9.9元的瑞幸，凭啥这么赚？

Core Insights - The article highlights the impressive financial performance of Luckin Coffee, with total net revenue reaching 12.359 billion yuan, a year-on-year increase of 47.1%, and operating profit soaring by 61.8% to 1.7 billion yuan, despite a challenging consumer market [1][3]. Group 1: Financial Performance - Luckin Coffee reported a total net revenue of 12.359 billion yuan, marking a 47.1% year-on-year growth [1]. - The company's operating profit increased by 61.8%, reaching 1.7 billion yuan [1]. Group 2: Cost Control and Supply Chain Management - The company's ability to control costs was developed during its crisis following the 2020 financial scandal, leading to a rigorous examination of every expense [3]. - Luckin Coffee has transformed into an efficient cost control machine, with a focus on deep supply chain integration, including long-term procurement agreements with key coffee-producing regions [3][4]. - The establishment of self-owned roasting factories across China has allowed Luckin to lower processing costs and maintain product quality [3]. Group 3: Operational Strategy - The company's operational model is based on a data-driven approach, utilizing digital tools for site selection and management, ensuring efficient operation across its extensive network of over 26,000 stores [5]. - Luckin Coffee's self-operated stores experienced a same-store sales growth of 13.4%, demonstrating the effectiveness of its operational strategy [5]. Group 4: Product Innovation and Marketing - Luckin Coffee continuously introduces new products, with a high success rate for new launches, evolving from a coffee brand to a comprehensive beverage platform [6]. - The company employs strategic marketing tactics, including collaborations with popular IPs, to enhance brand loyalty and emotional connection with consumers [7]. Group 5: Industry Impact and Future Outlook - Luckin Coffee's approach has intensified competition within the coffee industry, leading to challenges for independent coffee shops and raising concerns about market saturation [5]. - The company's case serves as a significant lesson for the Chinese consumer market, emphasizing the importance of solid operational foundations over mere storytelling [9].