Starbucks rival Luckin Coffee has rolled out a lineup of branded merchandise, including celebrity figurines and a limited edition cup with fawn antlers, on Monday.

Why it’s important: This is the first time Luckin has sold such merchandise as it evolves its marketing and branding strategy.

The company aims to duplicate the success of its US rival Starbucks whose drinkware and other accessories are popular in China.

Starbuck’s cat paw cup caused in-store brawls earlier this year.

The company’s latest industrial and commercial update has added clothing, clocks, glasses, and shoes to its business scope.

Detail: The company also launched its store on both JD.com and Tmall.

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