Author(s)

Leilei Li

Corresponding Author

Leilei Li

ABSTRACT

With the increasing demand of Chinese consumers for coffee, the traditional "third space" coffee marketing model is no longer sufficient to satisfy consumers' demand for coffee. As a new local coffee brand in China, Luckin coffee, uses the Internet-thinking marketing model to occupy the market share of coffee takeaways. Tiredly on the new retail model, which has opened up a brand-new coffee marketing model in Chin. A huge influence has changed the traditional coffee sales model, suddenly captured the consumer market, and achieved good word-of-mouth communication. However, due to the excessively rapid expansion speed and innovative strategies, a series of related problems were also accompanied in this process. This research will discuss the current coffee industry environment in China. Based on the results of corporate data, questionnaires, and in-depth statement of consumers' buying habits, this study uses Luckin coffee as an example to analyze the main issues related to marketing strategies. Through exploring the key forming factors behind the problem, this study finally gives some scientific solutions to improve the company's competitiveness in the Chinese coffee industry in the future.

KEYWORDS

Brand, Marketing strategy, Luckin Coffee, Consumer behavior