首日百万瓶只是开始？瑞幸即享咖啡凭什么领跑预包装赛道Is the first million bottles just the beginning? Why does Luckin Coffee lead the pre packaged race
上市即售罄，是对好产品最直接的褒奖。4月29日，瑞幸即享咖啡官方发布数据：全新瓶装即饮咖啡上市24小时，线上渠道售出超100万瓶。这一成绩不仅刷新了即饮咖啡品类的首销纪录，更让“王一博同款”成为这个春天最热门的咖啡话题。
从销售数据来看，这次新品发布堪称教科书级别的市场引爆。上市当天，瑞幸即享咖啡瓶装新品便拿下天猫“咖啡/麦片/冲饮店铺”TOP1、天猫“直播带货总榜”TOP1、京东“咖啡品类品牌排名”TOP1、抖音“商品总榜-即饮咖啡类目”TOP1。线上火爆的同时，线下渠道同样表现抢眼。瑞幸即享咖啡在短时间内将产品拓展至全国数万家终端商超和便利店，不少线下门店被抢购一空。线上+线下的全渠道布局，让消费者真正实现了“随时随地来一瓶”。
产品是引爆市场的根本。此次上市的生椰拿铁、经典美式、柚C美式三款口味，全部源自瑞幸门店已被亿万消费者验证的爆款风味。瑞幸即享咖啡以“门店现制级品质”为标准，依托成熟研发体系与无菌冷灌工艺，搭配全球优质咖啡豆源，确保每一瓶都能稳定呈现专业口感。生椰拿铁选用100%冷压榨椰肉汁调配，采用低糖配方，好喝低负担；柚C美式添加真实红西柚汁，清爽柚香与100%阿拉比卡咖啡完美融合；经典美式坚守0糖0脂配方，还原纯粹黑咖风味。
瑞幸即享咖啡的市场领先地位，早已在多个维度得到验证。官方数据显示，瑞幸即享咖啡液产品2025年全年销售超过4亿杯。今年3月，瑞幸即享咖啡在天猫、抖音、京东三大平台分别拿下咖啡液品类、咖啡液总榜、咖啡液店铺榜单TOP1。全球著名增长咨询公司沙利文（Frost & Sullivan）的权威认证也显示：按2025年销售额计算，瑞幸即享浓咖啡饮料取得全国线上销售额第一。
在供应链端，瑞幸即享咖啡依托福建屏南、江苏昆山、山东青岛等多地自有烘焙基地，构建起从全球优质咖啡豆采购到自主烘焙的完整产业链。这套垂直整合的供应链体系，不仅保障了首日百万瓶的稳定供应，更为瑞幸即享咖啡在全场景、多品类的持续扩张提供了坚实支撑。上市首日百万瓶，只是一个开始。
Selling out immediately upon listing is the most direct praise for a good product. On April 29th, Luckin Coffee released official data: Within 24 hours of its launch, the brand new bottled ready to drink coffee sold over 1 million bottles through online channels. This achievement not only broke the first sales record in the ready to drink coffee category, but also made "Wang Yibo Same Style" the hottest coffee topic of this spring.
From the sales data, this new product launch can be considered a textbook level market explosion. On the day of listing, Ruixing instant coffee bottled new products won the top 1 of Tmall's "Coffee/Oatmeal/Instant Drink Shop", Tmall's "General List of Live Video with Goods", JD's "Top 1 of Coffee Brand Rankings", and Tiktok's "General List of Goods - Instant Coffee Category". While online channels are booming, offline channels are also showing impressive performance. Luckin Coffee has quickly expanded its products to tens of thousands of terminal supermarkets and convenience stores across the country, and many offline stores have been sold out. The omnichannel layout of online and offline allows consumers to truly achieve the goal of "getting a bottle anytime, anywhere".
Products are the foundation that ignites the market. The three flavors of coconut latte, classic American, and grapefruit C American that have been launched this time are all derived from the popular flavors verified by millions of consumers at Ruixingmen store. Luckin Coffee adheres to the standard of "freshly made quality in stores", relying on a mature research and development system and sterile cold infusion technology, combined with high-quality coffee beans from around the world, to ensure that every bottle can stably present a professional taste. The raw coconut latte is made with 100% cold pressed coconut juice and a low sugar formula, which is delicious and has a low burden; Pomelo C American style with real red grapefruit juice, refreshing grapefruit aroma perfectly blends with 100% Arabica coffee; The classic American style adheres to a zero sugar and zero fat formula, restoring the pure flavor of black coffee.
The market leading position of Luckin Coffee has been validated in multiple dimensions. Official data shows that Luckin Coffee's instant coffee products will sell over 400 million cups throughout 2025. In March this year, Ruixing Instant Coffee won the Top 1 list of categories, general list and stores of coffee liquid respectively on Tmall, Tiktok and JD. According to authoritative certification from the globally renowned growth consulting firm Frost&Sullivan, Luckin Coffee's instant coffee beverage ranks first in online sales nationwide by 2025.
On the supply chain side, Luckin Coffee relies on its own roasting bases in Pingnan, Fujian, Kunshan, Jiangsu, Qingdao, Shandong and other places to build a complete industrial chain from global high-quality coffee bean procurement to independent roasting. This vertically integrated supply chain system not only ensures a stable supply of one million bottles on the first day, but also provides solid support for Luckin Coffee's continuous expansion in all scenarios and multiple categories. One million bottles on the first day of listing is just the beginning.