2020年，当蜜雪冰城刚开出7000家门店时，蜜雪冰城股份有限公司（下称"蜜雪集团"）为旗下咖啡品牌 幸运咖，立下了"五年再造一个蜜雪冰城"的目标。5年后的今天，这个被蜜雪集团视为第二增长曲线的 咖啡品牌，恰好也刚站上7000家门店的关口，准备在年内冲击万店。 然而，幸运咖面临的国内市场环境与当年的蜜雪冰城截然不同。前有瑞幸、库迪两大万店巨头加速供应 链布局，后有百胜集团支持的肯悦咖啡以"一天一店"的速度扩张，咖啡市场并不缺少新品牌。 当以三至五线市场为主的幸运咖试图向高线城市突围，蜜雪集团能否成功复制自己的神话？ 冲击万店 2025年初，幸运咖立下要开1万家门店的新目标。 幸运咖早期团队也沿袭了蜜雪冰城的打法。以幸运咖新店开业为例，时至今日，总部会派驻运营人员， 在门店外喊麦、搭建红色拱门、铺设红地毯。这些都是颇具蜜雪冰城风格的做法。 一位山东的幸运咖加盟商对1年前的开业情况印象深刻。他向记者回忆，红色拱门上标注着"新店开业， 满9.9元抽奖"，奖品涵盖手机、咖啡及品牌周边产品。尽管门店位于万达广场外围街道的末端位置，但 通过店员喊麦，活动确实聚集了不少人气。 截至7月底，幸运咖已有7000家门店。为加速拓 ...

Core Viewpoint - The article highlights the rapid expansion of the coffee brand Lucky Coffee under the Mixue Group, aiming to surpass 10,000 stores by the end of 2025, with significant growth in franchise inquiries and store openings [1][3]. Group 1: Business Expansion - Lucky Coffee's store count has exceeded 7,000, covering over 300 cities in China, making it the fourth largest fresh coffee brand in the country [1]. - In Q2 of this year, Lucky Coffee signed new franchise agreements with a year-on-year growth of 164% [1]. - The average daily revenue per store reached 5,732 yuan on July 12, with a 258% increase in takeaway orders [1]. Group 2: Franchise Strategy - The brand is selective in its franchisee recruitment, preferring those who can actively participate in store operations rather than purely investment-type franchisees [1][2]. - To facilitate expansion, Lucky Coffee has lowered its franchise investment requirement from 350,000 yuan to 250,000 yuan and adjusted the age requirement for franchisees [7]. - The company has implemented a franchise support policy that includes a total reduction of 34,000 yuan in specific cities [7]. Group 3: Supply Chain and Profitability - Lucky Coffee benefits from Mixue's supply chain, with coffee bean supply prices below 70 yuan per kilogram, compared to the industry average of over 100 yuan [8]. - The gross profit margin for products like the 5.9 yuan Americano exceeds 50% [9]. - Recent sales figures indicate that the sales of the Coconut Latte exceeded 200 million yuan, with several new products also surpassing 100 million yuan in sales [9]. Group 4: Market Context - The coffee market in China is maturing, with per capita coffee consumption increasing from 9 cups in 2016 to 16.74 cups in 2023 [13]. - The competitive landscape is evolving, with brands like Luckin Coffee and Kudi Coffee driving market growth through aggressive marketing strategies [14][15]. - The coffee market's chain store concentration is still low compared to tea, indicating significant room for growth [18]. Group 5: Brand Positioning - Lucky Coffee aims for a "high-quality, low-price" positioning, avoiding a deliberate shift towards high-end branding [20]. - The brand's strategy of expanding from lower-tier cities to higher-tier ones contrasts with competitors who typically expand from high-tier to lower-tier markets [20]. - If successful, Lucky Coffee's approach may signify a redefinition of coffee's market positioning in China [21].

Core Insights - The company aims to expand its coffee brand, Lucky Coffee, to over 10,000 stores by early 2025, with a significant increase in new store openings and franchise inquiries in 2023 [1][4][5] Company Performance - Lucky Coffee's store count has surpassed 7,000, covering over 300 cities in China, making it the fourth-largest fresh coffee brand in the country [1] - In Q2 2023, Lucky Coffee experienced a 164% year-on-year increase in new store openings, and franchise inquiries surged over 300% since July [1][2] - The average daily revenue per store reached 5,732 yuan on July 12, with a 258% increase in takeaway orders [2] Marketing and Sales Strategy - The sales surge is attributed to aggressive marketing strategies and cautious use of takeaway subsidies, ensuring profitability for franchisees [3][19] - Lucky Coffee is focusing on high-potential cities and has optimized store sizes to reduce operational costs for franchisees [3][21] - The company has lowered franchise investment requirements from 35 million yuan to 25 million yuan and adjusted age requirements for franchisees [7][21] Supply Chain and Production - Recent investments in supply chain capabilities include a new coffee bean roasting facility with an annual capacity exceeding 20,000 tons [6] - The company has signed a 4 billion yuan procurement agreement with Brazil for coffee beans, indicating a commitment to scaling operations [9][10] Market Trends - The coffee market in China is maturing, with per capita coffee consumption increasing from 9 cups in 2016 to 16.74 cups in 2023 [12] - The market still has significant growth potential, with a low concentration of coffee chains compared to tea [17] - Competitors like Luckin Coffee and Kudi are also expanding rapidly, indicating a growing market [18][14] Brand Positioning - Lucky Coffee aims for a "high-quality, affordable" positioning, contrasting with competitors that target high-end markets [21] - The brand's strategy of expanding from lower-tier cities to higher-tier ones reflects a unique market approach [20]

Core Insights - The coffee market in Jinan is rapidly expanding, with a significant increase in the number of coffee-related businesses and a growing consumer base [1][2][4] Group 1: Market Expansion - Jinan has seen the addition of 201 new coffee-related enterprises in 2023, marking a 51.3% increase compared to the same period last year [1] - The coffee market in Jinan is projected to grow at an annual rate of 15%, with a complete industry chain established from equipment sales to skill training [2][4] - The city is becoming a major coffee material and equipment shopping center in Northern China, with a transaction volume expected to exceed 100 million yuan in 2024, growing at an average rate of 25% [2] Group 2: Business Performance - Coffee shops in Jinan report varying sales, with peak weekend sales reaching over 100 cups, while weekday sales average around 60-70 cups [3] - Major chains like Luckin Coffee have a strong presence, with some stores selling 700-800 cups daily and achieving a net profit margin of 40%-45% [3] Group 3: Market Potential - Despite rapid growth, Jinan's coffee market still has significant room for development compared to cities like Hangzhou [4][5] - The low entry barrier for starting a coffee business, with initial costs ranging from 20,000 to 150,000 yuan, is attracting many entrepreneurs [5] - The rise of local brands is enhancing Jinan's influence in the national coffee market, with a diverse market structure expected to emerge [5]