幸运咖2025年门店目标数1万家，下半年主战场转向一二线城市｜36氪独家

Core Viewpoint - Lucky Coffee aims to expand aggressively into high-tier cities, targeting a total of 10,000 stores by 2025, with a current count of nearly 7,000 stores, primarily in lower-tier cities [5][6]. Expansion Strategy - Lucky Coffee has adjusted its expansion strategy to focus on first and second-tier cities, particularly in the Yangtze River Delta and Pearl River Delta regions, with commercial streets as key locations [5]. - The brand's previous focus was on lower-tier markets, with approximately 70% of its stores located in third-tier cities and below as of 2024 [5]. Market Positioning - Lucky Coffee differentiates itself from competitors by maintaining a price point of 6-8 yuan, which is perceived as a real price rather than a subsidized one, thus ensuring profitability [5][6]. - The company benefits from its affiliation with Mixue Ice Cream, allowing for unified sourcing of raw materials and shared logistics, which enhances its competitive edge [6]. Product Strategy - Lucky Coffee has introduced a range of products priced between 6-8 yuan, including 14 new fruit coffee options, signaling its intent to penetrate the first-tier city market [7]. - The brand is also focusing on promoting its "American-style coffee" priced at 5.9 yuan, which has become one of its top-selling products [7]. Competitive Landscape - The coffee market is experiencing intense competition, with major players like Luckin Coffee, Kudi, and others ramping up their store expansion plans [8]. - For instance, Luckin Coffee has increased its store opening target from 4,000 to 8,000 for the year, while Gu Ming has raised its target from 1,000 to 3,000 [8]. Operational Insights - Lucky Coffee's average daily revenue per store reached a peak of 5,732 yuan during a recent promotional event, although the company remains focused on in-store consumption rather than delivery services [7]. - The company has recently launched a new roasting line in Hainan, which is the largest for Mixue Group, enhancing its production capacity [7].