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2.9元咖啡坑惨了库迪店员
36氪·2025-06-13 10:08

Core Viewpoint - The article discusses the surge in sales for Kudi Coffee due to aggressive pricing and promotions on platforms like JD.com, but highlights the challenges faced by employees and the potential risks to profitability as subsidies may not sustain long-term growth [2][12][22]. Group 1: Sales Surge and Employee Challenges - Kudi Coffee has seen a significant increase in daily orders, with some stores reporting up to 700 orders in a single day, leading to overwhelming workloads for employees [2][5][11]. - Employees express concerns about the intense work environment, including issues with communication between delivery riders and customers, which adds to their stress [4][5]. - Despite the increase in sales volume, many employees report that their earnings have not improved significantly, with full-time workers receiving minimal bonuses and part-time workers struggling to correlate hours worked with income [7][16]. Group 2: Profitability and Cost Structure - The cost of materials for a cup of Kudi coffee is approximately 5-6 yuan, while the selling price on JD.com is around 6.9 yuan, indicating low profit margins [13][16]. - Kudi's average gross margin is reported to be around 49%, with variations depending on seasonal factors, but the overall profitability remains under pressure due to reliance on external subsidies [14][16]. - The initial investment for opening a Kudi store ranges from 510,000 to 660,000 yuan, with a typical payback period of 1 to 1.5 years, but profitability is heavily dependent on the continuation of platform subsidies [16][17]. Group 3: Competitive Landscape and Future Risks - Kudi Coffee closely follows Luckin Coffee in terms of business model and market strategy, but faces challenges in maintaining profitability and operational efficiency [19][20]. - The article notes that while Kudi has benefited from JD.com's subsidies, the long-term sustainability of this growth is uncertain, especially as competition intensifies and subsidies may eventually cease [22][23]. - The low pricing strategy may attract customers but poses risks to customer loyalty and profitability once subsidies are withdrawn, highlighting the need for Kudi to strengthen its supply chain and product offerings [12][23].