Research on the Marketing Model of Luckin Coffees Emerging Market

In recent years, with the rapid expansion of the Chinese consumer market and the continuous improvement of consumption levels, coffee culture has gradually emerged in major cities. As a representative of Chinese local coffee brands, Luckin Coffee has quickly occupied a place in the market with its subversive and innovative new business model of Internet plus Coffee and rapidly expanding store network. Since its establishment in 2017, Luckin Coffee has attracted a large number of consumers and successfully challenged the positioning of traditional coffee brands through flexible and versatile marketing methods and efficient operational management. This article takes Luckin Coffee as an example and adopts the research method of literature collection and analysis. Based on the marketing mix theory, brand positioning theory, and sinking market theory, it explores its new marketing model in the sinking market and analyzes Luckin Coffees strategic behavior in the emerging market. Research has found that Luckin Coffee expands and innovates its product line, and develops localized products through product strategies. Pricing strategy and its flexibility have certain advantages. In terms of channel strategy, flexible direct sales and joint venture strategies have been adopted through channel sinking and optimizing store layout. In terms of promotion strategy, innovative practices such as brand communication strategy, brand image building, and advertising placement measures have helped Luckin Coffee stand out in the fiercely competitive market and provide a solid brand foundation for its sustainable development. As a result, Luckin Coffee is expected to achieve greater success in the lower-tier market. This study provides valuable references for its strategic optimization and for other enterprises that want to carry out lower tier market marketing.