Few coffee brands can escape buying wine! Lucky is no exception!

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After Starbucks, Seesaw, M stand... After that, Rui Xing will join the wine industry!

According to APP, Luckin Coffee set up a new company, Ruixing (Xiamen) Catering Co., Ltd., in Xiamen on November 8. The legal representative is Lu Xiaojie, with a registered capital of 10 million yuan. The scope of business includes: catering services; food sales; wine management; food Internet sales, etc. The company is 100% owned by Luckin Coffee China Co., Ltd.   

According to public data, Luckin Coffee (China) Co., Ltd. was established on March 28, 2018, with Guo Jinyi as its legal representative and registered capital of 1.625 billion US dollars. Its business scope includes catering services, food sales, Internet sales of publications, retail of publications, construction of construction projects, etc. The company is 100% owned by Luckin Coffee (Hong Kong) Limited. At present, the company has 62 foreign investment enterprises, including Luckin Coffee Information Technology (Xiamen) Co., Ltd.

Lucky's involvement in alcohol may not be on a whim. As early as April 11 this year, Luckin Coffee (China) Co., Ltd. began to apply for the registration of a number of "Ruixinouqi" trademarks, and the international classification involves beer beverages, convenience foods and foodstuffs. The current trademark status is shown as registered. It is reported that "European gas" is an online term, which refers to wealth or luck.

In fact, cross-border alcohol involvement is no longer a minority in the beverage industry. In April 2019, Starbucks, the world's largest coffee chain, opened its first Starbucks Zhenxuan Coffee Shop in China, Bar Mixato, which opened a new model of coffee and bar. In addition to coffee, the store also serves a variety of wine, craft beer, pre-dinner wines and classic cocktails.

So far, Starbucks has opened a number of Bar Mixato bars across the country, including Beijing, Shanghai, Chengdu and Wuhan. It is clear that Starbucks has incorporated the bar as new business type into the brand system.

Last year, coffee chain Seesaw opened the first Japanese coffee night wine experience store "Good Idea Hub" in Shanghai. M stand, a coffee chain also from Shanghai, is also experimenting with "day curry night wine". It is understood that it has launched five M stand night wine theme stores in Shanghai, Shenzhen and Ningbo.

Even some time ago, Coffee Coffee, newly opened by Lu Zhengyao, former chairman of Ruixing, sold not only coffee, but also planned to create a full-time meal, offering coffee, Italian biscuits and other supplementary foods in the morning, lunch and snacks in the afternoon, and wine in the evening.

In addition to coffee brands, other beverage brands are also entering the game. Coca-Cola China, the official Weibo of international giant Coca-Cola Beverage (Shanghai) Co., Ltd., officially announced in June 2021: "We are selling alcohol." he called it a breakthrough for Coca-Cola to officially enter China's alcoholic beverage market.

Immediately after that, Yuanqi Forest Company and Guanyun Liquor related Company Beijing Guanyun Technology Co., Ltd. also changed industry and commerce, with a new shareholder Yuanqi Forest (Beijing) Food Technology Group Co., Ltd., with a stake of 25.8%. At the same time, the company's registered capital increased from 11.0733 million yuan to 13.0539 million yuan, an increase of about 17.89 percent.

According to Tianyan survey data, as of October 2022, the number of alcohol-related enterprises across the country has increased by 1.1 million, and the total number of alcohol-related enterprises in the whole year is expected to surpass last year and reach a new high of growth.

It is understood that from 2012 to 2021, the number of alcohol-related companies with alcohol in the name or business scope showed that the number of alcohol-related companies increased by 6.22 million in ten years. That is to say, there is an average increase of more than 620000 per year, with an average of nearly 1700 per day.

No matter what brand it is to sell wine across borders, there is actually a great challenge between the industry and the brand. Cross-border enterprises are a little more famous, and their every move will attract people's attention. Entering the wine industry is the focus, leaving the wine industry is still the focus. Is Ruixing really ready for drinking this time?

Photo Source: Internet