Analysis of Luckin Coffee’s Marketing Strategies under the “Internet + New Retail” Mode

Yibo Chen ()
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Yibo Chen: RDFZ Xishan School

A chapter in Proceedings of the 2026 6th International Conference on Enterprise Management and Economic Development (ICEMED 2026), 2026, pp 79-87 from Springer

Abstract: Abstract With the rapid development of the Internet and the integration of online and offline, the new retail model has emerged. Luckin Coffee has achieved explosive growth by relying on this new business model, which combines app ordering and in-store pickup and delivery. This article systematically analyzes Luckin Coffee’s marketing strategies, operational mechanisms, and digital practices. Through digital management of the supply chain, it effectively controls costs. Luckin Coffee controls costs through digital management, and by relying on high-frequency, high-value-for-money best-selling products and social marketing, it quickly attracts young consumers and occupies a unique position in the highly competitive coffee market. This research not only helps to analyze the changes in the coffee retail industry driven by digital technology but also provides important insights for the development of related theories and the digital transformation of enterprises.

Keywords: Luckin Coffee; Internet; New Retail; Digital Supply Chain (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-719-4_10

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DOI: 10.2991/978-94-6239-719-4_10

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