Why is Luckin Coffee so popular? How Ruixing broke out a new experience model in the coffee industry

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"the number of Luckin Coffee stores has surpassed Starbucks to rank first in the country." No one thought that Rui Lucky would counterattack so quickly.

According to Luckin Coffee's financial report for the third quarter of 2022, Luckin Coffee's total number of stores has reached 7846, including 5373 self-owned stores and 2473 joint venture stores, which has surpassed Starbucks and become the chain coffee store with the largest number of stores in China (Starbucks: I lost, I lost again).

In this short period of one year, from filing for bankruptcy protection to surpassing Starbucks in the number of stores, Rui Lucky completed a magnificent counterattack. As an editor of coffee lovers, he naturally had to pick up the reasons. I don't know. It turns out that this wave is the truth of netizens:

In April 2022, on the occasion of the first anniversary of the launch of the raw coconut latte, Ruixing announced that it had sold 100 million cups (cups have to circle the earth several times). How delicious the raw coconut latte really is-it seems less guilty than milk tea. it's a little more fresh than classic Italian concentration, "just the right trace of dopamine," netizens described it.

In addition to the raw coconut latte, Ruixing, a "popular style manufacturing machine", has also launched a new online celebrity product: raw cheese latte. On the day the raw cheese latte went on sale, sales directly exceeded 1.31 million cups! Become the new "first day single product king" after the coconut cloud latte.

In fact, the reason why Rui Xing was able to make his products become popular and the sales volume kept rising is not an accident of opening a blind box, but also full of "tricks".

As we all know, Ruixing is a master in social media marketing, and the marketing mantra about Ruixing is the same as an encyclopedia in Little Red Books.

Lucky is really good, in Qixi Festival also came a wave of "reverse marketing", and sad frog jointly launched frog Rui strawberries.

The packaging paper bag is printed with a picture of sad frog and his girlfriend Cuihua, and there are also small "peony" eggs for singles. I wish the majority of consumers happiness and happiness no matter whether they are single or not. This wave of operation has directly pinched the single young people.

The so-called reverse marketing, in fact, with the help of a huge psychological gap, to bring a certain sense of disobedience or unexpected surprise to the public.

Lucky this time stood on the opposite of the "lovers' carnival" of the Qixi Festival, "celebrating the festival" for singles, to some extent, exceeded the expectations of consumers, with the way of playing tricks, aroused the resonance of young people, and brushed a wave of good feelings.

Ruixing's success is not only reflected in the right marketing planning, but also due to his meticulous user operation and the speed of new product launch.

In the area of user operation, Ruixing opened a brand-specific live studio on Douyin platform, using companion live broadcast and good-looking anchors to assist Ruixing's high-looking explosive products, bringing the live broadcast effect to the extreme.

In the studio, all kinds of large coupons are simply fast and slow, and the 9.9 yuan thick latte coupon was lost as soon as it was put on the shelves. Netizens said that they could not get it at all and hoped that the campaign would continue to be intensified. (preferably one for everyone)

Ruixing has never been stingy in terms of coupons, which may be the reason why many people are willing to buy Ruixing products.

The speed of the launch of Ruixing's new products can be attributed to Ruixing's younger R & D team. Rejuvenation has always been an important policy of Lucky's management. Most of Lucky's employees are young people. They believe that only young people understand young people best, so it is up to young people to judge whether the coffee is good or not.

Lucky every time the development of a new product will go through many internal tasting, some employees said that "the taste of a new product will be divided into many times, and the matcha Renabing may end up being just a cup of matcha at first."

While making efforts through marketing, focusing on user operation and vigorously launching new products, making use of young people to attract young people is also the reason why Ruixing successfully completed the counterattack.

Looking at the domestic coffee industry and public coffee consumption habits, if you want to develop well, you still have to rely on low-price coffee chains, boutique coffee shops and Starbucks may not have enough influence compared with lucky.

If you think about it, Ruixing may have a wider range of target consumers, most of whom are ordinary consumers, and they will not have too high requirements for coffee, and even some of them only need to have a coffee flavor, so Lucky's extremely high performance-to-price ratio has made a great contribution to the promotion of domestic coffee consumption.

At that time, everyone thought that Luckin Coffee would not live for more than two years, but now he has successfully entered his sixth year. Lucky's counterattack story has just begun, and his experience is a microcosm of an enterprise's breakthrough from extreme difficulties. Although Ruixing may still have countless tough battles to fight in the future coffee market, he, who is in awe of the market and is mature and steady, believes that his luck will not be too bad.

Photo Source: Internet