1. Luckin Coffee is about to become the number one brand of domestic coffee?
Do you know Luckin Coffee?
luckin coffee (Luikking Coffee) is headquartered in Xiamen and was created by the former COO Qianzhiya of Shenzhou Youche Group. It is China's largest chain coffee brand.
Luckin Coffee operates a beverage and food series. In addition to coffee and tea drinks, Luckin Coffee cooperates with Louis Dreyfus to NFC juice and sells light food, nuts, snacks and other peripheral products.
At the same time, Luckin Coffee has entered the intelligent unmanned retail industry and joined hands with the world's top suppliers. With the vision of "starting from coffee, let Luckin become a part of people's daily lives", we are committed to providing customers with high quality, high cost performance, Highly convenient service. For two consecutive years, Luckin Coffee’s coffee beans have won gold medals in the IIAC International Coffee Tasting Competition.
On May 17, 2019, Luckin Coffee landed on Nasdaq and raised US$695 million, becoming the fastest company in the world from the establishment of a company to the IPO.
On April 2, 2020, due to false transaction volume of 2.2 billion, Luckin Coffee plummeted 85% before the market. On April 3, the China Securities Regulatory Commission paid close attention to the financial fraud of Luckin Coffee. On May 19, Luckin Coffee was asked to delist from Nasdaq and applied for a hearing. On June 29, Luckin Coffee was officially suspended and delisted.
People thought Luckin Coffee was just a flash in the pan, but unexpectedly, Luckin Coffee became more and more courageous. Not only did the store open normally, but it no longer lost money and began to make profits!
Luckin executive Yang Fei happily posted a picture on August 21. The fans of Luckin Coffee’s official account have exceeded 20 million, far exceeding Starbucks .
, and Luckin's marketing model that has been transfusions has also changed: Currently, there are basically no 18% off coupons or 28% off coupons on the market, basically all 48% off coupons, deductions or full discount coupons.
Luckin Management expects that according to the current operational progress, it is expected to achieve overall profit in 2021.
observers believe that Luckin’s fraud incident only involves the capital side and has not shaken the root of Luckin’s business side.
In the fourth quarter of 2019, Luckin Coffee spent only two years to surpass Starbucks in the number of stores. There are more than 4,500 Luckin Coffee stores nationwide, more than 300 more than Starbucks stores. Luo Bin, a senior brand planner of
, proposed: Luckin Coffee has segmented the population with its precise brand positioning and can implement a long-term confrontation with Starbucks in the future. In terms of local marketing strategies, Luckin is far better than Starbucks. Therefore, he believes that it is only a matter of time before Luckin becomes the number one brand of domestic coffee.
coffee, as one of the three largest beverages in the world, has entered the daily lives of more and more urban people in recent years.
The number of people going to coffee shops to study and work is increasing, and various slogans and beverages about coffee are becoming more and more well-known. Whether it is "the fragrance is strong, the meaning is still not over", or the sentence "I want to drink hand-ground coffee" in "Everything is good" of Su Daqiang, it all shows the daily impact of coffee on modern people.
How much do you know about the history of coffee? Just like tasting wine requires professional gestures and wine glasses, what do you hear about coffee tasting?
If you want to have a more comprehensive understanding of the world of coffee, this book "A Brief History of Coffee" written by Gloria Montenegro, the founder of the French Institute of Coffee Studies, should be the first choice for learning coffee.
Gloria Montenegro, Guatemala ambassador to France, founded the Coffee Knowledge Society in 2001. Later, she founded the Coffee Academy, using wine technology as an inspiration to explore and discover original coffee from all over the world The mystery of
Christina Hiluz, the daughter of Gloria Montenegro, is committed to the research of fine coffee and the dissemination of coffee culture."A Brief History of Coffee" produced by the two of them in
details the past and present of coffee, from Mocha to Paris, from Suleiman I to Louis XIV, from Guatemala producers to your coffee cup, There are also emerging staff in the coffee world: coffee bean hunter, roaster, barista, taster...
