Analysis of Luckin Coffee’s Marketing Strategies under the “Internet + New Retail” Mode

DOI

10.2991/978-94-6239-719-4_10How to use a DOI?

Keywords

Luckin Coffee; Internet; New Retail; Digital Supply Chain

Abstract

With the rapid development of the Internet and the integration of online and offline, the new retail model has emerged. Luckin Coffee has achieved explosive growth by relying on this new business model, which combines app ordering and in-store pickup and delivery. This article systematically analyzes Luckin Coffee’s marketing strategies, operational mechanisms, and digital practices. Through digital management of the supply chain, it effectively controls costs. Luckin Coffee controls costs through digital management, and by relying on high-frequency, high-value-for-money best-selling products and social marketing, it quickly attracts young consumers and occupies a unique position in the highly competitive coffee market. This research not only helps to analyze the changes in the coffee retail industry driven by digital technology but also provides important insights for the development of related theories and the digital transformation of enterprises.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yibo Chen
PY  - 2026
DA  - 2026/07/09
TI  - Analysis of Luckin Coffee’s Marketing Strategies under the “Internet + New Retail” Mode
BT  - Proceedings of the 2026 6th International Conference on Enterprise Management and Economic Development (ICEMED 2026)
PB  - Atlantis Press
SP  - 79
EP  - 87
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-719-4_10
DO  - 10.2991/978-94-6239-719-4_10
ID  - Chen2026
ER  -