What is Luckin Coffee's way to crack new users? what are the target groups? Ruixing will hold a special shareholders' meeting soon.

Lucky performance fraud of 2.2 billion yuan has always been the object of public opinion, and Luckin Coffee, who experienced delisting at that time, was faced with three choices: directly declare bankruptcy; be acquired; and carry out restructuring and adjustment.

Now it seems that Luckin Coffee, who frequently saves himself, chose the option of "restructuring and adjustment."

After the resurrection, Luckin Coffee still moves frequently.

On November 9th, Luckin Coffee made a new decision.

Luckin Coffee issued an announcement saying: Luckin Coffee will hold a special shareholders' meeting on December 11.

Ruixing said that it will vote on the proposal to amend the articles of association, and the new articles of association will strictly restrict the transfer of shares of some former management shareholders in the liquidation process and the corresponding voting rights. it is also said that the new articles of association can protect the company's long-term viability and promote long-term shareholder value.

According to the information in the announcement: the purpose of initiating this resolution is to ensure that no shareholder shall transfer the shares of the company directly or indirectly to any "restricted person" (including any former director, official or member of management of the company or any of its subsidiaries and the special committee), and no "restricted person" shall transfer the shares of the company directly or indirectly. Nor shall the voting rights be exercised in respect of the shares of the Company legally or actually owned by the "restricted person" directly or indirectly.

Luckin Coffee said that the board of directors fully supports the resolution to be voted on and recommends that all shareholders vote in favor of it.

In fact, not long ago, Ruixing also launched a counterattack against the "hostile takeover"-- Ruixing announced the "poison pill", which is mainly used to deal with the company's hostile takeover to protect the interests of the company's shareholders.

At the same time, Luckin Coffee's "poison pill plan" is also to prevent the possible "curvilinear return" of the original fraud management, if the original fraud management "curvilinear return" is likely to trigger a new round of management turbulence.

Up to now, Luckin Coffee's new board of directors and management are still actively solving the problems left over from history, but they have achieved a substantial increase in income.

People in the industry pointed out that the substantial increase in Luckin Coffee's income is inseparable from the great change of Lucky's senior management, consumer confidence in Ruixing after the outbreak of new products, and the continuous improvement of the Chinese coffee market.

In the era of Lu Zhengyao, Luckin Coffee's business model relied on the extensive model of "burning money and subsidies and rapid expansion", while in the era of Guo Jinyi, the business model changed from the original "lightning" model to the "fine operation to create profit" model.

The major change in the senior management of Luckin Coffee has brought new opportunities for Luckin Coffee. At present, the management announced by Ruixing is Chairman and CEO Guo Jinyi, CFO and Chief Strategy Officer Reinout Hendrik Schakel, Senior Vice President Cao Wenbao, Senior Vice President Wu Gang, Chief Executive Yang Fei, Senior Vice President Jiang Shan and Senior Vice President Zhou Weiming.

In addition, the number of Luckin Coffee stores has resumed growth since the beginning of this year. According to Luckin Coffee's recent announcement, Luckin Coffee has made a significant improvement in both revenue and loss compared with the same period last year.

According to Luckin Coffee's official website, by the end of July 2021, Luckin Coffee had 4030 self-owned stores and 1293 franchise stores, with a total of 5323 stores, approaching the peak of 5334 at the end of 2019.

In addition, Ruixing also launched 752 Ruijie intelligent unmanned coffee machines.

In terms of new products, the new product "raw coconut latte" launched by Luckin Coffee in April this year quickly became the top seller, selling more than 500000 cups in just one month, and even selling more than 10 million cups a month, once leading the industry.

The outbreak of single product has refreshed the sales record of Ruixing beverage and brought it considerable performance. Lucky insiders revealed that the "outbreak" of raw coconut lattes accelerated Lucky's profit process, when all stores were profitable.

In addition, another very important factor for Luckin Coffee to make a profit is the continuous improvement of the general environment in China's coffee market, and the consumer group is one of the core weights for Lucky to win the war.

Last.

Luckin Coffee, as the most controversial company in recent years, has achieved a substantial increase in revenue, but Lucky has undergone earth-shaking changes since it was delisted from NASDAQ on June 29 last year. People in the industry believe that Luckin Coffee, who has created many "myths", is still not simple to tell the next story, but in the fierce coffee market. How many more "new" stories can Luckin Coffee tell? let's wait for time to give the answer.

Photo Source: Internet

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