The Impact of Marketing Model Transformation on Corporate Financial Performance: A Case Study of Luckin Coffee

Xinyue Pang

doi:10.71204/1gv08j64

Authors

Xinyue Pang Hebei University Author

DOI:

https://doi.org/10.71204/1gv08j64

Keywords:

Luckin Coffee, Marketing Model Transformation, Financial Performance, Digital Marketing, Asset-Light Operation, Coffee Industry

Abstract

This paper takes Luckin Coffee as the research object, focusing on its two key transformations of marketing models from "subsidy-driven expansion by traffic" to "digital value refinement". It systematically analyzes the transmission mechanism of marketing changes on financial performance. Through literature review, case comparison and quantitative analysis of financial indicators, combined with the real financial data of Luckin Coffee from 2022 to 2024, this paper evaluates the performance changes from four dimensions: profitability, operating capacity, solvency and development capacity, and makes a horizontal comparison with Starbucks' experiential marketing model of "the third place". The study finds that after abandoning extensive subsidies and shifting to value-based marketing featuring product innovation, private domain operation and asset-light expansion, Luckin Coffee has achieved continuous improvement in revenue, gross profit and net profit margin, realizing the leap from loss to high-quality profitability. Relying on brand premium, Starbucks maintains stable profitability, but its growth elasticity and operational efficiency are significantly lower than those of Luckin Coffee. This paper reveals the core logic of digital marketing, cost control and the balance between scale and profitability, providing theoretical and practical references for marketing-finance synergy of new consumer chain enterprises.

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