The profit is still indefinite, and Rui Xing is not tossing.
Selling a cup is more profitable than selling coffee.
It was learned that on August 19th, luckin coffee Ruixing coffee flagship store was launched on the Jingdong, 39,000 limited edition antlers accompanying sippy cups on sale, priced at 139 yuan / only, with the cup gift luckin box – meet 昊 However, the series of blind boxes, as well as the classic lucky coffee cups on the line, the unit price is 58 yuan. However, it was found that offline stores also sell peripheral products.
Available at stores, photo source: Chaoyang Central Park Store
In addition, From August 26th, Ruixing Coffee Jingdong flagship store will also be on the line of physical gift cards, purchase the designated gift card will also get luckin box – meet the series of blind box.
Whether it is a gift card or a limited number of peripherals, Rui Xing is the first.
Rui Xing around, picture source: Rui Xing official photo for map
Rui Xing doesn’t want to just buy ready-to-drink drinks, but also wants to make the brand reach the family life and business office.
The two custom cups sold at the luckin coffe coffee flagship store, one is the luckin antler sippy cup with a small fresh route, using the soft blue and light pink tones, plus the smart and pleasant Antlers, the value of the face is more in line with the taste of young people; another retro lucky coffee cup, using black and white color matching, is more in line with the white-collar aesthetic of the workplace.
This time, the face value is used as the antler cup, which is reminiscent of the Starbucks cat claw cup that sparked this spring. At the time of sale, there were even cases of queuing in the early morning, seconds, and even being smashed by thousands of dollars. Limited edition, high face value, and vibrato are the key reasons for the heat of the cat’s claw cup. Can Ruixing Antler Cup copy Starbucks “cat claw cup” nowLike, it is still a question mark. As of 3:37 pm, the number of reservations for the Jingdong flagship store antler cup is 354.
It is worth noting that in July, Rui Xing had a new Xiaolu tea series, and the spokesperson was also Liu Yuran. is obvious. Rui Xing has targeted the user group to young users. This time, the starting antler cups have also followed. Similar logic. One financial data shows that in the second quarter of 2018, Liu Yiran ranked 21st in the list of the influence of the daily consumer group in Qing Dynasty (30 in the list).
Image Source: Screenshot of the flagship store
Previously, the first financial report after Ruixing’s listing showed that the total revenue in the second quarter was 909.1 million yuan, a year-on-year increase of more than 6 times, and the net loss was 681.13 billion yuan, more than doubled year-on-year. Although “subsidy for market” is still the main strategy of Ruixing, in this quarter’s financial report, Ruixing first mentioned the profit plan: In the third quarter of this year, Ruixing will move toward the break-even point of store operation.
With the maintenance of the existing market share, Ruisheng can only choose to expand sales categories and find new revenue growth points. Entering the tea market and selling the surrounding area have become two roads in front of Rui Xing.
On the cost of the antler cup, for example, a factory worker indicated that the wholesale cost can be controlled at around 28 yuan for 30,000 such cups. Judging from the amount of the sale of Ruisheng, the profit is about 4329000 yuan. The physical gift card released on August 26 is similar to Starbucks’ income increase. Public data shows that in 2016, Starbucks gift cards accounted for 25% of the annual revenue, the highest proportion of which is the cup.
In order to enhance brand value, in early August, Ruixing and Netease Cloud Music jointly launched the Yeouido music theme coffee shop. In the case of a loss of 20 yuan for every cup of coffee sold, whether it is selling “sentiment”, selling tea or selling the surrounding, Rui Xing is trying to break through.