“价格战”再度打响？部分饮品降价3元 瑞幸咖啡回应

Core Viewpoint - Luckin Coffee's recent price reduction strategy has sparked widespread discussion and is seen as a response to competitive pressures from rivals like Kudi Coffee [2][4][9] Pricing Strategy - Multiple products from Luckin Coffee have seen a price drop of 3 yuan, entering the "6.9 yuan era" [4] - However, some consumers reported that prices on the Luckin app still show 9.9 yuan, indicating inconsistency in pricing across platforms [4] - Luckin Coffee's official customer service stated that actual discounts depend on the ordering platform and that the recent promotions are part of holiday offers rather than a price cut [7] Competitive Landscape - Kudi Coffee has been aggressively lowering prices, with some products priced as low as 3.9 yuan and 4.9 yuan, leading to a significant increase in their sales volume [9] - Luckin Coffee's promotional activities during the holidays are likely a strategic move to counter Kudi's low pricing and maintain market share [9] Historical Pricing Trends - Luckin Coffee initially gained market share through a "subsidy for scale" strategy, but has recently increased prices on several products, with American coffee rising from 23 yuan to 26 yuan and lattes from 26 yuan to 29 yuan [9] - The company has a history of price adjustments, having raised prices by 2 to 3 yuan across its product line in 2020 [9] Financial Performance - In Q1 2025, Luckin Coffee reported total net revenue of 8.865 billion yuan, a year-on-year increase of 41.2%, with a GAAP operating profit of 737 million yuan and an operating profit margin of 8.3% [9] - The company opened 1,757 new stores in Q1 2025, bringing the total number of global stores to 24,097, with a significant increase in the Chinese market [10] Market Conditions - The CEO of Luckin Coffee highlighted the challenges posed by rising coffee bean prices, which are at historical highs, potentially impacting profit margins in the second half of the year [10]