.luckin

I. Mission and Objectives Mission: As the applying entity and potential Registry Operator of the “.luckin” TLD, our mission is to build a secure, trustworthy, and unified global digital identity infrastructure. Through centralized management, we will promote the standardized development and global collaboration of the Luckin ecosystem, thereby supporting our brand’s mission to “create moments of luck and inspire a passion for a better life.” Objectives: We aim to establish “.luckin” as Luckin Coffee’s authoritative, exclusive internal digital identifier. We will restrict registration rights to the Group and its subsidiaries to ensure unified global management and compliant use of brand domains, thereby enhancing our brand asset value and digital operational efficiency. II. Intended Registrants We intend registrants to be limited to entities within the Luckin Coffee Group and its subsidiaries, specifically including our Group headquarters, core business departments, subsidiaries, and affiliated companies. This ensures the consistency and security of our brand usage. III. Intended Users Our intended users primarily include Luckin Coffee employees, global consumers, corporate clients, and ecosystem partners. Through these exclusive domains, they will access Luckin Coffee’s official store network, brand services, and official information channels to obtain a reliable, authentic experience. IV. Related Initiatives We will operate “.luckin” as our globally unified internal brand TLD. We will use it to integrate the digital identity systems of our core operating entities and achieve centralized management of our brand assets. Leveraging the “.luckin” domain, we will support the realization of our brand mission — “Creating moments of luck and inspiring a passion for a better life” — and our vision of “Building a world-class coffee brand.” Through a unified digital entry point, we will convey Luckin Coffee’s brand values and service commitments to users worldwide. By establishing a digital bridge that connects our global operations and information through the domain, we will promote standardized operations and coordinated development of our brand on a global scale. V. Explanation of Long-Term Sustainability Luckin Coffee has established a global brand network and has become one of China’s largest coffee chains by number of stores. Our physical footprint and market position provide a solid foundation and sustained business demand for the long-term use of the TLD. We have assembled a professional technical and management team, backed by ample financial support from the Group, and have established a comprehensive internal system for domain registration, resolution, management, and security protection. Through continuous investment of our internal resources, we ensure that the domain system is upgraded in tandem with our business development, guaranteeing the financial sustainability of our operations. We consistently uphold our core philosophy of “creating moments of luck and inspiring a passion for a better life.” Through ongoing brand-building efforts and corporate social responsibility initiatives, we continuously strengthen our brand’s social value recognition. This deep-rooted brand heritage not only ensures the long-term vitality of the Luckin brand but also infuses our domain system with a lasting spiritual core and a guarantee of credibility for sustainable development. We will strictly adhere to all ICANN regulations and global internet governance standards, establishing rigorous domain security monitoring and emergency response mechanisms. By ensuring high operational compliance and the security of our technical systems, we will effectively mitigate various risks, uphold the credibility of our domain system, and provide a secure, reliable, and trustworthy long-term digital home for Luckin Coffee’s global digital strategy.