신 소매 배경 하 중국 루이싱커피의 발전이 한국 커피산업에 미치는 영향에 관한 연구

A Study on the Impact of China’s Luckin Coffee Development on the Korean Coffee Industry under the Background of New Retailing

Purpose - New retailing pays more attention to the combination of online service, offline experience, and modern logistics. Relying on modern Internet technology, it integrates big data and artificial intelligence to bring consumers a more extreme consumption experience. While China’s coffee market is a very large incremental market, and the development of the coffee industry is under the background of new retailing met with new opportunities. Luckin Coffee is a very typical Chinese local coffee brand that has created a valuation of $2.2 billion in just one year by adopting the new retail model. Therefore, this paper hopes to inspire the coffee industry in both South Korea and China based on the case of Luckin Coffee. Design/Methodology/Approach - Most of the research on literature through prior studies and the case of Luckin coffee were analyzed. Findings - Through the analysis of available scientific information, the development of China’s coffee industry will be analyzed as objectively and comprehensively as possible, and the development plan of the coffee industry will be sought by taking Luckin Coffee as an example. Research Implications - As competition in the new Internet retail coffee market intensifies, traditional coffee such as Starbucks has been trying to transform and upgrade to keep up with the trends in the new retail coffee market. The discussion in this paper can bring inspiration and appropriate approaches to the development of the coffee industry in the context of New Retail.