Gloria Montenegro took a different approach in "A Brief History of Coffee", creating the first comparison of the taste between coffee and wine, visual The combination of tasting, smell tasting and taste tasting provides readers with another idea for coffee appreciation and also conveys a more unique coffee culture. The open book
also adds rich coffee pictures, coupled with professional and systematic coffee introduction, which is enough for everyone who likes coffee to love it. If you are also fascinated by coffee, don’t miss this authoritative coffee learning book.
2. A brief history of "black gold"
Origin of coffee
The word "coffee" comes from the Greek word "Kaweh", which means "strength and enthusiasm".
What we call coffee drinks in daily life are poured into various coffee utensils and ground and cooked. Coffee beans are nuts taken out from fruits produced by coffee tree .
There are several legends about the origin of coffee, and the most well-known one is the story of the shepherd: around the sixth century, one day, an Arab shepherd, Kaldai, went to the Aesopian grassland to grazing and found that each goat looked like They were all very excited, he was very surprised, and later found that these flocks had eaten some kind of red fruit before they were excited.
Caldai also tasted it and felt that these fruits were indeed delicious and refreshing. Since then, he has often gone to the area to grazing sheep and find that kind of fruit to eat. Later, a Muslim passed by the neighborhood and picked some red fruits and took them home, and distributed them to other church members to eat. The magical effect of this fruit spread.
There are even more bizarre stories about the origin of coffee. But no matter what, Africa is the home of coffee.
According to research, the coffee tree is likely to be discovered in the Kafafa Province (KAFFA) in Ethiopia. As batches of slaves were sold from Africa to Yemen and Arabian , coffee was also taken to various places along the way.
At the beginning, people just grind the fruits of the coffee tree, then mix it with animal fat and knead it into many ball-shaped meatballs for those soldiers who are about to go to the battle.
Later, in the medicine and religion of Arab countries, coffee was believed by Muslim doctors and monks to refresh their minds, wake up their minds, strengthen their stomachs, strengthen their body, and stop bleeding. Therefore, coffee was widely used as alcohol and medicine, and Muslims used it to relieve sleepiness. , doctors use it to protect the patient's "stomach, skin and various organs".
It is worth noting that although Arabia has the most prosperous port city in the world at that time, it prohibited any seed exports, so the popular coffee area has always stopped moving forward. By 1616, the Dutch 12 people smuggled the surviving coffee trees and seeds to the Netherlands, so people began to cultivate coffee in greenhouses.
16 and 17th century, as the trade between Venetian merchants and Dutch gradually increased, coffee also spread to Europe with commercial exchanges. Its mellow taste and fragrant smell immediately fascinated many European nobles. As the import volume of coffee increased, the value and status of coffee became prominent, and it was even known as "black gold" like oil.
Just like before, since drinking was strictly prohibited in the Islamic world, coffee replaced alcohol and became an important social drink at that time, European nobles also regarded coffee as a delicacy and borrowed coffee beans to express their wealth and congratulations on success.
As the next era of navigation begins, coffee follows the pace of global trade, gradually bringing the whole world under its command, triggering a coffee sip frenzy again and again.
Coffee Classification
Common coffee trees are divided into two types: Arabica species and Robusta species.
Arabica coffee usually grows at high altitudes, and the caffeine content accounts for only 1% of the total weight of this type of coffee, so the coffee made from it is more delicate and delicate than other coffees.
Robusta coffee grows in low-altitude areas. This type of coffee tree has stronger ability to resist pests and diseases, and the yield of single coffee beans is also higher. It has a relatively mellow taste. Because it can extract rich and stable cream (cream) from it, Robusta coffee is mostly used in Italian beans to make Espresso (Espresso).
coffee name
[Espresso Italian Espresso] Espresso is Latin, the original meaning is "under pressure", and in Italian it means "fast". Espresso is a comprehensive coffee bean roasted in 7 grams of deep roasted coffee beans, ground into extremely fine coffee powder, and quickly extracts 30 ml of strong coffee liquid in 20 seconds after 9 atmospheres and high temperature vapors of 90 degrees Celsius.
All milk coffee or fancy coffee are made based on Espresso. So Espresso is the key to testing the quality of a cup of coffee. The most important thing to check whether a cup of Espresso is successful is to see if there is a thick layer of brown-red and shiny foam floating on the surface: "Crema".
