On January 22, Kweichow Moutai and Ruixing jointly launched the New Year's "Year of the Dragon Soy Sauce Chocolate". China Securities Journal, China Securities Taurus reporter visited several Luckin Coffee stores in Beijing and found that the store had replaced the "Dragon Year Sauce Fragrant Chocolate" new product poster, displaying menu rotation and playing new product activities.
It is understood that from January 22nd to February 18th, for every purchase of 1 cup of the store's sauce flavored series drinks (sauce flavored latte/Dragon Year sauce flavored chocolate), you can draw a prize once on the designated mini program activity page of the Luckin Coffee app. The prizes include 100000 cups of sauce flavored series drink redemption vouchers, hand made gift boxes, and secret realm appreciation gift boxes.
Ruixing Coffee officially calls this product "liquid soy sauce flavored 'wine heart chocolate'". The materials include pure milk, Baijiu flavored thick milk and cocoa flavored solid drinks, which contain 53 degrees of Kweichow Moutai liquor. The alcohol content of the drink is less than 0.5% vol, and the price is 38 yuan/cup (coupons can be used).
"This product is selling well," Luckin Coffee store staff told reporters while packing, "The exclusive red cup for the sauce aroma series in the store has been used up all morning, and now orders can only be exchanged for regular cups."
The reporter visited several Luckin Coffee stores and found that it was around noon, and there was no queue at the scene. It took 3-5 minutes to pick up the goods after placing the order. In contrast, on the first day of its launch, several Luckin Coffee stores experienced "explosive orders" and long on-site queues, with single product sales exceeding 5.42 million cups and sales exceeding 100 million yuan.
The staff of Luckin's store stated that customers have reported that this product has a higher sweetness. The reporter also saw on various social platforms that many netizens roast that "it is too sweet", "it is boring", "it is too sweet to be too sweet", and those who can't stand it should be cautious "and" the heat is too high ". Some netizens also expressed their liking for the rich chocolate flavor of drinks.