In addition to "Rui Yi Cup", "Rui Yi Bottle" has finally arrived. On April 28th, Luckin Coffee officially launched a new bottled ready to drink coffee and announced Wang Yibo as the global brand ambassador for Luckin Coffee. The first batch of three flavors, namely Coconut Latte, Classic American, and Grapefruit C American, have been launched in supermarkets and convenience stores across the country, with a retail price of about 6-7 yuan. The launch of bottled coffee and the dual layout of celebrity endorsements mark a crucial leap forward for Luckin Coffee's "full category, diversified, and all scenario" strategy, while extending the quality advantage of freshly made beverages in stores to the retail field.
The first batch of bottled ready to drink coffee launched by Luckin Coffee originates from the popular flavor that has been verified by billions of consumers in Luckin Coffee stores. Each bottle has a specification of 300mL and relies on a mature product research and development system and sterile cold infusion production technology to effectively ensure flavor stability and drinking quality. In terms of formula, Luckin Coffee adheres to the principles of "health and professionalism". The raw coconut latte is formulated with 100% cold pressed coconut juice and uses a low sugar formula, which is delicious and low burden; Pomelo C American style with real red grapefruit juice, refreshing grapefruit aroma perfectly blends with 100% Arabica coffee, and the taste is rich in layers; The classic American style adheres to a zero sugar and zero fat formula, restoring a pure black coffee flavor to meet the taste preferences and health needs of different consumers.
In order to cover diverse life scenarios and implement the brand concept of "enjoying good coffee anytime, anywhere", Luckin Coffee has established an "online+offline" sales channel matrix to enhance the convenience of consumption in all scenarios. On the online end, Ruixing instant coffee is distributed on mainstream e-commerce platforms such as Tmall, JD, Tiktok, Pinduoduo, etc., and simultaneously opens its own channels such as Ruixing official APP and small programs; Offline, the three products will be widely introduced in large supermarkets and chain convenience stores, and will simultaneously expand into instant retail platforms, mass market snack chain systems, as well as consumption scenarios such as transportation and campus, penetrating into consumers' daily life circles and truly achieving a "anytime, anywhere" coffee consumption experience.
It is commendable that Luckin Coffee strives to create bottled coffee based on the taste standards of freshly made coffee in stores. Relying on a well-established global supply chain system, Luckin Coffee has established long-term procurement cooperation with high-quality production areas around the world such as Brazil, Ethiopia, and Yunnan, China. By signing bulk procurement agreements, it has locked in high-quality bean sources; At the same time, based on Indonesia's "Exclusive Coconut Island", we control the quality of coconut raw materials from the source. In addition, Luckin Coffee has established its own fresh fruit processing plant and deployed smart baking bases at multiple locations to achieve quality control throughout the entire chain of raw bean traceability, baking, warehousing, and logistics. With its efficient vertical integration capability in the coffee industry chain, Luckin Coffee has strengthened its quality and cost advantages, pursuing on-site quality standards in stores and bringing high-quality and cost-effective choices to the ready to drink coffee market.
Luckin Coffee Instant is a pre packaged coffee brand launched in July 2024, with the slogan "Enjoy good coffee anytime, anywhere". Its products include coffee liquid, bottled ready to drink coffee, instant coffee, coffee beans, capsule coffee, hanging ear coffee, etc., aiming to meet the high-quality coffee needs of consumers in various scenarios such as home, office, and travel. As an important component of the "All Scenario Coffee Strategy", Luckin Coffee's instant coffee and Luckin Coffee's freshly brewed coffee jointly meet the coffee needs of consumers in different scenarios, and belong to the Luckin Coffee ecosystem.
In recent years, with strong brand momentum, global supply chain barriers, and the synergistic empowerment of Luckin Coffee's ecosystem, the market performance and reputation of Luckin Coffee's Enjoy series products have both improved. Recently, Luckin Coffee has obtained authoritative certification from Sullivan, a globally renowned growth consulting firm, and its strong coffee beverage will rank first in online sales nationwide by 2025. Official data shows that Luckin Coffee's instant coffee products will sell over 400 million cups throughout 2025. In March this year, Ruixing Instant Coffee won the Top 1 list of categories, general list and stores of coffee liquid respectively on Tmall, Tiktok and JD.
In addition, choosing Wang Yibo as the global brand ambassador for Luckin Coffee also demonstrates the unprecedented strategic position of Luckin Coffee. The youthful image represented by Wang Yibo, which is fashionable, energetic, and constantly breaking through oneself, resonates highly with the modern lifestyle advocated by Luckin Coffee. The "two-way rush" of the two will provide strong support for the development of Luckin Coffee and trigger a new trend in coffee consumption.
Industry insiders believe that Luckin Coffee has achieved a leading scale in the field of freshly brewed coffee in domestic stores, and Luckin Coffee has strengthened its layout in the retail ready to drink coffee market. The coordinated development of the two is not only a symbol of the comprehensive rise of Chinese coffee in multiple fields, but also will continue to reshape the development pattern of Chinese coffee, helping Chinese coffee consumption achieve quality upgrades and popularization in multiple scenarios.
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