库迪全场饮品9.9元活动确认结束！曾称会持续到2027年

Core Viewpoint - Kudi Coffee is ending its "all products for 9.9 yuan unlimited" promotion on January 31, 2024, and will adjust its pricing strategy starting February 1, 2024, with some products remaining at the promotional price while others will revert to retail prices [1][6]. Pricing Strategy Changes - The "9.9 yuan unlimited" promotion will officially conclude on January 31, 2024, with a new special price section starting February 1, 2024, where select products will still be available at 9.9 yuan [1]. - All non-special promotional products will be sold at their retail prices, which range from 10.5 yuan to 15.9 yuan, indicating a significant price increase for many items [6]. Impact on Franchisees - A franchise store manager confirmed that Kudi's headquarters issued a price adjustment notice to franchisees on January 29, 2024, and multiple stores were still offering the 9.9 yuan promotion as of January 30, 2024 [3]. Historical Context of Promotions - Kudi initiated the 9.9 yuan promotion in February 2023, which sparked a price war in the coffee industry, leading competitors like Luckin Coffee to adopt similar pricing strategies [8][9]. - Kudi's Chief Strategy Officer previously stated that the company was prepared to sustain the 9.9 yuan promotion for at least three years, with expectations of achieving positive cash flow by February 2025 [8]. Competitive Landscape - Following Kudi's promotion, Luckin Coffee also launched a 9.9 yuan campaign, which has since become a common practice among various beverage brands, including Tims and Nayuki [9]. - However, Luckin has also reduced the scope of its 9.9 yuan promotion due to declining operating profit margins, indicating a trend of tightening promotional strategies within the industry [9]. Expansion Goals - Kudi has rapidly expanded its store count since its inception in October 2022, aiming to reach 50,000 stores by the end of 2025, although it has not met its original expansion targets [9].