转自：南方日报 今天 话题#瑞幸咖啡降价# 冲上热搜第一！ 不少网友发现 点开瑞幸咖啡的小程序 卡券包里多出了一张优惠券 平时9.9元到手的咖啡 变成了6.9元 该券可以购买店内的多款饮品 对此有网友感慨：最近"商战"这么激烈，难道瑞幸要从9.9元时代进入6.9元时代了吗？ 咖啡仅需6.9元，瑞幸回应：为双节特惠福利 记者今天点开了瑞幸咖啡的小程序，确实发现页面上不少咖啡的预估到手价格变成了6.9元，包含生椰拿铁、美式、鲜萃轻轻栀 子、西瓜冷萃等多款招牌饮品。 记者又打开了京东、美团团购平台，发现各家团购平台上也有不少等于或低于9.9元的团购价格，美团的特价团部分咖啡价格为 5.9元，京东有券的情况下，咖啡加上配送费到手也是9.9元。 而瑞幸咖啡的主要竞品之一库迪咖啡的价格则更低，在京东平台上多款招牌单品价格在3.9元/杯与4.9元/杯左右。 有网友发现，似乎不是每个人的小程序里都有这个6.9元券，自己不常下单的微信号的瑞幸小程序里就没有这张券。 对此，瑞幸咖啡相关负责人回应："我们为消费者推出端午节和儿童节的双节特惠福利，随机发放6.9元优惠券，并非降价。" 瑞幸和库迪曾开启9.9元时代，瑞幸CEO称没有提 ...

Group 1 - The core viewpoint of the article is that Luckin Coffee is not officially lowering prices but offering promotional discounts for the Dragon Boat Festival and Children's Day, with a focus on consumer benefits [1] - Luckin Coffee has introduced a 6.9 yuan coupon, leading to perceptions of a price drop, although the lowest displayed price for a product is 11.02 yuan [1] - Analysts suggest that the pricing strategy may be a response to competitive pressures from food delivery platforms, despite the company's denial of this intention [1] Group 2 - In a February earnings call, Luckin Coffee's CEO Guo Jinyi addressed rumors about abandoning the 9.9 yuan coffee price, confirming that there are no plans to raise prices and that the promotion will continue [2] - The company faces cost pressures due to rising coffee futures prices, but it has established a comprehensive supply chain to mitigate these impacts [2] - Luckin Coffee's scale and efficiency allow it to manage the cost effects of coffee bean prices, which are considered controllable [2]

5月30日，茶咖日报的主要内容有： 星巴克日本将在千家门店回收咖啡渣 29日，星巴克日本公司宣布，将在该国约1000家门店（占其日本门店总数的一半）实施咖啡渣回收计 划，预计年削减废弃物至少4000吨，目标是在2030年前覆盖全部门店。咖啡渣占门店食品废弃物总量的 70%，将通过加工为饲料、堆肥等方式循环利用，培育的蔬果等将用于门店餐食。 甜啦啦加码桶装茶赛道 36氪消息，面对现制茶饮市场的激烈竞争，甜啦啦推出新品"蜜桃爽爽桶"。据《2024茶饮消费白皮 书》，桶装茶正成为Z世代新宠。据介绍，甜啦啦自2021年开创桶装茶品类以来，已累计销售超1.2亿 桶。 古茗在浙江成立控股公司，注册资本11亿 瑞幸咖啡回应降价：优惠券系随机发放 5月30日，"瑞幸咖啡降价"登上微博热搜。有媒体报道称，部分消费者反映，自己在下单时发现瑞幸部 分产品迈入6块9时代，相比之前一般最低9块9，价格带出现下移。 不过该热搜话题下方，也有多位顾客晒出自己的点单页面，称并未发现降价。有顾客点单页面的成交价 以13.9元为主，有的则以9.9元为主，还有以7.9元为主的点单页面。 对此，瑞幸咖啡方面回复表示，品牌为消费者推出端午节和儿童节的 ...

