最低2.9元/杯，又一咖啡品牌在上海“自杀式开店”？

Core Viewpoint - The article discusses the emergence of a low-priced coffee brand, TAIJUAN COFFEE, in major Chinese cities, highlighting its unique pricing strategy and market performance despite skepticism about its sustainability in a high-rent environment [4][12][39]. Pricing Strategy - TAIJUAN COFFEE offers extremely low prices, with items like lemon water at 2.9 yuan, Americano at 3.9 yuan, and lattes at 6.9 yuan, which has raised questions about the viability of such a pricing model in high-rent areas like Shanghai and Beijing [5][10]. - The brand employs a "price for volume" strategy, selling large quantities of coffee at low prices, with a daily sales volume exceeding 400 cups in some locations [17][20]. Market Performance - Despite initial skepticism, TAIJUAN COFFEE has successfully opened 8 stores in cities like Beijing and Hangzhou over two years, indicating a strong market presence [12][38]. - The brand's sales figures are impressive, with one store reportedly selling over 7000 cups monthly on delivery platforms [17]. Operational Efficiency - The brand utilizes cost-effective operational methods, such as using second-hand equipment and pre-brewing coffee to reduce wait times and costs [25][26]. - The coffee is made from a blend of Robusta beans, which, while having some flavor imperfections, provides a high caffeine content that appeals to consumers [29]. Creative Offerings - TAIJUAN COFFEE has introduced innovative coffee flavors, such as green pepper latte and spicy sour soup Americano, which have gained significant attention on social media [30][35]. - These unique offerings serve as a marketing tool, attracting customers and generating buzz, while maintaining low prices [35]. Market Trends - The article notes that the low-priced coffee segment has potential for growth, as seen with other brands like Manner and Luckin Coffee, which have successfully disrupted the market [40][44]. - The increasing global coffee bean prices, particularly for Arabica, may lead to a shift towards Robusta beans, potentially impacting future pricing strategies in the coffee industry [42][43].