Introduction:After a new Luckin Coffee store opened in Yichang, Hubei, a construction hoarding and humorous banner for Merry Ice Cream Tea (MIXUE) quickly appeared next door, sparking heated discussions among netizens. This phenomenon of "following" in brand location selection is common across China. What business logic lies behind it? This article delves into the differences in location strategies between Luckin and MIXUE, and shares how chain brands can optimize store layouts through data and market observation.
Recently, a netizen in Yichang, Hubei, shared a set of photos on a social media platform that triggered widespread discussion. The photos showed that shortly after a newly opened Luckin Coffee store, a construction hoarding for MIXUE appeared nearby, featuring a witty banner that read: "Dear Rui: Yours as always. Hearing you’re about to head to the battlefield, I’m ready to share the prosperity with you (I’ve already secured the storefront next door). Your Snow." This interaction, filled with internet memes and dramatic flair, drew knowing smiles from many netizens and turned "Luckin vs. MIXUE store showdown" into a hot topic.
In fact, this is not an isolated incident. In many cities across the country, it has been observed that shortly after a new Luckin Coffee store opens, a MIXUE store often appears next door. Netizens have dubbed the duo the "Red-Blue CP," as Luckin’s blue deer-head logo and MIXUE’s red-and-white Snow King mascot frequently find themselves "neighboring" on street corners. Observers note that Luckin typically relies on a powerful data analysis system to precisely target high-foot-traffic and high-consumption-potential commercial areas, securing prime locations first.
MIXUE, on the other hand, adopts a relatively flexible follow-up strategy, often quickly securing nearby vacant storefronts after Luckin’s location choice. This approach not only saves on the tedious costs of initial market research and trial-and-error in site selection but also leverages online buzz and consumer attention to naturally drive traffic to the new store. From a business perspective, this is a low-cost, high-efficiency expansion method.
Notably, MIXUE’s move in Yichang this time, besides rapidly setting up hoardings, also featured a particularly humorous copy, successfully creating a topic effect. Even though the official team did not directly participate in online discussions, they quietly purchased promotions for popular posts, leaving netizens amazed with comments like "They really know what they’re doing." Such tactics not only bring the brand closer to younger consumers but also subtly enhance brand exposure and a relatable image.
From the observations of citizens and netizens, Luckin, with its data-driven location strategy, can quickly identify areas with consumption potential and establish stores ahead of others. MIXUE, meanwhile, makes good use of the "follower" model—on one hand reducing upfront investment in market research, and on the other, attracting foot traffic originally headed to Luckin by being located nearby, even converting some of it into its own customers. While such strategies are not uncommon in commercial real estate and chain retail, they form a unique spectacle in the coffee market.
Industry insiders analyze that MIXUE’s location-following is not blind but based on comprehensive judgments of commercial area foot traffic, consumer habits, and competitor layouts. Luckin typically chooses locations near office areas, shopping malls, or transportation hubs—places with large foot traffic and stable consumption demand. By following closely, MIXUE can effectively reduce the risk of poor location choices while leveraging existing high-traffic zones to quickly enter the market.
Additionally, this "Red-Blue CP" phenomenon has become a hot topic online, with many users sharing photos of the two stores standing side by side on social platforms and creating various humorous dialogues and jokes, such as "It runs, it chases, it can’t escape," or "The Snow King vows to follow to the end." This further amplifies brand exposure and community interaction. For chain brands, this kind of spontaneous online discussion is undoubtedly a low-cost, high-efficiency marketing method.
In summary, the location interaction between Luckin and MIXUE may superficially seem like a "neighborly rivalry" between brands, but it actually reflects a deeper difference in business strategies. Luckin relies on data and market insight to secure positions first, while MIXUE uses flexible following and low-cost expansion to quickly occupy adjacent commercial areas. For readers looking to understand the operations and location strategies of chain coffee brands, this phenomenon provides many practical cases worth considering.
Image source: Xiaohongshu
The above content is compiled by CoffeeHunters, a coffee news website.
