Benefiting from “fission marketing” which allows users to drink freebies by referring unsubscribed friends, Luckin is expanding rampantly in China and catching up on the market share of Starbucks. The alleged march towards a US IPO has put Luckin in the spotlight again – can the continuous loss-making, internet-focused marketing strategy sustain the company’s further branding development and generate returns for investors? Young users in China are in favor of this burgeoning drink chain suggesting it targets a perfect niche serving both experience and convenience with an affordable price range.
