瑞幸咖啡：星巴克的中国挑战者

In the fast-growing Chinese coffee market, Luckin Coffee, a local new retail brand that started with delivery and self pick-up, opened 1,700 stores in a year, valued at $2.2 billion. It has become the fastest growing unicorn company in China. Faced with the fierce competition of Starbucks and other veteran brands and emerging O2O coffee brands, Luckin seized the consumer demand of urban white-collar workers, seized on the trend of delivery and developed a new retail model. Luckin sells "master" coffee that everyone can afford. It uses social media to acquire new customers, practices the intelligent integration of online and offline, actively interacts with consumers, and strives to enhance brand style while conducting promotions. Luckin re-does the imported business of "coffee" with a localized, Internet-based competitive strategy in China. Can the "Luckin Model" last? As competitors led by Luckin with a faster, more cost-effective positioning enter the coffee delivery market, they are pushing down Starbucks's revenue. How should Starbucks respond to the challengers from China?