外刊D5918个月亏损21个亿，瑞幸咖啡为何赴美上市？
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Luckin Coffee Inc, the Chinese challenger to Starbucks Corp, filed on Monday for a U.S. initial public offering (IPO) through which, sources said, it is looking to raise up to $800 million.
The Beijing-based coffee chain set a placeholder amount of $100 million to indicate the size of the IPO and did not disclose the number of shares it would offer, a filing with the U.S. Securities and Exchange Commission showed.
Luckin has waged its cash-burning caffeine war with generous subsidies, speedy delivery and viral promotions on social media, which in turn has also pushed Starbucks to form a tie-up with local tech giant Alibaba to deliver coffee to customers.
According to the prospectus, its acquisition cost per new customer decreased to 16.9 yuan ($2.52) in the first quarter of 2019 from 103.5 yuan in the year-ago quarter, helped by the growth of its network and improved brand recognition.
“The big question for the brand long term is if, when it rolls back discounts, enough customers stick around, ” said Ben Cavender, Shanghai-based principal at China Market Research Group, “But the company has completely rewritten the rules for the coffee business in China and has impacted Starbucks as well as a host of smaller players.”
Luckin Coffee Inc, the Chinese challenger to Starbucks Corp, filedon Monday for a U.S. initial public offering (IPO) through which, sources said, it is looking to raise up to $800 million.
The Beijing-based coffee chain set a placeholder amount of $100 million to indicate the size of the IPO and did not disclose the number of shares it would offer, a filing with the U.S. Securities and Exchange Commission showed.
Luckin has waged its cash-burning caffeine war with generous subsidies, speedy delivery and viralpromotions on social media, which in turn has also pushed Starbucks to form a tie-up with local tech giant Alibaba to deliver coffee to customers.
According to the prospectus, its acquisition cost per new customer decreased to 16.9 yuan ($2.52) in the first quarter of 2019 from 103.5 yuan in the year-ago quarter, helped by the growth of its network and improved brand recognition.
“The big question for the brand long term is if, when it rolls backdiscounts, enough customers stick around,” said Ben Cavender, Shanghai-based principal at China Market Research Group, “But the company has completely rewritten the rules for the coffee business in China and has impacted Starbucks as well as a host ofsmaller players.”
file
/fa?l/
v. 提出申请
词性拓展：file (n. 文件，档案)
英文释义：to present sth. so that it can be officially recorded and dealt with
搭配短语：file for sth.
搭配短语：file for divorce
be looking to do sth.
试图找到做某事的方法
英文释义：to try to find ways of doing sth.
placeholder
/?ple?sho?ld?r/
n. 占位符
相关词汇：place（n. 位置）
相关词汇：hold（v. 把某物保持在某个位置）
disclose
/d?s?klo?z/
v. 透露，揭露
同义词：reveal
例句：The spokesman refused to disclosedetails of the takeover to the press.
filing
/?fa?l?/
n. 存档档案，存档记录
词性拓展：file (v. 归档)
搭配短语：a bankruptcy filing
securities
/s?kj?r?tis/
n. 证券
commission
/k?m?n/
n.（政府管控或调查某事的）委员会
搭配短语：a commission on environmental pollution
wage
/we?d?/
v. 发动（战争）；组织（活动）
搭配短语：wage a war/a campaign
词性拓展：wage（n. 工资，报酬）
caffeine
/?k?fi?n/
n. 咖啡因，咖啡碱
subsidy
/?s?bs?di/
n. 津贴，补贴
例句：The government is planning to increase housing subsidies for the poor.
viral
/?va?r?l/
adj. 病毒的；病毒般传播的
词性拓展：virus（n. 病毒）
例句：Within days the film clip went viral.
tie-up
/?ta p/
n. 联合，合作
相关词汇：tie up（捆绑，扎紧）
tie up 搭配短语：tie up the garbage bag
prospectus
/pr?spekt?s/
n.（学校的）招生简章；（企业的）招股说明书
acquisition
/?kw?z?n/
n. 获得
词性拓展：acquire（v. 获得；买到）
roll back sth.
（逐渐）减少，削减某物
搭配短语：roll back prices/taxes
stick around
停留，逗留
例句：I’ll stick around here a bit longer.
principal
/?pr?ns?pl/
n. 企业或者机构的负责人
a host of
许多，一大群
搭配短语：a host of children/issues
raise
v. 筹集，筹钱
up to...
多达...，最多达到（某个数量或者程度）
initial
adj.首次的
challenger to sth./for sth.
...的挑战者
file for sth.
就...提出申请，
搭配短语：file for divorce
Beijing-based
总部在北京的
chain
n. 连锁商店
cash-burning
adj.烧钱的
相关词汇：cash（n. 现金)
相关词汇：burn（v. 燃烧）
speedy
adj. 快速的、敏捷的
per
prep. 每，每一
in the year-ago quarter
于去年同季度
rewrite
v. 重写；改写
Luckin has waged its cash-burning caffeine war with generous subsidies, speedy delivery and viral promotions on social media, which in turn has also pushed Starbucks to form a tie-up with local tech giant Alibaba to deliver coffee to customers.
瑞幸咖啡通过慷慨的补贴、快速的配送服务和社交媒体上铺天盖地的促销活动，发动了烧钱的“咖啡因大战”，也转而推动了星巴克与中国本土科技巨头阿里巴巴结成联盟，为消费者配送咖啡。
本期《路透社》的新闻报道了中国品牌瑞幸咖啡赴美国申请 IPO 的事宜，并分析了瑞幸咖啡对中国咖啡行业的重大影响——颠覆了行业传统，并迫使中国星巴克进行业务革新。
有分析人士指出，瑞幸的急速扩张建立在持续的亏损之上。瑞幸的招股书显示，2017 年，瑞幸经营亏损逾 5600 万元；2018 年，全年亏损约 16 亿元；今年第一季度，瑞幸咖啡继续亏损状态，亏损金额达 5.3 亿元。这么算来，瑞幸这家 2017 年 10 月才创立的公司至今亏损的金额已超过 21 亿元，平均每天亏损近 400 万元。这种烧钱补贴的生长模式惹来了不小的争议。
不过，有数据显示，我国每人的年均咖啡消费杯数还是个位数，这与发达国家动辄 200 杯至 400 杯的平均水平有一定差距。这样的落差预示着咖啡消费市场的潜力。我国的“90后”、“00后”中的很多人从小就接触咖啡文化，形成了一定的消费习惯；同时，瑞幸抓住了互联网时代的市场特性，用“烧钱”的办法大量发放补贴、养成用户习惯，这么做有利于快速积累用户、抢夺市场。从这些角度上说，“瑞幸模式”是有可行性的。