On April 18, a large number of netizens said that the price of the Luckin Coconut Cloud package on the Hungry Mo takeaway platform was less than 5 yuan, and a wave of wool was picked up early, so Luckin was also on a wave of Weibo hot searches. Soon, the relevant stores have entered the closed state, and canceled most of the unfinished orders, and it is a pity that the small partners who did not have wool were lost.
In this regard, Luckin Coffee officially issued an apology letter, saying that due to the problem of the backstage price configuration of Ele.me, the price of the Luckin Coconut Cloud package was wrong in a short period of time, and the store was backlogged with a large number of abnormal orders. In order to ensure normal operation, the company has urgently cancelled the abnormal orders of the Ele.me platform, and the Ele.me store is temporarily closed. As for the small partner who was cancelled the order, the official is still considering user compensation and will be notified separately.
Coconut cloud latte jointly launched by Luckin and Coconut Tree Group, is currently one of the hottest single products, once the new product was launched, it was welcomed by the majority of consumers, and incidentally, Luckin Coffee also exploded once. According to the announcement released by Luckin Coffee, the sales of coconut cloud lattes on the first day have exceeded 660,000 cups, and as of April 17, the sales of coconut cloud lattes have exceeded 4.95 million cups, and the total sales have exceeded 81 million.
At the same time, the network platform has also rolled up a wave of imitation, and the small partners who bought the coconut cloud latte have imitated the posing action of the coconut coconut water spokesperson and posted various "group photos in the same frame" on the Internet. In addition, the "earthy" design of Coconut Tree and Luckin has also attracted much attention, and the exclusive paper bags and cup covers on the coconut cloud latte have become the "collectibles" of many netizens. After Drinking coconut cloud latte, Xiao Lei also collected the cup cover and paper bag. I have to say that the coconut cloud latte can be regarded as a phenomenon-level single product this year.
Speaking of the matter of wool, Xiao Lei believes that this may be a good thing for Luckin, with the "bug" of pricing, let some people learn low-priced coffee wool, on the one hand, it can indirectly give consumers profits, on the other hand, it can also get a lot of heat, hit a wave of advertising, the effect can be much better than endorsements, by the way, it can also enhance the favorability and attract more people to buy.
However, netizens who have not been able to get wool do not have to be dissatisfied, and it is expected that the official will issue coupons to consumers whose orders have been cancelled. Besides, Luckin's coconut cloud latte is not very expensive, even if it is the original price, it is much cheaper than Starbucks.
Then again, the official also said that the sales target of coconut cloud latte this year is the same as that of raw coconut latte, it is 1 cup, and now the number has exceeded 81 million, and it will not be long before the target can be reached, if the cooperation date between Luckin and Coconut Tree is longer, Xiao Lei believes that 200 million is not a problem.