A complete analysis of Luckin Coffee’s social media strategy to increase its daily sales by 35,000 cups

After Luckin Coffee was suspended and delisted, it changed its previous operating model and began to operate private domain traffic through social groups, contributing more than 35,000 direct orders per day and promoting more than 100,000 orders through in-group message reminders. After users joined the group, the monthly consumption frequency increased by 30%, the number of weekly repurchases increased by 28%, and the MAU increased by 10%.

Today, Luckin Coffee has more than 1.8 million private-domain users, of which 1.1 million have joined more than 9,100 user welfare groups organized around stores, and the number of group members is increasing at a rate of about 600,000 per month.

What I want to share with you today is Luckin Coffee’s social media gameplay as analyzed by Xiuzai.

1. Case Information

Case name: Luckin Coffee - activities such as mentoring new customers and community benefits

Industry: Retail

Goal: Get coupons by bringing in new customers. When new users register, use gift packages to guide them to make their first purchase. Use coupons to encourage users to stay in the community . Continue to receive platform discount coupons to encourage users to make repeat purchases.

Tags: New member registration gift package, old members bringing in new members, community traffic generation, new member registration

Traffic channels: Luckin Coffee has relatively large discount coupons for online ordering, so everyone basically orders online. Luckin generally has three channels for releasing news and activities, namely APP, mini program and official account.

2. Activities of bringing new employees together

The first traffic channel is usually through old users inviting new users. After inviting new users to register, both new and old users can obtain corresponding coupons.

1. Conversion Path

1) In the APP, there is a banner below the "My" interface that says "Invite friends to get instant discounts on coffee". Click on it to see the shared tasks. Similarly, in the official account, there is a window in the menu bar where you can click "Invite friends".

2) Invitation Rewards

Invite the first new user to register and complete the first order, which is considered a successful invitation. After the invitation is successful, you can get a 20 yuan drink voucher;

Invite the second to fourth users and you will get a 18 yuan drink voucher.

Invite the fifth person and get a 20 yuan voucher;

Invite more than 6 people to receive a 18 yuan coupon.

3) The amount of the coupon is larger than usual, so users are still willing to participate. With a larger coupon value, users are often motivated to share. However, compared with the previous offer where old users could get a free drink by inviting new users, there is still a big difference.

4) In addition to old users inviting new users, new users can also register directly and receive 100 coupons. They can receive it directly by downloading the APP.

5) Physical store route: After placing an order, when you go to the physical store to pick up your coffee, a QR code menu with a QR code for joining the welfare club and receiving a 48% discount coupon will be displayed in the pick-up area. After the user scans the code directly, the phone will jump to the group link, and the user can directly receive the coupon benefits.

2. Highlights of process design

1) The banner “Invite friends to drink coffee and get 20 yuan instantly” is very eye-catching . Users can easily see it in the APP or the “Benefits” button in the official account. When inviting a new user for the first time, you can get a 20 yuan coupon. This coupon is very affordable , basically equivalent to a coupon of more than 30% off, which can easily stimulate users to complete the invitation and share . The more invitations you make, the more coupons you will get, further stimulating users' desire to share.

2) When an old user invites a new user to register, the old user can get a coupon, and the new user can get a 100 yuan coupon when registering. Both parties can get discounts . When inviting new users, there are great discounts for new users, and new users will often accept the invitation to register and place orders.

3) Another special point is that even if a new user registers by himself, he can still receive a 100 yuan coupon. Luckin Coffee actually gives new users a big registration gift package, offers sufficient discounts when registering, and creates a welfare-filled experience for newly registered users. Once users have an Aha moment, it will not be difficult for them to continue to repurchase.

4) In Luckin’s previous activities of bringing in new customers, both parties can get a free cup of Luckin Coffee, and new users who register on their own can also get a free cup of coffee. However, this kind of non-target group that is easy to attract a lot of freebies may not follow up after receiving a cup of drink.

Now the preferential method for old customers to bring in new customers and for new users to register has been changed to coupons. This is actually to encourage users to use coupons for consumption. Users will be more accurate and more likely to complete repeat purchases.

Moreover, coupons can make users feel that the coupons will expire if they are not used. The mentality of "not wasting" will make users use coupons and achieve repeat purchases.

The above is Luckin’s first traffic generation method, including the analysis and thinking of the traffic generation channels, traffic generation methods, and highlights of the entire process design. Next, let’s talk about the second analysis related to traffic generation.

