瑞幸、库迪集体“开大”，花9块9就能坐进精品咖啡店？Luckin Coffee and Kudi have collectively opened up, and for 9.9 yuan, they can sit in a boutique coffee shop?

在消费场景以及门店空间上发力，瑞幸和库迪最近都在开“大店”。

近日，库迪咖啡在南宁开出了广西首家品牌形象店。对比以往门店，该形象店不仅店面更大了，还空间设计上均做了创新升级，引发不少网友前往打卡。

据红餐网了解，该店选址于南宁兴宁区青云街4号悦荟广场，地处核心商圈，客流基数庞大且流动性高，具备强大的门店曝光优势。

△图片来源：小红书截图

从空间设计上看，库迪这家形象店采用双层复合型设计，一层为点单取餐区，二层主打休闲空间，店内配套了沙发、长桌、阶梯座位等设施，供消费者洽谈休憩。区别于品牌常规门店的工业化快取质感，这家形象店在装修上大面积运用了暖棕色与原木色，整个门店被营造出一种温馨时尚的精品咖啡店氛围。

产品方面，该店保留了库迪全系列经典饮品SKU，同时还结合在地文化推出了两款单价为8元的广西非遗壮锦主题杯垫，受到广大消费者的喜爱。

△图片来源：库迪小程序截图

值得关注的是，该店归库迪总部直营，营业时间从凌晨0点持续到夜间23点，单日营业时长达23小时，几乎覆盖全天消费场景。

无独有偶，这个月初，瑞幸咖啡同样在广州的琶洲CBD开出了一家广州最大体量的复合型门店。据了解，瑞幸这家门店面积达到了300多平方米，采用上下双层立体空间结构，并设有大片休闲区域供消费者停留。店内整体色调偏暖，桌椅等设施也多以深色为主，再搭配上大量木质感元素，视觉上温馨又不失质感，被不少消费者冠以“广州最美瑞幸门店”的称号。

△图片来源：小红书截图

SKU方面，该店仍保持品牌常规的9.9元起价格带产品，覆盖生椰拿铁、柚C美式、茉莉轻茶等全系列经典与当季新品。

为何库迪和瑞幸不约而同开起了复合型大店？红餐网认为，这是市场需求与品牌战略双重推动的必然结果。

在咖啡消费日益日常态化的当下，高效便捷的快取模式仍是主流，但消费者对于办公、小聚、休息的“第三空间”需求并未消失。而市场恰好长期缺少高性价比且环境舒适的平价咖啡社交场所，库迪与瑞幸双双落地复合型大店，正是精准捕捉到了这一市场空白。

除了满足市场端的消费需求，红餐网也不否认库迪与瑞幸存在通过大店打造差异化竞争优势的意图。

△图片来源：图虫创意

红餐大数据显示，当前库迪咖啡与瑞幸咖啡的门店数量已分别突破1.8万家和2.5万家，稳居国内万店品牌阵营。但长期高速拓店的发展模式，也让品牌门店形成了重效率、轻体验的短板，随着门店覆盖日渐密集与赛道增长空间持续收窄，单纯靠门店数量实现营收增长已不可取。

在此背景下，深耕单店综合价值，以大店模式集中展示品牌的多元产品线、堂食配套设施、核心价值理念等，便顺理成章成为瑞幸库迪下一步的发展重心。在红餐网看来，大店的开出也恰好可以填补库迪和瑞幸在品牌形象展示领域的空白，扭转消费者心中“平价咖啡只有快取小店”的刻板印象，持续抢占大众消费心智高地。

因此，对于瑞幸和库迪而言，这套兼顾快取刚需与休闲社交的复合大店模式，正逐渐成为两个品牌新的升级方向。线下消费体验或许将成为连锁咖啡新一轮客流争夺战的关键词。

作者：红餐网费媛；编辑：李唐。

Luckin Coffee and Kudi have recently been opening "big stores" to focus on consumer scenarios and store space.

