瑞幸“美国梦”遇狙击：文化有隔阂，盈利陷困局

Core Insights - The article discusses the competitive landscape between Starbucks and Luckin Coffee, highlighting Luckin's rapid expansion and unique business model that leverages digital platforms for growth [1][3][10]. Group 1: Luckin Coffee's Business Model - Luckin Coffee has adopted a digital platform model similar to Uber, focusing on online transactions to restructure traditional coffee retail dynamics [3][4]. - The company has achieved significant growth in China, with a total of 26,206 stores globally as of Q2, including 26,117 in China, and opened nearly 2,000 new stores in a single quarter [4][10]. - Luckin's strategy includes aggressive marketing tactics such as "first cup at ultra-low price" and "buy two get one free," which have helped it rapidly gain market share [3][4]. Group 2: Challenges in the U.S. Market - Luckin faces cultural and operational challenges in the U.S., where the digital ordering model may not resonate with all consumers, as many still prefer cash transactions or in-person ordering [6][10]. - The company is currently operating at a loss in New York, with monthly operational costs around $91,600 per store, requiring sales of 1,100-1,200 cups daily to break even, but actual sales are only about half of that [7][10]. - Luckin is attempting to shift its brand perception in the U.S. from a low-cost provider to a more multifaceted brand, engaging with local culture and influencers to enhance its image [7][10]. Group 3: Strategic Positioning and Future Outlook - The CEO of Luckin has indicated a cautious approach to expanding in the U.S., focusing on validating consumer acceptance of its brand and operational strategies [8][10]. - Despite past controversies, Luckin is seen as a long-term growth opportunity, with analysts noting its strong performance metrics compared to expectations [10][11]. - Starbucks is aware of the competitive threat posed by Luckin, with its CEO acknowledging Luckin's innovation and announcing new product developments to meet consumer health trends [11].