Luckin Coffee's New Biluo Zhichun Latte Featuring Lu Xianren as Ambassador Criticized?! The Reason Is Actually...

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style)

For more specialty coffee beans, please add the private WeChat of FrontStreet Coffee, WeChat ID: qjcoffeex

Controversy Surrounding Luckin's New Product Launch

Recently, Luckin's new product has been heavily criticized... The reason surprisingly lies with the product's recommender (spokesperson)??? In response, the writer went through the comment sections of several posts about Luckin's new products and found that the controversy surrounding this spokesperson stems from two points: Why hire a male model for International Women's Day (March 8th)? Why spend big money on this relatively unknown model as an endorser?

These two controversial points have led to additional issues that other netizens have argued about: The prices of new products are getting more and more expensive. With money to hire unknown models, why not use this money to issue more coupons?

Luckin's Spring-Themed New Product

Let's return to Luckin's new product. This time, Luckin's new product "Biluozhichun Latte" was launched on March 6th, themed around the spring season when everything is in full bloom. In addition to launching floral-flavored products like many other coffee brands, Luckin also introduced a tea-coffee series this year and invited male model Lu Xianren as their spokesperson.

Perhaps you don't have a deep impression of Lu Xianren, but most people have likely seen his videos where he transforms readily available materials into various high-fashion garments and uses the mountains as his runway.

Because of his persistence, passion, and innate sense of fashion, he quickly gained attention from the global fashion industry and was invited to walk at Paris Fashion Week – quite an inspirational story.

For this new product launch, Luckin invited Lu Xianren as spokesperson because during his mountain runway shows, he perfectly combined nature with fashion, which aligns well with the tone of this new tea-coffee product. Thus, they invited Lu Xianren back to nature to shoot the endorsement photos.

Controversy and Public Backlash

However, coincidentally, two days after the new product launch was International Women's Day (March 8th). For this reason, most netizens believed this new product was launched specifically for International Women's Day and were very dissatisfied with Luckin's decision to hire a male model, causing significant backlash.

Although Luckin's intention in inviting Lu Xianren as spokesperson was simply to match the nature and fashion theme, the online controversy was too intense. Therefore, on March 8th, Luckin invited Gao Ye, who played the "sister-in-law" role in the TV drama "The Knockout," to be a one-day spokesperson. They also made small bouquets using spring-season paper bags to wish all women a happy holiday.

However, netizens remained very dissatisfied, expressing sentiments like: "Wouldn't it be better to make everything 3.8 yuan or issue 3.8 yuan coupons?" There was also continued dissatisfaction with the male model endorsement.

In previous launches, Luckin's new products generated strong discussion, but this time, few netizens evaluated the beverages itself. Instead, more people felt the posters were disrespectful to women, the drink prices were too high (taking advantage of loyal customers), etc.

Many people who tried the new product mentioned that after drinking it in the morning, they stayed awake all day, and urged Luckin not to launch beverages with such high caffeine content next time...

Luckin is really having a tough time...

Image source: Internet

Important Notice :

前街咖啡 FrontStreet Coffee has moved to new addredd:

FrontStreet Coffee Address: 315,Donghua East Road,GuangZhou

Tel:020 38364473