Core Viewpoint - Luckin Coffee is entering the U.S. market with a new strategy, aiming to compete directly with Starbucks in its home territory, following its previous financial scandal in 2020 [5][10]. Group 1: Market Entry - Luckin Coffee opened its first U.S. stores on June 30, 2023, with locations targeting young students and business professionals [6][9]. - The store near New York University aims to attract local students, while the other store in the Empire State Building area targets tourists and business customers [6][9]. - The proximity of Luckin's store to a Starbucks location symbolizes its competitive intent [8]. Group 2: Marketing Strategy - Prior to the store openings, Luckin utilized a marketing campaign involving flash events and promotions to attract customers, such as offering free coffee for app downloads and social media shares [8]. - Unlike its domestic strategy of aggressive discounts, Luckin's U.S. pricing is comparable to Starbucks, with drinks priced between $3.45 and $7.95 [9][16]. Group 3: Competitive Landscape - The U.S. coffee market is highly competitive, with over 500 coffee chains, making it different from when Starbucks entered the Chinese market [12][14]. - The U.S. coffee market is projected to reach $28 billion by 2024, with a per capita consumption of over a thousand cups annually [12][19]. Group 4: Challenges and Adaptation - Luckin must adapt its business model to the U.S. market, focusing on local operations, product localization, and supply chain management [15][23]. - The company faces challenges related to higher operational costs and stricter regulations in the U.S. compared to China [15][21]. - Luckin's previous financial scandal continues to impact its brand reputation, necessitating efforts to rebuild trust in the U.S. market [16][23]. Group 5: International Strategy - The company is taking a cautious approach to international expansion, having previously opened stores in Singapore before entering the U.S. [18]. - Different Chinese coffee brands are adopting varied strategies for international markets, with Luckin being more conservative compared to faster-moving competitors [18][19]. - The future of Chinese coffee brands in international markets, particularly in the U.S., is promising but fraught with challenges [22][23].