Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 33 , 10 November 2023


Open Access | Article

Luckin Coffee’s Digital Transformation: Case Study on the Impact of Digitization in the Coffee Industry

Yuanfang Han 1 , Jingyuan Liao * 2 , Wuman Song 3
1 South China University of Technology
2 Shanghai Maritime University
3 Longpanhu International School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 33, 146-152
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yuanfang Han, Jingyuan Liao, Wuman Song. Luckin Coffee’s Digital Transformation: Case Study on the Impact of Digitization in the Coffee Industry. AEMPS (2023) Vol. 33: 146-152. DOI: 10.54254/2754-1169/33/20231650.

Abstract

This paper examines the impact of digitalization on corporate competitiveness and analyses the digital transformation strategy and implications of the Chinese coffee chain Luckin Coffee as an example. The business model of Luckin Coffee is a new retail model based on new technology. Services are delivered through a mobile app and a network of shops, and goods are sold through third-party digital payment platforms or coupons purchased within the Luckin app, for example. Luckin Coffee's mobile app provides end-to-end customer service, including marketing, customer acquisition, customer management, and billing processes. The research in this paper finds that Luckin Coffee has successfully rebuilt its brand reputation through digital transformation, which has implications for the digital transformation of companies, and that other companies can learn from Luckin Coffee's marketing model and create their own unique and efficient operational models. However, there are some limitations to this paper's research. Companies should improve their digital transformation strategies according to their circumstances and pay more attention to the importance of digital transformation for competitiveness.

Keywords

Luckin Coffee, digital transformation, coffee industry

References

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2. Wirtz, B. W., Weyerer, J. C., Heckeroth, J. K.: Digital Disruption And Digital Transformation: A Strategic Integrative Framework. International Journal of Innovation Management 26(03), 2240008 (2022).

3. Yang, M., Lv, Y. Y.: The strategy and financial analysis of Luckin Coffee. Economics and Management Science 1(1), 7-11 (2019).

4. Zippia Homepage, https://www.zippia.com/advice/digital-transformation-statistics/, last accessed 2022/11/14.

5. Liu, Y.: Research on the Business Model of Luckin Coffee Under the Background of New Retail. Journal of World Economy 1(2), 46-57 (2022).

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8. Chen, Y., Luo, E., Xiao, X., Wu, X., Li, J.: Analysis of Coffee Supply Chain Crisis in China and Recommendations for Large Domestic Coffee Companies. In 2022 2nd International Conference on Economic Development and Business Culture, pp. 172-180). Atlantis Press, (2022).

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-087-5
ISBN (Online)
978-1-83558-088-2
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/33/20231650
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated