Empty joy! Luckin's new store in Malaysia "none of the good ones were served"!

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In November last year, Lucky reached a synthesis with local enterprises in Malaysia, revealing that it would open a number of stores in Malaysia and expand rapidly in the first quarter of this year. Today, Ruixing opened two stores in Malaysia on major social platforms at the same time, which means that Ruixing has officially opened its second overseas market outside Singapore.

On the first day of its opening, admiring consumers gathered in front of the two stores in Shuangwei Pyramid Shopping Mall and the Green Saga Building in Kuala Lumpur, reflecting the expectation and enthusiasm of local coffee lovers for Ruixing.

Of course, the reason that can prompt local people to queue up to place orders is not only the freshness brought by foreign brands, but also the preferential price of drinks.

It is understood that a cup of drink sold by Lucky in Malaysia ranges from 8 to 17 ringgit (about 13 to 27 yuan), which is slightly cheaper than the menu prices in Hong Kong, Singapore and other places. And consumers who sign up for lucky Malaysia App members can also enjoy the first cup discount of 2.99 ringgit (about 4.89 yuan) for new users.

However, after enjoying the first cup of Luckin Coffee excitedly, many Malaysian netizens looked at the menu and said bluntly that without the coupons given by the brand, Luckin Coffee's performance-to-price ratio was not very attractive compared with other brands. "cotti is more worthwhile, isn't it delicious to drink coffee bean zus at this original price?" and "I thought I could roll down zus …" , "the price of Starbucks promotion is more attractive than it".

According to local coffee lovers, before Lucky moved into Malaysia, his old rival, Cudy, had already had a place in the hearts of the local people with his low-cost coffee. In addition, Starbucks, an international brand, and zus, a local coffee brand, which are on sale from time to time, are also one of the choices for many consumers when buying coffee.

They say bluntly that if Ruixing wants to have a place in the Malaysian coffee market, it may need to spread coupons and maintain low discounts over a long period of time to attract customers to continue to spend, under the attack of Starbucks, Kudi and local chains. In this regard, domestic Ruixing fans amicably explained that long-term discounts have always been Lucky's specialty. In their view, after the opening discount is accepted, Lucky should continue to distribute a large number of discount coupons to attract customers to continue to spend.

Interestingly, some people noticed that in the lucky App menu posted by users, they did not see any domestic hot-selling items such as Orange C American style and meteorite latte. The variety of products in the whole menu was so reduced that fans who failed to drink the style were disappointed in their expectations and "none of the good ones".

However, some user analysts, perhaps because brands have just entered the Malaysian market and have not yet understood the taste preferences of local consumers, have come up with a less selective and more conservative menu. They speculate that Lucky will then selectively put on the shelves some of the best-selling items that cater to the needs of local use, so as to increase the competitiveness of brands in the coffee market.

In addition, some coffee consumers said that compared with the existing chain brands in Malaysia, Lucky has too few stores, which is not convenient for daily users who need caffeine. "it is convenient everywhere to buy zus."

To sum up, many onlookers expressed their views, saying that in Malaysia, which is surrounded by its arch-rivals, Ruixing's arrival may not be as easy to reap a large number of consumers as in Singapore. However, more people still have some expectations for it, thinking that it may not be difficult for Lucky to maintain attractive discounts, launch new products limited by the region and open a wide range of stores from time to time, so as to be recognized by local consumers.

Picture from: Xiao Hong Shu

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