Two Giants of the Chinese Coffee Market Different Marketing Paths of Starbucks and Luckin Coffee

Research Article
Open access

Two Giants of the Chinese Coffee Market Different Marketing Paths of Starbucks and Luckin Coffee

Yingxuan Chen 1* , Jiaxu Lin 2 , Zhuoli Luo 3 , Yuxuan Yan 4
  • 1 Shanghai Starriver Bilingual School    
  • 2 Beijing Foreign Studies University    
  • 3 Changjun High School    
  • 4 Jinan Foreign language school    
  • *corresponding author tinacyx0920@qq.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/9/20230411
AEMPS Vol.9
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-45-4
ISBN (Online): 978-1-915371-46-1

Abstract

Different coffee brands have joined the Chinese market in the last decade as the market has grown and the number of users has risen. The global coffee brand Starbucks and the regional Chinese coffee brands have always been able to occupy a higher market share against the context of a steadily growing number of competitors. This study uses a questionnaire survey to explore the causes behind this and applies 4Ps to compare and contrast the two coffee brands' marketing approaches as well as their advantages and disadvantages. Starbucks and Luckin Coffee shouldn't relax and take it easy on the Chinese coffee market; instead, they should innovate and improve their marketing strategies to keep hold of their current clients and continue exploring potential customers.

Keywords:

marketing strategy, Luckin Coffee, Starbucks, 4P marketing mix

Chen,Y.;Lin,J.;Luo,Z.;Yan,Y. (2023). Two Giants of the Chinese Coffee Market Different Marketing Paths of Starbucks and Luckin Coffee. Advances in Economics, Management and Political Sciences,9,362-369.
Export citation

References

[1]. ELE.ME (2022) 2022 China Coffee Industry White Paper. ELE.ME.

[2]. Starbuck (2022) Starbucks Report Q2 Fiscal 2022 Result. Starbucks Investor Relations. DOI: https://s22.q4cdn.com/869488222/files/doc_financials/2022/q2/Q2-FY22-Earnings-Release-5_3_2022-Final.pdf

[3]. Luckin Coffee (2022) Luckin Coffee Inc. Announces Second Quarter 2022 Financial Result. Luckin Coffee. DOI: https://investor.lkcoffee.com/static-files/7ee24727-85c4-4ff3-b63b-31989a5d485b

[4]. Abrams, Rhonda (2000), Successful Business Plan: Secrets and Strategies, (Palo Alto; California: Running ‘R’ Media), xxix, Sec. II p 47-288.

[5]. Xing, Y. , Mou, X. (2022) Exploration of Starbucks Marketing Strategy. Co-Operative Economy & Science, 14: 80-81.

[6]. Berger, J. (2013) Contagious: Why Things Catch On. Simon & Schuster, New York.

[7]. Shen, Y. , Zheng B. , Zong, Y. , Wu Z. , Chen Y. , Zeng, Y. (2020) Comparative Analysis of Marketing Models in the Coffee Industry under the "New Retail" Model - Taking Starbucks and RuiXing Coffee as Examples. Modern Business, 29: 17-18.

[8]. Leboff, G.(2011) Sticky Marketing: Why Everything in Marketing has Changed and What to do About it, London.

[9]. Oliver, R. (1999) Whence Consumer Loyalty. Journal of Marketing, 63: 34. DOI: https://foster.uw.edu/wp-content/uploads/2016/07/12_Oliver_1999.pdf

[10]. Luckin Coffee (2019). Luckin Coffee Listing Prospectus. Luckin Coffee.

[11]. Social Touch Insight (2022). Battle Monthly Report | July Marketing Market is not yet Recovered, Domestic Beauty, Men's Skincare Counter Trend up. Social Touch Insight.

Cite this article

Chen,Y.;Lin,J.;Luo,Z.;Yan,Y. (2023). Two Giants of the Chinese Coffee Market Different Marketing Paths of Starbucks and Luckin Coffee. Advances in Economics, Management and Political Sciences,9,362-369.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-45-4(Print) / 978-1-915371-46-1(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.9
ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. ELE.ME (2022) 2022 China Coffee Industry White Paper. ELE.ME.

[2]. Starbuck (2022) Starbucks Report Q2 Fiscal 2022 Result. Starbucks Investor Relations. DOI: https://s22.q4cdn.com/869488222/files/doc_financials/2022/q2/Q2-FY22-Earnings-Release-5_3_2022-Final.pdf

[3]. Luckin Coffee (2022) Luckin Coffee Inc. Announces Second Quarter 2022 Financial Result. Luckin Coffee. DOI: https://investor.lkcoffee.com/static-files/7ee24727-85c4-4ff3-b63b-31989a5d485b

[4]. Abrams, Rhonda (2000), Successful Business Plan: Secrets and Strategies, (Palo Alto; California: Running ‘R’ Media), xxix, Sec. II p 47-288.

[5]. Xing, Y. , Mou, X. (2022) Exploration of Starbucks Marketing Strategy. Co-Operative Economy & Science, 14: 80-81.

[6]. Berger, J. (2013) Contagious: Why Things Catch On. Simon & Schuster, New York.

[7]. Shen, Y. , Zheng B. , Zong, Y. , Wu Z. , Chen Y. , Zeng, Y. (2020) Comparative Analysis of Marketing Models in the Coffee Industry under the "New Retail" Model - Taking Starbucks and RuiXing Coffee as Examples. Modern Business, 29: 17-18.

[8]. Leboff, G.(2011) Sticky Marketing: Why Everything in Marketing has Changed and What to do About it, London.

[9]. Oliver, R. (1999) Whence Consumer Loyalty. Journal of Marketing, 63: 34. DOI: https://foster.uw.edu/wp-content/uploads/2016/07/12_Oliver_1999.pdf

[10]. Luckin Coffee (2019). Luckin Coffee Listing Prospectus. Luckin Coffee.

[11]. Social Touch Insight (2022). Battle Monthly Report | July Marketing Market is not yet Recovered, Domestic Beauty, Men's Skincare Counter Trend up. Social Touch Insight.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.