咖啡价格战杀疯了！幸运咖万家门店改写市场规则

Core Viewpoint - Luckin Coffee has officially surpassed 10,000 stores globally, marking a significant milestone in the affordable coffee market in China, which is experiencing rapid penetration [1][2]. Company Expansion - Luckin Coffee has expanded its store coverage to over 300 cities across China, including first, second, and third-tier cities, with a notable focus on first-tier markets [2]. - The company has accelerated its national market expansion since 2025, doubling its store count in approximately 10 months [1][2]. - Luckin Coffee has initiated its global expansion, opening its first overseas store in Malaysia in August 2023 [2]. Product and Supply Chain Strategy - The company emphasizes a strong supply chain, with direct sourcing of raw materials, self-owned roasting facilities, and a self-built logistics system, ensuring fresh ingredients and efficient operations [3]. - In May 2023, Luckin Coffee signed a significant procurement agreement with Brazil for coffee beans, further stabilizing its core raw material supply [3]. - The introduction of innovative products, such as the "Coconut Latte," has contributed to its success, with over 100 million cups sold and sales exceeding 1 billion yuan [3]. Market Dynamics - The affordable coffee segment is growing rapidly, with increased competition from brands like Luckin, Ruixing, and Kudi, which are expanding aggressively in lower-tier markets [5][6]. - The overall coffee market in China is approaching 250 billion yuan, with a projected annual growth rate of nearly 20% over the next four years [6]. - The shift in consumer behavior towards coffee consumption is moving from a social to a daily attribute, broadening the market demographic [6]. Competitive Landscape - The coffee market is characterized by intense competition, with brands engaging in price wars and rapid expansion strategies [7]. - The supply chain is identified as a critical competitive factor, as product and packaging can be easily replicated, but a robust supply chain requires long-term investment [6][7].