Core Insights - A new low-priced coffee brand, TAIJUAN COFFEE, has opened eight stores in major cities like Shanghai and Beijing, offering prices significantly lower than competitors, raising questions about its sustainability in a high-rent environment [3][8][28] Pricing Strategy - The brand offers coffee at extremely low prices: 2.9 yuan for lemonade, 3.9 yuan for Americano, and 6.9 yuan for latte, with promotional prices dropping below 1 yuan [3][5] - The store features large serving sizes, such as a 3000ml Americano for 14.9 yuan and a 5L bucket of Americano for 49.9 yuan, which contrasts with typical prices in other chains [3][5] Sales Performance - The Shanghai store reportedly sells over 400 cups daily, with significant sales on delivery platforms, indicating strong demand despite low prices [11][18] - The Beijing store also shows high sales volume, with estimates of 200-300 orders per day, suggesting a viable business model focused on high volume [11][18] Operational Efficiency - The brand utilizes multiple coffee machines and pre-brewed coffee to maximize efficiency, allowing for quick service and lower costs [18][20] - The use of Robusta beans, which are cheaper and higher in caffeine, contributes to the low pricing strategy while meeting consumer demand for affordable coffee [20] Marketing and Customer Engagement - The introduction of unique and creative coffee options, such as pepper latte and spicy coffee, generates social media buzz and attracts customers [5][22] - The brand's low-cost, high-experience offerings serve as a marketing tool, drawing in customers who may then purchase more traditional coffee options [22][25] Market Trends - The brand is positioned to benefit from the ongoing competition in the food delivery market, where low-priced items attract significant consumer interest [25][27] - The overall coffee market in China remains promising, with potential for new brands to emerge in various price segments, driven by a large consumer base and increasing coffee consumption [28][29]