Introduction:Luckin Coffee's spring new product, 'Biluochun Spring Latte', was launched on March 6th. The brand invited male model Lu Xianren to be its spokesperson, which sparked highly polarized discussions online. Netizens questioned the appropriateness of choosing a male endorser just before International Women’s Day on March 8th, and expressed dissatisfaction with the brand’s strategy of spending heavily on celebrity endorsements instead of offering discount coupons. This article provides an in-depth analysis of the incident, explores the pricing strategy of the new product, caffeine content, and other practical information, while preserving professional coffee tasting references.

On March 6th, Luckin Coffee launched its limited-edition spring product, the 'Biluochun Spring Latte'. This coffee beverage, positioned with a spring floral tea flavor, specially invited male model Lu Xianren to serve as the brand’s promotional ambassador. However, this choice caused quite a stir online, with netizen controversy primarily focusing on the selection of the spokesperson and the brand’s marketing strategy.

Many consumers were puzzled by the decision to launch a new product just before International Women’s Day and to choose a male model as the spokesperson, believing that the timing and the gender of the spokesperson lacked consideration. Additionally, although Lu Xianren gained fame through his viral runway video in the mountains, compared to other celebrities in the fashion industry, his recognition remains moderate, leading netizens to question the rationale behind the brand’s high endorsement fees.

A deeper analysis of this controversy reveals that netizen dissatisfaction mainly revolves around two core issues: First, why choose a male as the spokesperson for a new product launched just before a holiday primarily centered on women? Second, why did the brand opt to spend a huge amount of money on a relatively low-profile model rather than convert that budget into discount coupons that would directly benefit consumers?

These controversies further extended into criticism of Luckin’s pricing strategy for its new products. Some consumers pointed out that in recent years, the prices of Luckin’s new products have continued to rise, but the degree of product innovation and quality improvement has not kept pace. Some even suggested that redirecting the endorsement budget into discount offers would more directly enhance consumer satisfaction.

Returning to the product itself, the 'Biluochun Spring Latte' emphasizes the combination of spring tea aroma and coffee, using a tea-coffee series formula. The brand chose Lu Xianren as the spokesperson because of his fashion presentation that blends with nature. They specifically arranged for him to shoot promotional imagery in natural settings, attempting to convey the fresh and natural tone of the product.

However, coincidentally, the new product was launched just two days before International Women’s Day, which imbued what was originally a straightforward product promotion campaign with additional interpretations related to the holiday. Facing online public pressure, on March 8th, Luckin urgently invited Gao Ye, who played the “Big Sister” character in the hit series “The Knockout”, to serve as a one-day spokesperson. They also created small flower bouquets from spring-themed paper bags to send greetings to female consumers.

However, this move did not appease netizen dissatisfaction. Many believed the brand should have taken more direct benefit measures, such as offering a storewide 3.8% discount or distributing 3.8-yuan discount coupons, rather than simply changing the spokesperson. Moreover, the debate over the appropriateness of a male spokesperson for a spring-themed, female-oriented product continues to ferment.

Notably, apart from the spokesperson controversy, the actual drinking experience of the new product also became a focal point of discussion. Some consumers reported that the caffeine content in this latte is relatively high, with the energizing effects lasting until late at night after morning consumption, advising those sensitive to caffeine to pay attention to the timing and dosage.

Overall, this incident reflects the gap between the brand’s marketing strategy and consumer expectations. How to maintain the product’s tone while taking into account the feelings of different consumer groups will be a continuous optimization challenge for Luckin in the future.

The above content is compiled by CoffeeHunters, a coffee news website.