Beijing time on May 17 21:30, luckin Coffee (lucky favour coffee, the following abbreviation: Luck Is hope) at the United States Nasidake hangs out his shingle as scheduled appear on the market. As we have learned, lucky favour IPO is obtained ten times above quota subscribe, final the upper limit with 15-17 dollar 17 dollars the price of every ADS fixes a price, appraise is worth or will reach 4 billion dollar. To virgin group and early days investor, this paragraph of story that attributes coffee had level sex final result.
"Because of the affiliation that luck Is hope, china is becoming Chinese coffee consumption to have sharp market most, more and more youths like coffee, like lucky favour, luck Is hope now the user of 96% is to turn round guest... " Qian Zhiya of CEO of lucky favour coffee is in appear on the market news briefing spot such say.
If move clock year of the beginning of the year, probably everybody won't think of, china achieves the meeting that join a group to develop the old practice of a paragraph of numerous and complicated around coffee. Theretofore, astral Buck is in China already " lie earn " 19 years, become the pronoun of coffee already even. The occurrence that luck Is hope was brought for whole industry it seems that " catfish effect " . From chain coffee arrives convenience inn coffee, from outside sell coffee to arrive high-quality goods coffee and even self-help coffee machine, brand of each domain coffee runs quickly madly quickly, the fervent degree of this one circuit already far from can be compared in former days.
Win a customer efficiently, high, and the deficit that does not circleNew species? Agitate bureau person? The 2nd big coffee of Chinese brand? Go one year, you had heard the countless definitions that I hope about luck probably. Not long ago, when the sth used to one's own advantage of a bell-shaped percussion instrument of orgnaization investment National People's Congress with lucky the biggest favour is accepting 100 million Europe to interview, ever mentioned repeatedly " the money that what lucky favour earns is efficiency " .
Li Hui of president of capital of big a bell-shaped percussion instrument expresses, the business that lucky favour does is the cost structure that changed coffee. "The cost that brand of traditional chain coffee produces a cup of coffee wants 20-22 roughly yuan, we do this cup of coffee to use the cost that is less than a half only, efficiency promoted, a large number of will economic cost let benefit give customer, produce tall sex price to compare, " he expresses, "What Luckin earns above all is the money of efficiency, this ability is its commercial pattern. This ability is its commercial pattern..
"The technology is the core of our business. " " the new retail pattern that we take the lead in introducing technical drive... in the technology drive below, our new retail pattern is built on shift application and shop network. " " the 100% shift that do not have cash pay the whole process that covers consumer to shop. " in book of raise capital by floating shares, luck Is hope will " core " one word gave a technology.
To such view, the personage inside partial course of study objects. For example media says, rely on what lucky favour place mentions to use the sheet below mobile phone APP to buy the deed of coffee only, the advanced sex that cannot reflect company skill -- receive besides consumptive hind dozen lose ticket, consumer did not get the service that is based on big data essence to allow a picture.
To this kind of doubt, capital of capital big used in ancient times by troops on march gave out to explain. Li Hui to speak bluntly of reporter of 100 million Europe, "This is a technology male very the place that Bei urges " , the office that Bei urges has the sheet below APP only normally in what can feel somewhat at the user this one link. Li Hui cited 3 case to reporter of 100 million Europe, what in order to proves luck Is hope is medium of tiring-room system relatively powerful.
The first is automatic filling money system. Luck Is hope through filling automatically money system spends feel embarrassed of store farm laborer hired by the year reduce. Gather data ceaselessly through tiring-room, if how much height sales volume is, adjust optimize safe inventory, inn is long the filling money time that can be informed candy, grandma, beans through tiring-room. Course of study of comparative and traditional meal and retail trade, the difficulty of invite applications for a job that this means inn to grow and groom difficulty was reduced.
The 2nd example is member operation. Li Hui is mentioned, long-term since the alternant sex of astral Buck APP is not quite sufficient, the accumulative total that buys a cup of number only normally and birthday send coffee the function such as certificate. The member operation that luck Is hope is based on big data operation. Li Hui introduces: "If I am buying the beautiful type coffee of Luckin all the time, once I am in abroad to be away on official business to did not issue sheet, probable the 2nd chapel can be received 5.8 lose coffee ticket, if I am received hind had not bought, the following day the system can send 4.8 lose coffee ticket. " be based on tiring-room algorithm, after the consumptive pattern normalization of consumer, lucky favour is pushed to its no longer send dozen fold the coffee certificate with higher strength. Such member operation is based on tiring-room much data and accumulate. 100 million Europe also undertook seeking testimony to an algorithmic engineer accordingly, gotten response is affirmative, this engineer expresses, luck Is hope send a discount strategy " very simple, very the canal is used " , belong to " gradient drops extremely brief setting " .
