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There is a rough break-even indicator within the company, that is, the average daily sales of a single store is 200 cups, and the daily flow is 2,600 yuan. Only a few cities in the northern market, such as Shijiazhuang and Lanzhou, cannot meet this standard, while the southern market is more optimistic. .
A store manager of Ruixing told the internal ginseng that the total cost of a single cup of coffee and drinks in the store is 9 to 10 yuan after including the rent, water, electricity, labor and other expenses. “Now the large discount coupons are no longer available. A cup of Luckin is at least RMB 13 or RMB 4, and it’s no problem for the store to feed itself.”
These internal operating data generally have no moisture. It seems that Luckin can really make money only by selling coffee. Of course, these data exclude the huge investment in “infrastructure” in the early expansion process, but from the perspective of “alive”, such operations are already very good.
The To VC model “born for investors” actually saved my life
Why is Luckin’s single store survivability so strong? This is a very interesting topic.
Summarize in one sentence. In order to convince the capital market that it can open 10,000 stores, Luckin has followed “Wandian scale” has built an operation control system and pursued ultra-high standards of operation quality at all costs. This has become Ruixing’s last skill after the collapse of the capital myth.
In the process of store expansion, Luckin has absorbed a large number of mature operation and management personnel from large chain catering groups such as McDonald’s and KFC. Some people said, “I thought that McCann’s SOP was abnormal enough. Go up one floor.”
According to their description, the daily operation SOP of the store is extremely detailed, with all-day video surveillance, and the assessment is quite strict.
For example, to make milk for latte, after openingThe milk that is required to be added after the coffee is deiced will be listed separately. Such cost estimation has a long history, but it has received more attention after the strategic adjustment.
Push new products
On the product side, Luckin is making continuous efforts. The internal product research and development team has been expanding, and new products have been launched in an all-round way. There are not only popular original and explosive products, but also “used-ism” imitations.
In September, Luckin launched the “Thick Milk” series, which upgraded conventional milk to cold-extracted thick milk. The mellow taste was immediately welcomed by consumers. The “Little Deer Material Duoduo” is highly similar to CoCo’s flagship product “Milk Tea Three Brothers”, and the sales are also good.
In addition to the series of new products from Ruixing specializing in school scenes, the pace of the new product launch seems very dynamic.
If you want to go more stable, first cure the “cloud disease” that Internet companies often suffer from
On the operational level, Luckin is quite energetic. If it develops in this way, it will always have its own place on the catering track. Insiders said that Ruixing plans to open 800 new stores next year, and the total number of stores will reach 5,000.
Because of the special business model, Luckin also has some common problems of Internet companies. The most prominent is the “cloud disease” of excessive reliance on online, operation and marketing.
For example, all of Luckin’s recent new product launches and marketing are carried out online, and the marketing account is bombarded. It is difficult to see even a new product recommendation poster in offline stores.
Since this year, Ruixing’s private domain traffic construction, which is often blown up, has also been unsatisfactory.
According to public data, as of late July this year, Luckin’s Enterprise WeChat has exceeded 180 users Million, user benefits