Research on the Digital Transformation of the Coffee Industry

A Case Study of Luckin Coffee

DOI

10.2991/aebmr.k.220405.186How to use a DOI?

Keywords

Digitization transformation; coffee industry; product positioning; online and offline operation; cross-industry marketing; brand dissemination; branding strategy; Luckin Coffee

Abstract

Digitalization is transforming every aspect of our life, and reshapes the ecology of doing businesses. Although some well-known enterprises feel the impact and are pressurized to transform digitally, many others take the initiative and actively embrace digital transformation. How to make the coffee industry adapt to the new wave of digitalization is a practical issue of great interests. This article has conducted a detailed analysis of the Luckin Coffee case, and focuses on five key areas: product positioning, online and offline operation, cross-industry marketing, brand dissemination and the “omni-presence” the branding strategy. In the end, we also offer some practical implications to better digitally transform the whole coffee industry.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Wei Wang
AU  - Zhengya Lin
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Digital Transformation of the Coffee Industry
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1114
EP  - 1120
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.186
DO  - 10.2991/aebmr.k.220405.186
ID  - Wang2022
ER  -