Ruixing launched the self-service coffee machine "Ruijia Buy"? Luckin Coffee is going to do something big again!

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Recently, Luckin Coffee is planning a self-service coffee machine project called "Ruiji Buy", according to a report in the self-media Burning Caijing on June 14. In the future, "ready-to-buy" self-service coffee machines will appear in office lobbies, enterprises, schools and other public places. Users can automatically lock the nearest coffee machine on APP, place an order and get the pick-up code. The coffee machine can scan the code to pick up the cup and make it in 30 seconds. The price of self-service coffee has not yet been disclosed.

According to informed sources, Ruijia Buy is the next core strategic layout of Luckin Coffee, is currently doing equipment cost analysis, it is expected that a point test will be carried out in the near future. Luckin Coffee declined to comment.

According to the China Trademark website, the trademark application for "Ruiji purchase" was submitted in May this year. The applicant is Luckin Coffee's operating company, Beijing Ruiji Coffee Technology Co., Ltd., in which Luckin Coffee founder Qian Zhiya owns 83 percent, as well as trademarks such as "Luckin Coffee" and "LUCKIN COFFEE".

Screenshot source: China Trademark Network

Earlier, Luckin Coffee announced that he would add another 2500 new stores by the end of 2019. Data show that by the end of March 2019, Luckin Coffee had built 2370 stores in more than 20 cities across the country, including Beijing, Shanghai, Guangzhou and Shenzhen. In addition, Qian Zhiya, founder and CEO of Ruixing, said at Luckin Coffee Global Partnership Conference on May 29th that Luckin Coffee would build 10, 000 stores by the end of 2021. At that time, the right-to-buy items were not mentioned.

Is it interesting for Luckin Coffee to challenge the field of self-service coffee machines?

Self-service coffee machine is not new, as early as around 2015 began a wave of entrepreneurship. The machine is usually placed in office buildings, convenience stores, food and beverage stores, etc. Users can scan the code, coin and other self-help to complete the production of a cup of coffee. At present, there are many self-service coffee machine players on the market, including small coffee, lai cup coffee, coffee drinking and so on.

Chain coffee brands have launched their own self-service coffee machines to get more sales opportunities. The purchase of "Lai Cup Coffee" by Coffee Wing, which the editor just reported two days ago, is a good example. Through the layout of the self-service coffee machine, on the one hand, as a supplement to the store, on the other hand, it also provides more exposure opportunities for the brand. As for the "crazy expansion" Luckin Coffee, there are more stories to be told about the layout of the self-service coffee machine project "Ruiji Buy".

The advantages and disadvantages of Ruixing putting in the self-service coffee machine

Although the wings of the leading brands are gradually growing, there have been no overwhelmingly dominant brands in the self-service coffee machine market. The natural disadvantage of self-service coffee machine-can only meet the needs of some scenarios, so that it can only exist as a supplementary format of coffee shops, awkwardly living in the convenience store coffee, instant coffee and even take-away coffee competition gap. At present, the major domestic self-service coffee machine brands are often unable to expand their volume, let alone control the bargaining power in the supply chain and establish a cost advantage because of their low profitability and narrow consumer audience.

Compared with opening a physical store, the self-service coffee machine has the advantages of low cost, fast placement and easy to realize standardized operation. However, as a new consumption scene, self-service coffee machine also has many challenges, such as small consumption, fierce competition, limited delivery scene, difficult supply and maintenance, poor taste experience and so on. But all these factors are pediatrics in Ruixing's view.

On the one hand, Luckin Coffee himself focuses on the expansion strategy of "unlimited scenarios" and has accurate big data support for the delivery of self-service coffee machines-as of March 2019, Rui Lucky had more than 16.87 million trading users and an average of 4.4 million monthly trading users. With the data support of these users, the point layout of "Ruiji Buy" can be targeted and more accurate than other brands. According to the PPT disclosed by the above report of Burning Finance, Ruixing self-service coffee machine is aimed at office lobbies, enterprises, schools and other public places. According to his plan, Luckin Coffee obviously wants the coffee machine to supplement the areas that are not covered by lucky stores, so as to get more passenger flow at a lower cost.

In other words, Luckin Coffee started with the purpose of "limited scene launch" and did not rely on the market explosion in the field of "self-service coffee machines". As long as he could develop new scenes and complement existing stores, he could form a brand fortress of market competition. As for the dispute over the location of self-service coffee machines, for Rui Xing, who can open more than 2,000 stores a year and say, "build 10,000 stores by the end of 2021," it is a piece of cake. Taking advantage of its huge number of stores, as well as the analysis and mining of big data, "Ruiji Buy" will be easier than other self-service coffee machine brands in supply and daily operation and maintenance, and will also have a greater advantage in material cost. If Luckin Coffee still uses the "subsidy play method" of the signboard, in the subdivision channel of the self-service coffee machine, I am afraid it will usher in another "bloodshed".

However, the poor taste of the self-service coffee machine is still hard, and even Lucky's own product quality is often criticized. How to improve the quality of products and enhance consumers' drinking experience is not only the key to the success or failure of the self-service coffee machine project, but also the key to whether Luckin Coffee can survive smoothly and turn losses into profits.

So, Ruixing's self-service coffee, will you drink it?

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