9.9元咖啡，正在悄悄消失？

Core Viewpoint - The coffee market in China is experiencing a shift as Kudi Coffee ends its "9.9 yuan unlimited" promotion, raising prices by an average of 40% for most products, which has sparked discussions among consumers about the availability of affordable coffee options [2][11][20]. Group 1: Market Dynamics - Kudi Coffee established the "9.9 yuan" price point, which became synonymous with high cost-performance coffee, but this price anchor is now loosening as Kudi raises prices [2][4]. - The coffee market saw significant growth in 2023, with a 27.2% increase in market size compared to 2022, but growth is expected to slow in 2024 [11][12]. - The number of new coffee shop openings in 2024 decreased by 46.08% compared to 2023, indicating a trend of market saturation and reduced expansion [12]. Group 2: Competitive Landscape - Kudi and Luckin Coffee have engaged in aggressive pricing strategies, but both companies are now scaling back on subsidies and promotions [7][8]. - Other coffee brands, including Tims and Manner, have also participated in the price war, but the trend is shifting towards more sustainable pricing strategies [8][20]. - New entrants like WA Coffee and Tea Yan Yue Se are still offering low-priced options, indicating that while the "9.9 yuan" era may be ending, price competition continues [18][20]. Group 3: Financial Implications - Kudi's franchisees are struggling with profitability due to high operational costs, with some reporting losses despite high order volumes [14][16]. - Rising costs for raw materials and operational expenses are squeezing profit margins, leading Kudi to adjust prices upwards to maintain viability [16][20]. - The shift from aggressive pricing to a focus on brand value and customer retention is becoming essential for long-term sustainability in the coffee market [24][26].