In October 2017, Luckin Coffee's first store opened in Beijing Galaxy SOHO, and after less than 6 years, with the opening of the flagship store on Zhongshan Road in Xiamen, the number of Luckin Coffee's stores in the Chinese market reached 10,000, becoming the first chain coffee brand in China to exceed 10,000 stores.
However, it is not only the simple number of "10,000th" stores that deserves the attention of the industry, but also the design concept and space aesthetics contained in the store are also at the industry benchmark level. With the store's outstanding design sense and brand blessing, on December 14, Luckin Coffee's flagship store on Zhongshan Road in Xiamen was also awarded the "Excellent Case of Famous City and Famous Store" by Southern Finance and Economics Omnimedia Group and 21st Century Economic Research Institute. In the eyes of industry insiders, from the first store economy to the famous city store, its focus is not limited to the evaluation of the energy level and quantity of the first store, but to observe the coexistence and symbiosis between the store and the city, and to observe whether the store can truly become the driving force to promote the development of the urban consumer industry, and finally transform from the first store in the city to the famous store in the city.
Luckin Coffee's flagship store on Zhongshan Road in Xiamen deserves to be awarded the "Excellent Case of Famous City and Famous Store" by virtue of its deep echo with Xiamen's urban culture in terms of design concept and high integration with Xiamen's urban consumption temperament.
Benchmark stores create a unique culture
Luckin Coffee Xiamen Zhongshan Road flagship store is located in Xiamen Qilou Old Street with Nanyang style, divided into two floors, with a total area of more than 600 square meters, is the largest store of Luckin Coffee. The Nanyang wrought-iron style shop sign outside the flagship store complements the Nanyang arcade building on Zhongshan Road.
The overall design of the store is mainly industrial style, and the roundabout bar on the first floor adopts a 360-degree roundabout design. Three pour-over coffee machines on one side of the bar are used to make SOE Geisha coffee, known as the "Legend of Beans" and famous all over the world. It is reported that Luckin Xiamen Zhongshan Road flagship store provides three different origins of Geisha hand poured coffee, which is a limited product of Luckin Xiamen Zhongshan Road flagship store, and can only be drunk in this store nationwide.
Zhongshan Road and Gulangyu Island face each other across the sea, and it is an important local tourist attraction in Xiamen. On the first floor of the flagship store, there is a piano, which not only adds historical heritage and shows romantic feelings, but also echoes the reputation of "Piano Island" on Gulangyu Island in Xiamen. The design of the fence wall opposite the piano is inspired by the unique seagull bricks of Xiamen's coastal city architecture, and the pattern is extracted and made of delicate metal, so that the decoration of the store is more in line with the tonality of Xiamen's coastal city, reflecting the city's style and cultural heritage.
As a brand loved by young people, Luckin has also carefully designed an interactive check-in place for consumers, when holding the "little blue cup" on the wall, the walls on both sides are painted with the light and shadow of Luckin's new brand slogan "Lucky in Hand". With this ingenious design, users can subtly understand the company's brand proposition, and actively spread it on social media, so Luckin really understands young people.
As the first flagship store of Luckin, this store of course also carries the function of Luckin corporate culture display, located on the second floor of the store on the lucky corridor shows the growth history of Luckin Coffee, the right side of the corridor column is tall and heavy, deliberately presented in a true image, representing Luckin's "truth-seeking and pragmatic" corporate values. On the left side is the corporate development history wall of Luckin Coffee, which records the major historical development nodes of Luckin Coffee in the past six years. In addition to enjoying coffee, consumers can also have the opportunity to learn more about the company.
In fact, Luckin Coffee has a long relationship with the city of Xiamen. In 2018, the headquarters of Luckin Coffee officially settled in Siming District, Xiamen City, and the efficient and humanized service guarantee and policy support of the municipal and district governments provided a solid backing for the development of the enterprise. According to the Siming District Bureau of Commerce, Luckin Coffee's new concept of digitalization-driven and intelligent applications covering the whole business chain will bring a new demonstration effect to Xiamen's industrial development. It is expected that the two major brands of Zhongshan Road Historical and Cultural Street and Luckin Coffee will empower each other, jointly carry the heritage of history and culture, and jointly move towards a new future.
Tailor-made store design
While the rapid expansion of stores in recent years, Luckin is also constantly upgrading the design of stores to meet the needs of different types of consumers and different scenarios.
Luckin's store types mainly include leisurely stores and quick pick-up stores. The most common pick-up stores are smaller, usually located in supermarkets or office buildings with large foot traffic, and are more able to meet the needs of urban white-collar workers with a tight pace of life, young people shopping while drinking coffee, etc. The Youxiang store has a relatively wide and comfortable rest area and dining area, which can meet the needs of consumers with business or leisure needs, and the store design not only uses the brand's unified colors and elements, but also has some personalized designs, which helps to establish the brand image.
With the continuous expansion of Luckin Coffee stores, there are more and more design stores that combine local regional environment and cultural characteristics. In addition to the flagship store on Zhongshan Road in Xiamen, the Xiamen Lugang Wanda store and the AVIC Zijin Plaza store also have their own characteristics.
Luckin Coffee Xiamen Lugang Wanda Store deeply deducts the local culture in the decoration style, highlighting the characteristics of southern Fujian everywhere. Among them, the façade of traditional Hokkien architecture is interspersed with modern glass arched windows, which are set off by bright and dark lighting, so that the store presents a comfortable and warm visual experience. The red brick dovetail ridge, hard gabled roof, and stone benches unique to southern Fujian in the store further enrich the spatial experience of southern Fujian characteristics, and have become a popular check-in place for sightseeing, leisure and entertainment in Xiamen.
The exterior wall of AVIC Zijin Plaza store is decorated with special orange-red metal bricks, which is the unique language nickname of Xiamen, AMOY, which is expressed on the characteristic metal bricks in a traditional handwriting way, and combined with metal bronze materials, to form a façade effect with Xiamen characteristics. The grille wall panels with traditional wood grain characteristics in the store, combined with soft strip lighting, make people feel like they are in a corner of the ancient town of southern Fujian, creating a comfortable and comfortable leisure space for consumers.
It is reported that Luckin is also gradually combining with urban culture in terms of store design, such as Hefei Garden Expo Park Store with the unique blue brick style of Hui style architecture, Suzhou Lion Forest Garden Road Store combined with Suzhou garden characteristics, and Hangzhou Hefang Street Store that matches the style of Jiangnan Historical Old Street.
As of the third quarter of 2023, the scale of Luckin Coffee stores has exceeded 13,000, and it is expected to exceed 15,000 by the end of the year. Luckin Coffee, which has entered the scale of 10,000 stores, relies on the path of standardization, systematization and simplification, continues to iterate and reform the store operation system, adheres to the operation standard of "10,000 stores, one side", and constantly uses high-quality products and services to meet the diversified needs of consumers, adding more consumption power and vitality to the Chinese coffee market, and striving to make coffee a part of people's daily life.