Recently, Ruixing Coffee announced its presence in Nyingchi, Xizang, and realized the simultaneous opening of three stores. Luckin Coffee has made its first foray into the Nyingchi market, injecting new energy into the upcoming summer consumption while also bringing new vitality to fashion consumption in Nyingchi, helping to promote high-quality development of the plateau cultural and tourism economy. Since entering the Xizang market in May 2024, Ruixing Coffee has continued to promote the regional layout. At present, the total number of stores in Xizang has reached 42 (including 3 stores in Linzhi).
All three stores are self operated by Luckin Coffee, dedicated to serving local residents' daily consumption and tourists' leisure experience in conjunction with the urban renewal and commercial quality improvement needs of Linzhi. The store design fully integrates the cultural elements of Linzhi region, creating an immersive consumption space that combines regional cultural characteristics and brand recognition. During the store opening period, the three stores simultaneously set up the atmosphere for the new store opening, and launched a series of activities such as customized commemorative badges and buy and get promotions to attract citizens and tourists to check-in and consume with rich and colorful interactive experiences.
As a chain coffee brand with the largest number of stores in China, Ruixing has built a full chain quality control system from global direct procurement of coffee beans, intensive processing in factories to terminal beverage services. Relying on stable and efficient supply chain capabilities, it has delivered high-quality raw materials such as golden prize coffee beans and coconuts to the Linzhi market in Xizang, providing more customers with rich and diversified consumption experiences with standardized operation and high-quality, convenient and cost-effective products and services.
Nyingchi, known as "Xizang Jiangnan" and "Snow Pearl", has well-known natural landscapes such as the Yarlung Zangbo Grand Canyon, as well as the largest virgin forest area in China. It is a typical area of biodiversity in the world, with unique tourism resources. Currently, Nyingchi City is vigorously promoting urban renewal, vigorously developing the first-time economy, nighttime economy, and experiential consumption, continuously deepening consumer promotion measures such as "attracting customers into the forest" and "nine major developments and nine major improvements" in cultural and tourism, constantly activating the consumer market and strengthening the cultural and tourism economy. According to data from the Statistics Bureau of Nyingchi City, the city will receive a total of 17.354 million domestic and foreign tourists by 2025, with a total tourism expenditure of 16.29 billion yuan, an increase of 13.38% and 17.91% year-on-year, respectively. The strong cultural and tourism potential provides a broad market for coffee consumption.
From Lhasa to Nyingchi, Luckin Coffee connects new cultural and tourism consumption scenarios with a cup of coffee, filling the gaps in commercial supporting facilities in high-altitude cities with quality services. The simultaneous opening of three stores in Linzhi is not only a key step for Luckin Coffee to deepen its layout in the western and plateau markets, but also a vivid practice for leading chain brands to respond to local policies promoting consumption and cultural tourism, and to write a vivid footnote to the comprehensive and balanced development of the Chinese coffee market.
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