Luckin Coffee takes the brand vision of "making every customer enjoy a cup of delicious and worthwhile coffee" and the brand mission of "building a world-class coffee brand originating from China", makes full use of the new retail model of mobile Internet and big data technology, and strives to provide customers with high-quality, cost-effective and convenient products through in-depth cooperation with top suppliers in various fields.
Luckin Coffee's coffee beans won the gold medal in IIAC International Coffee Tasting Competition for two consecutive years.
On April 2, 2020, Luckin Coffee plunged 85% before the market due to false trading volume of 2.2 billion.
On April 3rd, China Securities Regulatory Commission paid close attention to Luckin Coffee's financial fraud and strongly condemned the company's financial fraud. On April 5, Luckin Coffee issued an apology statement. On April 27th, the investigation team of CSRC has settled in Luckin Coffee.
On May 19, Luckin Coffee was asked to delist from Nasdaq and applied for a hearing. On June 29th, Luckin Coffee was officially suspended and delisted for filing. 14 In the early morning of July, Luckin Coffee announced the reorganization results of the board of directors: in addition to the resolution passed at the shareholders' meeting on July 5, Guo Jinyi succeeded Lu as the new chairman.
In September, the State Administration of Market Supervision imposed administrative penalties on Lujin Coffee (China) Co., Ltd. and Lujin Coffee (Beijing) Co., Ltd.10 On June 5438+02, five companies including Lujin Coffee (China) Co., Ltd. were fined 2 million yuan.
On the evening of March 1 March, 20265438, Ruixun announced in official website that the company had signed a restructuring support agreement with most holders of $460 million convertible senior bonds due in 2025, and would fulfill the debt obligations in the agreement in the near future. Ruixing expects that the reorganization will provide the existing bill holders with bill compensation with a face value of about 9 1%-96%.
management mode
Luckin Coffee started trial operation on June 20 18. With a large number of subsidies, convenient business model of APP launch and viral media marketing, Luckin Coffee became the most famous coffee brand in China overnight.
The way for Ruixing to attract customers is low price and technology. Ruixing attaches importance to price competition, and discounts on WeChat, and the overall price is cheaper than Starbucks.
Ruixing used technology highly when he joined the army, and the store didn't accept cash. Ruixing did not open a physical store, relying on the sales method of mobile APP to reduce the cost of physical stores and deliver coffee to consumers by delivery. Customers can only pay through Ruixing App.
At first, Luckin Coffee adopted the promotion activity of "50% free coupon for new customers' first cup", and from time to time offered discounts or discounts on buying one for free. This is almost half-buy and half-give, in order to attract a large number of consumers in a short time. Many people enjoy free coffee with the attitude of early adopters, and then pass it on by word of mouth: "There is free coffee to drink. "
At the same time, Ruixing actively invested in the marketing budget, not only aimed at office white-collar workers, but also remained firm in its external exposure: consumers can see reports about Luckin Coffee on many well-known online platforms, and people get free coffee by word of mouth-in a short time, the delicious, cheap and fashionable trend of Luckin Coffee swept the take-away coffee market in China.
Luckin Coffee said that the repurchase rate exceeded 50%, thanks to the marketing model of "new customers get a free first cup and give a 50% discount coupon": new customers hold free coffee and buy it at half price for the second time, which boosted the repurchase rate.
Refer to the above? Baidu encyclopedia -luckin coffee