Luckin Coffee, Challenges and Opportunities
瑞幸咖啡，挑战与机遇

摘要

一直以来，中国现磨咖啡市场都由星巴克主导。但“用大数据做新零售咖啡”的瑞幸咖啡，就像一只鲶鱼，搅动了中国咖啡市场的风云。瑞幸咖啡的出现，让市场格局悄然改变。首先是三种形式店铺的分类；其次，咖啡和咖啡外卖结合的高成本；最后是“烧钱+补贴”这种互联网式疯狂扩张的模式的产生，都给瑞幸的发展带来了巨大的挑战，文中结合数据分析瑞辛咖啡面临的挑战进行分析，针对这些挑战提出了瑞幸咖啡品牌价值培养的优化策略。

Abstract

The freshly ground coffee market in China has always been dominated by Starbucks. But Ruixing Coffee, which "uses big data to make new retail coffee", is like a catfish, stirring up the situation of China's coffee market. The emergence of Luckin Coffee has quietly changed the market structure. The first is the classification of three types of stores; secondly, the high cost of combining coffee and coffee delivery; and finally, the emergence of the Internet-style crazy expansion model of "burning money+subsidies", which has brought huge benefits to the development of Ruixing. Challenges, this paper analyzes the challenges faced by Ruixing Coffee based on data analysis, and proposes an optimization strategy for Ruixing Coffee's brand value cultivation in response to these challenges.