Luckin Coffee has taken the wraps off a new tea drink brand dubbed Xiaolu Tea, meaning “Fawn Tea” in Chinese, joining Starbucks in expanding into country’s already crowded bubble tea market.
The company wiill gradually roll out a range of tea-based beverages, including cheese tea and more traditional styles across its 3,000 stores spanning 40 cities from Thursday, Luckin said at a press conference on Monday in Beijing.
Co-founder and Senior Vice President Guo Jinyi pointed out that coffee and tea drinks are the two most popular types of drinks among China’s young office worker segment and the move represents “a sound strategy for Luckin.”
As always, the Xiamen-based coffee upstart plans to give out generous freebies and discounts to attract quick adopters for the brand.
It’s worth noting that Yang’s Monday speech marked a rare public appearance for the controversial marketing figure who has been absent from the company’s corporate filings and press conferences after coming under scrutiny early this year over his previous imprisonment.
Obviously, Luckin’s tea ambitions have been brewing for months since it already rolled out four fruity summer drinks, also named “Fawn Tea” in April.