Recruiting troops?! Will Lucky enter the U.S. market?

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Recently, the official account said that Luckin Coffee to the United States to open a store location is in progress, has begun to contact want to visit service agencies, and is recruiting.

According to LinkedIn search, Ruixing has posted five positions in the past month, namely, IT operations engineer, finance, interior design, manpower and tax manager. The page shows that these positions are marked with "New Jersey,United States", prompting speculation that Ruixing may set up its North American headquarters in New Jersey.

As for the salary of each post, from the screenshot, only the interior design post and IT operation engineer have marked the annual salary, and the rest are unknown for the time being. It is worth mentioning that in the specific description of the post of "tax Manager (Tax Manager)", it is clearly mentioned that the staff of this position will report directly to Luckin Coffee's CFO.

In addition, the tweet revealed that after social media users said Ruixing began recruiting North American employees through headhunters in October 2024, a LinkedIn search showed that a HR deputy director had joined the job in January. From this, it is speculated that Lucky's North American team is still in the "corporate infrastructure" team building stage.

At the end of October 2024, the Financial Times reported that a person familiar with the matter revealed that Lucky was planning to enter the US market, saying that it was already building a supply chain and formulating a market strategy, and would enter the US market as early as 2025. This message quickly attracted the attention of all sectors of the community, so much so that Lucky placed an advertisement during the NBA competition, which was seen by the outside world as a signal of its intention to enter the US market.

At the time, people familiar with the matter revealed that Ruixing would target cities with a large number of Chinese students and tourists, such as New York, hoping to use its experience in selling affordable coffee in the Chinese market to continue its low-price strategy in the US market. launch drinks priced around $2 or $3. However, for the news reports circulated in the community, Lucky responded to the interface news and said it would not respond.

However, in a report in October, Ruixing CFO Guo Jinyi told him that "we are actively exploring opportunities in the United States and other markets," saying that in view of the mature and highly competitive coffee market in the United States, we will make prudent decisions when implementing the market expansion strategy to expand overseas business in a "more appropriate way and more flexible strategy."

Now if you look at the job postings released by Lucky, these jobs are all in Secaucus, New Jersey, less than 10km from Manhattan, New York, which vaguely echoes information disclosed by insiders and may also mean that Lucky's first store in North America will give priority to cities such as New York on the US East Coast rather than California, where Chinese chains are concentrated.

However, although Lucky just entered Malaysia some time ago and opened two stores, officials have not revealed more information about expanding overseas markets since then, so it remains to be seen whether the next plan to go out to sea is to continue to expand the Southeast Asian market or move to North America on the other side of the ocean.

Picture from: network screenshot

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