The boss is not sitting around waiting for the store to lose money. Ruixun's boss is a very powerful marketing expert. The current loss does not mean that he will keep losing money. I believe everyone understands the reason of fishing for big fish in a long line. Now what Ruixun has to do is to slowly build up his strength and wait for the opportunity. The loss is also due to spending a large part of his money on advertising marketing, which does not mean that his money has gone to waste, because Ruixun is indeed appearing in the public eye more and more.

according to the number of stores and cups sold, there are more than 2,111 stores, and the average number of cups sold in each store is about 1.31 cups per day. Considering the factor of opening new stores, we calculate the sales volume according to 1111 stores, which is about 261 cups/store/day, and set the price of a cup of coffee after subsidy at about 15 yuan (which is actually high), so we can basically estimate the revenue of a single store.

In addition, only from the number of cups, every time Luckin Coffee sells a cup, it loses nearly 11 yuan. From the perspective of the industry, this is not selling coffee, but more like delivering coffee. Because according to industry data, the gross profit of a cup of coffee in a coffee shop is above 81%. However, some media reported that Luckin Coffee's revenue in the first nine months was 375 million yuan, gross profit was-433 million yuan, gross profit rate was as high as -115.5%, and net loss was 857 million yuan.

The cost of Ruixing's model is not low, including store rental cost, distribution cost, marketing cost, labor cost and raw material cost, which is not much different from that of a regular coffee shop. It is said that his raw material purchasing cost is about 21% higher than that of Starbucks.

The capital chain is the most easily exposed problem in this rapid expansion and burning subsidies. So you may be unable to make ends meet for a long time. Luckin Coffee's financial report data shows that there is a reason for the huge loss of 911 million. Surprisingly, Luckin Coffee seems to be quite calm about the loss data, saying, "What is certain is that our annual loss will be much greater than this figure. It is our established strategy to quickly occupy the market through subsidies, and the losses are in line with our expectations. "