Fortune | FORTUNE 11小时前
Look out, Starbucks: Luckin Coffee, the biggest coffee chain in China, is opening its first U.S. locations
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瑞幸咖啡,这家在中国门店数量超过星巴克的咖啡连锁店,已在美国纽约开设了首批门店。此举正值星巴克在美国本土进行转型之际。瑞幸咖啡以其规模较小的门店、无现金支付和更低的价格,吸引了年轻消费者。然而,瑞幸此前在北美的业务并不顺利,曾因财务造假而退市。星巴克则通过精简菜单、改善顾客体验等措施,试图应对挑战。瑞幸能否在美国复制其在中国市场的成功,仍有待观察。

☕ 瑞幸咖啡已在纽约开设门店,标志着其正式进军美国市场,这使得其与星巴克的竞争延伸到了新的领域。

💰 瑞幸咖啡在中国通过提供规模较小的门店、无现金支付和更低的价格,迅速扩张并超越了星巴克的门店数量,从而吸引了大量年轻消费者。

🤔 瑞幸咖啡此前在北美的业务并不顺利,曾因财务造假问题退市,这增加了其在美国市场面临的挑战。

🔄 星巴克正在进行转型,包括精简菜单、改善顾客体验等措施,以应对来自瑞幸咖啡等新兴品牌的竞争压力。

    Luckin Coffee opens its first U.S. locations. The China-based coffee chain has grown to outnumber Starbucks in its home country. It enters the U.S. market at Starbucks is in the midst of a turnaround effort.

While the trade wars are capturing most of the headlines, another battle is brewing between China and the U.S. over consumer caffeination.

Luckin Coffee, the largest coffee chain in China, has opened a pair of locations in New York. And that could put an added emphasis on Starbucks’ ongoing turnaround plans, as Luckin has grown to outnumber that company in China, with 22,000 locations.

Founded in 2017, Luckin largely offers scaled-down stores, rather than coffeehouses that are designed to encourage customers to linger. It accepts cashless payments and has takeout booths. The smaller footprint cuts expenses and has allowed Luckin to offer the usual coffeehouse staples for a lower price than Starbucks, which has particularly appealed to younger customers.

Whether it can replicate that success in the U.S. is still unknown. Luckin’s previous business efforts in North America did not go according to plan. In 2019, it filed for an IPO on the Nasdaq, but was delisted after it admitted it had lied about its earnings.

Starbucks has struggled in the past several years, in part due to activist investors and an uneven experience at stores. Last year, the company ousted its CEO and hired Brian Niccol, former CEO of Chipotle Mexican Grill. He has since cut menu items by 30% and instructed baristas to start writing messages on cups, changes intended to simplify store operations and bring back customers’ feelings of connection. The company has also hired a new CFO.

Luckin will offer the same cold brews and hot coffee options as Starbucks. It also has signature items such as pineapple- and raspberry-versions of its iced coffees and “Refreshers” that mix coconut milk, fruit juices and cold foams.

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瑞幸咖啡 星巴克 咖啡 美国市场
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