The last example is automatic school only system -- lucky favour may open many door store in same area, but be not in the specific level that send sheet allocate according to distance far and near, combine pressure of number of door inn order, operation to allocate however, this also comes true through tiring-room data.
Apparent, lucky favour does not think his commercial pattern is to burn money to get flow, capital favors to it because its use the powerful capacity winning a customer that Internet reachs,having the reason that add also is for the most part, although this increased its deficit.
This year on the news briefing of a strategy January 3, yang Fei of lucky favour CMO expresses: "The group of lucky favour coffee is to do poineering work veteran, it is the group of a reason and deal with concrete matters relating to work, lucky favour won't be next Ofo. The deficit of the exposure before this 8 100 million accord with completely anticipate, still exceed even (note: Fewerer than expecting loss) , those who change is on 10 thousand professional machines and inn of more than 2000 doors. " at that time, ofo because " gold of return a deposit queueing up " nod at the storm of public opinion, as similar loss and the luck that holds the market through favourable allowance Is hope, escape hard also naturally associated doubt.
As the exposure of book of raise capital by floating shares, the financial data that this luck Is hope also is able to appear Anacreonticly come out: According to lucky favour coffee book of newest raise capital by floating shares shows, up to on December 31, 2018, lucky favour income is 840 million yuan, deficit is 1.6 billion yuan, be in debt for a long time for 52.66 million dollar. Deficit basically comes from 3 respects: Allowance of cost of door store operation, user and advertisement sale.
Wisdom library of 100 million Europe ever had been analysed in the report before this, at present the net of 24% leads comparative star Buck, if lucky favour can finish consign with the net interest rate of 3%-10% and gain, so it will realize small profits but quick turnover with lower cost and guest unit price. If such, this also confirm lucky favour place says " promoted efficiency " .
When nodding a cup of luck to I hope, what is consumer thinking?Although last year in May, one paper " forestall of the Buck that accuse a star " the smell of gunpowder that indictment let Buck of lucky Xing Hexing have openly Battle for the first time, but in fact both business is not high coincide however. According to the data that lucky favour discloses, its disclose in book of raise capital by floating shares, at present company only operation inn of 3 kinds of doors: Leisurely enjoys inn (Relax) , take shop quickly (Pick Up) the kitchen sells store outside mixing (Kitchen) , take inn quickly to be occupied mediumly in all door inn among them than be as high as 91.3% , what lucky favour takes seriously highly on the strategy also is this kind of storefront.
100 million Europe ever had reported in the seek by inquiry previously, this is a kind advocate dozen carry oneself + outside send brief match setting, be located in office building mostly the partial section in one horn, convenience inn, if be not,through APP dot sheet hind is carried technically oneself, consumer sees such door inn very hard.
"I can bring the competition of Internet into coffee market, astral Buck people be about very quickly to be experienced. " Qian Zhiya of author of lucky favour coffee ever was on bureau of meal of a media such say. Put in through LBS advertisement (the advertisement of Shang Wei and Zhang Zhen piece) , tell circumjacent crowd quickly, again with head sheet gets user of the first batch of download freely, pull with puissant fission new attract put a quantity to look for increment, the growth of a batch of users with lucky favour first coffee is to pass what get on the line.
And the logic winning a customer of astral Buck criterion below lean line, begin to sink stage by stage from city of a gleam of, the gold of area of tourist attraction of downtown, travel, large business affairs berth, it is its first choice. Author of company of management of investment of a Shanghai offerred to reporter of 100 million Europe they the survey result that the end of the year was aimed at Shanghai coffee market last year. The conclusion that they reach is, the sale data to astral Buck did not affect lucky favour coffee and other and certain brand basically.
