Analysis of Marketing Innovation Under the New Retail Mode-Taking “Luckin coffee” as an Example

With the rise of high-end technologies such as artificial intelligence and big data, many new consumption patterns are constantly emerging, from offline retail to online e-commerce then a New Retail mode combining e-commerce, logistics. The not only brings strong impact traditional industry, but also provides enterprises with operation marketing ideas. research object selected by author is Luckin coffee, representative enterprise mode, analyzing “online APP+ store + logistics” used coffee method implemented under this innovation coffee’s concluded, including Viral social fission marketing, Innovation service process, Big data differentiated Novel scene positioning, Omni-channel retail, which can provide some ideas Social fission, prediction, Fully integrated channels so on for other reform formulate strategies.