that Starbucks has been promoting, but also steps on Luckin Coffee's practice of inviting Zhang Zhen and Tang Wei to make their gorgeous debut and quickly become popular, while highlighting the "low price" and "affordable" selling point of their own brand coffee. the ambition of Xiao Hong cup coffee is evident.

What is the quality of Little Red Cup coffee? What are the advantages of coffee made from 100% Arabica coffee beans and all imported milk compared with Starbucks and Lucky? We don't know yet. So will the price of "Little Red Cup Coffee" be really cheaper than Luckin Coffee? I'm afraid not.

Although during the promotion period, a number of classic coffee styles are even as low as 10 yuan, and there is an attractive discount of "the newcomer's first order is free", the promotion time is not long, and if the original price is restored, it will be similar to Luckin Coffee.

Moreover, since it claims to remove the "third space", Little Red Cup Coffee will certainly not open physical stores in the future, according to the current micro-warehouse model, it is almost tantamount to cutting off most of the offline traffic and brand exposure.

In the five years since its establishment, Daily Youxian has completed seven rounds of financing one after another, the latest round of financing was completed in September last year, with a total amount of US $450 million, led by Goldman Sachs, Tencent, time Capital and so on. In other words, Daily Youxian has no less financing ability than Luckin Coffee. But the problem is that daily Youxiang's "money-burning ability" is no less than Luckin Coffee-except e-cigarettes and blockchain, Youxian has visited almost all the tuyere every day in the past two years, and often chases the tuyere at the lag time.

The final round of marketing and subsidies in the takeout coffee war is just around the corner. How much money and how long you can burn on takeaway coffee, which is still at a loss, is probably unknown.

Why do the giants huddle together in the coffee takeout business?

Many people know that KFC and Costa actually started delivering coffee on takeout platforms a long time ago, but this service has been popular in China for nearly a year or two. The market for coffee takeout is huge, but no brand has ever been able to prove it, and for the giants, delivery coffee is just a supplementary service for stores.

It was not until the rapid rise of the "spoiler" Luckin Coffee's main coffee delivery service, and by virtue of Gaoping efficiency, that he became the second largest coffee chain in China, and the catering giants finally faced up to this field.

According to data from Smith Street Business Consulting, 26% of the cost of a Chinese Starbucks latte is rent and 15% of the cost is for store operating expenses, indicating that store costs account for more than 40%. If the consumption at the store is changed to takeout, it will certainly reduce costs and ease the rental pressure on coffee shops. The business of delivering coffee can also become a sharp weapon for catering giants to open smart retail and seize traffic.

From a macro point of view of the coffee industry, if new entrants also focus on takeout services, it may have a certain impact on competitors such as Starbucks, Lucky and Lian Coffee. But on the whole, we are actually working together to make a big cake for the coffee takeout industry. From the perspective of the industry and the overall consumption, it is definitely good for the coffee industry. If you look at it from the whole industry to the consumer side, the entire coffee industry in China may usher in a tipping point. "

Come on! There is one less color left for takeout coffee!

Source: interface News

Photo source: WeChat Mini Programs screenshot of Little Red Cup

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