In light of the analysis, the reason of afore-mentioned conclusion but end is the following at 3 o'clock: It is lucky favour coffee firstly advocate hit office building setting, with astral Buck place advocate hit " the 3rd space " consumption has more apparent difference; The faithful user that is astral Buck secondly sinks very hard to include lucky favour coffee inside of brand of convenience inn coffee, snack other kind of market of coffee; More important is, astral Buck already lasted in China cultivated 20 years, other competitor still looks at its a person's back hard on brand attune sex. Afore-mentioned survey still show, in door inn position adjacent circumstance falls, astral Buck is 3 times what inn income is COSTA about odder, this is main profit from is former the construction of member system and brand height.
To Beijing white-collar Jessica, coffee is only a kind life-giving wake functional sex beverage of the head. Inside very long period of time, she can buy a bottle of nest afternoon bottled coffee will drink. Last year, after the favourable price that is informed lucky favour coffee, she also began to join the user procession that luck Is hope. In her idea, if luck Is hope,the price after certificate is controlled in 15 yuan, she can nod on one cup everyday; If the price achieves 18 yuan, she can choose what the service sells outside be being offerred likewise, the coffee with better taste; And once the price exceeds 20 yuan, she can pick up old love again, the bottled coffee in company downstair supermarket. "Although I nod coffee everyday almost, but I am spent without what faithfulness to these brands, coffee is functional sex beverage me to. " Jessica generalizes him to choose to the consumption of coffee so.
Work in Tianjin before long Gavin still can choose astral Buck, "It is so cheap that actually lucky favour also is done not have, buck also does not have the star so expensive " , his respecting, "If I make an appointment with a girl to come out to play, she drinks astral Buck and I can be asked is not lucky favour, the test that luck Is hope to had not experienced the market... " Gavin university institute learns major for advertisement, this makes him right at ordinary times " brand " take care very, look in him, found the position that old foreign brand lies to have an advantage more really on brand height.
Be in China, still continueing about the good story of coffeeData shows, cafe amount of China broke through 100 thousand 2016, arrived by 2018, this one word already was broken through 140 thousand. Occupy astral Buck additionally 2019 money year Q2 money newspaper points out, at present astral Buck owns 3789 doors store in China, grow 17% compared to the same period, go up in door inn number a row whole nation the first. Calculate accordingly, number of Buck door inn is in the star of countrywide cafes occupy than for 2.7% , leave other " player " market opportunity still can says enough.
Before this in communicating for many times, author of digital coffee brand and coffee industry practitioner express to reporter of 100 million Europe, no matter luck Is hope the product quality of coffee and commercial pattern after all how, the contribution that it makes to place of whole coffee industry is undeniable. From achieve cast a circle to carry an user to C, while people is paying close attention to luck to I hope also " incidentally " to coffee this one category threw unprecedented attention. And go one year, high-quality goods coffee, outside sent coffee, self-help coffee to obtain financing machine early or late.
What consumer nature also can find coffee market is fervent. When you want to drink a cup of coffee, the option that can offer an alternative is clear grow in quantity.
Alina of Beijing media practitioner has experience greatly to this. Remove coffee with premise, alina thinkable often is coffee of fast dissolve coffee and astral Buck, Pacific Ocean such chain brand, and the frequency that she goes to consuming in latter door inn " do not exceed every year 3 times " .
Make the susceptibility of pair of new things because of media industry, about one year ago, alina begins attention to include the coffee brand that luck Is hope inside, fast dissolve, ballproof coffee is in the coffee that hang ear, high-quality goods her attempt limits, "I won't choose single brand designedly, different situation can choose different brand. " Alina thinks he is a model " setting sex consumer " .
The occurrence that luck Is hope deepened the lively degree of coffee circuit undoubtedly. Between the different fractionize setting that consumes around coffee, "Distain catenary " exist objectively probably, but do not have what essence meaning it seems that again. From look substantially, coffee is casting off it to come from ocean the other shore gradually " aristocratic breath " , return to the essence that the masses consumes, regard socialization as the coffee of adhesive, can be a more good story told in China?
The 100 million Europe that serve platform as science and technology and industrial innovation also will pay close attention to coffee continuously the infuse of new science and technology, new concept and new policy in this one circuit, also wish coffee brand of China can Good Luck! And about new meal brand, we can discuss still have more, on June 13, trade of world of Shanghai rainbow bridge exhibits a house, meal of 100 million Europe will hold a theme to be " broken bureau new meal " industry peak is met, welcome your arrival! The activity arrives directly at Https://www.iyiou.com/a/xcy_shanghai_2019/
