The new coffee retailer, which has been listed in the United States for less than a year, admitted financial fraud. ?

20 18 Luckin Coffee was born under the advertisement bombing of Tang Wei Little Blue Cup. It took 18 months to go public in the United States when many venture capital institutions thought that the primary market valuation had been seriously overdrawn. ?

At that time, everyone thought that Luckin Coffee was aimed at Starbucks, a coffee brand that has been deeply cultivated in the world for many years. Later, Luckin Coffee sold coffee peripheral products such as snacks, nuts, mugs, sandwiches, muffins and other foods under the name of "losing money", "bad taste" and "marketing coffee". At this time, Luckin Coffee seems to be targeting convenience stores all over the world. ?

If we put aside the matter of performance fraud, can Ruixing's road finally make sense?

Ruixing challenges Pinduoduo? ?

Although the stock price plummeted, the business of Ruixing Store was particularly hot. ?

It's not just the coffee business that is booming. On March 23rd, Luckin Coffee quietly launched the "Cherry Blossom Shopping Festival Digital Week" on its own APP and applet, and at the same time launched a discount of over 999% 100. The main products are AirPods2 and AirPods? Pro, in which AirPods2 is priced at 799 after 2% discount. The lowest price of this headset is 999 yuan in JD.COM and 859 yuan in Pinduoduo. ?

In addition to these two products, there are digital products such as BeatsX in-ear headphones, Lofree mechanical keyboard, Mipow sonic electric toothbrush, Monbento lunch box, etc. So is Luckin Coffee bidding for e-commerce companies such as JD.COM and Pinduoduo? ?

How about coffee? What about peripheral products? What about handmade snacks? Children, do you have many question marks ...

Now it seems that only the rich coffee aroma in Ruixing Coffee Shop can remind people that you really bought a pair of Apple headphones in the coffee shop.

This may really be an era of black humor. Someone once said that waiting for someone you don't love is like waiting for a plane at Huozhen Station, but now you are working hard at Shanghai Hongqiao Railway Station. There is also a joke about buying a yacht on the way to the supermarket. I don't know how many versions have been renovated, but now, the once fable may become a reality at any time. ?

Take Luckin Coffee, which started selling electronic products, as an example. In fact, before the listing, there was a road show PPT circulating in the industry, which mentioned that Ruixing's vision was "starting from coffee and becoming a part of everyone's life". In other words, Ruixing didn't think he was just a coffee merchant from the beginning, but started with coffee, so as to meet the various needs of users.

In a PPT, Ruixing listed such a formula: Luckin Coffee = Starbucks +7 1 1+Costco+ Amazon. The shallow meaning here is that Luckin Coffee first owns high-quality coffee and food like Starbucks, and at the same time has a huge sales network like 7 1 1, and selects low-priced goods like Costco. Finally, it will become a technology-driven one-stop shopping platform like Amazon. ?

Li Hui, the largest institutional investor of Ruixun and founder of Dacheng Capital, once said: "Today, people may compare Ruixun with Starbucks, and we sell coffee. In the future, with the increase of SKUs, Ruixing may be a virtual shelf of 7 1 1, and the future practice of Ruixing may be similar to Costco. " ?

According to Ruixing's plan, we hope to attract a group of stable users from coffee, so as to build a brand user circle. Coffee is just a starting point, and its ultimate goal is to influence users' lives in a roundabout way.

Life is full of surprises.

If you think it's not a surprise to buy an Apple headset at Luckin Coffee, what about buying disinfectant at Weilai Surprise Mall? ?

On March 26th, Shanghai Weilai Automobile Sales & Service Co., Ltd. made an industrial and commercial change, adding food business, sanitary products, labor insurance products and disinfectant wholesale to its business scope, which was another measure taken by Weilai Automobile during the epidemic period. ?

Li Bin, the founder of Weilai Automobile, once said, "The biggest difference between Weilai Automobile and other automobile companies is that some companies only think about cars, but Weilai is people-oriented." ?

Indeed, now I open the Weilai Auto APP, and I have provided everything from Weilai Surprise Mall, from umbrellas to water cups, from polo shirts to bedding, and even snacks, epidemic prevention artifact masks and disinfectant. ?

At first, everyone thought that the surprise mall might just be an attempt by Weilai to consume the owner's points. However, doing it, you find that Wei Lai actually started playing for real. ?

NIO？ Life has become a new lifestyle brand. ?

In addition to points, users can also purchase goods directly at Weilai Surprise Mall. The entrance of Surprise Mall has also been extended to WeChat applet and JD.COM franchise store. So you can buy anything, from fitness equipment, clothes backpacks, hand sanitizers, vases, even cereal and nougat. ?

From a commodity point of view, NIO? Life is not only a wholesale retailer, but also many fine products are born here through cooperation with designer brands and Guo Chao brands. ?

These products are also attractive enough in quality and design sense. For example, we cooperated with Li Ning to release the customized absolute limited series of "I am the Champion", in which the design sense of the special limited edition "Arc ACE" running shoes and "unlimited 2" training shoes is no worse than that of thousands of trendy brands on the market. ?

Drainage products and profitable products?

The model of the small blue cup is actually not new. It is nothing more than subsidizing drainage products, attracting traffic, and finally making profits through profitable products. ? This is similar to the current circulation mode of most automobile dealers in the automobile circle. ?

Through substantial discounts and promotions, we can sell new cars, gain basic users, and then earn profits through insurance and after-sales. Therefore, general dealers are reluctant to sell across regions, because after the car is sold, this user will not come to the store for maintenance. It is equivalent to losing money and selling the car for nothing. ?

This is why we see many car dealers clamoring for selling cars without making money, but at the same time investing in building new stores. It is necessary for dealers to expand their territory. The more offline maintenance points, the more profits and benefits will eventually be brought. ?

This is consistent with most business logic. For example, in pubs, peanuts are free and beer is charged. In nightclubs, ladies are free and men are charged. Trade profits for traffic, and then get profits. ?

But in the end, all business is based on honesty. I don't know if Ruixing can survive this.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.