狂卷加盟、冲击一线城市，幸运咖硬刚瑞幸库迪？

Core Viewpoint - Luckin Coffee is rapidly expanding its presence in the coffee market, aiming to replicate the success of its parent brand, Mixue Ice Cream, by leveraging a low-cost model and aggressive franchise strategies [1][4][10]. Expansion and Growth - As of July 2025, Luckin Coffee has signed over 7,000 stores nationwide, a significant increase from approximately 4,000 at the end of 2024, with a target of exceeding 10,000 stores by the end of 2025 [1]. - The company reported a 164% year-on-year increase in new store signings in Q2 2025, with 1,291 new stores opened in July alone, representing a month-on-month growth of over 330% [1][2]. Market Strategy - Luckin Coffee has shifted its focus from lower-tier markets to first and second-tier cities, particularly targeting the Yangtze River Delta and Pearl River Delta regions, with commercial streets as key expansion points [2]. - The franchise model requires full ownership by franchisees, allowing for unified market management and operational transparency, which facilitates rapid store replication [6]. Pricing and Supply Chain - The pricing strategy includes a low-cost model, with an American-style coffee priced at 5.9 yuan, benefiting from the supply chain advantages shared with Mixue Ice Cream [1][4]. - The company has established direct sourcing channels for coffee beans in major producing countries, enhancing its procurement scale and cost efficiency [4]. Franchisee Performance - Despite rapid expansion, franchisee profitability varies, with some reporting significant challenges and losses, leading to store closures or transfers [8][10]. - A franchisee in a university area reported a winter daily revenue of only 1,200 yuan, far below initial projections, resulting in a loss of 250,000 yuan before transferring the store [8][9]. Competitive Landscape - Luckin Coffee faces stiff competition from established brands like Luckin and Kudi, with franchisees noting that brand recognition significantly influences consumer choices [8][10]. - The company’s low-price strategy may not be sufficient to attract a broader customer base, as many consumers still prefer more recognized brands despite the lower franchise costs [8][10].