The industry says that Ruixing is the king of painting cakes and the king of stories, but the cake itself is indeed big enough and has enough room for imagination. On the demand side, coffee itself is addictive, highly viscous, and has huge gross profit, which means that a lot of money can be made on a single user; On the supply side, the supply chain and production process are mature and standardized supply means that large-scale operations can be performed. Demand side + supply side = huge market Compared with the level of 300 cups per person per year in mature coffee markets such as Europe, America, Japan and South Korea, the per capita in the Chinese market is extremely low.
Some people say that the national conditions of European and American countries are different, but if this is the case with the Japanese and Korean coffee markets that belong to Confucian culture, then the Chinese market is estimated to be difficult to escape the law of true fragrance in the future. A very intuitive evidence is that before the establishment of Luckin, the Chinese coffee market was growing at an average annual rate of 10%. Don't talk about popularizing all Chinese, just let the next 300 million middle class, per capita 100 cups of coffee a year, the market is already Phone Number List very scary. China is the largest consumer country, with a low per capita coffee rate and a fast growth rate, which is simply a blue ocean.
More importantly, the Internet level in this industry is generally not high. Use lightning expansion to quickly seize huge incremental markets, and use Internet technology to transform traditional industries This is how the story of Ruixing started. Luckin logo 02 Luckin doesn’t just want to make coffee available to all Chinese, what it ultimately wants to do is to become a Chinese way of life. What is a way of life? A simple understanding is an indispensable part of life, and it can also be approximately understood as a synonym for new infrastructure or category. New infrastructure such as WeChat, Taobao, mobile payment, takeaway, etc.; category synonyms such as Starbucks for coffee, Heytea for milk tea, Haidilao for hot pot, etc. As a consumer product, what Ruixing wants to become is a synonym for category, and it wants to become not only a synonym for [coffee], but a synonym for [life consumption].