以下文章来源于信风TradeWind ，作者刘艺晨 信风TradeWind . 关注资本市场的趋势与发展 (图片由豆包AI生成 提示词瑞幸咖 啡） 作者刘艺晨 编辑松壑 咖啡份额战趋缓之际，瑞幸似乎在重启扩张步伐。 在新一轮加盟招募计划下，瑞幸面向全国186座城市发布超800个定向点位。 定点加盟是2024年初推出的模式，由瑞幸发布定向范围，加盟商从中提报选址。 主要目的在于借助当地加盟商的资源禀赋，占据学校、景区、医院等下沉市场的核心位置。 这是大钲资本董事长黎辉由幕后来到台前后，瑞幸对外释放的第一个扩张信号。 黎辉本人及其领导的大钲资本，是贯穿瑞幸资本运作与发展的关键人物。 早在2018年，大钲资本就参与瑞幸咖啡首轮融资。 财务造假风波爆发后，2020年7月，黎辉离开瑞幸董事会，但大钲资本对瑞幸的影响力反而持续加深。 大钲资本共持股瑞幸咖啡31.3%的股份，并掌握着53.6%的投票权，拥有着绝对的话语权。 来到了新发展阶段，瑞幸正在等待新的故事。 提速信号 2024年一季度到四季度，瑞幸新开门店2342家、1371家、1382家、997家，呈缩减趋势。 第四季度门店同比增速仅13.5%，接近2023年价格 ...

Core Viewpoint - Luckin Coffee appears to be restarting its expansion efforts amid a slowdown in the coffee market share battle, with a new franchise recruitment plan targeting over 800 locations across 186 cities in China [1][2]. Group 1: Expansion Strategy - The new franchise model, set to launch in early 2024, allows local franchisees to propose site selections within designated areas released by Luckin [2]. - The primary goal is to leverage local franchisees' resources to secure key locations in underserved markets such as schools, tourist attractions, and hospitals [3]. - This marks the first significant expansion signal from Luckin since the arrival of Lei Hui, chairman of Dazhong Capital, who has been a key figure in Luckin's capital operations and development [4][5]. Group 2: Store Opening Trends - In 2024, Luckin opened 2,342, 1,371, 1,382, and 997 new stores in the first to fourth quarters, indicating a decreasing trend in new store openings [6]. - The year-on-year growth rate of new stores in the fourth quarter was only 13.5%, approaching pre-price war levels [7]. - However, in Q1 2025, Luckin accelerated its store opening pace, adding 1,757 new stores, surpassing the previous three quarters' average [9]. Group 3: Financial Performance - In Q1, Luckin's revenue grew by 41.2% year-on-year to 8.865 billion yuan, with a net profit of 525 million yuan, marking a return to profitability [25]. - Same-store sales growth turned positive at 8.1%, benefiting from increased cup volume and the introduction of new product categories [22][21]. - The gross profit margin for self-operated stores rose to 17.1%, an increase of over 10 percentage points year-on-year, alleviating concerns about store operating quality [23][24]. Group 4: Competitive Landscape - Luckin faces competition not only from Starbucks and Kudi but also from emerging tea brands like Mixue Ice City and Bawang Tea Princess, which have recently completed financing rounds [29]. - The trend of cross-industry competition is evident, with Luckin venturing into the tea market to capture additional sales [31]. - The introduction of new tea products, such as the "Freshly Brewed Light Milk Tea," has seen significant sales, with a single-day record of 1.67 million cups sold [32]. Group 5: Market Dynamics - The coffee market is experiencing a resurgence of low-price competition, with Kudi offering prices as low as 3.9 yuan, which has delayed the industry's consolidation process [27]. - Luckin has adjusted its pricing strategy, reducing the scope of its 9.9 yuan offers while maintaining competitive pricing to focus on market share growth [20][26]. - The company is also exploring new product categories to enhance profitability amid rising coffee bean prices, which are expected to pressure margins in the second half of the year [26][37].