First of all, let's learn something about Rui Xing. Luckin coffee (Luckin Coffee) is a domestic emerging coffee brand founded by Qian Zhiya, former CEO of Shenzhou UCAR Group. On June 18th, 218, Siming District of Xiamen City, Fujian Province signed a project cooperation agreement with Luckin Coffee (China) Co., Ltd., and Luckin Coffee's national headquarters officially settled in Xiamen, Fujian Province. On December 12, 218, Luckin Coffee announced the completion of the $2 million Series B financing, with a post-investment valuation of $2.2 billion. On December 5th, Luckin Coffee's newly upgraded coffee beans stood out from more than 3 similar products in the IIAC 218 International Coffee Tasting Competition held in Milan, Italy, and won the gold medal. Luckin Coffee will issue 33 million ADSs, which will be listed on NASDAQ on May 17, 219 with the trading code "LK".

for such a sudden squeeze into the market, you always need something special about yourself, and fortunately, you can take out your own food. The menacing Luckin Coffee has quickly become an important role in the domestic coffee retail field with various fierce tricks, and is competing with Starbucks on various occasions. In the field of Internet public opinion, Ruixing seems to be a big trouble for Starbucks. Conversely, Starbucks China, whose performance has picked up, has not been impacted by Ruixing in data, and the same-store sales have returned to the growth track. For Ruixing, Starbucks is still the highest mountain in front of it.

However, although they both sell coffee, the emphasis of the two is still very different. The focus of Starbucks is still on stores, and the take-away business "special star delivery" has only recently been fully rolled out in more than a dozen major cities; Although there are many Ruixing stores, if you pay attention, you will find that probably because of the location and size of the stores, there are few customers in their offline stores, but the take-away business is booming.

after ordering, you can watch the map and the live broadcast. From the linear distance, the nearest Starbucks store is only 385 meters away from the destination. If it is delivered by Bolt, it will take about one minute to pick up the coffee. Ruixing's nearest store is a little farther away, with a straight line distance of 994 meters, and there is no need for a takeaway to travel long distances. After ordering, Luckin Coffee can watch the live broadcast of coffee making in the app, which is somewhat like the "transparent kitchen" made by many restaurants. It seems that Rui Xing still knows the anxiety of Chinese people about food safety.

in a word, this link is actually the least suspenseful. The rise of Ruixing, in addition to fierce marketing, is that the price is very affordable. Usually, all kinds of discount coupons are shared in various groups. Recently, there are also coffee coupons for buy one get two free, and there is no take-away fee in 35 yuan, which makes the cost of drinking a cup of coffee for delivery similar to that of drinking a bottle of convenience store Nestle coffee.

everything is just to seize market share and enter the public's field of vision first. Lay the foundation.