Analysis of Marketing Innovation Under the New Retail Mode-Taking “Luckin coffee” as an Example

Abstract

With the rise of high-end technologies such as artificial intelligence and big data, many new consumption patterns are constantly emerging, from offline retail to online e-commerce and then to a New Retail mode combining online e-commerce, offline and logistics. The New Retail mode not only brings a strong impact to the traditional retail industry, but also provides many enterprises with new operation and marketing ideas. The research object selected by the author is Luckin coffee, a representative enterprise of the New Retail mode, by analyzing the operation mode of “online APP+ offline store + logistics” used by Luckin coffee and the marketing method implemented under this mode, the innovation of Luckin coffee’s marketing method is concluded, including Viral social fission marketing, Innovation of service process, Big data differentiated marketing, Novel scene positioning, Omni-channel retail, which can provide some ideas such as Social fission, Big data prediction, differentiated marketing, Fully integrated channels and so on for other traditional retail enterprises to reform and new Retail enterprises to formulate marketing strategies.