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Analysis of Luckin Coffee’s Operating, Marketing and Expansion Strategies
- 1 New York University
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Abstract
As the big data applications and online retail mode get increasingly involved in daily lives, differential marketing and operating strategies are continuously surfacing. With the exponential expansion, China's coffee industry is catching up to the average global consumption rate. More and more emerging companies are appearing in people's fields of vision in this cutthroat industry that is still far from being saturated. Luckin Coffee, the first Chinese coffee company, revolutionized the traditional coffee industry with its digital operations, big data planning, and fission marketing. This paper will focus on Luckin Coffee, a rising star in China’s coffee market, by examining and analyzing the operating and marketing schemes that they implement under such big environments. By exploiting case analysis, comparative analysis, data analysis, and document analysis, the advancement of Luckin’s operating and marketing strategies can be concluded, consisting of disparate positioning of offline coffee shops, mass implementation of fission marketing, alleviating time duration on delivery and self-pickup services, and innovation on taste and products by big data predictions.
Keywords
big data, fission marketing, financial fraud, coffee consumption
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Cite this article
Yuan,Z. (2023). Analysis of Luckin Coffee’s Operating, Marketing and Expansion Strategies. Advances in Economics, Management and Political Sciences,12,205-210.
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