“幸幸”之火,何以燎原——瑞幸咖啡高速空间扩张的启示

How Luckin Coffee'Burns': The Characteristics of the Rapid Spatial Expansion of Luckin Coffee and Its Implications

在传统商业衰落与“新零售”崛起的背景下,以瑞幸咖啡为例,通过分析其网点扩张的时空特征以及与星巴克在门店规模、分布等方面的比较,发现:瑞幸咖啡在上海的空间扩张并非同心圆式蔓延,而是类似“下围棋”般占据关键点;寻找公司企业集聚的区域作为自身网点的服务腹地,倾向于吸引从事金融、科技、创意等高端行业人群.除资本推动以外,瑞幸咖啡快速扩张的原因是抓住了移动互联网影响下消费方式嬗变的时代机遇,还有对星巴克耕耘数十年养成咖啡文化和咖啡市场的完美收割.在此基础上,总结新零售商业网点空间布局的特点及对商业网点布局规划的启示,进而对未来的规划管理提出若干思考.

Against the background of the decline of traditional commerce and the rise of"new retail",the paper takes Luckin Coffee as an example,analyzes the spatiotemporal characteristics of its stores layout and compares Luckin with Starbucks in terms of the store scale and distribution.It is found that the spatial expansion of Luckin Coffee was more like"going chess"than a concentric spread,and Luckin stores occupied the key areas where companies gathered as its service hinterland,tending to attract people engaged in high-end industries such as finance,technology,creativity,etc.In addition to the capital promotion,the reason for the rise of Luckin Coffee is to seize the opportunity of the consumption pattern evolution under Mobile Internet Era,as well as to make a perfect reaping of the coffee culture and coffee market which Starbucks has cultivated for decades.On this basis,the paper summarizes the characteristics of the spatial layout of the new retail facilities and its implications for the planning strategy of the commercial facilities layout,and puts forward some thoughts on future planning management.