Analysis of the Commercial Design and Marketing Strategy of Luckin Coffee

Abstract

The financial report data released by Luckin Coffee shows that Luckin Coffee's self-operated shops were revived at the end of 2021. In 2020, Luckin Coffee announced that the number of directly operated shops reached 4,507, surpassing Starbucks and becoming the largest coffee chain brand in China. As an emerging coffee brand in China and a pioneer of Internet coffee in China, Luckin Coffee's business design and marketing strategies have important and rich implications for the shaping and development of similar brands in China. In this paper, through the joint study of Luckin Coffee's commercial design and marketing strategies, it is concluded that the commercial design of Luckin Coffee is an important means of marketing promotion and the marketing strategy is one of the purposes of its commercial design. On the one side, Luckin Coffees commercial design brings convenience to its marketing; on the other side, its marketing strategies promote continuous innovation of commercial design. The two complement each other and together bring a positive contribution to the brand image and corporate interests.