Core Insights - Lucky Coffee, a sub-brand of Mixue Group, is rapidly expanding in first-tier cities, contrasting with its previous focus on lower-tier markets [2][3][5] - The brand has increased its store count in Beijing from a few to nearly 100 this year, with Shenzhen experiencing a threefold growth in store numbers [2][3] - Lucky Coffee offers incentives for franchisees in high-tier cities, including waiving fees totaling 17,000 yuan for stores in major urban areas [2][4] Expansion Strategy - Lucky Coffee's core product pricing ranges from 5 to 10 yuan, significantly lower than competitors, allowing it to capture market share in lower-tier cities [3][5] - As of October 23, Lucky Coffee has signed over 9,000 stores nationwide, with a target of reaching nearly 10,000 [3][4] - The brand is focusing on smaller store formats (20-30 square meters) in first-tier cities to reduce operational costs for franchisees [4][6] Market Dynamics - The coffee market in lower-tier cities is becoming saturated, prompting Lucky Coffee to seek growth in first-tier cities where competition is fierce [5][6] - Major competitors like Luckin Coffee and Starbucks are also expanding aggressively into lower-tier markets, increasing pressure on Lucky Coffee [5][6] - The high-tier coffee market is perceived as nearing saturation, with a shift in growth potential towards lower-tier markets [6] Challenges Ahead - Lucky Coffee faces significant challenges in high-tier cities, including high operational costs and intense competition from established brands [6] - The brand's marketing and product innovation strategies are seen as lacking compared to competitors, which may hinder its ability to attract consumers in high-tier markets [6]