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Luckin Coffee planning massive overseas expansion
瑞幸咖啡計劃在年底大規模出海
Luckin Coffee, China's largest coffee brand by store number, is planning a massive expansion in the fourth quarter of this year and the first quarter of 2025, to fuel its next phase of growth amid intense competition in the domestic market, according to a media report.
媒體報道稱，中國最大咖啡品牌、在國內門店總數最多的瑞幸咖啡計劃于2024年四季度至2025年一季度期間啟動大規模出海計劃，在國內市場競爭激烈的環境下尋求新的增長點。
Latepost, a unit of Caijing Magazine, reported that Luckin is planning to expand overseas with focus on Southeast Asia and the United States.
據財經雜志晚點團隊報道，瑞幸咖啡計劃海外擴張，重點考慮東南亞和美國市場。
Luckin runs over 20,000 stores in China, with its operations covering both online and offline channels.
瑞幸咖啡在中國門店已突破2萬家，采用線上線下一體化運營模式。
There are 38 directly run Luckin stores in Singapore, with the first one having opened in April 2023. Unlike in China, Luckin does not prioritize its low-price approach in Singapore.
2023年4月，瑞幸在新加坡開出海外首店，目前在新加坡有38家直營門店。與在國內不同，瑞幸在新加坡沒有采用價格戰策略。
The company views the Singapore market as a testing ground for its overseas operations and business model development. Latepost reported that over the next three to five years, the coffee chain aims to expand its operations in neighboring regions, with Singapore serving as the headquarters for its operations in Southeast Asia.
瑞幸將新加坡視作打響海外知名度和商業模式的試驗田。據晚點團隊報道，未來3-5年，瑞幸計劃以新加坡為東南亞總部，逐步向周邊國家和地區市場擴展。
In the first half of this year, Luckin started discussions with BJ Food, the franchiser of Starbucks in Malaysia, to form a joint venture for entry into the Malaysian market.
今年上半年，瑞幸開始與星巴克在馬來西亞的代運營商成功食品洽談，探討以合資形式開設新公司進入馬來西亞。
A strong supply chain has helped Luckin to cut costs. Since 2019, the company has built two roasteries with another one under construction.
強大的供應鏈幫助瑞幸降低了成本。自2019年以來，瑞幸已經建成兩家烘焙加工廠并投入生產，還有一家工廠正在建設中。
In June, Luckin announced plans to buy about 120,000 metric tons of coffee beans from Brazil from 2024 to 2025. Brazil is currently one of the most cost-effective coffee bean producing regions in the world. In 2022, Luckin signed a three-year agreement to buy about 45,000 tons of coffee beans from Brazil.
今年6月，瑞幸對外宣布，計劃于2024年-2025年向巴西相關咖啡產區采購總量約12萬噸的咖啡豆，巴西目前是全球最具性價比的咖啡豆產區之一。此前，瑞幸曾于2022年簽下在巴西三年采購總量約4.5萬噸咖啡豆的計劃。
In the domestic market, Luckin has sought growth by expanding into tea-based beverages, rolling out new products like the light jasmine tea, a runaway hit that sold 11 million cups in its first week.
在國內市場，瑞幸通過推出“輕輕茉莉”等新產品向茶飲市場進軍，這款熱門新品首周銷量突破了1100萬杯。
The move is aimed to attract tea-drinking consumers during afternoons that are seen to have significant growth potential for coffee shops.
此舉意在搶占對咖啡店而言具有巨大增長潛力的下午茶市場。
Chinese tea brands Chagee and Heytea have opened pop-up stores in Paris during the 2024 Olympic Games. In March, Chagee launched its first drive-through store in Malaysia. Heytea began global expansion in 2018 and now has nearly 30 stores abroad.
在2024年奧運會期間，中國茶飲品牌霸王茶姬和喜茶將快閃店開到了法國巴黎。今年3月，霸王茶姬在馬來西亞首家“車進車出”門店開張。喜茶于2018年開始向海外擴張，如今在海外擁有近30家門店。
As of June, ChaPanda had eight stores in South Korea, Thailand and Australia. Tianlala has set its sights on Indonesia and aims to open 300 stores. Mixue Bingcheng, a beverage chain, operates more than 4,000 stores overseas.
截至今年6月，茶百道在韓國、泰國和澳大利亞已擁有8家海外門店。茶飲品牌甜啦啦計劃在印尼開設300家門店。飲料連鎖品牌蜜雪冰城在海外門店已超過4000家。
英文來源：中國日報
編譯：丹妮
審校：董靜、齊磊
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