2020年，当蜜雪冰城刚开出7000家门店时，蜜雪冰城股份有限公司（下称"蜜雪集团"）为旗下咖啡品牌 幸运咖，立下了"五年再造一个蜜雪冰城"的目标。5年后的今天，这个被蜜雪集团视为第二增长曲线的 咖啡品牌，恰好也刚站上7000家门店的关口，准备在年内冲击万店。 然而，幸运咖面临的国内市场环境与当年的蜜雪冰城截然不同。前有瑞幸、库迪两大万店巨头加速供应 链布局，后有百胜集团支持的肯悦咖啡以"一天一店"的速度扩张，咖啡市场并不缺少新品牌。 当以三至五线市场为主的幸运咖试图向高线城市突围，蜜雪集团能否成功复制自己的神话？ 冲击万店 2025年初，幸运咖立下要开1万家门店的新目标。 幸运咖早期团队也沿袭了蜜雪冰城的打法。以幸运咖新店开业为例，时至今日，总部会派驻运营人员， 在门店外喊麦、搭建红色拱门、铺设红地毯。这些都是颇具蜜雪冰城风格的做法。 一位山东的幸运咖加盟商对1年前的开业情况印象深刻。他向记者回忆，红色拱门上标注着"新店开业， 满9.9元抽奖"，奖品涵盖手机、咖啡及品牌周边产品。尽管门店位于万达广场外围街道的末端位置，但 通过店员喊麦，活动确实聚集了不少人气。 截至7月底，幸运咖已有7000家门店。为加速拓 ...

Core Viewpoint - The coffee market is becoming increasingly competitive, with companies like Gu Ming and Kudi vying for market share through aggressive pricing strategies and expansion plans [1][2][4]. Group 1: Gu Ming's Strategy - Gu Ming has announced that Wu Yanzu will become a quality partner for Gu Ming Coffee and has launched a promotional campaign offering coffee at 8.9 yuan [1]. - As of mid-June, Gu Ming's freshly ground coffee business has expanded to over 7,600 stores [2]. - Gu Ming's pricing strategy directly targets Kudi, which is known for its 9.9 yuan coffee, but Kudi's prices have been reduced to as low as 3.99 yuan due to delivery subsidies [2]. Group 2: Kudi's Market Position - Kudi has over 14,000 stores and has achieved over 100 million delivery orders through its partnership with JD [2]. - Kudi plans to expand its store count to 50,000 by the end of 2025, which will enhance its cost control through economies of scale [2]. - Kudi's Chief Strategy Officer stated that the company has been profitable since May 2024, indicating a sustainable competitive advantage in the coffee price war [2]. Group 3: Market Dynamics - The coffee market is experiencing high growth rates, and the decline in milk prices is providing cost advantages for companies [3]. - However, the drop in milk prices is not expected to last indefinitely, prompting coffee giants to scale up quickly to gain more market power [4]. - The competitive landscape in the coffee market is intensifying, making it crucial for companies to adapt and expand [4].

Group 1 - The coffee market in China is undergoing a transformation driven by the popularity of the "raw coconut latte," which has significantly impacted the competitive landscape [3][4] - The introduction of the raw coconut latte by a leading coffee chain in April 2021 resulted in remarkable sales, with over 6.66 million cups sold in the first week and exceeding 100 million cups within a year, generating over 1.2 billion yuan in revenue [4] - The coconut beverage market in China is projected to surpass 10 billion yuan in 2023 and reach 21.36 billion yuan by 2026, indicating strong growth potential [4] Group 2 - Fino Thick Coconut Milk has emerged as a key supplier in the coffee industry, becoming the choice for 80% of leading coffee brands due to its innovative formulation that combines fresh coconut meat juice and coconut water [6][8] - The collaboration with JD Supermarket has significantly boosted Fino's sales, with a reported 40% year-on-year growth in sales revenue [9] - The competitive pricing strategies in the coffee market, driven by aggressive subsidies from platforms like JD, have led to a surge in demand for coconut-based products, further solidifying Fino's position in the supply chain [5][8]

