Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29–31, 2024, Wuhan, China

Research Article

Luckin Coffee’s Segmentation and Positioning

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  • @INPROCEEDINGS{10.4108/eai.29-3-2024.2347341,
        author={Qing  Qiu and Yiwei  Zheng and Jiaru  Lin and Chijie  Cheng and Ruizhu  Lin},
        title={Luckin Coffee’s Segmentation and Positioning},
        proceedings={Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29--31, 2024, Wuhan, China},
        publisher={EAI},
        proceedings_a={ICBBEM},
        year={2024},
        month={6},
        keywords={luckin coffee product positioning segmentation},
        doi={10.4108/eai.29-3-2024.2347341}
    }
    
  • Qing Qiu
    Yiwei Zheng
    Jiaru Lin
    Chijie Cheng
    Ruizhu Lin
    Year: 2024
    Luckin Coffee’s Segmentation and Positioning
    ICBBEM
    EAI
    DOI: 10.4108/eai.29-3-2024.2347341
Qing Qiu1, Yiwei Zheng2,*, Jiaru Lin3, Chijie Cheng4, Ruizhu Lin5
  • 1: University of California
  • 2: Maoming NO.1 High School
  • 3: China Women’s University
  • 4: University of York
  • 5: Chengdu Shude High School
*Contact email: yiwei2006@outlook.com

Abstract

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 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.