本案例由江南大学商学院的李峰教授团队撰写，江南大学商学院案例中心研究院任瑜全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：本案例描述了瑞幸咖啡自2017年创立至今，如何仅仅用1年时间超越了Costa，成为国内第二大咖啡连锁品牌，阐述了其短期内迅速拓展的成长之路。随着“新零售”越来越被大众所熟知。2019年5月18日消息，瑞幸咖啡（NYSE.LK）上市首日上涨19.88%，报20.38美元，总市值47.4亿美元；而2020年4月2日，40分钟五次熔断！“自曝”22亿流水造假，股价暴跌78%，逾300亿市值蒸发。在如此惊人的数据背后，其运用了什么样的营销策略是值得学习和探讨的。描述了瑞幸咖啡如何抓住市场痛点，打开国内咖啡市场，从银河SOHO门店的一家店，发展到如今4000家门店，具体包括如何获取用户、提高用户活跃度、获取收入阶段、自传播阶段，以及后面“烧钱”式的营销为什么开始反噬瑞幸。最后探讨在如今“新零售”背景下，瑞幸咖啡如何突出重围，站稳自己的市场地位。本案例适用于《市场营销》课程中有关“营销战略”，“社交媒体营销”相关章节，帮助学生理探寻出瑞幸咖啡快速扩张的原因，以及背后的营销策略，引导学生理解社会化媒体营销理论。

关键词：咖啡；营销策略；社会化媒体营销；新零售

Luckin Coffee: A rapid expansion of the marketing road in the short term

Abstract: This case describes how Luckin Coffee has surpassed Costa and become the second largest coffee chain brand in China in just one year since its establishment in 2017, and expounds its rapid growth path in the short term. As "new retail" becomes more and more familiar to the public. May 18, 2019 - Luckin Coffee (NYSE.LK) rose 19.88% on its first day of trading to $20.38, with a total market capitalization of $4.74 billion; And on April 2, 2020, five meltdowns in 40 minutes! "Self-exposed" 2.2 billion water fraud, the stock price plunged 78%, more than 30 billion yuan market value wiped out. Behind such amazing data, what kind of marketing strategy is used is worth learning and discussing. It describes how Luckin Coffee seized the pain point of the market and opened the domestic coffee market. From one store in Galaxy SOHO, it has developed to 4,000 stores now, including how to acquire users, improve user activity, gain income stage, self-dissemination stage, and why the "money-burning" marketing began to bite Luckin back later. Finally, under the background of "new retail", how Luckin Coffee stands out from the encirclement and stands firm in the market position. This case is applicable to the chapters related to "marketing strategy" and "social media marketing" in the course of Marketing, helping students to find out the reasons for the rapid expansion of Luckin Coffee and the marketing strategy behind it, and guiding students to understand the theory of social media marketing.

Key words: coffee; Marketing strategy; Social media marketing; The new retail