Luckin and Starbucks! Fiercely Competing for University Students' Business!

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Coffee Culture Expands to University Campuses

As the coffee market gradually heats up, the coffee trend has already blown from off-campus to on-campus, gradually becoming one of the high-frequency consumption categories for university students. When it comes to campus coffee, many people will immediately think of Luckin Coffee.

According to monitoring data from Jihai Brand, as of November 16th, among Luckin's 7,000+ operating stores, campus scene stores account for approximately 1,000 stores, mainly distributed in Nanjing, Guangzhou, Wuhan, Xi'an, Changsha, Hangzhou, Beijing...

Today's new generation of consumers from the 90s and 00s continues to grow, and the coffee beverage industry has also entered a high-growth stage. As a coffee brand beloved by young people—Luckin—began laying out university stores as early as 2018. By the September 2019 back-to-school season, Luckin's official WeChat account announced that Luckin Coffee had opened in more than 100 universities nationwide.

In September of that year, university students returning to campus after the "century-long vacation" of winter break plus summer break suddenly discovered that their school had "happily acquired" Luckin. Coupled with the campus-exclusive "Back-to-School Triple Gift" discounts—coupons upon joining the group, 52% off coupons, and valuable group-buying coupons.

Luckin's Campus Strategy and Expansion

In addition to campus-exclusive discounts, Luckin's campus stores also provide exclusive campus beverages for students, including milk series and milk tea series, such as Sam Milk Tea, Study Bobo Milk Tea, Dormitory Coconut Jelly Milk Tea... This series of operations has quickly made Luckin Coffee's campus stores go viral.

In recent years, Luckin has further intensified its expansion layout in university stores. Besides Luckin Coffee stores being visible in numerous institutions such as Peking University, Renmin University of China, Fudan University, and Shanghai Jiao Tong University, Luckin has also deepened its delivery cooperation with SF Express. In Jiangsu-Zhejiang, Beijing, Guangdong, Shanghai, Fujian, Hubei, Henan and other regions, more than 80 Luckin campus stores have opened delivery services covering campus areas, providing "in-store riders" for some stores to respond to all order demands第一时间.

The Competitive Campus Coffee Market

Although the campus beverage market has always been dominated by various milk teas and fruit juices, with fierce competition and high elimination rates, Luckin Coffee has still successfully positioned itself in this red ocean. Besides strong brand influence, stable quality, and high cost-performance, there's also the speed of new product updates. In campus areas, students can not only enjoy mellow coffee at any time but also be the first to try the brand's popular new products.

Facing the booming demand for campus coffee, many brands have spotted that Luckin alone cannot satisfy this entire market, thus纷纷入局. Starbucks, another coffee brand, has also extended its "third space" to universities, becoming a sacred place for students to study, read, chat and discuss matters. Relatively niche specialty coffee brands like Tims Coffee, Manner, M Stand, NOWWA Coffee have also successively opened university stores.

According to reports from Jiemian News, Tsinghua University alone has been packed with 27 coffee shops. Riding a bicycle around the Tsinghua campus, you'll encounter a coffee shop in less than 5 minutes on average. At Peking University, 8 coffee shops are scattered in various corners of the campus. The earliest coffee shop opens as early as 7 AM, and students are already waiting at the door when it opens.

As a tea beverage giant, Mixue Ice City & Tea naturally won't miss this market. Earlier, it launched a new coffee brand "Lucky Coffee". Since its establishment, this brand has been regarded as the lowest-priced coffee brand in people's minds. Since its establishment, it has been expanding crazily around universities. Among its 1,100+ stores, campus scene stores account for 23.6% (about 260 stores), almost twice that of Luckin.

The Future of Campus Coffee Culture

As the coffee market continues to grow and expand, the daily distance between coffee and consumers is getting closer and closer. The coffee market's gradual development from a single social scene to an "infinite scene" model means that the coffee track will surely stimulate greater potential. Of course, under this background, the competition in the coffee track will also become more intense.

Image source: Internet

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