Analysis on the Marketing Strategies of Luckin Coffee

Abstract

With the popularization of mobile Internet, people's consumption concept, consumption behaviour and consumption scene begin to change. At the same time, the consumption demand of the Chinese coffee market is increasing year by year, and the development momentum is good. After that, Luckin coffee was formally born in the "new retail" mode, showing a rapid development trend, and achieved the successful listing in a short period of time, which is really amazing. There is no denying that Luckin's marketing strategy still has great reference significance for the development of domestic coffee. This paper used the SWOT method to analyze Luckin coffee after the delisting storm, studied its internal strengths and weaknesses as well as external opportunities and threats of brand marketing, found out its relevant influencing factors, and put forward a new feasible strategic plan.