凤凰网财经·2025-10-12 12:36Core Viewpoint - The coffee industry is experiencing a significant price war, with prices dropping to as low as 2.9 yuan, leading to intense competition among brands and a redefinition of coffee's market value [3][4][18]. Group 1: Price War Dynamics - Two years ago, brands like Luckin Coffee and Kudi initiated a price war, setting coffee prices at 9.9 yuan, which has now evolved into a new phase where brands like Guming and Cha Baidao are offering coffee for 4 yuan and above [3][5][6]. - In 2025, a second wave of price competition was ignited by new tea brands, with Guming launching a campaign offering coffee starting at 4.9 yuan, effectively halving the previous price point [6][7]. - The price war has led to a situation where high-end brands like Starbucks have also reduced prices, with average reductions of around 5 yuan per product [3][4][18]. Group 2: Impact on Brands - The aggressive pricing strategies have forced traditional coffee brands to adapt, with Luckin Coffee and Kudi responding to the new low-price entrants by launching their own promotions, such as 5.9 yuan coffee [10][12]. - The entry of new players like Lucky Coffee, which offers coffee as low as 2.9 yuan, has further intensified the competition, leading to a significant increase in order volumes for some stores [15][16]. - The overall market has seen a decline, with over 50,000 coffee shops closing in the past year, indicating that the price war is unsustainable for many players [18][19]. Group 3: Consumer Behavior and Market Trends - Consumer expectations for coffee pricing have shifted dramatically, with many now viewing 4 yuan as a reasonable price point for coffee [6][10]. - The blurring lines between coffee and tea products have led to increased competition, with brands like Cha Baidao also entering the low-price coffee market [8][12]. - The industry is becoming increasingly segmented, with different price points catering to diverse consumer preferences, highlighting the need for brands to innovate and invest in their supply chains to remain competitive [19].