2.9元咖啡“杀疯了”！低价咖啡挑战库迪和瑞幸，还能撑多久？

Core Insights - The coffee market in China is experiencing a significant price drop, with prices for coffee reaching as low as 1.9 yuan per cup through promotions and discounts, indicating a shift towards making coffee a daily staple rather than a luxury item [1][3][4] Price Trends - Luckin Coffee and Kudi previously set a price point of 9.9 yuan per cup, but new entrants like TAIJUAN COFFEE are offering prices as low as 2.9 yuan for freshly brewed coffee [1][2] - The trend of low-priced coffee is gaining traction, with some consumers able to purchase coffee for as little as 0.99 yuan per cup through group buying [2][3] Market Dynamics - The coffee market is becoming increasingly competitive, with brands like Kudi and Luckin facing pressure from new low-cost competitors, leading to a potential crisis for their established pricing strategies [1][4] - The cost of coffee production is rising due to global supply chain issues, making it difficult for brands to sustain low prices without incurring losses [4][5] Consumer Behavior - Consumers are increasingly viewing coffee as an affordable daily necessity, with reports of individuals consuming multiple cups a day at low prices [3][4] - The perception of coffee as a high-end product is diminishing, as evidenced by consumers finding low-priced options cheaper than traditional breakfast items [2][3] Supply Chain Considerations - The domestic coffee bean roasting capacity is expected to increase starting in 2024, with more companies investing in local coffee production, which may help stabilize prices in the future [6] - Brands that can streamline their supply chains or leverage local sourcing may have a competitive advantage in maintaining lower prices [5][6]