The Analysis on the Marketing Strategy of Luckin Coffee in China

DOI

10.2991/assehr.k.200826.093How to use a DOI?

Keywords

Luckin coffee, Coffee market, high cost performance, pain point, coffee culture, acquire customers

Abstract

As the increasing demand of coffee market, Starbucks, pacific oceans, Nescafé and other main gamers inside the coffee market are facing a great competition. But the pain point, expensive price, still cannot be effectively solved. However, the appearance of Luckin coffee solves this problem subtly. The paper mainly focuses on the situation that Luckin coffee is facing through PEST analysis. Besides, how Luckin coffee fits in and stands out the market from the angle of great discount, online and offline selling, and instant take-out system is another key point of this paper. According to the analysis, Luckin coffee takes a lot of advantages of the favorable external environment, such as policies and technologies. In addition, the marketing strategies benefit the development. Moreover, Luckin coffee brings a new conception of coffee-consumption to Chinese market, which defines coffee as a daily drink rather than the symbol of good taste or a noble life. That will further exert influences on the Chinese coffee market as well as bring changes to the dietary habits of Chinese people.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lingyu QIU
PY  - 2020
DA  - 2020/08/28
TI  - The Analysis on the Marketing Strategy of Luckin Coffee in China
BT  - Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020)
PB  - Atlantis Press
SP  - 469
EP  - 472
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200826.093
DO  - 10.2991/assehr.k.200826.093
ID  - QIU2020
ER  -