幸运咖攻入一二线城市，开店速度比肩瑞幸，今年目标破万店

Core Viewpoint - Lucky Coffee, a sub-brand of Mixue Group, is aggressively expanding into first- and second-tier cities with a target of opening over 10,000 stores by the end of the year, having already reached nearly 7,000 stores in just four months [1][3][4] Expansion Strategy - Lucky Coffee was established in 2017 and offers products priced between 6 to 8 yuan, including fruit coffee, milk coffee, fruit tea, and light milk tea [3] - The brand initially focused on lower-tier cities and is now shifting towards higher-tier cities, with approximately 70% of its stores located in third-tier cities or below [3][4] - The new head of Lucky Coffee in China has extensive experience from Mixue Ice City, indicating a strategic push into first- and second-tier markets [3] Market Analysis - The company identified that coffee consumption frequency is higher in first- and second-tier cities, with per capita coffee consumption in China increasing from 7 cups five years ago to 22 cups currently, indicating significant market potential [4] - There is still a considerable gap in coffee shop density in cities like Beijing, Guangzhou, and Shenzhen, suggesting ample opportunity for new store openings [5] Operational Support - Lucky Coffee has established a dedicated market team of 400 members and a training team of 100 members to support franchisees in operations and marketing [5] - The company has implemented specific support policies for franchisees in major cities, waiving fees totaling 34,000 yuan for two years [3] Competitive Landscape - The coffee market is becoming increasingly competitive, with brands like Luckin Coffee and Kudi lowering prices to attract consumers [6] - Lucky Coffee positions itself as a high-quality yet affordable option, with prices starting at 5.9 yuan for an Americano, supported by Mixue Group's extensive supply chain [6][7] Supply Chain Advantages - Mixue Group has signed a procurement agreement worth 4 billion yuan with Brazil for coffee beans, enhancing Lucky Coffee's supply chain capabilities [7] - The company has recently launched a new roasting line in Hainan with an annual capacity exceeding 20,000 tons, significantly increasing its production capabilities [7] Consumer Trends - The shift in consumer behavior towards valuing quality over brand prestige is benefiting Lucky Coffee, as consumers increasingly view coffee as a high-frequency necessity [7]