A Brief Analysis of Luckin Coffee's Public Relations Strategy on the TikTok Platform

Abstract

In the current era where short videos are reshaping the landscape of information dissemination, the TikTok platform has become the primary battleground for corporate public relations management. As of December 2024, China's short video user base reached 1.04 billion, with a usage rate of 93.8%, driving the public relations industry to accelerate its transition from the text-and-image era into the visual era . This study takes Luckin Coffee as the research subject to explore its public relations strategies on the TikTok platform. The findings reveal that Luckin Coffee's PR practices on TikTok transcend the traditional "information release" paradigm, forming a deeply integrated model of "brand-effect-sales synergy" by co-creating content to build a brand personality that "plays skillfully and boldly," leveraging high-density interactions to foster egalitarian dialogue relationships, utilizing tools like live streaming and secondary cards to achieve closed-loop communication and sales, and resolving potential crises through rapid, flexible, and humanized responses. On the TikTok platform, Luckin's interaction efficiency far surpasses other platforms, contributing 80% of its total interaction volume . This strategy has successfully helped Luckin shape a brand image that is youthful, highly interactive, and adept at meme usage, achieving the transformation from traffic to sales and ultimately brand loyalty. The study provides valuable insights for corporate public relations management in the short video era.