瑞幸“9.9元”咖啡，越来越难喝到了

Core Viewpoint - Luckin Coffee's "weekly 9.9 yuan" promotion has become increasingly difficult to access, raising questions about its authenticity as the offer has been gradually reduced from a wide selection of drinks to only a few options, with additional costs now required for many items [1][2][4] Group 1: Promotion Changes - The "weekly 9.9 yuan" promotion started in the first half of 2023, initially allowing all drinks to be purchased at this price, but has since limited the offer to a few specific drinks, with many now requiring an additional 3 yuan [1][5] - Customers have expressed frustration over the promotion's diminishing value, feeling misled by the marketing tactics employed by Luckin Coffee [2][5] Group 2: Customer Experience and Legal Aspects - Legal experts indicate that while the small print disclosures may fulfill legal obligations, the marketing strategy may still be seen as misleading and could damage consumer trust [5] - The promotion's initial success was linked to a competitive pricing strategy aimed at increasing brand recognition and market share, but the recent changes may alienate some customers [9] Group 3: Financial Performance - In Q3 2023, Luckin Coffee reported a significant increase in monthly active customers, reaching 58.48 million, and a net revenue growth of 84.9% year-on-year, totaling 7.2 billion yuan [6] - However, the company's operating profit margin has decreased significantly, dropping from 18.9% to 3% in Q4 2023, and resulting in a loss of 65.11 million yuan in Q1 2024 [7] Group 4: Future Strategies - Luckin Coffee is expected to shift its promotional strategies towards more flexible methods, such as member-exclusive offers and limited-time discounts, as the low-price strategy becomes less sustainable [13] - The company is also exploring international expansion, having entered markets like Singapore and Malaysia, and is considering a return to the U.S. stock market [11][13]