Industry Giants Reshape the Rules
On March 3, 2025, Luckin Coffee, China’s leading coffee chain, in collaboration with China Food News and under the technical guidance of the China National Institute of Standardization, officially launched its "Three 100" Standards for Premium Light Milk Tea. This initiative marks the first quantitative definition of the "light milk tea" category, outlining three core metrics: 100% freshly brewed tea leaves, 100% animal-based dairy fat, and approximately 100 kcal per cup (450ml). This move not only provides transparent purchasing guidance for consumers but also signals Luckin’s strategic leap from a "coffee giant" to a "standard-setter" in the tea beverage sector.
On the same day, Luckin introduced an upgraded product fully compliant with the "Three 100" standards—Freshly Brewed Light Jasmine Milk Tea—and launched a nationwide "9.9 Yuan Light Milk Tea Voucher" campaign across its 22,000 stores, distributing 500 million coupons to reinforce its "high quality at affordable prices" market strategy.
"Three 100" Standards: A Breakthrough in Health and Transparency
1. Ingredient Revolution: From Ambiguity to Transparency
- Tea: 100% freshly brewed tea leaves replace powdered substitutes. Luckin uses premium double-petal jasmine tea from Hengzhou, Guangxi, extracted via its proprietary "Ruì Duó Jīng" brewing technology to preserve natural aroma and nutrients.
- Dairy: 100% animal-based dairy fat replaces traditional non-dairy creamer, achieving a "Six Zeros" formula—0 creamer, 0 trans fats, 0 aspartame, 0 hydrogenated oils, 0 tea powder, 0 artificial flavors—to meet growing consumer demand for healthier options.
- Calorie Control: Each cup contains approximately 100 kcal without added sugar, aligning with Gen Z’s preference for low-sugar, low-fat beverages.
2. Supply Chain Upgrade: End-to-End Control
Luckin established a 100-acre dedicated jasmine tea plantation in Hengzhou, overseeing cultivation, harvesting, and processing. Additionally, over 20,000 proprietary "Ruì Duó Jīng" brewers are deployed nationwide, featuring real-time water filtration and precise temperature control to eliminate "reboiled water" issues while ensuring consistency and efficiency.
Market Strategy: Affordability and Scenario Expansion
1. Dominating the "9.9 Yuan" Mindshare
Following the 2024 success of Light Jasmine Milk Tea (44 million cups sold in its first month), Luckin’s latest voucher campaign lowers trial barriers, accelerating market penetration and cementing its reputation for "healthy, affordable tea drinks."
2. All-Day Consumption Ecosystem
By integrating coffee and tea under its "Morning Coffee, Afternoon Tea" strategy, Luckin creates a dual-engine model to capture non-coffee consumers, drive foot traffic, and boost revenue across dayparts.
Industry Impact: Driving Upgrade and Healthy Competition
1. The Battle for Standard-Setting Authority
As the first tea beverage standard led by a coffee brand, Luckin’s "Three 100" initiative is seen as a milestone in cross-industry influence. Zhu Danpeng, a China food industry analyst, notes that this will shift the sector from "low-price competition" to "quality-driven rivalry," phasing out inferior products and accelerating health-focused standardization.
2. Supply Chain Synergies
Leveraging its coffee supply chain expertise, Luckin achieves 90% ingredient overlap (e.g., milk, packaging) with tea products. Combined with economies of scale from 22,000 stores, this dual advantage creates formidable "quality + affordability" barriers.
Sustainability in Practice
1. Environmental Responsibility (E): Reducing waste via self-owned plantations and energy-efficient brewing processes.
2. Social Responsibility (S): Promoting healthier choices and raising industry standards to meet consumer demands for ingredient safety.
3. Corporate Governance (G): Strengthening leadership through standardization and replicable quality frameworks.
Luckin’s "Three 100" standards represent not just a product upgrade but a reimagining of the freshly made beverage industry. By redefining category rules and merging supply chains, Luckin is seizing the tea market’s high ground with a "health + affordability" strategy. This aligns with ESG-driven sustainability goals while charting a path for the industry’s transition from "scale expansion" to "quality competition." Whether light milk tea becomes the "second growth engine" for new tea beverages remains a trend to watch.
Author: Qinger
