The reason why I want to dismantle Luckin is because I like watching the brother who makes coffee in Luckin so much. The brother in the story can sell coffee even without saying a word...

Based on my professional ethics as an operator, I started to work on Luckin’s private domain operations .

So, I searched for Luckin’s data.

1.8 million private domain users contribute more than 35,000 direct orders every day, and more than 100,000 orders are promoted through group message reminders; – It took only 3 months to achieve this goal, and more than 60% of them are active users; – After users join the group, the monthly consumption frequency increases by 30%, the number of weekly repeat purchases increases by 28%, and the MAU increases by 10%; – Currently, private domain order contribution has become the third largest channel, exceeding the third-party delivery platform channel. The first is APP, and the second is mini program.

With admiration for this data, my friends and I drank a few cups of Luckin Coffee ...

The entire teardown will follow this template:

Traffic diversion: How do they divert traffic from offline stores to online private domains?

Integration: Disassembling the tools they use and how to integrate private domain tools

Trust cultivation: breaking down the channels and content they use to connect with users

Traffic conversion: How do they promote orders?

Self-propagation: mainly to dismantle their fission, old and new

1. [Traffic diversion: the process of diverting traffic from public domain/offline stores to private domain]

When you walk into a Luckin Coffee store, you can see a billboard with QR codes for the mini program and official account, with guiding words such as "Scan the code to receive a coupon" to guide customers into the private domain.

Their traffic flow is first to the official account/mini program/APP, and then through these channels to the corporate WeChat. The purpose of the corporate WeChat is to guide people into the group.

2. [Continuation: Tools + Model]

Luckin’s successor tools: Official account + APP + Mini Program + Enterprise WeChat + Community + Video Account

• Official account: divert traffic to [personal account] [community] [app] [mini program] [referral]
• Mini Program/APP: User Purchase
• Enterprise WeChat: Automatically reply to the group link after adding and guide to join the group
• Community: WeChat group operation, guiding users to place orders on the "Luckin Coffee" mini program
• Video account: release product promotion videos (irregularly), daily live broadcast

Luckin’s business model: [Private domain-private domain]

Luckin Coffee mainly uses the community as a user cultivation pool. In terms of attracting community traffic, Luckin Coffee has two main implementation paths:

The first type: Mini Program - Enterprise WeChat - Community

The second type: WeChat public account - corporate WeChat - community

3. [Trust Cultivation + Traffic Conversion]

Because there are a lot of contents in these two parts mixed together, I write them together

3.1 Character

Summary: Luckin Coffee uses a unified image and nickname for all stores across the country.

However, judging from the packaging of their personal images, they can do better. For example, the avatars can be replaced with real people, and the header images and personal signatures can be written, which will be more conducive to strengthening the image of this IP. I think Perfect Diary is very good in this regard.

3.2 Building a circle of friends (taking one week as an example)

Frequency : 1 per day

Format : text + one picture

Purpose : The circle of friends is mainly used to promote single products, with a different drink promoted every day. The wording and accompanying pictures are indeed very attractive, and finally discounts are used to urge everyone to place orders immediately.

In addition to promoting individual products, Moments suggestions can also be accompanied by brand promotion, user stories, and product design to improve the entire Moments content system. This will further increase the stickiness between users and brands.

Because I only checked my Moments for a week, I’m not sure if they posted anything I said on other days.

3.3 Community Building (Taking One Week as an Example)

Frequency : 5-7 messages per day

Format : text, pictures, mini-programs, video accounts (combination)

Group name : It is composed of "brand + region + store name + community serial number", as shown in the following figure:

Take Monday's sop as an example

The community’s daily schedule is fully scheduled, with 8 activities from 8 to 20 o’clock. Among them, 3-4 are actions to promote conversion, and the others are actions to plant grass + promote brands.

8:30 [Breakfast product promotion]

Catering to the living habits of its consumer group (office workers), breakfast-related content is sent from 8:00 a.m. Monday to Friday to promote purchases.

10:00 [WeChat tweet]

The WeChat public account will push out 6 articles on Mondays, and the personal account will share the headlines to the group. Dates without articles will not be pushed.

12:00 [Limited time 50% off event at 12:00]

There is a limited-time 50% off promotion at 12 noon every day, and this time is also the peak purchasing period. It can also be seen that this 50% off promotion is their main promotion, which is intended to help users form fixed purchasing habits.

