Luckin Coffee soars 7% in pre-market trading! "Sauce Fragrance Latte" sells one billion in a day, really amazing.
Has Luckin Coffee gone from a "black swan" to a "white swan"?
Before the U.S. stock market opened, Luckin Coffee soared in the American pink sheet market.
The sales data of the popular "Sauce Fragrant Latte" that flooded my friends' circle yesterday is out!
On September 5th, Luckin Coffee announced on its official WeChat account that the sales volume of the joint coffee "Sauce Fragrant Latte" with Guizhou Maotai exceeded 5.42 million cups on the first day, and the sales revenue exceeded 100 million yuan, setting a new record for a single product.
It is worth noting that last year, it took Luckin Coffee a whole week to sell 6.59 million cups of its popular Cheese Latte.
Why is the "Sauce Fragrant Latte" so popular?
First, it's cheap. At 19.9 yuan, you can taste the flavor of Maotai by adding just 10 yuan to your purchase of a regular Coconut Latte. Isn't this temptation worth 10 yuan?
Second, the commercial value of Maotai. Many people underestimate the horizontal migration of brand commercial value. If Maotai were to launch a Maotai car, you might not want to buy it. But what about a Maotai cake? Maotai yogurt? Anything can be associated with Maotai.
Third, Luckin Coffee's distribution channels. The difference between the success of the Sauce Fragrant Latte and the failure of Maotai ice cream is quite simple. Where is Maotai ice cream sold? How can you easily buy it? Luckin Coffee has stores on every street corner, as well as community marketing, order sharing for cashback, and other strategies. Luckin Coffee has grown and strengthened its position through the core means of distribution in the consumer goods industry. The collaboration between Maotai and Luckin Coffee brings together a brand and a distribution channel. It would be strange if it didn't become popular.
Don't underestimate the importance of distribution channels. Why is Maotai surpassing Wuliangye? Why is Yili beating Mengniu? Why is Bright Dairy losing ground? The core of consumer goods lies in distribution. No matter how good your product is, if it's not available for purchase, it won't sell well.
Is Luckin Coffee becoming a "swan"?
In the first half of this year, Luckin Coffee's revenue reached 10.64 billion yuan, turning losses into profits with a net profit of 1.56 billion yuan, surpassing Starbucks for the first time and becoming the coffee brand with the highest quarterly revenue in China. The previous controversies have been largely forgotten.
