Inviting Tang Wei and Zhang Zhen as spokespersons, raising 1 billion yuan to invest in the factory, opening nearly 4,000 stores, and going public in the United States in 18 months. These gimmicks made Qian Zhiya, the founder of Luckin Coffee, a celebrity. The unparalleled queen of business topics.

The original reason why Qian Zhiya started Luckin Coffee was actually very simple:

Because she found that besides Starbucks coffee, there were not many other choices. So she started to check the information and found that the per capita coffee consumption in mainland China is only 4 to 5 cups per year, and the proportion of coffee drinking in Beijing, Shanghai, Guangzhou and Shenzhen is only 20 cups, which is in sharp contrast to the consumption habits of foreigners who consume hundreds of cups per year.

With her high acuity, she suddenly smelled a glimmer of business opportunity.

Subsequently, the idea of ??"making coffee" began to sprout.

1

In 2017, Qian Zhiya resigned from her old employer "UCAR". That year, she was already 41 years old, and it was she who shined in her old employer. At that time, she was already the director and deputy general manager of UCAR. Her status and achievements in the company were beyond the reach of many people.

At that time, she asked herself a question: "Should I continue to work in a company worth 46 billion, or should I follow my ambition and give it a try?"

Obviously, she chose The latter.

It can be seen that Qian Zhiya is not an ordinary woman. In her heart, she has ambition like a man. In fact, Qian Zhiya is indeed one of the few female supervisors in UCAR China. Her colleagues once commented on her: "Bodhisattva face, thunderous methods."

Although she looks soft, , but her style of doing things has always been very tough and resolute.

Qian Zhiya was born in 1976. After that, her student career went smoothly and she achieved excellent results. According to her classmates, she has always been a girl who doesn't talk much but does things very neatly and without procrastination. In this regard, many boys are not as good as her.

In 1998, Qian Zhiya graduated from Wuhan Textile University. Her undergraduate school was an ordinary school. After graduation, she went to the Wuhan Branch of Sembcorp (Tianjin) Construction Engineering Co., Ltd. and served as deputy manager. In one year, she became the general manager of the branch, which was not an easy task.

But just one year later, she resigned. For five years from 1999 to 2004, she had been the general manager of Yangtze River Development (Wuhan) Co., Ltd.

At that time, she was already an out-and-out "iron lady". Among students who had just graduated a few years ago, her achievements were rare.

In 2004, 29-year-old Qian Zhiya began to be dissatisfied with her current situation. She decided to leave Wuhan and go to Beijing to make a living. At that time, she had no background in Beijing and was with a group of northern drifters. There is no difference between them, which shows her courage.

She studied EMBA in Beijing. Later, she got a position at Beijing Huaxia United Technology Co., Ltd. The boss of that company was none other than Lu Zhengyao, one of Qian Zhiya’s career leaders.

At that time, Lu Zhengyao had already captured 67% of Telecom’s market share in Beijing, but he was still dissatisfied and wanted to do a bigger business. So in September 2007, "China Car Rental" was established. Qian Zhiya, who was highly appreciated in the company, followed the footsteps of his boss, rolled up his sleeves and started working.

We all know what happened later. China had a smooth journey until it went public, and Qian Zhiya also went from a small administrator to the general manager and then to the vice chairman of China UCAR. Maybe At that time, she was unknown to many people outside the industry, but in the annual reports of two listed companies, China Car Rental and China U Car, she was a well-known senior official holding shares. She had been in charge of more than 1,000 shares of China Car Rental in 300 cities across the country. In every store, Lu Zhengyao finalizes the specific details every time she meets with her partners.

She is deeply valued by her boss Lu Zhengyao, and it only took her 13 years to achieve these achievements.

2

It was not until 2017 that 41-year-old Qian Zhiya officially resigned from China to start a business and founded Luckin Coffee.

Boss Lu Zhengyao was very supportive of Qian Zhiya's business venture. He even wrote a farewell letter at the time:

Not only that, Lu Zhengyao supported Qian Zhiya with real money. At the beginning, all the funds of Luckin Coffee came from the founder team’s own funds and Lu Zhengyao’s personal interest-free loan of about 500 million yuan, which is enough to show how much Lu Zhengyao appreciated Qian Zhiya during the years she followed her boss Lu Zhengyao.

At that time, Lu Zhengyao also allocated a piece of land at the headquarters of China UCAR and rented it to Luckin Coffee as office space. When China employees entered Luckin Coffee, they did not even need to change the access control.

In the beginning, Qian Zhiya lived up to expectations.

It took Starbucks Coffee 21 years from its establishment to its launch, McDonald’s took 25 years, but Luckin Coffee only took 18 months. In 2019, it was listed on the Nasdaq Ke was listed on the market, and its market value rose to US$4.74 billion (approximately RMB 33 billion) on the first day of listing, creating a generation of myths.

Her methods are: spending money on subsidies, celebrity endorsements, Luckin’s style of play, and then imitating the original China’s approach. Regarding her success, boss Lu Zhengyao once said proudly: “The coffee battle A beautiful fight, done in one go, with plenty of firepower."

In the middle of last year, Ruixing announced that it had received Series A financing. The media described it as: Ruixing will crush Starbucks.

In January 2019, Qian Zhiya won the "China Economic Figure of the Year Emerging Award". In October of the same year, she ranked 736th in the "2019 Hurun Rich List" with 5.7 billion yuan.

In January 2010, she was elected as one of the "Top Ten Economic Figures of the Year in 2019". In March, she ranked 42nd in the "2020 Hurun Global Self-Made Rich Women List" with a wealth of 12 billion yuan. Many people Said she is a business legend.

3

Qian Zhiya’s “success” is obvious to all, but Luckin Coffee’s losses are also obvious. In 2018, Luckin Coffee had a net loss of 16.19 100 million yuan. In the first quarter of 2019, Luckin Coffee had a net loss of 552 million yuan;

In fact, this is an inevitable thing. From the beginning, Luckin Coffee has had the aura of celebrity endorsement , and the marketing methods that shocked the market the most: 22% off, 50% off and other heavily discounted coupons, buy two get one free, buy five get five free and other promotions, all of which allowed Ruixing to attract disloyal customers at a loss.

In April 2020, it was revealed that Luckin Coffee had falsified financial reports of up to 2.2 billion, which means that she will face class actions from multiple law firms, and financial fraud will punish the company’s leaders. , it will be huge, and there may even be a risk of bankruptcy and liquidation.

At this point, Ruixing Coffee, its founder Qian Zhiya and its boss behind the scenes Lu Zhengyao have all been pushed to the forefront, and people are speculating about their ending. Regardless of the ending, the current situation is that Ruixing Coffee It has become almost an impossible task to continue making money.

Looking at the two years of Ruixing’s flash in the pan, it is enough to see the ambition of the founder behind it, Qian Zhiya. Perhaps this failure also allowed this woman to stop and examine her life over the years. , some things may be slowed down to get a better ending, and maybe only by being down-to-earth can we achieve true ambition.

I believe that Qian Zhiya, who has such rich entrepreneurial experience, will have a different way of thinking and may be able to overcome this difficulty.

Author:

Xie Simao, emotional consultant, freelance writer, a good girl who is emotional but not pretentious, welcomes your attention.