3. Community Welfare Activities

1. Conversion Path

1) The second way to attract traffic is to receive 48% off community benefits. On the APP, there is a little man at the bottom of the "My" interface. After clicking in, you will be directly redirected to the tweets of the official account; in the official account, you can also click on the "Latest Benefits" in the menu bar to jump.

2) After entering the tweet page, you will be guided to obtain community benefits in just two steps. The first step is to add your personal account. After adding your personal account, Luckin's chief officer will send a link to identify your region based on the store, and then invite you to join the local Luckin community based on the region.

3) After we enter the "Rui Xingfu Lishe" community, users who join the group for the first time can enjoy a 58% discount on drink coupons, and the account will be automatically released after 5 minutes.

2. Highlights of process design

1) First of all, the window prompt for joining the group is very simple and clear . In the APP or mini program, the appearance of a little man can directly catch the user's eye, and the words "4.8% discount coupon" often attract the user's attention. Although the platform will issue some coupons from time to time, the 48% off coupons are more favorable than the usual coupons , which can attract users to click to find out how to get them.

2) When you click to receive a 48% discount coupon through our official account or APP, you can directly jump to the tweet link , and the collection process is very simple and clear . You can receive community benefits in two steps.

For first-time users, the experience will be very good. From adding a personal account to clicking on a link to select a store to joining a group chat, each step is a unique path. Users can easily complete these two steps and immediately receive a 48% discount coupon after joining the group. The design of the entire process is very simple and clear.

3) The benefits of joining the group of public account tweets are displayed at the bottom of the article. The relevant benefits are written very clearly, and users can understand them at a glance . It is easy to guide users to join the community and receive welfare activities.

4) After the user joins the group, the robot will send a welcome message to the user and inform the user that the 6.8% discount coupon has been issued. The user only needs to check his account. The user does not need to manually collect the discount coupon after joining the group . This is very convenient.

5) In addition, the group will occasionally recommend Luckin’s various drinks and snacks, and continuously incentivize users through limited-time discounts in the community, creating an atmosphere where users in the group can enjoy more favorable treatment than outside the community , which allows users to stay in the community for a long time.

6) The group occasionally organizes some activities, such as lucky draws on Weibo, where users are invited to join the community to get free deals while also receiving Luckin Coffee coupons and information on the issuance of various coupons. There are many kinds of activities in these communities, and different types of welfare activities are used to stimulate users to keep paying attention to community activities , for fear of missing out on any welfare and not being able to participate in time. In this way, the coupons issued by the community also have long-term value.

3. Welfare activities in the community

1) It is more cost-effective to buy the Little Blue Cup after grabbing the coupon

2) [Luckin Coffee*Chali]

3) New product introduction

4) Lucky's Game Time

5) Mid-Autumn Festival Activities

6) Community exclusive price moments

7) Weibo lucky draw event

The above is Luckin Coffee’s welfare activities. Next, I will analyze the points to be optimized and reusable in the entire process.

4. Points to be optimized

The whole process is basically smooth, but the "Chief Welfare Officer" in the community is not human enough . Although he recommends various activities in the group every day, he gives people the feeling that he is just a robot issuing coupons. He lacks some emotional warmth , and there is no interactive link in the whole process.

Of course, this may also be related to the positioning of the community. The purpose of the existence of this group may be just to recommend activities and issue coupons in the group, and guide users to receive and place orders. However, if we can add some interactive links or activate the atmosphere of users in the group, it may be easier to increase the user repurchase rate.

5. Reusable points

1) Activities in which old users bring in new users are worth learning from and referring to. In such activities, we should not only consider what old users can get after being invited, but also what new users can get after accepting the invitation. This way, when inviting new users to register, it will be more tempting and more likely to make them want to share.

2) Luckin also does a good job after inviting users to join the group. As soon as users enter the group, they are immediately given coupons from their platform, allowing users to immediately enjoy the benefits after joining the group. The moment a user joins the group is the beginning of user maintenance. If the user is not given benefits after a long time in the group, the user experience will be very good, which is worth learning.

3) There are a lot of activities in the community. Their welfare activities are not a single type, but very diverse. Different activities will bring a lot of freshness to users . This design ensures that users will not feel that the activities are monotonous no matter how long they stay in the group.

Author: Xingxiu

Source: Community Operation -Little Newton