Wang Yibo endorses Luckin Coffee’s three ready to drink new products, which have been launched on a large scale

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 endorsement by top celebrities marks a crucial leap forward for Luckin Coffee's "full category, diversified, and all scenario" strategy. At the same time, it extends the quality advantage of freshly made beverages in stores to the retail field, and may establish a new value benchmark in the ready to drink market.

As a newly launched pre packaged coffee brand in July 2024, Luckin Coffee's brand slogan is "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.

The launch of Wang Yibo's new ready to drink product is a key part of Luckin Coffee's "Enjoy Good Coffee anytime, anywhere" full scene product matrix. Three bottled ready to drink coffees are derived from the popular flavors validated by millions of consumers at Ruixingmen store. Each bottle has a specification of 300mL and relies on a mature product development system and sterile cold infusion production process 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.

For the Luckin Coffee ecosystem, the rapid development of Luckin Coffee has multiple strategic values. On the one hand, Luckin Coffee's flagship product is "anytime, anywhere", covering more portable coffee consumption scenarios such as home, office, and travel. It complements Luckin Coffee's over 30000 stores and builds a more complete consumption scenario loop; On the other hand, Luckin Coffee's instant coffee can also cover more consumer groups, expand user base, provide users with more diversified and flexible product choices, and become a new "all scenario coffee" strategic engine for Luckin Coffee stores in addition to freshly brewed coffee. In order to cover multiple life scenes and practice the brand concept, Ruixing Instant Coffee has set up a "online+offline" sales channel matrix, online layout of mainstream e-commerce platforms such as Tmall, JD, Tiktok, Pinduoduo, and synchronously open up Ruixing's official APP, small programs and other private channels; Widely entering large supermarkets and chain convenience stores offline, and synchronously expanding instant retail platforms, bulk snack chain systems, as well as consumption scenarios such as transportation and campus, truly realizing the "anytime, anywhere" coffee consumption experience.