Luckin once again hung on the hot search list, attracting attention at home and abroad, but netizens shouted for the content of this hot search: "Thai outrageous"!
According to a report by China's overseas Chinese network, citing a number of ** reports in Thailand, on the morning of the 19th, Thailand's Royal 50R Group (50R Group) formally filed a lawsuit with the court, asking the court to sentence China Luckin Coffee to compensate for economic losses of 10 billion baht (about 20 yuan4.6 billion yuan), the court has filed and accepted the case. On December 20, the topic Thailand Luckin claimed 10 billion baht from China's Luckin on the hot search.
Thailand's Luckin claims 10 billion baht from China's Luckin According to reports, the Royal Thai 50R Group said in a filing with the courtIn 2020, it has legally registered the Luckin trademark with the Ministry of Commerce of Thailandand all in accordance with the rules and procedures of Thai law, and is allowed to use the trademark to operate a coffee shop business that sells beverages such as tea and coffee. Later, China's Luckin Coffee filed a lawsuit against the truth to Thailand's **intellectual property and international** courtsThe subordinate court ruled against 50R Group for maliciously registering its trademark. 50R Group decided that the verdict was unfair and appealed to the court, which it won on December 1 this year.
The complaint also stated that before the court made a final judgment, China Luckin had repeatedly forced it to stop using the trademark and forcibly seized the company's property on several occasions, causing the company to suffer serious economic losses. The 50R Group also spent a lot of money on the lawsuit. In this regard, the court was asked to order China Luckin Coffee to pay a total of 10 billion baht in compensation.
On the afternoon of December 20, @luckincoffee Luckin Coffee responded to being claimed 10 billion baht:Regarding the claim of 10 billion baht by Thailand's fake Luckin, the situation has yet to be verified.
It is worth mentioning that Luckin responded to the text with a Thai "", which translated into Chinese is: I can't read it, but I was shocked.
In fact, Luckin Coffee has just launched its overseas plan this year. At the beginning of going overseas, encountering a major lawsuit also gave Luckin and domestic enterprises a warning that in order to go global, it is necessary to do a good job in the overseas layout of trademarks in advance.
Because of the frequent co-branding, it is leading the innovation boom.
It is reported that at the beginning of this month, Luckin also caused heated discussions among netizens because of its "roasted coconut latte". On Weibo, the topic of drinking baked coconut latte in winter has attracted a lot of heated discussions, and the search results of the keyword "Luckin baked coconut latte" on Xiaohongshu have not been brushed to the end, and many netizens who have tried it have also been amway.
Breaking into the attention of consumers with taste innovation, this matter does not seem to be difficult for Luckin, as a "fashion brand" in the coffee industry, Luckin has frequently appeared in the circle with co-branding, leading the national coffee marketing boom. Previously, it launched the "Sauce Latte" coffee with Kweichow Moutai, focusing on the co-branded coffee of "each cup contains 53° Kweichow Moutai".It not only attracted fans of Moutai, but also made coffee lovers more interested in the Luckin brand, which set off a heated discussion on social ** and aroused a wave of attention. After combing, on the day of the listing of the sauce latte, there were more than 20 related topics on the Weibo topic list, among which Luckin responded to whether drinking Moutai co-branded latte can drive This topic once rushed to the top of the hot search list, with a duration of more than 10 hours on the list and a cumulative reading of more than 600 million.
Since the beginning of this year, Luckin has also launched 12 co-branded marketing campaigns with brands including Line Puppy, Doraemon Movie, "Dartman", Victoria's Secret and other brands, and launched Valentine's Day special drinks, gift cards, new Kunlun boiled snow lattes, love card peripherals and other forms of co-branded productsIn the second quarter of this year alone, Luckin launched 24 new products, including iced raw coconut, bayberry reiner ice, ice brew series and tea and coffee series products. The anniversary of Luckin and Coconut Tree's co-branding, the launch of Coconut Cloud Latte has always been a best-selling product.
Because of Bingcheng's "disease", he has been repeatedly complained about and has become a stubborn disease.
The innovation of taste is commendable, but Luckin itself has an "old disease" that also makes it particularly "famous".
"After drinking 3 sips of coffee, the rest is all ice", "two-thirds of the coffee is finished with ice cubes in two sips", Luckin caffeine ice has also been on the hot search. This incident sparked a wide discussion among netizens on social **. At present, on Sina Weibo, Xiaohongshu, Douyin and other platforms, consumers have posted the ice content of the Luckin Coffee products they bought, complaining that Luckin Coffee adds too much ice. "The ice is full from top to bottom, and the straw can't be poked in", "It's been half an hour and there is still half a cup of ice" and other complaints filled the Internet.
In this regard, Luckin Coffee's customer service saidAll drinks are made in strict accordance with the process, and if the customer wants to remove the ice, it can be stated in the notes. The Jiangsu Provincial Consumer Protection Committee also spoke out about thisIt means that businesses should respect consumers' right to make independent choices and trade fairly. Even in summer, there are consumers who can't eat ice due to physical reasons and need to go to ice or room temperature drinks. For merchants, if they only pursue the supremacy of interests and ignore the feedback and demands of consumers, they will only lose more customers and reputation, and fall into greater crises and difficulties.
It is understood that a week ago, the Southern Finance and Economics High Quality Consumption Research Institute jointly launched the "2023 Top Ten Quality Consumption Innovation Cases". As a leading coffee brand in China, Luckin Coffee has been praised for its "innovation", "growth" and "sustainability" in terms of high quality. At the same time, a message,"Quality first" is becoming an indispensable tool for the sustainable operation of major brands, and it is necessary to continuously strengthen the high-quality "moat" of the brand.