4块9！茶饮企业掀咖啡价格战，古茗、茶百道击穿9块9底价

Core Viewpoint - The entry of tea beverage companies into the coffee market has intensified the price war, with prices for coffee products being significantly lowered, indicating a shift in consumer perception of coffee from a premium product to an everyday beverage [1][3][14] Group 1: Market Dynamics - Tea beverage companies like Cha Bai Dao and Gu Ming have launched coffee products at prices as low as 4.9 yuan, breaking the previous price floor of 9.9 yuan [1][3] - The coffee market is experiencing a price war as major brands adopt aggressive pricing strategies to capture market share [3][14] - The introduction of coffee by tea brands is seen as a response to declining profit margins in the tea beverage sector, with companies seeking new growth avenues [11][12] Group 2: Pricing Strategies - Cha Bai Dao's coffee products are priced at a minimum of 6.9 yuan, while Gu Ming offers coffee starting at 4.9 yuan, showcasing a significant reduction in prices [1][7] - The pricing strategies of both companies are supported by substantial promotional discounts, with Cha Bai Dao offering 19.1 billion yuan in limited-time coupons [4][12] - The competitive pricing is further enhanced by external factors such as delivery platform subsidies, making coffee even more accessible to consumers [13][14] Group 3: Industry Trends - The rapid expansion of coffee offerings by tea brands is part of a broader trend where companies are diversifying their product lines to include coffee, driven by the need to adapt to changing consumer preferences [11][12] - The coffee market in China is still growing, with per capita coffee consumption increasing from 7 cups five years ago to approximately 22 cups currently, indicating significant potential for further growth [12] - The entry of tea brands into the coffee market is expected to reshape consumer expectations and redefine the acceptable price range for coffee products [14][15]