Core Viewpoint - The article highlights the deceptive practices of "fast recruitment" brands that lure aspiring entrepreneurs with promises of low entry barriers and high returns, only to exploit them financially without any genuine support or operational assistance [1][2][3]. Group 1: Fast Recruitment Model - The "fast recruitment" model is characterized by rapid onboarding of franchisees, quick collection of fees, and eventual disappearance of the brand, leaving entrepreneurs without support [1][2]. - Many entrepreneurs are misled into believing they are joining reputable brands, only to find out that the promised support and resources are non-existent after they have paid substantial fees [2][3]. Group 2: Case Studies of Entrepreneurs - A notable case involves an entrepreneur who invested her life savings into a franchise, only to experience dismal sales and lack of support from the brand after opening [2][3]. - Another entrepreneur was misled into joining a lesser-known brand after being initially promised a franchise with a well-known company, resulting in significant financial loss [4]. Group 3: Online Recruitment Tactics - Many entrepreneurs discover these fast recruitment brands through search engines, often clicking on misleading links that appear to be official brand websites [5][11]. - The article details how these deceptive websites mimic legitimate brands, collecting contact information from potential franchisees under false pretenses [7][9]. Group 4: Role of Search Engines - Search engines, particularly Baidu, are implicated in facilitating these scams by directing users to fraudulent sites without verifying their authenticity [11][12]. - Despite claims of providing information services, search engines are criticized for not taking responsibility for the fraudulent activities that occur through their platforms [11][12].

Core Viewpoint - Luckin Coffee has adjusted the prices of several beverages to the range of 6.9 yuan, which is part of a promotional strategy for the upcoming Dragon Boat Festival and Children's Day, rather than a permanent price reduction [1] Pricing Strategy - Multiple non-core beverages, such as Light Milk Tea and Fruit C Americano, have seen their prices drop from 9.9 yuan to 6.9 yuan on Luckin's app and delivery platforms [1] - Classic coffee options, including Coconut Latte and Meteor Latte, remain priced between 13 to 17 yuan, with some products even experiencing price increases [1] Consumer Promotions - The company has introduced a promotional campaign that includes randomly distributed 6.9 yuan discount coupons as part of its holiday offerings [1]

Core Viewpoint - Luckin Coffee has introduced a new pricing strategy with many drinks available for a promotional price of 6.9 yuan, marking a significant shift from the previous minimum price of 9.9 yuan, aimed at attracting more customers and increasing sales volume [1][4][12]. Pricing Strategy - The promotional pricing includes various popular drinks such as the signature "生椰拿铁" (Coconut Latte) and "橙C美式" (Orange Americano), both available at an estimated price of 6.9 yuan, down from their original prices of 13.9 yuan and 13.9 yuan respectively [7][9]. - The company has also issued limited-time coupons for 6.9 yuan, valid until May 31, which can be used for specific drink categories, excluding certain products [9][12]. Market Positioning - The introduction of the 6.9 yuan pricing is part of a broader strategy to enhance customer engagement during festive periods, such as the upcoming Dragon Boat Festival and Children's Day, rather than a permanent price reduction [12]. - Competitors are also offering similar pricing strategies, with some drinks available for as low as 5.8 yuan on platforms like Meituan and JD.com, indicating a competitive pricing environment in the coffee market [10]. Sales Performance - The "生椰拿铁" has been particularly successful, with sales reaching 1.2 billion cups over four years, showcasing the brand's strong market presence and consumer loyalty [7]. Consumer Engagement - The company is actively promoting its new pricing through various channels, including its app and social media, to ensure maximum visibility and customer participation in the promotional offers [4][10].

Group 1: Pricing Strategies and Competition - Luckin Coffee has introduced a new pricing strategy with drinks priced at 6.9 yuan, down from the previous minimum of 9.9 yuan, amidst a price war in the coffee and tea industry [1] - Competitor Kudi Coffee has significantly reduced its prices to 3.9 yuan and 4.9 yuan per cup, resulting in a nearly tenfold increase in sales on the Ele.me platform [1] - The price reduction by Luckin Coffee is claimed to be part of a promotional campaign for the Dragon Boat Festival and Children's Day, rather than a permanent price cut [1] Group 2: Expansion and Market Presence - Mixue Ice Cream has rapidly expanded its independent coffee brand "Lucky Coffee," aiming to exceed 4,600 stores nationwide by the end of 2024 [2] - Mixue plans to invest at least 4 billion yuan in Brazil over the next 3-5 years for coffee bean procurement and other agricultural products, with plans to open its first store in Brazil [2] - KFC's coffee brand, Kenuo Coffee, has reached its 1,000th store in just two years, highlighting the rapid growth of coffee consumption in China [2] Group 3: Market Trends and Consumer Behavior - The tea beverage sector is also seeing low-priced product launches, with brands like Guming introducing drinks priced at 1 yuan and 3 yuan to attract more customers [3] - The competitive landscape among delivery platforms has led to increased sales for leading tea brands, with Tea Baidao reporting a sales increase of over 20% year-on-year in early May [4] - Nayuki's new store opened and quickly topped the beverage rankings, with a significant increase in orders during the May Day holiday, showcasing strong consumer demand [5]