Recently, Kudi Coffee opened its first brand image store in Guangxi in Nanning. Compared to previous stores, this image store not only has a larger storefront, but also has undergone innovative upgrades in spatial design, which has attracted many netizens to check in.

According to Redfood.com, the store is located at Yuehui Plaza, No. 4 Qingyun Street, Xingning District, Nanning. It is situated in the core business district, with a large and highly mobile customer base, and has a strong advantage in store exposure.

△ Image source: screenshot from Xiaohongshu

From the perspective of spatial design, this image store of Kudi adopts a double-layer composite design. The first floor is the ordering and dining area, and the second floor focuses on leisure space. The store is equipped with facilities such as sofas, long tables, and tiered seats for consumers to discuss and relax. Different from the industrialized and fast-paced texture of the brand's regular stores, this image store extensively uses warm brown and natural wood colors in its decoration, creating a warm and fashionable atmosphere of a boutique coffee shop.

In terms of products, the store retains the full range of classic beverage SKUs from Kudi, and also introduces two Guangxi intangible cultural heritage Zhuang Jin themed coasters with a unit price of 8 yuan, which are popular among consumers.

△ Image source: screenshot of Kudi mini program

It is worth noting that the store is directly operated by Kudi headquarters and operates from midnight to 23:00 at night, with a daily operating hours of up to 23 hours, covering almost all day consumption scenarios.

Coincidentally, earlier this month, Luckin Coffee also opened the largest compound store in Guangzhou's Pazhou CBD. It is reported that Luckin Coffee's store covers an area of over 300 square meters and adopts a double layered three-dimensional space structure with large leisure areas for consumers to stay. The overall color tone of the store is warm, and the facilities such as tables and chairs are mostly dark in color, combined with a large number of wooden elements, visually warm and textured, and have been dubbed by many consumers as the "most beautiful Luckin store in Guangzhou".

△ Image source: screenshot from Xiaohongshu

In terms of SKUs, the store still maintains the brand's regular starting price of 9.9 yuan with products, covering a full range of classic and seasonal new products such as coconut latte, grapefruit C American style tea, jasmine light tea, etc.

Why did Kudi and Luckin coincidentally open a hybrid store together? Red Restaurant believes that this is the inevitable result of the dual promotion of market demand and brand strategy.

In the current era where coffee consumption is becoming increasingly commonplace, efficient and convenient quick access models are still mainstream, but consumers' demand for a "third space" for office, small gatherings, and rest has not disappeared. However, the market has long lacked affordable coffee social venues with high cost-effectiveness and comfortable environment. Both Kudi and Luckin Coffee have landed in complex large stores, precisely capturing this market gap.

In addition to meeting the consumer demand on the market side, Red Food Network does not deny that Kudi and Luckin Coffee have the intention of creating differentiated competitive advantages through large stores.

△ Image source: Tuchong Creative

According to the big data of Red Meal, the number of stores of Kudi Coffee and Luckin Coffee has exceeded 18000 and 25000 respectively, firmly ranking in the camp of ten thousand stores in China. However, the long-term development model of high-speed store expansion has also created a weakness in brand stores that emphasizes efficiency over experience. As store coverage becomes increasingly dense and the growth space of the track continues to narrow, it is no longer advisable to rely solely on the number of stores to achieve revenue growth.

In this context, deepening the comprehensive value of individual stores and showcasing the brand's diverse product lines, dine in facilities, core value concepts, etc. in a large store model has naturally become the focus of Luckin Kudi's next development. In the view of Redfood.com, the opening of large stores can also fill the gap in brand image display for Kudi and Luckin Coffee, reverse the stereotype in consumers' minds that "cheap coffee is only available in quick pickup shops", and continue to seize the high ground of public consumption mentality.

Therefore, for Luckin Coffee and Kudi, this composite large store model that balances both quick access and leisure social needs is gradually becoming a new upgrade direction for the two brands. Offline consumer experience may become a key keyword in the new round of customer flow competition for chain coffee.

Author: Fei Yuan from Red Meal Network; Editor: Li Tang.