Background/ Description
Internet coffee represented by Luckin Coffee has brought troubles to the traditional coffee industry. Many white-collar workers have changed from ordering take-out or directly going downstairs for coffee in the past, to ordering it in WeChat or brand apps.Compared to traditional coffee such as Starbucks and the Pacific, are these new Internet coffees really better? South Metropolis Daily organized ten coffee lovers to perform a blind test on the Ice lattes, Ice American and Flat White of four representative coffee brands--Starbucks, Luckin Coffee, Pacific Coffee and Costa.
Due to differences in personal taste,the results represent only the valuable opinions of 10 coffee drinkers. People need to try them in person to find out which is favorite.
What datas tell (Outcomes)
① Starbucks has the largest number of coffee drinks and light food. ② Luckin Coffee’s price advantage is obvious. Pacific Coffee has big discounts on take-out platform. Starbucks and Costa are the most expensive.
③ Pacific Coffee has the longest waiting time. Luckin Coffee is the most time-saving choice.
④ Luckin Coffee taste best.
⑤ People are most willing to rebuy Luckin Coffee. ⑥ People tend to use Luckin Coffee as a social tool and rather share with others when drinking Starbucks.
⑦ Adding up scores of different aspects, Luckin Coffee is the winner in this blind test.
Technical
About data visualization, I meet some troubles. I tried three approaches during this project—Excel, Dydata and Pickochart. Although Dydata has a variety of chart styles, it is difficult for me to decide which to use. The charts often don’t match the data lists, and when it misidentifies the data format, there is no way to adjust it manually. I need to try many times to find out which is suitable for each data list, and it often failed even though I wasted much time. Therefore, most of charts in this project are done with Excel and Pickochart.
Foresee
Founded in 1971, Starbucks is a traditional coffee chain brand, mainly selling coffee culture. Its slogan is "to maximize the flavor of each coffee bean", reflecting the requirements for the quality of coffee. Coffee is the soul of the Starbucks, first is to focus on coffee, and then continues to extend the social attributes and cultural attributes and so on. The Luckin Coffee, which was established at the end of 2017, is more oriented toward new Internet companies and what it sells is new retail operations. The company's positioning is a new retail professional coffee operator, the development direction is new retail and full data, jointly create a new retail consumer scene through the seamless link of online payment and offline experience.
Compared with foreign countries, Chinese coffee consumption is a small niche market, it is only relatively popular under the stimulation of exotic coffee brands such as Starbucks, Costa, and Pacific Coffee. After all, for Chinese people who do not have habit of drinking coffee, the 20 to 40 yuan per cup of coffee can be regarded as a luxury consumption. Many people ordering “Internet Coffee” is just eager for their preferential efforts. The above statistics also show that the Luckin Coffee has a obvious price advantage. For customers who really love to drink coffee, have strict demands on the taste of coffee, and pursue a high quality of life, such products are far from meeting their requirements. Internet coffee, represented by the Luckin Coffee, has captured the market through big-selling marketing battles and money-burning models. This kind of business model that depends on capital accumulation can hardly guarantee that companies can survive for a long time. Sustainable development depends on product quality and services.
Luckin Coffee is using Internet thinking to reconstruct the coffee, and package it with the concept of new retail. Starbucks and Luckin Coffee’s contest, to a certain extent, is a traditional retail and new retail confrontation. In the wave of the Internet, this confrontation actually happened not only in the coffee industry.
Resource
http://www.sohu.com/a/234295354_161795 (Report from South Metropolis Daily)
https://pan.baidu.com/s/1NAFXIj_Bi3KdtqhLWh6Vpw (Original Data)
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