出海案例分享：瑞幸“杀”入新加坡，但不靠9块9！

Core Insights - The article discusses Luckin Coffee's strategic expansion into Singapore, highlighting its departure from aggressive pricing strategies used in China to a more refined approach tailored to the new market [2][4]. Group 1: Market Context - In 2023, the Chinese retail and service industry is experiencing a surge in overseas expansion, with brands like Luckin Coffee, Heytea, and others aggressively entering Southeast Asia [4]. - Luckin Coffee holds nearly 40% of China's coffee supply chain, benefiting from significant economies of scale and an efficient supply chain, which provides a competitive cost advantage domestically [4]. Group 2: Strategic Framework - The "Strategic Compass" matrix indicates that when entering a high-attractiveness but high-difficulty market like Singapore, companies must choose between cost leadership and innovation leadership [7][9]. - Luckin Coffee opted for innovation leadership, avoiding a low-cost strategy that could harm its brand in a quality-focused market [7]. Group 3: Innovation Strategies - Product Innovation: Luckin introduced unique products like Coconut Latte and Velvet Latte, filling a gap in Singapore's coffee market where such offerings were previously unavailable [11]. - Pricing Strategy: The company adopted a smart pricing strategy, positioning its products 10-20% lower than Starbucks for common items while pricing unique offerings 10-20% higher, signaling quality without being perceived as cheap [14]. - Marketing Approach: Instead of traditional celebrity endorsements, Luckin leveraged user-generated content (UGC) to engage local consumers, focusing on social media interactions and community events [18][20]. Group 4: Lessons for Other Brands - Luckin's success in Singapore illustrates that domestic advantages can be restructured for higher profit margins abroad rather than relying on low pricing [22]. - The company demonstrates that innovation can create new market segments rather than competing directly with established players [22]. - The shift from expensive marketing strategies to cost-effective UGC approaches can resonate better with local consumers, maximizing impact while minimizing costs [22].