Was the antler cup robbed online around Luckin Coffee? Does Ruixing have to support her family by selling peripheral products?

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

On August 19th, luckin coffee Luckin Coffee flagship store launched JD.com, the network's first peripheral products: 39000 limited edition antlers accompanied by straw cups, as well as classic lucky coffee cups. Luckin Coffee JD.com flagship store will also launch physical gift cards from August 26th.

It is understood that Luckin Coffee's surrounding products were snapped up by users on the first day of launch, which led to Luckin Coffee APP downtime many times within an hour. In this regard, Luckin Coffee responded that due to today's launch of the first antler cup + met Haoran series blind box, a large number of orders in a short period of time led to the collapse of APP. At present, programmers are in rush repair, after the repair will be the first time to inform, users can first go to luckincoffee Tmall, JD.com flagship store to buy. However, there are media reports that Lucky Coffee offline stores also sell related products.

According to officials, the two custom cups on sale at the luckin coffe Luckin Coffee flagship store are made by the water cup brand contigo. The bodies are made of Tritan and the plastic parts do not contain BPA. One is a small fresh route of luckin antlers accompanied by the straw cup, the price of 139yuan per cup, using light blue and light pink gentle tone, coupled with smart antlers, visually cool and dreamy. As a limited product for only 39000 products in the country, the purchase of luckin antlers accompanied by the straw cup, but also a random gift of a luckin box- meet Haoran series blind box. This is also the periphery of the collection that Luckin Coffee gave back to fans after popular star Liu Haoran spoke on behalf of Little Deer Tea.

The other is a coffee cup inspired by Luckin Coffee's most popular classic drink, which not only looks good, but also combines star pop symbols and luckin classic elements. Among them, luckin classic lucky coffee cup adhering to the mission of "coffee messenger", using classic simple and calm black-and-white color matching, the unit price is 58 yuan. Use this lucky coffee cup to cheer up life every day, which has the special meaning of "Luck in everyday".

This appearance serves as the antler cup, reminiscent of the popular Starbucks Cat's paw Cup at the beginning of this year. On the first day of sale, there were even queues in the early hours of the morning, seconds, being fried by scalpers to thousands of yuan each, and so on. Limited edition, good appearance and the popularity of Douyin are the key reasons for the popularity of cat claw cups. It is not known whether Luckin Coffee's antler cup can replicate the hot phenomenon of Starbucks "cat claw cup".

Earlier, Luckin Coffee announced the launch of more than 10 deer tea products in nearly 3000 stores in 40 cities across the country, and formally invited popular star Liu Haoran to endorse them. In order to repay new and old users, Luckin Coffee also went online to meet Haoran series of blind boxes.

It is understood that this series of blind boxes are divided into six types. Among them, four models will be launched from August 19 to September 18, and users who buy any antler straw cup will randomly receive one blind box in the meeting Haoran series; the remaining two will be launched simultaneously when Luckin Coffee launches the physical gift card on August 26th.

According to the analysis of the industry, under the trend of diversification of the retail industry and fragmentation of transaction scenes, retail is being integrated into users' lives in a multi-scene, digital and intelligent way. The hot rush caused by Luckin Coffee's joint sale of peripheral products with JD.com is not surprising, and this cooperation is undoubtedly successful, adding more possibilities to the new retail reform of coffee. The two sides also said that there are plans to carry out online sale of electronic virtual coupons in the future to deepen cooperation in the field of online and offline integration.

According to 36 krypton, only take the cost of antler cup as an example, 30000 such cups, the wholesale cost can be controlled at about 28 yuan. According to the amount of Lucky's sale, the profit is about 4329000 yuan.

As long as the style is in harmony with the tonality of the coffee brand, the surrounding products with good appearance, good quality and high performance-to-price ratio will often be loved by customers. This business model, which can increase revenue, promote brand and promote culture, has become an indispensable part of contemporary coffee brand management. According to the operating conditions of coffee brands, choosing appropriate peripheral products to play can complement each other with the main business of coffee. Luckin Coffee teamed up with JD.com and Tmall to sell peripheral products, on the one hand, it is conducive to multi-directional backflow between the platforms to meet the more diverse consumer needs of users; on the other hand, it also adds more room for imagination to the new retail reform of coffee. After all, although the scale of Luckin Coffee is developing rapidly, it still needs brand accumulation and cultural precipitation. Enterprises with independent brand stories and cultural denotation can have a better foothold in the field of fast consumption.

On the evening of Aug. 14, after Luckin Coffee released its first financial report after listing, the share price fell, falling more than 17% at one point. By the close, Luckin Coffee fell 16.74% to close at US $20.44, and the market capitalization fell 7 billion yuan. It is urgent for Ruixing to improve its ability to "cash out". In the case of maintaining the existing market share, Ruixing can only choose to expand the sales category, looking for new revenue growth points, selling peripheral products is a very wise choice.

END