瑞幸咖啡宣布進軍無人零售 完善全渠道流量體系

2020-01-08 11:44:57來源:威易網 作者:王陽

1月8日,瑞幸咖啡(Nasdaq:LK)在京召開戰略發布會,發布智能無人零售戰略,推出無人咖啡機“瑞即購”(luckin coffee EXPRESS)和無人售賣機“瑞劃算”(luckin popMINI),進一步密布網點、貼近客戶。在發布會上,瑞幸咖啡對外公布直營門店數達到4507家,已成為中國最大的

1月8日,瑞幸咖啡(Nasdaq:LK)在京召開戰略發布會,發布智能無人零售戰略,推出無人咖啡機“瑞即購”(luckin coffee EXPRESS)和無人售賣機“瑞劃算”(luckin popMINI),進一步密布網點、貼近客戶。在發布會上,瑞幸咖啡對外公布直營門店數達到4507家,已成為中國最大的咖啡連鎖品牌。同時,累計交易客戶數也已超過4000萬。

BEIJING, China, January 8, 2020 - Luckin Coffee Inc. (“Luckin Coffee” or “the Company”) (NASDAQ: LK) announced in a strategy press conference that the Company is entering the unmanned retail market with the launch of its smart unmanned coffee machine “luckin coffee EXPRESS” and smart vending machine “luckin popMINI”, further densifying its network and bringing Luckin Coffee closer to customers. At the press conference, Luckin Coffee also disclosed that its number of self-operated stores reached 4,507 by the end of 2019, which the Company believes makes it the largest coffee chain by number of stores in China as of December 31, 2019. The number of cumulative transacting customers reached over 40 million as of December 31, 2019. 

“瑞即購”采用瑞士Schaerer咖啡機、WBC大師精心拼配的IIAC金獎咖啡豆和其他優質原料,產品品質和口味達到與瑞幸咖啡門店相同標準,實現“大師咖啡,更近一步”。“瑞劃算”的最大特點是“線下買到電商價”。瑞幸咖啡通過與全球產品供應商的深度合作,大規模采購和定制化獲得優惠的采購價格,并借助“瑞劃算”大大減少渠道成本,使客戶在享受到無人售貨機便利的同時,還可以享受到電商的低價。無人零售終端機將覆蓋辦公室、校園、機場、車站、加油站、高速公路服務區和社區等各個場所,并和現有的瑞幸門店網絡相輔相成、互相補充。無人終端與公司智能系統無縫對接,運用IoT物聯網、大數據和人臉識別等先進科技,創造全新客戶消費體驗。

Featuring Swiss Schaerer coffee machines, IIAC Gold Award coffee bean blends from WBC coffee masters and other high-quality ingredients, luckin coffee EXPRESS provides freshly brewed drinks with the same quality and taste as in Luckin stores and therefore achieves “Luckin Coffee, Closer to You”. luckin pop MINI’s biggest attraction is “E-commerce Prices in Vending Machines”. By working closely with global suppliers and receiving discounts through large volume procurement and customization and significantly reducing channel costs with luckin pop MINI terminals, Luckin Coffee enables customers to enjoy the convenience of vending machines and low prices comparable to e-commerce at the same time. The unmanned terminals will cover locations including office buildings, campuses, airports, bus terminals, gas stations, highway service stations and communities, supplementing the existing Luckin store network. These terminals are fully integrated with our technology system and are empowered by IoT, big data, facial recognition, and other advanced technologies, which will create new  customers experience.

瑞幸咖啡首席執行官錢治亞表示:“瑞幸咖啡的無人零售、線下門店和電商渠道,組成了瑞幸咖啡全渠道的自有流量體系。同時,瑞幸以高品質、高性價比、高便利性的品牌價值正成為廣大客戶廣泛接受的時尚快消品牌。瑞幸咖啡正在致力于構建集合自有流量和自有產品閉環的智能零售平臺,并將持續一手發展流量一手發展產品,提升品牌價值,拓展平臺規模,為客戶創造更大價值。瑞幸咖啡正在加速踐行我們的品牌愿景’從咖啡開始,讓瑞幸成為人們日常生活的一部分’。”

Jenny Zhiya Qian, Chief Executive Officer of Luckin Coffee, commented, “Luckin Coffee’s unmanned retail network, store footprint and e-commerce channels, together form our proprietary omni-channel customer traffic network. With our value propositions of high quality, high affordability and high convenience, Luckin is rapidly becoming a well recognized, trendy, mass market FMCG brand. Luckin Coffee is dedicated to building a closed-loop smart retail platform with our own customer traffic and our own products. We will continue to grow both our own traffic and products, improve brand value, expand the scale of our platform, and create more value for our customers. Luckin Coffee is on track to realize our mission of being part of everyone’s life, starting with coffee.”

發布會現場,瑞幸咖啡與百事公司(PepsiCo)、雀巢(Nestle)、恒天然(Fonterra)、雪萊(Schaerer)、路易達孚(LDC)、奧蘭(Olam)、中糧、希杰(CJ)、伊利、蒙牛、好麗友、卡樂比等14家全球頂級供應商共同啟動無人零售戰略發布儀式。

At the press conference, Luckin Coffee and 14 leading global suppliers, including PepsiCo, Nestle, Fonterra, Schaerer, LDC, Olam, COFCO, CJ, Yili, Mengniu, Orion Confectionery, and Calbee, participated in the ceremony launching Luckin Coffee’s unmanned retail strategy. 

業內人士認為,瑞幸咖啡無人零售省去了高昂的人員和裝修費用,并大幅減少了租金,擁有比小店模式更優的成本結構,使得瑞幸咖啡在保證產品品質的情況下,大幅降低交易成本,并更進一步地貼近客戶。無人零售戰略將幫助瑞幸咖啡加快擴大客戶規模,提高客戶消費頻次。

Industry experts commented that Luckin Coffee’s unmanned retail network eliminates payroll and decoration costs, lowers rental expenses significantly and enjoys a better cost structure compared to that of small-format stores. Therefore Luckin Coffee is able to become closer to customers at lower transaction costs whilst ensuring product quality. The unmanned retail strategy will fuel customer acquisition and increase customer purchase frequency for Luckin Coffee. 

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