2023

Business
cooperation plan

3202
新产品概念
U24 2023/2/2

2/2
2023
Executive Summary -Product report

Jointly-designed coffee shop, providing coffee book bar trend.

Luckin: Explore and lower the age limit of target customer group.
Marvel: Provide cash flow during the empty window period, expand the
market.
Method: direct-sell stores and Pop-up stores
ESG：Social value and responsibility

2023 02
Agenda -Product report

1. Corporate background introduction

2. New product value propostion
3. Product introduction
4. Specific planning & outlook
5. Market Strategy
6. Financial and market size estimation
7. Business and social values
8. Q&A

2023 03
 01
Product concept

Corporate background
/
introduction
背 景 信 息
Luckin & Marvel
2023
Luckin Introduction -Product report

Value Proposition
Give customers certain room to negotiate and talk, and
offer convenient and instant coffee purchases at low prices.

Competitive Edge

The efficiency of coffee making and delivery, and

substantial discounts that ensure our customers are able
to enjoy coffee and food at absolutely low prices.

Key Challenge
Explore the customer group
New items attraction
International market preparation

2022 05
Marvel Introduction -Product report

Value Proposition
For those who are interested in the plot of Marvel Comics itself,
Marvel provides movies, comics, and accessories to satisfy the

hero worship.
Competitive Edge
Worldwide, loyal fan bases of different ages popular
superhero IP, complex Marvel universe is composed of
various characters behind the history.

Key Challenge
Customers prefer movies and videos instead of paper books

The IP from marvel are not as great as before

2022 06
 02

-Product report

New product

value propostion
新产品价值定位
/
Luckin & Marvel
2023
Cooperation between Luckin & Marvel -Product report

Target
Core user portrait
Challenge
Popularity
Solution
Product-market fit
College students, young

new jointly
How can a brand By doing research of the
employees, and teenagers.
designed store help us attract age of the target customer
Prefer superheros and
customers. group. Finding the style
delicious drinks they prefer

2023 07
 03
-Annual report

Product
introduction
New concept
/
Luckin & Marvel
2023
Vintage Coffee Book Bar -Product report

New products & New concepts

services
1. IP Comic books
2. DVD for in-store watching, and in-store gaming
Drinks & New concepts
Arrangements
1. Inflations in our drinks (due to cooperation)
2. Pop-up stores for special activities

2023 10
Different information from potential customers -Product report

ENVIRONMENT

Data1 Data2 Data3

People generally prefer retro
comics.93% of consumers
are more interested in retro
comics.
2023
92% of consumer customers
live in first-tier cities, with a
very small number in third-
tier cities and above.
Most consumers prefer
direct-sale stores and are
very interested in brand
linkage.
09
Comparison with similar products -Product report
Our Co-branded Stores Other Co-branded stores

Only decoration on the wall, lack

Retro style of the combination of of vibe
café and comic store

Only drinks have special
Providing a relaxing atmosphere appearance
for comic fans to enjoy

Expensive, and lack of diverse
Unique ESG due to the activity
cooperation

Only decoration cannot improve

ESG

2023 11
 04

-Product Report

Marketing
Strategy
市场战略
/
Luckin & Marvel
2023
Business Model Canvas -Product report

2023 11
 -Product report

Youth Young and middle-aged white-

collar workers
Age Range 15-24 25-40
Income Range 0~3000 ¥ 3000~20000 ¥ Major Distribution Channels
Schools, commercial streets,
near office buildings, shopping

Geographical
shopping malls and scenic spots malls, commercial streets Channel 1: directly operated stores
distributions

Channel 2: Pop-up shops

Behaviour An average of five times a month Ten times a month Channel 3: Takeaway
coffee in bulk, enjoy the

Usage amounts of books & ancillary

ambience of the store, less

products & little coffee likely to buy books

Preferences Casual atmosphere

and IP itself take time to relax or come

here especially
2023 16
 05

-Product Report

Financial & market

size estimation
财务和市场规模估算
/
Luckin & Marvel
2023
Cooperation Profit Estimation -Product report

Marvel gross profit=Gross profit of Marvel Movie

Series÷Propotion of gross profit in the whole.

2023 Gross profit of Movie = film box office*dividend
18
proportion-Cost of the film

Profitability Estimation -Product report

Formula：
Total net revenue=Number of stores*(Avg daily gross
profit of single store*Operating hours)
Marvel gross profit=Gross profit of Marvel Movie

Series÷Propotion of gross profit in the whole.

Gross profit of Movie = film box office*dividend

proportion-Cost of the film

2023 18
 06

-Product Report

Business and

social values
商业与社会价值
/
Luckin & Marvel
2023
ESG -Product report

Reuse of coffee grounds

1.

Save the nature

2. Reuse & remake into paper, producing

comic books
3. Comic books can be sent into the poverty-

stricken area, enabling the kids to expand

the view of the world

2023 20
2023

Q&A
session
2023
2023

THANK YOU
Luckin & Marvel's Cooperation
Rafeal Ryan Ashley
reporters： Ethan Justin Cici Susie Date：2023/2/2

2023