Luckin Coffee’s Segmentation and Positioning

Abstract

Qing Qiu, Yiwei Zheng, Jiaru Lin, Chijie Cheng and Ruizhu Lin

With the gradual increase in the acceptance of coffee by Chinese consumers, the penetration rate of coffee in the Chinese market has gradually increased. Since 1999, Starbucks opened its first store in China in Beijing, the boutique coffee represented by Starbucks has been rapidly expanding in China. After 2017, with the gradual development of Internet technology and the continuous improvement of the national consumption level, coffee has become the second largest beverage market in China after tea, and the coffee brand has shown explosive growth in China. According to statistics, there are already more than 180,000 coffee related According to statistics, there are more than 180,000 coffee-related enterprises in China, of which Luckin. Coffee is the most representative Chinese coffee brand in this period. In the increasingly competitive Chinese coffee market, it will be a challenge for existing or emerging coffee brands to occupy a place in the Chinese coffee market. This paper will analyze the segmentation, positioning, and pricing of Luckin Coffee in the context of China's coffee market, using methods such as conjoint analysis, hoping to provide literature help for other coffee brands.

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