Will it be a loss to join Ruixing in 2023? What are the conditions for Ruixing Cafe to join us?

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Yesterday, Luckin Coffee officially announced the start of a new round of recruitment of retail partners in 2023. According to reports, there are 80 cities in 15 provinces of Anhui, Jilin, Liaoning, Heilongjiang, Inner Mongolia, Shandong, Henan, Guangxi, Sichuan, Yunnan, Shanxi, Hunan, Hubei and Guizhou, with emphasis on developing fourth-and fifth-tier cities.

According to the data, by the end of September 2022, the total number of Luckin Coffee stores had reached 7846, of which the number of joint venture stores reached 2473, of which more than 70% were located in first-tier cities and new first-tier cities. The coverage of stores in second-tier cities, especially in third -, fourth-and fifth-tier cities is not high.

The 80 cities covered by the above focus belong to the cities that have joined stores, but the number of stores is not dense, and the number of stores is basically distributed to no more than 10. From this latest recruitment, we can see that Lucky is accelerating the layout and sinking the market.

In the past two years, due to the continuous recurrence of the epidemic, the sunken market has become the focus of the coffee industry. On the one hand, it is because the coffee in first-and second-tier cities is nearly saturated and the inner roll is serious. If you want to make the brand deeper into the hearts and minds of the people and attract more new customers, the only way is to sink the market to the three, four and five cities.

On the one hand, there is great pressure to live and work in big cities in recent years, more and more people are moving to small cities, and many people who have lived in big cities have a demand for coffee. Even if coffee is not a rigid demand, it will be a source of customers for repurchase.

On the other hand, the third-and fourth-tier cities are not a blank market, and many independent coffee shops with regional characteristics have emerged before that. County coffee has also become a hot topic of discussion on social platforms in the past two years.

Therefore, no matter it is the domestic chain coffee brand, the new tea brand or the international chain coffee brand, all keep an eye on the sinking market this cake.

However, it is not easy to share the cake. One is that the consumption habits of consumers in 345 cities are different from those in first-and second-tier cities. Compared with convenience and speed, sinking the market should not only pay attention to the performance-to-price ratio of products, but also need more space experience.

Although Luckin Coffee is famous for his material benefits. For the space of the store, Luckin Coffee is in a weak state. However, it has been observed that lucky stores in many areas have provided dining areas.

For things that many big cities are used to, in fact, there are still many consumers waiting to have the same convenience one day. Compared with the demand for caffeine of urban workers, consumers in 345 urban areas will have a stronger demand for scenes.

In addition to developing stores, we can see from netizens' sharing on social platforms that Ruixing has achieved good results in promoting "ready-to-buy" (that is, unmanned coffee machines). In shopping malls in first-and second-tier cities, hospitals, office lobbies, subway platforms and other large places, you can see the figure of "Ruiji Shopping".

As early as January 2020, Luckin Coffee announced the launch of the intelligent unmanned retail strategy at the strategy conference, launching the unmanned coffee machine "Rui Buy", which can produce master coffee series such as American style, latte, cappuccino and non-caffeinated beverages. The coffee machine sells 16oz cups of the same capacity, with the same product variety and taste as Luckin Coffee's stores, and is open 24 hours a day.

Whether it is Luckin Coffee's re-opening and joining, and the "buy right away" strategy of the unmanned coffee machine, it means that Ruixing will once again extend the matter of selling coffee to unlimited scenes, and through continuous store expansion and terminal launch, to achieve higher-density coffee service coverage across the country. The battle for the share of the domestic coffee market will also be pushed to a new and most exciting part.

Photo Source: Internet