[Cappuccino Cappuccino] Mix Espresso, milk and milk foam in proportion, so that Cappuccino has less Espresso's bitterness and more mellow taste of milk foam, making it easier to be accepted by the public. Since the milk foam hat on the Cappuccino looks like the hat on the cloak worn by the Catholic priest of the Cabuki Church, the drink is named after it.
[Macchiato] Macchiato is "marked, spotted" in Italian. It favors Espresso and Cappuccino, allowing people to enjoy smooth and delicate milk foam and drink strong fragrance Espresso.
[Latte Latte] Latte is milk in Italian. It has a richer milk aroma than Cappuccin and is usually recommended as the first choice for first-time coffee tasters.
[Mocha] Mocha means chocolate in Italian, that is, mixing fragrant coffee, rich milk and sweet chocolate into a cup of chocolate coffee in proportion.
"Descendants of the Sun" Sergeant Xu asked for Italian Concentrated
"Everything is OK" Su Daqiang wants to "hand-grind coffee"
3. People love to drink coffee, not only because it is fragrant
, as the global trade volume is second only to Oil, a world-renowned beverage that is more popular than tea, coffee is not just an instant, monotonous drink, it is not just a mixture of milk, sugar, ice, etc., but a long history and blend It has a signature product of various regional cultures, just like Chinese tea, with a quaint and leisurely aftertaste. Behind the popularity of
, the strong support and rise of coffee culture.
After tasting coffee, King Claymon VIII of Rome said, "Although is a devil's drink, it is so delicious. It's a pity to let pagans monopolize this drink ." Therefore, he accepted the coffee before giving it to the Come and give to the baptized Christians to drink.
has countless coffee houses in the UK, where men talk about politics, literature, and business. In the early days, only men could enter coffee houses. Some men even chose to linger in the coffee house and were reluctant to go home in order to talk about it. This led to the fact that many housewives filed petitions in 1674, demanding that the coffee house be closed.
not only quickly occupy social status, but also slowly penetrated into the humanities field.
Started from the Turkish ambassador presenting coffee to Louis XIV in 1669, the French upper class and the people also added coffee drinks to various salons or daily activities. People scrambled to taste all kinds of coffee, various writers, Philosophers or artists slowly incorporate coffee into their daily work perspectives.
This is why Antoine de Saint Exuperi, the author of " Little Prince " - a phenomenon book with sales comparable to the Bible - is in his collection of prose "Wind and Gross Stars" , mentioned that he had lost his way during a flight mission. In order to overcome the difficulties, he and his companions "find half a liter of coffee and a quarter liter of white wine from two broken thermos bottles" and encouraged each other to break through the difficulties. ;—— coffee means survival
comprehensive In the art program " Sisters Riding the Wind and Waves ", contestants can often be seen sitting on the side of the stage to refresh themselves, drinking a cup of coffee; - coffee means being dedicated to
in the novel "Waiting for One Person, Coffee". , a boss lady opened a weird coffee shop. In addition to ordinary coffee, he also provided a cup of special coffee for the boss lady every day. Simply put, it was a messy coffee drink prepared by the boss lady willfully. The clerks didn't understand, and the boss's wife insisted on this strange approach. In the end, she finally waited for a boy to come to the cafe for several months, endured the boss's wife's improvisational coffee creation, chatted with her, and finally got married;— — coffee means tolerance and love.
Luckin Coffee's emergence shows the huge potential of China's coffee market. According to data from the National Bureau of Statistics, in 2019, Europe consumed 750 cups of coffee per capita, with an average of 2 cups per day, the United States consumed 400 cups per day, and Japan, South Korea, Hong Kong and Taiwan consumed 200 cups of coffee per year, while mainland China consumed only 4 cups per capita. Cup, the unlimited possible market space, indicates that Chinese coffee consumers may have more coffee brands to choose from in the future.
coffee in hand, happiness has it. In your spare time, hold a cup of fragrant coffee and read this book "A Brief History of Coffee". I believe you will have more happiness.
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