36氪·2025-10-13 10:13Core Viewpoint - The coffee industry is undergoing a significant price war, leading to a drastic reduction in coffee prices and reshaping consumer expectations and market dynamics [4][5][6]. Price War Dynamics - Two years ago, brands like Luckin and Kudi set coffee prices at 9.9 yuan, but new tea brands like Guming and Cha Baidao have pushed prices down to the 4 yuan range [6][10]. - Major players including Starbucks have also joined the price reduction trend, with Starbucks reducing prices on several products by an average of 5 yuan, marking a significant shift in their pricing strategy [6][8]. - The competition has evolved into a full-scale industry battle, with various brands engaging in aggressive promotions and price cuts [7][8]. Consumer Behavior and Market Impact - The introduction of low-priced coffee has become the norm, with consumers able to purchase coffee for as low as 0.5 yuan through delivery platforms [7][18]. - The price war has led to a redefinition of coffee's value, with high-end brands struggling to maintain profitability and some even resorting to selling their businesses [8][23]. - The coffee market has seen a significant increase in the number of stores, but also a high rate of closures, with over 50,000 coffee shops exiting the market in the past year [23]. Brand Strategies and Responses - Guming has launched aggressive pricing strategies, offering coffee at 4.9 yuan, significantly undercutting competitors like Luckin and Kudi [11][12]. - Other tea brands, such as Cha Baidao, are also entering the low-price coffee market, indicating a trend where tea brands are diversifying into coffee to capture new market segments [12][13]. - Luckin and Kudi have responded to the price war by introducing their own low-priced coffee options, with Luckin offering promotions that bring prices down to as low as 2.9 yuan [14][18]. Industry Outlook - The coffee industry is becoming increasingly segmented, with a variety of price points catering to different consumer preferences [24]. - The long-term sustainability of the coffee market will depend on the development of supply chains and the ability of companies to adapt to changing consumer demands [24].