Marketing Strategies and Consumer Purchasing Factors of Coffee Retail Brands: A Case Study of Luckin Coffee

Abstract

Chinas coffee market, as a field that has not yet been maturely developed, with its huge population base, owns a very high purchasing potential and has continued to attract the establishment and entry of various coffee brands in the past ten years. Through a marketing strategy study of Luckin Coffee and an in-depth analysis of coffee consumer behavior through online questionnaires, we explore how Luckin Coffee will find a way out of the fierce coffee brand war in the Chinese coffee market. Due to the squeeze at both ends of the premium and sinking coffee markets and the replicability of the advantages to Luckin Coffee, the Chinese coffee market is still highly precarious. Luckins development still needs to continuously adjust its strategy to increase brand loyalty in terms of product quality and consumer popularity so as to establish itself as a pioneer of a technology-driven new retail model to provide coffee in China in the Chinese coffee market.