Luckin Coffee officially registered Little Deer Tea Company, and the rumor of breaking up Xiao Lu Tea came true.

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September 2 news, according to Tianyan check data, Xiaolu Tea (Xiamen) Co., Ltd. was officially registered on August 26. The company has a registered capital of 30 million yuan and is controlled by Luckin Coffee (China) Co., Ltd., with Zhang Qingqiu as the manager and executive director and ran Hao as the supervisor. The company's business scope includes coffee shop service; prepackaged food retail of pastry and bread; retail of bulk food of pastry and bread; retail of prepackaged food of wine, beverage and tea, etc.

This action confirms the rumors that Ruixing intends to break up Little Deer Tea as a subsidiary.

It was revealed in the media on August 22nd that Luckin Coffee launched a partnership business model for his new Little Deer Tea (poked here on the portal: it is said that Luckin Coffee may launch a "partner" plan to split Little Deer Tea, response: no comment), plans to split Little Deer Tea into an independent sub-brand. According to the plan, Ruixing will open a separate Little Deer Tea store, develop an independent App and communicate with Luckin Coffee App. The first Xiao Lu Tea stores will open in mid-October this year.

The report also quoted Luckin Coffee as saying that the newly opened Little Deer Tea store not only sells more than 30 new types of tea, but also includes several types of coffee featured by Lucky. At the same time, the store will adopt a brand-new store sign "Little Deer Tea" and label "Luckin Coffee's Brands". However, Luckin Coffee officials responded at the time that they would not comment on the rumor.

Deer tea launched a sales test in Beijing and Guangzhou in April this year. By July this year, Luckin Coffee announced the launch of more than 10 deer tea products in nearly 3000 stores in 40 cities across the country, officially entering the tea market. Little deer tea was positioned as a dynamic afternoon tea for young people, and introduced the endorsement of traffic star Liu Haoran, which initially gained popularity among young people, and two months later, the market response was also very good, which laid a good foundation for Little Deer Tea to become a sub-brand independently. Of course, Luckin Coffee's senior management saw the prospect of the independence of Little Deer Tea and strengthened their determination.

Luckin Coffee starts with coffee, not just coffee. Deer tea is only an important step in Lucky's diversification. In fact, last year, Ruixing set its sights on light snacks and white-collar lunch products, and successively set up Luckin Coffee Bakery (Xiamen) Co., Ltd. and Luckin Coffee Bakery (Hong Kong) Co., Ltd. in January and April this year. On August 19th, luckin coffee Luckin Coffee flagship store launched JD.com, selling surrounding products all over the network. Just got the information, Hals issued an announcement that signed a cooperation framework agreement with Luckin Coffee, the company will carry out the development and production of Luckin Coffee surrounding products in accordance with the requirements of Luckin Coffee. Luckin Coffee will promote and sell joint products in all its channels, including but not limited to Luckin Coffee App/ Mini Program (including related brick-and-mortar stores), Luckin Coffee Luckin Coffee Tmall flagship store, Luckin Coffee Luckin Coffee JD.com flagship store.

In Luckin Coffee's financial results for the second quarter of 2019 just released, the total revenue of Luckin Coffee category and non-coffee category is already quite close. Then in the next process of Lucky opening up the sinking market, non-coffee is bound to play a more and more important role, and the tea industry where Little Deer Tea is located will be given a new height.

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