Luckin Coffee ​ which is the best to drink the top ten recommended the former Luckin Coffee is gone! Now it's Niu Hu, Lu Ruixing!

At present, Luckin Coffee's ten most popular and best-drinking products are as follows: raw coconut latte, raw cheese latte, thick milk latte, velvet latte, iced American coffee, Yega Dirty, coconut cloud latte, meteorite latte, green snail spring latte, Okinawa black sugar velvet latte! These ten products are all very good! Girls, let's go!

In the past two years, Luckin Coffee has undergone great changes. Whether it is the positioning of the brand or the product, it is very suitable to understand the hearts of today's young people. In this article, let's count the changes of Luckin Coffee in recent years.

On April 11, 2022, Luckin Coffee announced that the company had successfully completed its debt restructuring, and with the support of creditors, the company formally ended its bankruptcy protection proceedings as a debtor. At the same time, Luckin Coffee has comprehensively solved the problems left over by history and returned to the normal state of the company.

Earlier, Luckin Coffee released an unaudited financial results report for the fourth quarter and full year of 2021 on its website. There are two noteworthy points in this report. One is the doubling of Luckin Coffee's revenue, with a total net income of 7.965 billion yuan in 2021, an increase of 97.5% over the same period last year. One is Luckin Coffee's net opening of 1221 new stores in fiscal year 2021, with a year-on-year increase of 25.4%. By the end of this period, there were 6024 stores, including 4397 self-owned stores and 1627 cooperative stores, surpassing the data of 5557 Starbucks China. It has become the largest coffee chain brand in China.

Luckin Coffee has been mired in the quagmire in the past two years and once lost the trust of the capital market. Now, after the return of the king, Rui Xing can be said to be Niu Hulu Rui. During the whole process of brand "self-help", even TV dramas dare not do so.!

In June 2017, Ruixing, which was only 18 months old, was listed on NASDAQ in the United States. however, less than a year later, Ruixing revealed that it had made a financial fraud of 2.2 billion yuan, then delisted and changed its senior management. When everyone thought that Lucky would not be able to hold up, Lucky relied on her own ability to bring the dead back to life through a cup of raw coconut latte!

Although Luckin Coffee lost the trust of investors at that time, he did not lose the trust of consumers. When Luckin Coffee was still very popular, the brand issued a large number of coupons, allowing consumers to experience the joy of buying coffee like wool. The price is cheap and the taste is passable, and Lucky soon gained a large number of consumer trust and loyalty, so even if Ruixing has a financial scandal, as long as the price of drinks remains beneficial to the people, it will not affect people's consumption enthusiasm for Luckin Coffee.

Ruixing not only maintains Huimin's price, but also pays attention to the taste of coffee. After a round of consumer taste survey, Luckin Coffee found that most coconut-flavored products on the market are labeled as healthy. Modern consumers also pay great attention to the word healthy diet. So Luckin Coffee developed a product that is not on the market-beating raw coconut into rich coconut milk, then pairing it with coffee to launch a raw coconut latte.

I believe that everyone is no stranger to this product, after all, this drink is popular online and offline, and even reached a "coconut" difficult to get. After the launch of the product, it not only makes the raw coconut products popular all over the network and the whole industry, but also brings the popularity of Lucky brand to the world. Yes, Lucky's life came back with cups of raw coconut lattes. The launch of this product has also opened the distance of Lucky's positioning in many coffee chain brands, because it has greater leverage and industry "roll" up.

After getting the chips, Lucky's marketing team will also pinch the hearts of consumers very much. When they know that there are too many things, people think that they are "worthless", so raw coconut lattes are often sold out for several months on the shelves. this can effectively arouse consumers' curiosity and keep them thinking about this popular drink they haven't clocked in yet.

Rui Xing is also very discerning about the signing of the spokesman. before the start of the Winter Olympic Games, she signed Gu Ailing like a divine operator, and immediately launched the relevant drinks after Gu Ailing won the gold medal. the sales of drinks and people's discussion about the brand also occupied the hot search list for a long time, and everyone said that Ruixing was really very discerning.

After dealing with some ordinary consumers, Ruixing began to handle consumers with basic coffee knowledge, so Ruixing launched the boutique coffee SOE series-first Yejia Xuefei, Yunnan, then to Huakui 5.0, and then to Paradise Manor. Although the launch of Sakuran 5.0SOE has aroused the dissatisfaction of many coffee people, Ruixing has further strengthened consumers' loyalty to Luckin Coffee, because they can drink high-quality coffee at civilian prices. As mass consumers, who doesn't love it?

After such a round of "stabilizing morale", on the occasion of the first anniversary of the launch of the raw coconut latte, Ruixing announced the launch of the coconut cloud latte jointly with the national drink coconut tree brand coconut milk. On the day of its launch, daily sales exceeded 660000 cups. By teaming up with the marketing expert coconut tree of coconut milk circle, Ruixing really trapped the consumers firmly this time.

Since its inception, the money-burning marketing has killed Rui Lucky, but the money-burning marketing has also let Rui Lucky live. Rui Xing learned that it is not enough to rely on replicated coupon marketing. Against its rival Starbucks, Ruixing has embarked on a path that is very in line with national needs, as well as a path that is different from that of the industry.

The speed of the new is fast enough, the coffee and milk tea is changed, and the taste of sugar and milk is pinched to death, and the price of the product is also very close to the people. Under the drastic innovation, the number of people drinking Ruixin has really increased. As can be seen in the financial report at the beginning of the article, more than 10 million people place orders with Luckin Coffee every month in 2021.

Luckily, over the past two years, she has also told people that they cannot live in the industry for a long time just by copying and imitating others. Only through real innovation can we gain a firm foothold in the industry.

When you can't change your surroundings, the most important thing is to calm down and think about a path that suits you.

Photo Source: Internet

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