Luckin Coffee's encirclement and suppression of Starbucks is expected to open 22000 stores within 8 years.

As the most conscious operation of contemporary workers, nothing is better than vowing to go to bed early the day before yesterday, consciously chasing dramas all night, walking to the cafe with dark circles under the eyes the next day, waiting for that cup of charred and delicious coffee to return to the workplace to carry bricks for dry rice.

But have you noticed where you usually buy coffee? Some urban beauties in CBD may go to Starbucks, which is very bourgeois, while more migrant workers prefer to go to Luckin Coffee, which is known as "Starbucks in China".

Luckin Coffee's preference surpasses Starbucks for the first time in the chain coffee category for the first time, according to the China City chain Coffee consumption report released by China Business magazine's 2021 survey of gold-lettered signboards. The number of people who are willing to recommend Luckin Coffee to others is significantly higher than those who are disappointed in lucky, with a preference of 5.91%, much higher than Starbucks's 2.88%.

In addition, China's local birth of the main boutique coffee brands, Manner and Seesaw also have a high brand preference. Among them, the brand preference of Manner Coffee is much higher than that of Starbucks, which is 5.16%, catching up with Luckin Coffee. In the survey, people who are willing to recommend Lucky have three reasons: "high performance-to-price ratio", "convenient purchase channel" and "good product taste".

According to the data released by Luckin Coffee, as of September 30, 2021, the number of Luckin Coffee stores in the country has reached 5671. Ruixing also turned a loss into a profit, with a total net income of 2.35 billion yuan in the third quarter of 2021. At the urban level, consumers in new first-tier and second-tier cities are more fortunate than Starbucks, which means that Luckin Coffee's consumer market is sinking even more than Starbucks.

In addition, Lucky, a brand that is decades younger than Starbucks, has more stores in China than Starbucks. Luckin Coffee is not only alive, but also living a good life.

Chinese local brands such as Lucky, MANNER and other hot markets, access to multiple rounds of financing, the rise of Starbucks has been besieged, Starbucks is also facing a more complex form of competition. In response, Starbucks chose the online and offline accelerated layout, launched Meituan after the expiration of its cooperation with ele.me, and carried out the service of "1971 living room" to broaden the boundary of the "third space". To make greater use of different store types to provide places such as business and leisure gatherings to meet the needs of space for parties, meetings, work and study, and plans to open 60 "Xiang Green workshops" in mainland China.

In addition, the emergence of many international coffee brands such as Peet's and Tim Hortons means that even in the international market, Starbucks is no longer a dominant company. In response, Starbucks plans to open at least 22000 new stores worldwide in the next eight years, which is no longer limited to traditional "third space" stores, but includes small stores and "Delaisse" stores.

China's coffee market is in a stage of rapid growth, and some brands that originally made instant coffee, such as three-and-a-half meals, have also opened offline stores. In another equally hot tea race in China, tea brands such as Xi Cha, Nai Xue, Yihe Tang, Honey Snow Ice City and so on have already begun to sell milk tea.

China's coffee market is getting thinner and thinner. Do you think those brands are not in a hurry?

Photo Source: Internet

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