业内人士称瑞幸靠争议广告博流量

Core Viewpoint - Luckin Coffee's recent controversial advertisement has sparked significant public attention, suggesting that the company may be leveraging controversy for marketing purposes rather than focusing solely on product sales [1] Group 1: Controversy and Marketing Strategy - The advertisement featuring the phrase "as long as there is gravity, she will fall" has been criticized for objectifying women by personifying an apple as female [1] - Industry insiders believe that the controversy may not be accidental, as Luckin's profits are not solely derived from coffee sales, but rather from stock market performance [1] - Despite the backlash, a portion of consumers still appreciates the brand for its affordability, indicating a mixed reception [1] Group 2: Financial Metrics - Luckin's marketing expenses in the second quarter were reported at 590 million yuan, which represents a decrease in the proportion of total revenue from 5.1% to 4.8% [1] - The controversy surrounding the advertisement has generated social attention that far exceeds the company's marketing investment, suggesting effective engagement from a marketing perspective [1]