Research on the Ways of Luckin Coffee to Capture the Chinese Coffee Market from a Marketing and Industry Chain Perspective

Abstract

As a popular coffee shop among the white-collar class and the younger generation, Luckin Coffee has brought an excellent drinking experience. In recent years, as a coffee chain brand, the development speed of Luckin Coffee has surprised the coffee brand. So, it is worthwhile to discuss how Luckin Coffee provides a positive consumer experience to its potential customers through the marketing and operation methods. This paper analyzes the great success of Luckin Coffee from marketing strategy to the whole industry chain structure through a literature review and using Porter's five forces model. Although Luckin Coffee encountered some long-term operational challenges after quickly capturing the Chinese coffee market, Luckin Coffee responded to the difficulties they faced by making timely adjustments and maintaining all links in the chain.