Ruixing's guiding principle is as follows:

1. Build an intelligent coffee retail platform with scientific and technological innovation as the core. Luckin Coffee is committed to improving the efficiency and convenience of coffee retail through technical means, building an intelligent coffee retail platform and providing consumers with a better coffee consumption experience.

2. based on high-quality coffee, create brand differentiation competitive advantage. Luckin Coffee pays attention to the improvement of coffee quality and taste. By independently researching and purchasing high-quality coffee beans, it has created a brand image with differentiated competitive advantages. The expansion is as follows: Luckin Coffee takes "making every customer enjoy a cup of good coffee that is easy to drink and worth drinking" as its brand vision and "creating a world-class coffee brand originating from China" as its brand mission.

3. By making full use of the new retail model of mobile Internet and big data technology, we have deep cooperation with top suppliers in various fields and are committed to providing customers with high-quality, cost-effective and convenient products. Luckin Coffee's coffee beans won the gold medal in IIAC International Coffee Tasting Competition for two consecutive years.

Extended information:

1. The birth of Luckin Coffee

In p>2117, Luckin Coffee started in Fuzhou, and the founding team was headed by Lu Zhengyao, bringing together a group of outstanding talents from all walks of life. They are convinced that China needs a high-quality coffee that meets international standards, so that consumers can enjoy a convenient and fast experience of high-quality coffee. Driven by this vision, Luckin Coffee took Starbucks and other internationally renowned coffee brands as the benchmark and started his own expansion journey.

2. The development course of Luckin Coffee

Rapid expansion: With strong capital support, Luckin Coffee opened thousands of stores in just a few years, covering all major cities in China. Its lightning-fast expansion has forced established coffee brands such as Starbucks to face up to this new force.

technological innovation: Luckin Coffee took the lead in introducing advanced data analysis and artificial intelligence technology in the industry, and realized the whole digital management from bean selection, baking, preparation to sales. This intelligent operation mode has greatly improved the operation efficiency of the store and customer satisfaction.

quality pursuit: Luckin Coffee insists on selecting high-quality arabica coffee beans and providing high-quality coffee brewing and service. In addition, it has established strategic partnerships with coffee bean suppliers in many parts of the world to ensure the quality of the source.