Luckin Coffee’s Private Domain Traffic Operation Strategy in the Era of Data

DOI

10.2991/978-94-6239-801-6_114How to use a DOI?

Keywords

Private-domain traffic; Luckin Coffee; AARRR model; Digital marketing; User lifecycle

Abstract

This article investigates Luckin Coffee’s approach to the private domain traffic operation in digital transformation. In 2020, with the financial crisis, Luckin Coffee took full advantage of digital tools like mobile apps, WeChat mini-programs, and the enterprise WeChat communities to strengthen and sustain customer relationships and bolster business operation. Employing the AARRR model (Acquisition, Activation, Retention, Revenue, Referral), this article examines the company’s approaches in different stages of the user lifecycle. Results showed Luckin Coffee attracts users with location-based services and promotional incentives, enhances user engagement through user community interaction, and increases customer lifetime values via data-based client segmentation. Moreover, its online & offline channel integrations help in bringing better conversion rates. Yet, the study also highlights several barriers including over-reliance on price promotions, user fatigue from pervasive marketing messages, and potential risk of data privacy violations. In light of these considerations, this paper proposes that Luckin Coffee can take a value-centric approach, membership optimization, and enhanced data governance in order to avoid these pitfalls in the future. In sum, the Luckin Coffee situation offers several lessons about private-domain traffic control in digital retail businesses.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhikun Zhang
PY  - 2026
DA  - 2026/10/23
TI  - Luckin Coffee’s Private Domain Traffic Operation Strategy in the Era of Data
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1099
EP  - 1106
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_114
DO  - 10.2991/978-94-6239-801-6_114
ID  - Zhang2026
ER  -