Mixue’s Lucky Cup Targets 10,000 Stores by 2025, Expands into Top-Tier Cities
Lucky Cup, the budget coffee subsidiary of Chinese tea giant Mixue, has announced an ambitious goal to reach 10,000 stores by the end of 2025. Currently operating nearly 7,000 locations, with approximately 1,500 concentrated in its headquarters province of Henan, the brand aims for significant expansion that would represent 150% growth from its late 2024 baseline of over 4,000 stores. While previous strategies focused on lower-tier cities, Lucky Cup is now shifting its focus toward commercial districts in major metropolitan areas, including the greater Shanghai and Guangzhou regions. The chain leverages Mixue’s robust supply chain to maintain profitability despite offering coffee at highly competitive prices between RMB 6 and 8 (under $1.10). By utilizing a low-friction franchise model and aggressive marketing tactics, such as promoting RMB 5.9 Americanos, Lucky Cup intends to challenge established competitors like Luckin Coffee and KFC’s K-Coffee in these higher-tier markets. This strategic pivot highlights the intensifying competition in China’s coffee sector, where affordability and rapid scalability are becoming key drivers for market penetration and brand dominance.
Wire timeline
Mixue’s Lucky Cup Targets 10,000 Stores by 2025, Expands into Top-Tier Cities
Lucky Cup, the budget coffee subsidiary of Chinese tea giant Mixue, has announced an ambitious goal to reach 10,000 stores by the end of 2025. Currently operating nearly 7,000 locations, with approximately 1,500 concentrated in its headquarters province of Henan, the brand aims for significant expansion that would represent 150% growth from its late 2024 baseline of over 4,000 stores. While previous strategies focused on lower-tier cities, Lucky Cup is now shifting its focus toward commercial districts in major metropolitan areas, including the greater Shanghai and Guangzhou regions. The chain leverages Mixue’s robust supply chain to maintain profitability despite offering coffee at highly competitive prices between RMB 6 and 8 (under $1.10). By utilizing a low-friction franchise model and aggressive marketing tactics, such as promoting RMB 5.9 Americanos, Lucky Cup intends to challenge established competitors like Luckin Coffee and KFC’s K-Coffee in these higher-tier markets. This strategic pivot highlights the intensifying competition in China’s coffee sector, where affordability and rapid scalability are becoming key drivers for market penetration and brand dominance.
TechNode