Luckin Coffee for a post-00s

This is not the first time that Luckin Coffee has become the focus of attention in the coffee market. In the market competition of many coffee brands with different audiences and different concepts, Luckin seems to always occupy a place. It may be because its frequent issuance of coupons makes people want to contribute a share of sales when they pass by the store, or it may be because the continuous introduction of new tea and coffee flavors does stand out from the common flavors such as latte and kabo, leading to a certain product design concept. This time, Luckin once again made a new breakthrough in the coffee market, and the cooperation with Maotai will bring opportunities and challenges to the brand, but also bring new choices to consumers, and it means that Luckin coffee will once again become a hot topic for some time.
Why start to pay attention to Luckin?
The cause is probably a well-known one, cheap coupons.
Compared with an average of more than 30yuan for a coffee at Starbucks, Luckin’s coffee coupons are indeed more attractive to consumers, and they are not issued only once or only on special dates. From time to time, they will be accompanied by the interface of issuing coupons when landing in the mini program or app, which will give people a feeling of being hit by surprises.
Secondly, Luckin’s coffee taste is in line with the types that many customers who buy coffee actually do not know much about coffee, such as the production location of coffee beans, roasting depth and method, and the proportion of milk and coffee.
Another factor that continues to keep an eye on Luckin is the brand logo and the output of its surrounding products.
In the different colors of the logo, such as Starbucks green and Costa red, I am easily caught by something blue, so Luckin’s blue just makes a deeper impression on me. The logo with blue antlers will also appear on various freeze-dried coffee, coffee cups and other peripheral products. Naturally, a brand effect will be formed, and people will know at a glance, “Oh, it’s Luckin! ”
Expectation for Luckin to make changes and development.
I am very optimistic about the product design concept of Luckin coffee – the combination of tea and coffee.
In the eyes of many people, coffee is a more common drink in the West, but in China, it is our tea culture that has a long history. Luckin launched various kinds of tea and coffee combined drinks, each one has a refreshing feeling, such as osmanthus Longjing latte, Biluo knows spring latte, Lanyun Tie Guanyin latte, in addition to the elegant name, the combination of tea and coffee fragrance is also a kind of eye-catching product design, which is undoubtedly a new trend in the coffee market. Although I will suffer some bad comments on the taste feeling strange, I think this is indeed a good example of combining coffee products with Chinese tea culture. What is more, I personally like many of these flavors, and I think Luckin does a good job, from the first sip to the last sip can feel the mixed flavor of coffee. The sweetness can be adjusted to suit your preferences, and the zero calorie sugar label is nicely marked.
If Luckin gains a foothold in the international coffee market, the combination with Chinese tea will undoubtedly become a new commercial channel to promote Chinese tea culture.
What is more, today’s Luckin has set its sights on a longer term and opened the pattern by cooperating with Maotai soy sauce wine to launch soy sauce latte, which is to move Chinese wine culture to the coffee market after tea culture. This move has been a hot discussion. But in my opinion, this bold cooperation between wine and coffee may collide with different sparks. You know, in the commercial market of the coffee industry, in addition to the taste control of the product itself, the culture and concept behind the product have become the study value of the market case.

The Author :
Liang Jiangyue(023202305046) from Class – B 2023-1 Masters of
Technology Management, Faculty of Business in the subject Strategic Marketing
for Prof. Dr. Jony Oktavian Haryanto at President University