Core Viewpoint - The domestic coffee market is expected to welcome new members to the "10,000 store club," with the brand Lucky Coffee aiming for 10,000 stores by 2025, currently nearing 7,000 stores across over 300 cities [2][4]. Expansion Strategy - Lucky Coffee plans to open approximately 4,500 new stores in 2024, averaging about 357 new stores per month [2]. - The brand's rapid expansion is supported by its parent company, Mixue Group, which has increased resource allocation to Lucky Coffee since 2025 [4]. Market Positioning - Lucky Coffee adopts a "high quality, low price" strategy, with product prices ranging from 6 to 8 yuan [4]. - The brand's new store openings in Q2 2025 saw a year-on-year increase of 164% [4]. Supply Chain and Cost Efficiency - Lucky Coffee benefits from Mixue Group's extensive supply chain, allowing for superior cost control and operational efficiency [4]. - The company sources high-quality Arabica coffee beans directly from Brazil, Ethiopia, and Indonesia, with a procurement price of less than 70 yuan per kilogram compared to the industry average of over 120 yuan [4]. Product Development - Lucky Coffee has significantly increased its product development speed, launching 32 new products in the first half of the year, an 88% increase from the previous year [5]. - The "True Fruit Coffee" series launched in May achieved over 100 million yuan in sales within a month [5]. Market Growth Potential - The Chinese coffee market is projected to reach 313.3 billion yuan in 2024, with an 18.1% year-on-year growth [5]. - Current per capita annual coffee consumption in China is 22.24 cups, with significant room for growth compared to over 300 cups in mature markets like the U.S. and South Korea [5]. Impact of Delivery Services - Recent competition in the delivery service sector has led to a 258% increase in delivery orders for Lucky Coffee, with average daily revenue reaching 5,732 yuan [6][7]. - The delivery service competition has altered consumer price perceptions, benefiting Lucky Coffee's pricing strategy [7]. Targeting Urban Markets - Lucky Coffee is shifting its focus to first- and second-tier cities, offering a two-year fee waiver for franchisees in major cities [9]. - Despite the challenges of high rental and labor costs in first-tier cities, the brand aims to establish a stable profit model beyond just low pricing [9]. Competitive Landscape - As of Q1 2025, Luckin Coffee has over 24,000 stores in China, while Kudidi Coffee has 10,045 stores [9]. - If Lucky Coffee maintains its current growth rate, it is projected to become the third coffee brand to reach 10,000 stores by the end of 2025 [9].
反攻一线城市!蜜雪冰城“好兄弟”出手
Zhong Guo Ji Jin Bao·2025-07-25 16:17