华莱士跟库迪咖啡这是有仇吗？

Core Viewpoint - The article discusses the aggressive pricing strategy of Wallace, which offers a monthly coffee subscription for 9.9 yuan, allowing customers to redeem up to 210 cups, highlighting the implications of such a pricing war in the coffee industry [6][14]. Pricing Strategy - Wallace's 9.9 yuan monthly coffee card allows for an average cost of approximately 0.47 yuan per cup, which is significantly lower than traditional coffee prices, raising questions about the sustainability of such a business model [6][14]. - The pricing strategy is seen as a direct attack on competitors like Kudi, aiming to disrupt the market and force competitors to either match the price or suffer losses [14]. Market Impact - The introduction of the low-cost coffee card is designed to create a consumer habit around coffee consumption, potentially leading to increased customer loyalty and market share for Wallace [14]. - The article suggests that this strategy may lead to a "burning money" scenario where companies engage in price wars to outlast each other, with the ultimate goal of raising prices once consumer habits are established [14]. Consumer Behavior - The article reflects on how the low price alters consumer perception, making coffee a functional beverage rather than a luxury item, thus changing the dynamics of coffee consumption [11][14]. - It emphasizes that the low price point may lead to excessive consumption, with consumers potentially drinking up to seven cups a day, which could have health implications [11][14]. Financial Viability - The article questions the financial sustainability of Wallace's pricing model, suggesting that the costs of labor, materials, and overhead may not be covered by such low prices, leading to potential losses [13][14]. - It posits that the strategy is less about immediate profitability and more about market positioning and long-term consumer behavior manipulation [14].