Does Rui Xing Little Deer Tea sell Coffee? what is the relationship between Rui Xing and Little Deer Tea? why did Rui Xing merge deer tea?

Soon everyone will not see Luckin Coffee's "Little Deer Tea"?

According to media reports, Luckin Coffee's new tea brand "Little Deer Tea" has shrunk recently because some "Little Deer Tea" stores have been switched to "Luckin Coffee" stores.

According to the Beijing Business Daily, two independent brands, Luckin Coffee and Little Deer Tea, have been merged, and some "Little Deer Tea" stores have returned to the parent brand of "Luckin Coffee". For example, some "Little Deer Tea" stores in Beijing have been changed to "Luckin Coffee" stores, but so far, stores in provincial cities have not changed their names.

According to Dianping's information, five stores of Beijing Little Deer Tea Sanlitun, K Cool Fashion Square and Yangguan Hutong have all been closed, which means that the number of Little Deer Tea stores in Beijing is decreasing.

In addition, Luckin Coffee relevant customer service personnel revealed: stores in Beijing area as Luckin Coffee's direct stores, Luckin Coffee and Little Deer Tea merger has suspended the Beijing area Little Deer Tea franchise, after the merger of the two brands uniformly known as "Luckin Coffee (luckin coffee)", and directly managed by "Luckin Coffee".

Some analysts pointed out: lucky financial fraud and the Black Swan epidemic have had a certain impact on Ruixing, the two brands are more difficult to balance, but the future development trend of Little Deer Tea remains to be verified.

But so far, Luckin Coffee officials have not made any response to the above-mentioned news.

"Little Deer Tea" is a new tea drink launched by Ruixing, which is mainly aimed at second-and third-tier cities.

On September 3, 2019, Luckin Coffee announced that Little Deer Tea would operate independently as an independent brand under Luckin Coffee, and hired Xiao Zhan as the image spokesman, focusing on the consumer market for young people, and then opened up to join. Luckin Coffee suspended the business in 2020 due to the impact of the epidemic.

Although "Little Deer Tea" used to be a sub-brand under the flag of Ruixing, the routes of these two brands are completely different. Luckin Coffee and Xiao Lu Tea take the route of "complementary advantages".

In the layout of stores, Luckin Coffee focuses on first-and second-tier cities, while Little Deer Tea focuses on the sinking market of the 345 line.

In the operation mode, Luckin Coffee takes the direct operation mode, while Little Deer Tea takes the new retail operation partner model.

In the consumption scene and product consumption, the Luckin Coffee store is the coffee consumption in the office scene, and the Little Deer Tea store is the tea consumption in the leisure scene.

To sum up, it is not surprising that the "Little Deer Tea" store shrinks.

Last year, due to financial scandals and epidemic factors, Luckin Coffee made a comprehensive adjustment to the store opening strategy, "closing and switching" individual stores with poor efficiency and poor performance, while keeping new stores open to ensure revenue.

According to statistics, in terms of changes in the number of stores, by the end of 2019, the number of Luckin Coffee stores had reached 4507, making it the largest coffee chain brand in China; as of November 30, 2020, the number of Luckin Coffee stores had decreased from 4507 to 3898; as of May 31 this year, the number of Luckin Coffee's own stores shrank to 3949 and franchise stores to 1175.

And now looking back on Luckin Coffee's entire development process, it is still extremely magical, from frantically subsidizing users to fake delisting and then to resurrection to achieve overall profits, Luckin Coffee may take an extraordinary route (stunned .jpg).

Not long ago, the news that Luckin Coffee made a profit once again became the focus of attention. Luckin Coffee made an overall profit in May and June this year. It is reported that this is actually related to the fact that Luckin Coffee closed some stores with poor profits.

In addition, in recent years, new tea brands like tea, Nai Xue's tea, pleasant tea face, honey snow ice city and other tea brands have emerged as a new force, stealing the limelight of tea. In today's situation, the play of "Little Deer Tea" has no obvious advantage. if it is true as mentioned above: the merger of Luckin Coffee and Little Deer Tea, in fact, it may be a better development direction for both sides.

Last.

The future development trend of "Little Deer Tea" remains to be verified, and so far, Luckin Coffee officials have not responded.

There is still a lot of uncertainty about the next development direction of Luckin Coffee and Little Deer Tea. The only thing that is certain is that Luckin Coffee still has a long way to go to make an overall profit in the future.

* Image source: Internet

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