Analysis of Luckin's Brand Joint Strategy

Xinyu Liu

2024

Abstract

With more and more brands in the market, customer segmentation is becoming more and more refined, and brand joint strategies are increasingly being used.At the same time, China's coffee market demand becomes vigorous, the competition in the coffee track is fierce, and many coffee companies have begun to adopt a co-branding strategy. Luckin is one of the most frequently co-branded beverage companies. This study mainly uses causal attribution analysis and regression analysis to explore Luckin's brand joint strategy and its specific results. According to the study, Luckin's sales growth is mainly due to the rapid expansion of stores, frequent new product launches, and global digital marketing strategies, and the co-branding strategy has helped Luckin too little to increase sales and exposure, and has been masked by the traffic brought by new product launches. This article advises Luckin to streamline its co-branding activities as much as possible, and does not recommend that other small companies invest too much in co-branding.

Paper Citation

in Harvard Style

Liu X. (2024). Analysis of Luckin's Brand Joint Strategy. In Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI; ISBN 978-989-758-713-9, SciTePress, pages 440-446. DOI: 10.5220/0012939900004508

in Bibtex Style

@conference{emiti24,
author={Xinyu Liu},
title={Analysis of Luckin's Brand Joint Strategy},
booktitle={Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI},
year={2024},
pages={440-446},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012939900004508},
isbn={978-989-758-713-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI
TI - Analysis of Luckin's Brand Joint Strategy
SN - 978-989-758-713-9
AU - Liu X.
PY - 2024
SP - 440
EP - 446
DO - 10.5220/0012939900004508
PB - SciTePress