Raw coconut latte is twice as expensive?! Luckin Hong Kong 5 stores open together

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Some time ago, Ruixing in order to enter the Hong Kong market, Sayinzi recruitment, the news of opening seven stores in succession spread hubbub on the Internet, arousing the curiosity and expectation of a large number of fans.

Today, Lucky has opened five Hong Kong stores on various public platforms, namely, Miramar Plaza, Metro Central MCP, Mong Kok New City, Sha Tin Central and des Voeux Road Central, Sheung Wan. During the opening period, each store will provide regional limited packing materials, and consumers can also receive limited stickers and badges after participating in designated activities.

As soon as the news was released, many local citizens rushed to Ruixing's new store to explore it. It is reported that the five stores that opened are all well-equipped, and some stores have set up tables and chairs for dining guests to use, while the meal plates that most attract consumers' attention are placed in a prominent position at the bar.

Photos taken by netizens show that Luckin Coffee's price in Hong Kong ranges from 39 to 45 Hong Kong dollars, which is much higher than that in the mainland. Take its sign "raw coconut latte" as an example, the price of Futian in Shenzhen is 29 yuan, and the order ordered by WeChat Mini Programs can enjoy a discount of 11 yuan, with an actual payment of 18 yuan. In Hong Kong, the drink sells for HK $42, with Mini Program members enjoying an opening discount of HK $15.90.

In the face of the "sky-high price plate" given by Ruixing, many consumers were surprised and said bluntly that the wind of 9.9 yuan failed to reach Hong Kong as expected. Many local users pointed out that Lucky's drinks are more expensive than similar coffee shops, such as Starbucks and Pacific Coffee.

Comparing the two menus, the original prices of Starbucks and Pacific products are basically between HK $35 and HK $50, while regulars say that the two chains usually offer some discounts, so the actual price of the drink will be lower than the price listed on the menu. From this point of view, Lucky's price advantage is small compared with the two "resident contestants".

After seeing Ruixing's pricing, many local people said bluntly that without preferential discounts, they should not choose Ruixing which is more cost-effective than ordinary Ruixin. instead, consider other brands whose prices are more suitable, such as "good expensive Cudy in Hong Kong around 29", "Why don't drink Starbucks at this price", "there are a lot of choices at this price" and "I'd rather buy it in Shenzhen".

In fact, as the venue rent and labor costs in Hong Kong are higher than those in the mainland, mainland catering brands that have entered the Hong Kong market in recent years have basically raised the overall product price. Lucky, which specializes in 9.9 yuan of coffee, is unable to maintain the original price in Hong Kong. In fact, some people expected it.

In addition, many netizens pointed out that the menu price of Lucky in the mainland is actually not much different from that of the Hong Kong menu, but the brand has always distributed drink coupons to Mini Program members, and consumers can also get discount coupons on platforms such as live studios, so the vast majority of Lucky users will not place orders at the original price of drinks.

Most people speculate that Ruixing will then continue its marketing model in the mainland, handing out coupons on Mini Program or other channels to attract local people to place orders. From this point of view, there is not much reference for the products listed on the food plates of Hong Kong stores.

However, it remains to be seen whether Ruixing, which wants to get a piece of the Hong Kong market full of competitors, can maintain its position as affordable coffee in a variety of ways as local fans expect.

Picture from: Internet

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