亏损超8亿元的瑞幸咖啡 促销和补贴模式还能走多远
作为2018年成长最快的创业公司之一，瑞幸咖啡的烧钱模式一度引发议论甚至质疑。
去年12月底，瑞幸咖啡披露，当年前9个月亏损高达8.57亿元。其因此一度登上热搜榜，甚至被质疑或是下一个ofo：一旦将来促销和价格补贴停止，瑞幸咖啡能支撑多久？又有怎样的核心竞争力留住用户？
前三季度亏损超8亿元
早前公布的数据显示，瑞幸咖啡(luckin coffee)的B轮融资商业计划书中，2018年前9个月其累计销售收入为3.75亿元，净亏损8.57亿元。
不少人将瑞幸咖啡看作是下一个ofo，“唱衰”声甚嚣尘上。对此，其联合创始人、CMO杨飞公开予以回应，“团队都是10年以上的创业老兵，之前有做过多家盈利上市公司的经验，公司不存在补贴烧钱烧到资金链断掉。”他还表示，补贴是长期性战略，五年内不会停止。
记者走访瑞幸咖啡门店时发现，店内完全没有菜单和价目表，所有的订单都需要通过手机APP来下单。APP可以说是其非常核心的商业资源，虽然能获取更多一手数据，但也会让一部分准备尝鲜的用户望而却步。
通过在店内走访和询问周边的咖啡爱好者，记者发现绝大多数人对瑞幸咖啡的品牌认识集中于“便宜和方便”。白领陈小姐向记者坦言，“觉得星巴克贵，退而求其次选择了它，如果没有优惠券，也不会买。”此外，也有很多消费者吐槽，“味道一般，咖啡豆品质不行。”
流血上市还是等待接盘？
最近几年，互联网创业公司中，不乏通过补贴来培育消费者消费习惯的公司，但该模式后来都被证明难以支撑，原因是找不到盈利点。短短5个月内，从A轮到B轮的投后估值得以翻倍，瑞幸咖啡的快速膨胀让业内侧目。
然而，就什么时候才能盈利这个问题，瑞幸咖啡自己都没有明确的时间表。最近，记者发现，它提高了外卖配送门槛，从以前的35元提高到55元，必须满足更高的条件才能免费配送，此举在业内看来更像是一种“减少优惠补贴的试探”。
上周四，瑞幸咖啡发布2019年的战略目标：新建门店超过2500家，总门店数超过4500家；同时，将从门店、杯量等方面超过星巴克等，成为中国最大的连锁咖啡品牌。据相关信息透露，瑞幸已开始为IPO铺路，速度之快，刷新了咖啡零售的记录。对此，记者多次拨打该公司联系电话，截止发稿前，仍未收到任何回复。
业内分析人士表示，随着资金的烧尽，这桩流量生意所带来的问题也渐渐凸显。未来，如何持续增加用户数量，如何保障“合伙人”队伍的稳定，如何保持各家门店提供咖啡品质的一致性，如何尽早设立盈利时间表，这些都是瑞幸需要跨过的几座“大山”。
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