Core Viewpoint - Luckin Coffee has introduced a promotional price of 6.9 yuan for various drinks, which is perceived as a response to competitive pricing from Kud Coffee, despite the company stating it is a promotional offer rather than a price reduction [4][5][6]. Group 1: Pricing Strategy - Luckin Coffee has initiated a promotional campaign offering drinks at 6.9 yuan, a significant drop from the previous minimum price of 9.9 yuan [4][5]. - The company claims this pricing strategy is part of a dual holiday promotion for the Dragon Boat Festival and Children's Day, rather than a permanent price cut [4]. - Kud Coffee has aggressively reduced its prices to 3.9 yuan and 4.9 yuan per cup, intensifying the competitive landscape in the coffee market [5][6]. Group 2: Competitive Landscape - The coffee and tea industry is experiencing a price war, primarily driven by Luckin Coffee, which previously set the trend for lower prices in the market [5][6]. - Kud Coffee's rapid sales growth, achieving a tenfold increase in orders shortly after launching on Taobao, highlights the effectiveness of its low-price strategy [5]. - The competition is not limited to coffee, as new tea brands like Mixue Ice City are also influencing pricing strategies across the beverage sector [6]. Group 3: Management Changes - On April 29, Luckin Coffee announced a change in leadership, with Li Hui taking over as chairman, while Guo Jinyi remains as CEO [7][8]. - Li Hui, the new chairman, has a strong background in finance, having previously worked at Goldman Sachs and Morgan Stanley, and is currently the largest shareholder through Dazhang Capital [8]. Group 4: Financial Performance - In the first quarter of 2025, Luckin Coffee reported total net revenue of 8.865 billion yuan, marking a year-on-year increase of 41.2% [8]. - The company's GMV reached 10.4 billion yuan, with a GAAP operating profit of 737 million yuan and an operating profit margin of 8.3% [8].

Core Viewpoint - Luckin Coffee has reduced prices for several non-core beverages to the range of 6.9 yuan, while maintaining higher prices for classic coffee products, indicating a promotional strategy rather than a permanent price cut [1] Pricing Strategy - Multiple beverages, including light milk tea and fruit C Americano, have seen their prices drop from 9.9 yuan to 6.9 yuan [1] - Classic coffee products, such as coconut latte and meteor latte, remain priced between 13 to 17 yuan, with some products even experiencing price increases [1] Promotional Campaign - The company has stated that the price reduction is part of a promotional campaign for the Dragon Boat Festival and Children's Day, involving the random distribution of 6.9 yuan discount coupons, rather than a general price decrease [1]

Group 1 - Luckin Coffee has entered a new pricing era with drinks priced as low as 6.9 yuan, down from the previous minimum of 9.9 yuan [1][4] - The price reduction is part of a competitive response to rivals like Kudi Coffee, which has significantly lowered its prices to 3.9 yuan and 4.9 yuan per cup [4] - Kudi Coffee has seen a substantial increase in sales, reportedly achieving a tenfold growth in orders on Taobao within 24 hours of launching [4] Group 2 - The beverage industry is experiencing intense competition, influenced by low-price strategies from companies like Mixue Ice City, which has popular low-cost products [5] - The trend of using low-priced items to drive sales is becoming common among tea and coffee chains, aiming to cultivate consumer habits [5] - The ongoing price war in the coffee and tea sectors highlights the aggressive market dynamics and the need for companies to adapt to maintain market share [4][5]