13:00【Coffee series promotion】

Product promotions for the "Coffee" series will be sent at 13:00 on weekdays.

14:00【Rena Ice Series Promotion】

Product promotions for the "Reina Ice" series will be sent at 14:00 on weekdays, along with the necessary coupons/discount information to boost sales. This is to prepare for afternoon tea for working professionals in advance.

15:30【Video account promotion】

Relevant content about the video account will be sent at 15:30 on weekdays, such as the video updated on the video account that day, or some activities to guide community members to follow the video account (following the video account can participate in the lottery).

1 6:30+18:30【Content seeding】Tweet or Xiaohongshu or Weibo

16:30 and 18:30 are irregular promotion times. Personal accounts may send relevant articles on Xiaohongshu or Weibo to promote products, or guide everyone to participate in activities initiated by Luckin Coffee’s official Weibo account on Weibo.

20:00【Luckin Coffee peripheral promotion】

Promote Luckin Coffee peripheral products at 20:00 every day. Such as cups, umbrellas, tea bags and so on.

3.4 Personal account (taking one week as an example)

Apart from the [Group Invitation] and [Group Encouragement] sent immediately after adding friends, and the [9.9 Yuan Activity] sent on the fifth day after adding friends, there are no other private messages.

The purpose of Luckin's private domain is very clear, which is to guide all private domain users into the community as much as possible, because it can be seen from the above community decomposition that their main actions are centered around the community.

3.5 Official Account (taking one week as an example)

Luckin uses a service account, so it tweets once a week.

In a week, there was only one day of tweeting, and two of them were reminders of expired offers.

In tweets, the content proportions are: product promotion > brand story > joint activities > peripherals

3.6 Video Account (taking one week as an example)

Frequency : The video is updated irregularly. If updated, it will be sent to the community for promotion at 15:30 on the same day.

Most of the time, live broadcasts are conducted in the form of "slow live broadcasts". They do not promote products, but simply broadcast the daily life of coffee shop employees making coffee.

“Luckin Online Coffee Shop” displayed on the live broadcast interface. However, there will be [Today's Recommendation] and [Daily Coupon QR Code] on the left side of the live broadcast page. That is to sell coffee through slow live broadcast.

This is very different from the live streaming sales we commonly see. I have visited their live broadcast room several times, and the speed of closing orders is still very impressive. At least I ordered it several times. After analyzing my motivation for placing an order, I believe this is also the motivation for most orders:

• The characters are real and close to life, which brings me closer to the barista in front of the camera.
• Interesting information, showing the steps before the coffee comes out
• There is no sales pitch, which makes me feel comfortable even though I am used to seeing merchants selling things aggressively.
• Cheap and good taste, this was the last straw that broke my rationality

4. [Flow Self-circulation Chapter - Introduction]

The first one: Invite new users to register and get gifts

Give your friends 100 yuan in coupons and invite friends. For every new user you invite who registers and completes their first order, you will receive a 20 yuan coupon.

The second type: group order

Main process:

On the APP/Mini Program homepage, click [Group order with friends]

↓

Jump to WeChat applet [Invite friends]

↓

Choose friends to share

The third method: receive coupons and guide sharing

Main process:

Official account [Latest benefits - 50% off drink coupon package]

↓

Enter your phone number on the pop-up page

↓

Allow access to information

↓

Receive successfully and choose whether to share with friends/download APP to use immediately

After going through the entire process of attracting traffic, accepting, converting trust, and bringing in new customers, I think there are several reasons why Luckin Coffee’s data is so good:

1. Luckin Coffee is a high-frequency, low-unit-price brand, and this type of brand is most suitable for private domains.

2. In the past, Luckin Coffee: users would leave after making a purchase, and the next purchase would depend entirely on their mood; in the private domain-based Luckin Coffee: users would be guided to online private domain operations after making a purchase in an offline store, and the next purchase would be driven by operational actions, turning the brand from passive to active, and the increase in revenue would be a natural thing.

3. Luckin’s private domain layout is based on social networking, with video accounts, Moments, and personal accounts as auxiliary. Their community operation SOP is already a standardized process, and most of them revolve around product promotion and product stories to increase order rates.

Okay, that’s it for Luckin Coffee. It’s time to use the remaining coupons.

-END-

Author: JJ

Source: Top Operation Students