瑞幸登陆美国：“低价 + 网红饮”能否征服北美市场？

2025/7/13 2:26:31

曾在中国市场击败星巴克的瑞幸咖啡，即将携首批两家纽约门店登...

曾在中国市场击败星巴克的瑞幸咖啡，即将携首批两家纽约门店登陆美国，掀起与星巴克、Dutch Bros. 等品牌的新竞争。这家 2017 年成立的品牌，以低价、极简门店、手机点单快速扩张，特色果味咖啡和 “瑞纳冰” 受年轻人青睐。虽有 2020 年财务造假退市的波折，但如今携 2.2 万中国门店底气而来。它能否在星巴克深耕 50 年的美国市场复制成功？值得期待。

Luckin Coffee, the fast-growing chain that beat Starbucks at its own game in China, is entering the United States.瑞幸咖啡，这家在中国本土市场打败星巴克的快速扩张连锁品牌，即将进军美国。Its first two US locations are opening Monday — both in New York City — marking an escalation in competition against Starbucks and other coffee chains, such as Dutch Bros., that have successfully built a loyal following in targeting Gen Z drinkers with TikTok-worthy drinks at affordable prices.其在美国的首批两家门店将于周一开业——均位于纽约市——这标志着瑞幸与星巴克及其他咖啡连锁品牌（如成功吸引Z世代消费者、以实惠价格推出TikTok网红饮品并积累大量忠实粉丝的Dutch Bros.）之间的竞争进一步升级。Luckin"s website and social media accounts are promoting the openings with discounts and giveaways. The stores are located in Greenwich Village, near the bustling New York University campus, and in NoMad. Luckin didn"t respond to CNN"s request for comment.瑞幸的官网和社交媒体账号正通过折扣和赠品活动为新店开业造势。两家门店分别位于格林威治村（毗邻繁华的纽约大学校园）和NoMad区。瑞幸没有回应CNN的置评请求。What is Luckin?什么是瑞幸？Luckin was founded in 2017 and focuses on catering to young people, with mostly takeout booths and cashless payments. Its beverages in China are about 30% cheaper than those offered by Starbucks.瑞幸成立于2017年，主要面向年轻人群体，门店以外卖亭为主且支持无现金支付。其在中国市场的饮品价格比星巴克低约30%。The bare-bones stores usually offer only the most basic services, which has allowed the company to expand rapidly at a lower cost. It also requires consumers to use mobile phones to place orders. The US restaurant business is also increasingly pushing mobile orders and loyalty programs, which allow companies to collect extensive customer data and generate more repeat visits.这类极简门店通常仅提供*基础的服务，使公司能以更低成本快速扩张。瑞幸还为消费者提供了手机下单服务。美国餐饮业也正大力推广移动点单和会员计划，这有助于企业收集海量客户数据并提升复购率。Luckin"s menu is filled with usual coffeehouse staples, including cold brews, hot coffee and matcha options. Signature items include adding fruit like pineapple and raspberry to its iced coffees as well as a line of brightly colored "Refreshers" that mixes coconut milk and fruity juices and cold foams. A small selection of pastries are also on sale.瑞幸的菜单涵盖经典咖啡馆品类，包括冷萃咖啡、热咖啡和抹茶饮品。特色产品包括在冰咖啡中加入菠萝和树莓等水果，以及一系列色彩鲜艳的“瑞纳冰” （将椰奶、果汁与冷奶泡混合）。店内还售卖少量糕点。Beating Starbucks打败星巴克Perhaps the biggest storyline has been Luckin"s dominance over Starbucks in China. The number of Luckins overtook Starbucks in China in 2019, giving them the confidence to plot a US expansion.瑞幸在中国市场超越星巴克或许是*受关注的故事。 2019年，瑞幸在中国的门店数量超过星巴克，这为其布局美国市场增添了信心。In 2019, the company filed for an initial public offering. But the company was forced to retreat a year later following the admission that its earnings had been fabricated. Luckin was later delisted from the Nasdaq, and its then chairman and CEO were both fired. The company was also slapped with a $180 million fine by the Securities and Exchange Commission.2019年，该公司提交了公开募股申请。但一年后，公司承认财务造假，被迫撤回申请。瑞幸随后从纳斯达克退市，时任董事长兼CEO均被解职。美国证券交易委员会还对其处以1.8亿美元罚款。So, it retreated back to its home region of Asia, where it has more than 22,000 locations in China and several dozen in Singapore. In 2023, Luckin"s revenue in China surpassed Starbucks for the first time — a significant blow for the Seattle chain that is still struggling to crack the market. Starbucks was reportedly courting buyers for a portion of its China business as part of CEO Brian Niccol"s broader turnaround plans, but the company has since denied its Chinese stores are for sale.此后，瑞幸退回亚洲大本营，目前在中国拥有超过2.2万家门店，在新加坡也有数十家门店。 2023年，瑞幸在中国的营收超过星巴克——这对仍在努力开拓中国市场的西雅图咖啡巨头造成重大打击。据报道，作为CEO布莱恩·尼科尔（Brian Niccol）全面复兴计划的一部分，星巴克曾考虑出售部分中国业务，但公司随后否认其中国门店正在寻求出售。Although Luckin"s formula has proven to be successful at home, it remains to be seen if the same will happen here — especially with Starbucks having more than a 50-year headstart.尽管瑞幸的模式在中国市场已被证明成功，但能否在美国市场复制这一*仍有待观察——尤其是面对拥有50多年先发优势的星巴克。内容来源：iYuba VOA慢速英语