1980年代，挪威三文鱼养殖业面临一场"幸福的烦恼"——技术进步使产量飙升，但国内市场早已饱和。彼时，挪威渔业部长Thor Listau力排众议，启动了 一项名为"日本计划"的豪赌：让习惯熟食的日本人接受生吃三文鱼。 后来，挪威三文鱼凭借低价、稳定、优质的特性，通过回转寿司店、超市刺身柜等大众渠道，席卷日本餐桌。脂肪带来的"入口即化"体验，迅速替代了部 分高价金枪鱼的需求，从某种程度上说，不是日本传统创造了三文鱼，而是三文鱼供应重塑了日本饮食习惯。 这故事揭示了一个规律：供应链的颠覆能力，确实超乎想象。当一家企业能够通过强大的供应链整合能力，将优质、稳定、高性价比的原料源源不断地送 达消费者手中时，它就在悄然塑造和引领消费习惯。 在当下，这种打法再一次被复刻进了新茶饮和咖啡赛道。 正如三文鱼供应催生了"三文鱼腹""三文鱼腩"等细分品类，瑞幸们也通过稳定、优质、低价的原料供应，创造了中国人对咖啡风味的新期待和新习惯： 根据《现制饮品新品趋势观察报告2024》，2024年茶饮品牌应用过的原料达到201种，羽衣甘蓝、小麦草、栀子花、红菜头、黑枸杞，新奇口感的新原料 这些年在新茶饮市场大杀四方，其中最典型的是椰子—— ...

Group 1 - The core brand slogan of Luckin Coffee is "Drink from the Origin," emphasizing the company's focus on strengthening its upstream supply chain for core products [1] - Luckin Coffee has established a global sourcing network for high-quality raw materials, including Arabica coffee beans, coconuts, and jasmine flowers, with origins in Brazil, Ethiopia, Indonesia, and Guangxi [1][2] - The company initiated a "Global Bean Sourcing Program" in 2023 to ensure the quality of coffee beans by visiting major coffee-producing regions [1] Group 2 - In March 2025, Luckin Coffee plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years to support its popular coconut latte series [2] - Luckin Coffee's procurement of Brazilian coffee beans accounts for 60% of Brazil's total coffee exports to China, indicating a significant market presence [2] - The company has launched the "Drink from the Origin Festival" on September 1, featuring a product lineup that includes new offerings like Akesu Apple Latte and popular drinks such as Coconut Latte and Yirgacheffe Americano [3]

Core Insights - Luckin Coffee has launched the "Drink Original Origin Festival," introducing a product matrix focused on original origin ingredients, including new offerings like Aksu Apple Latte and popular drinks such as Coconut Latte and Yirgacheffe Americano [1] - The brand slogan "Drink Original Origin" reflects Luckin's strategy to strengthen its upstream supply chain for core products, establishing a global network of original origin sources [1] Group 1 - Luckin Coffee has developed original origin clusters in Brazil and Ethiopia for coffee, Indonesia for coconuts, and Guangxi for jasmine flowers, securing high-quality raw materials like Arabica coffee beans and coconuts [1][2] - The company initiated a "Global Bean Sourcing Program" in 2023 to ensure the quality of coffee beans by visiting key coffee-producing regions, including Panama, Ethiopia, Indonesia, Yunnan in China, and Brazil [1] - In May 2023, Luckin established an office in Ethiopia, and by November 2024, it signed a five-year memorandum for the procurement of 240,000 tons of coffee beans in Brazil, along with setting up local offices and support centers [1] Group 2 - In non-coffee raw material sourcing, Luckin plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years, enhancing its Coconut Latte product line [2] - The company has created a dedicated jasmine flower production area in Guangxi, overseeing the quality control of jasmine tea from cultivation to harvesting [2] - Luckin's coffee bean procurement from Brazil accounts for 60% of Brazil's total coffee exports to China, and it is a major consumer of lemons from Anju, Sichuan, leading the industry in consumption scale [2]

Core Insights - Luckin Coffee has launched the "Just Drink Origin Festival," introducing a product matrix focused on origin-based offerings, including new items like Aksu Apple Latte and various other beverages [1] - The company has established a global sourcing network for coffee, with significant operations in Brazil and Ethiopia, and has initiated a "Global Bean Sourcing Program" [1][2] - Luckin Coffee has made substantial commitments to sourcing non-coffee raw materials, including a partnership in Indonesia to procure 1 million tons of high-standard coconuts over the next five years [2] Group 1 - The introduction of new beverages emphasizes the company's focus on origin-based products, with a notable return of actress Tang Wei as the global origin advocate [1] - Luckin Coffee has built a network of coffee origins, including Brazil and Ethiopia, and has signed a five-year memorandum for the procurement of 240,000 tons of coffee beans in Brazil [1] - The company has established offices and support centers in key coffee-producing regions to enhance its sourcing capabilities [1][2] Group 2 - In addition to coffee, Luckin Coffee is expanding its sourcing of non-coffee ingredients, particularly coconuts from Indonesia, with a significant procurement plan [2] - The company has developed a dedicated jasmine tea production area in Guangxi, ensuring quality control throughout the cultivation and harvesting processes [2] - Luckin Coffee's procurement of Brazilian coffee beans accounts for 60% of Brazil's coffee exports to China, and it is a leading importer of green coffee beans in China, with over 40% market share [2]