Luckin Coffee officially entered the tea market, Liu Haoran served as the brand's new spokesman

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On the afternoon of July 8th, Luckin Coffee, who had previously focused on coffee business, announced that he had officially entered the tea market and launched a new strategic tea product-Little Deer Tea, which targeted young consumers of the new generation. The brand is positioned as "Young people's dynamic afternoon Tea" and will be launched one after another relying on Luckin Coffee's more than 3000 offline stores. At the same time, Liu Haoran, the "little fresh meat", is invited to act as the brand spokesman, which is the third spokesman after Tang Wei and Zhang Zhen.

Luckin Coffee officially entered the tea market and launched more than 10 tea products in four major categories.

On the news of July 8th, Luckin Coffee (luckin coffee) held a strategic new product conference in Beijing, announced that he had officially entered the tea market, and launched a series of deer tea in nearly 3000 stores in 40 cities across the country, including cheese tea, hand tea, milk tea and other four categories of more than 10 products, which went on the market on July 10th and invited Liu Haoran as the brand spokesman. In line with the release of tea products, Luckin Coffee will also launch a 10-for-10 promotion in stores across the country from July 8 to 22.

When talking about the reasons for entering the tea market, Guo Jinyi, co-founder and senior vice president of Luckin Coffee, said that coffee and tea naturally do not contradict each other, and they complement each other and are currently "the two most popular drinks in the office." but at present, "there are few head chain milk tea brands", "the quality of franchisees is worrying", and "supply chain management is inadequate". It is summer, and consumers' demand for light tea is more serious than coffee. Ruixing has opened 3000 stores, and many customers also reflect the demand for tea. Guo Jinyi introduced the five core advantages of Little Deer Tea: strict selection and supervision of luckin Chief Tea Master, fresh extract of original leaves, selection of NFC freshly squeezed pulp, use of natural and healthy raw materials, and high-density coverage in nearly 3000 direct stores across the country. It also said that it will launch more than 10 tea products in four major categories across the country in July.

In April this year, Luckin Coffee tested the market reaction by launching "Little Deer Tea" in stores in Beijing and Guangzhou. At that time, there were only four products: guava cheese ruby tea, raspberry cheese jasmine tea, grapefruit cheese jasmine tea, peach cheese ruby tea, mainly cheese milk cover tea, all priced at 27 yuan. Ruixing interpreted this as "meeting the diversified product needs of users and further enriching the product category". But the release of 10 new products in one breath is obviously not just a "try".

Guo Jinyi said, "after 20 months of rapid development, Luckin Coffee has more outlets, and tea and coffee have become the two most popular drinks for young people in the office. Marching into the new style of tea is Luckin Coffee's established strategy. " Prior to this, Lucky had set up 4500 stores in 2019, and the number of stores and cups all surpassed Starbucks'"flag", but it was obviously impossible to rely solely on coffee to achieve this goal. after all, Starbucks itself has done more layout in the tea industry, constantly expanding its category in order to thicken its own competitive barriers.

Invite "little fresh meat" as the brand's new spokesman, targeting young people in the workplace

Yang Fei, co-founder and CMO of Luckin Coffee, said: "Coffee users are highly coincident with tea users, and tea drinking has become a new way of life for young people. Little Deer Tea will always adhere to Luckin Coffee's core values, strive to provide users with high-quality, cost-effective and convenient tea products, target the new generation of young workers, and strive to create a 'dynamic afternoon tea' for young people." , Little Deer Tea hopes to evolve the traditional tea drink into a new tea drink in the product, and "change the tea drink from a street leisure drink to an office drink" in the scene. He announced at the press conference that customers will enjoy a "full ten get ten free" discount for buying deer tea drinks from now on, which will last for two weeks.

At the same time, Luckin Coffee announced that popular "fresh meat" Liu Haoran was invited to act as the brand spokesman for the new product, which has simultaneously occupied elevator advertisements in first-tier cities. In addition, the brand spokesmen Tang Wei, Zhang Zhen and Luckin Coffee have formed a brand publicity layout jointly endorsed by the three stars. At the press conference, the TVC of Liu Haoran's "kiss, deer tea" made its first stunning appearance.

At the Luckin Coffee Global Partnership Conference at the end of May this year, Qian Zhiya, founder of Luckin Coffee and CEO, said that Luckin Coffee would build 10000 stores by the end of 2021. Luckin Coffee had already achieved the target of 2000 stores set in 2018 and successfully landed on NASDAQ on May 17, raising US $695 million, making it the fastest company in the world from founding to IPO. Qian Zhiya's goal for 2019 is to open another 2500 stores, bringing the total to 4500. In addition, Luckin Coffee also set up a baking company, which means it will expand coffee baking-related business.

No matter whether he can eventually succeed in "surpassing Starbucks", Luckin Coffee, who has risen rapidly with its innovative model and the application of new technologies, has basically established its leading position in the domestic coffee market by relying on the initial scale of store network and the number of customers. The expansion of the category into the field of new tea will not only meet the more diversified consumer needs of more users, but also have a significant impact on the competition pattern of the existing new tea market.

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