Analysis of Marketing Strategies of New Retail Coffee Brands in the Chinese Market: Based on a Comparative Study of Starbucks and Luckin Coffee

Abstract

This study delves into the marketing strategies of emerging retail coffee brands in the Chinese market, with a focus on a comparative analysis of Starbucks and Luckin Coffee. As China's coffee culture experiences a remarkable upsurge, understanding the dynamics of these two industry giants becomes pivotal for both practitioners and scholars. The research investigates and compares the strategies employed by Starbucks and Luckin Coffee in their quest for dominance. Specifically, it scrutinizes their market entry approaches, branding strategies, customer engagement techniques, and pricing models. By conducting a thorough analysis of these aspects, the study aims to shed light on the underlying reasons for their differential market performance. Furthermore, this comparative study explores the adaptation strategies adopted by each brand in response to the unique characteristics of the Chinese market, such as local consumer preferences and the prevalence of mobile payment systems. The research seeks to uncover the key factors contributing to the success or failure of each brand and offers valuable insights into the broader context of new retail coffee brands in China. In conclusion, this analysis provides a comprehensive overview of the marketing strategies employed by Starbucks and Luckin Coffee, offering a deeper understanding of the competitive dynamics within the Chinese coffee market. These findings can guide future market entrants and existing players in devising effective strategies for navigating this rapidly evolving industry.