On September 4, Guizhou Moutai and Ruixing Coffee launched a joint new product "Maotai Latte" officially listed。This "wine + coffee" new product quickly became popular on the Internet, and quickly became today's Ruiyu's explosive product.。

This morning, the price of 38 yuan (RMB, the same below), after the discount price of 19 yuan "sauce latte" as soon as it went on sale, it quickly boarded the microblogging hot search。Many people with good intentions to try, drive Ruisheng online and offline stores "double explosion"。It is understood that the department store orders, "Maotai latte" accounted for more than half; and online takeaway channels, many netizens said, waiting for takeaway delivery time of more than 1 hour, and even stores show that the product has been sold out。

Although some people think that this is the "dark cuisine" launched by Ruixing, but at the same time Ruixing also with this gimmick success won the praise of many users.。On the Internet, there are many such as "taste is not bad," "really have Maotai flavor," "better than imagined to drink some," "a bit like wine chocolate" and other comments.。There are also online items such as "Can I still drive after drinking Maotai Latte?"？"," "After drinking is awake or drunk？"And other topics are also highly discussed.。

Traffic, sales are there, Ruixing and Maotai this wave of joint name can be said to be a great success.。

All along, Ruixing has been attracting customers with bold new products.。Whether it is "fruit coffee" led by "raw coconut latte" or tea coffee such as "Biluo know spring latte," Ruixing always innovates in unexpected ways, which greatly caters to young people's "curiosity psychology."。The joint name with Maotai is no exception.。

But all kinds of new products are just one of Ruixing's "killer mace," Ruixing also has two other "killer mace."。

One is the significant expansion of the store.。In the second quarter, Rexroth's pre-opening and other expenses were $18.5 million, an increase of $137 million over the same period last year..4%。The company explained that the increase in expenses was mainly due to the preparation of more stores in the second quarter.。In the second quarter, Rexroth's store pre-opening and other expenses accounted for 0% of total net income..3%, compared to 0.2%。On June 5, 2023, with the opening of the flagship store on Zhongshan Road in Xiamen, the number of Ruixing's stores in the Chinese market has reached 10,000, becoming the first chain coffee brand in China to break through ten thousand stores, and Ruixing has entered the "ten thousand store era."。

The second is the low price。Compared to Starbucks and other coffee chain stores that can easily have a cup of coffee of more than 30 yuan, the price of various types of coffee drinks in Ruixing stores is mostly in the range of 10-20 yuan.。In the second quarter, Ruiyu also launched a "ten thousand stores with celebration" promotion, any drink in the store as long as 9..9 yuan, but each user is limited to one promotional coffee per week。Under this promotional campaign, Ruixing's consumer users have grown significantly。In the second quarter, the average number of monthly trading customers surged 107 year-on-year..9% to 43.1 million。Ruiyu's product sales also rose and showed economies of scale, driving up store-level operating margins。In the second quarter of 2023, Ruixing's self-operated store operating margin was 29.1%, compared to 28 in the same period last year..4%。

In the above "killer" driven by the second quarter of this year, Ruiyu earnings performance is very good。Data show that in the second quarter, the total net income of Ruixing was 6.2 billion yuan, up 88.0%。Ruixing's net profit in the second quarter was 9.98.7 billion yuan, compared with a net loss of 1.100 million yuan。

Driven by the new explosive "sauce latte," it can be speculated that Ruiyu's Q3 earnings data will be even worse than Q2, let's wait and see。