Core Viewpoint - The coffee market in Jinan is experiencing an intensified price war, with major brands like Starbucks, Luckin Coffee, and Kudi Coffee significantly reducing their prices to attract customers [1][5][11]. Price War Dynamics - The price war has been ongoing for two years, with recent escalations noted in April and June 2023, as Starbucks joined the trend of lowering prices [1][5]. - Starbucks has reduced prices on several non-coffee products by an average of 3-5 yuan, with some items now priced as low as 23 yuan per cup [1][3]. - Luckin Coffee is offering promotional prices, with some drinks available for as low as 6.9 yuan per cup, leading to increased order volumes [3][4]. Market Competition - Jinan's coffee market is highly competitive, with over 2,600 coffee-related enterprises, including 366 established in the past year [9][11]. - The presence of multiple brands, including Starbucks, Luckin, Kudi, and local cafes, contributes to a dense market environment, particularly in commercial areas [9][11]. Consumer Behavior - Consumers are increasingly price-sensitive, often comparing prices across various platforms before making purchases, with some drinks now cheaper than bottled beverages [5][6]. - The trend of low-priced coffee has attracted new customers who previously did not consume coffee [5][6]. Business Strategies - Kudi Coffee has stated that the 9.9 yuan price point has become a significant price range in the industry, and they plan to maintain this pricing strategy for at least three years [6]. - Industry experts indicate that while low prices may boost sales, they also pose challenges related to supply chain management, service efficiency, and product quality [8][11]. Long-term Outlook - The ongoing price war is reshaping consumer expectations and brand loyalty, with a potential return to rational pricing in the long term [11]. - The industry may face a process of elimination, where only brands that can maintain quality and operational efficiency will survive [11].

Core Viewpoint - The recent issuance of a "6.9 yuan limited-time coupon" by Luckin Coffee has sparked discussions and speculation regarding its strategy in response to the ongoing price war with competitors like Kudi Coffee [1][4]. Group 1: Coupon Issuance and Consumer Response - On May 30, consumers noticed a "6.9 yuan limited-time gift" coupon that reduced prices by 3 yuan for various products, leading to a surge in discussions on social media [1]. - Some consumers reported that they did not receive the coupon, with prices remaining at the original 9.9 yuan, prompting Luckin's customer service to clarify that the coupons were randomly distributed by the system [1]. Group 2: Company Response and Pricing Strategy - Luckin Coffee responded to the "6.9 yuan" rumors by stating that the promotion was a special offer for the Dragon Boat Festival and Children's Day, not a price reduction [4]. - The 6.9 yuan price point represents the lowest price for online orders in recent years, highlighting the competitive nature of the coffee market [4]. - In January 2023, Luckin faced backlash for price increases at some locations, where products like lattes and Americanos saw price hikes of 3 yuan [4]. Group 3: Competitive Landscape - The ongoing price war in the coffee and tea sector has seen competitors like Kudi Coffee lowering their prices to 3.9 yuan and 4.9 yuan per cup [4]. - Data from Ele.me indicated that Kudi Coffee's sales surged to become the top coffee category on the platform, with a nearly tenfold increase in orders within 24 hours of a promotional launch [4]. - The coffee industry's price war continues, posing challenges for Luckin Coffee in balancing pricing strategies with consumer expectations [4].

以下文章来源于36氪未来消费 ，作者钟艺璇 36氪未来消费 . 在这里看到消费的未来。36氪旗下官方账号。 一杯京东3.9元的生椰拿铁，到库迪加盟商手上，究竟能到手多少钱？ 文 ｜ 钟艺璇 编辑 ｜ 乔芊 来源｜ 36氪未来消费（ID：lslb168） 封面来源 ｜ 品牌官网 外卖平台大战还在硝烟四起，但第一批受益者已经出现——库迪加盟商。 早在京东外卖补贴的号角吹响前，平台发券补贴的行为已经默默开始，高频率、低决策成本的茶饮咖啡品类向来是外卖补贴的第 一战场，这次轮到了库迪。一位北京库迪加盟商陈星注意到，自己的京东订单在3月中旬开始，突然出现了第一个峰值，此后带动 总销量一路上扬。 这也意味着，对于加盟商们来说，京东这场掀起的外卖补贴，真正利好的不是单杯毛利，而是销量的提升。 作为一个从诞生以来就固定9块9，定价贴地飞行的咖啡品牌，门店销量和运营支出一直是库迪加盟商们最重要的两个利润考核指 标。"总体来看，就算单杯毛利没上去，单量多的话，原材料损耗也就降低了，反过来利润也能提升"，前述加盟商说。 但一些加盟商也表达了不同的想法。陈星告诉36氪，从长期来看，加盟商收入还得靠到店订单，目前自己的到店订单补贴线在 ...

站在巨人肩膀上，以创新打造活力，靠品质抓住消费者。 今年秋冬季，大多数咖啡品牌开店降速，肯悦咖啡是行业压力下的一个少见的、积极的身影。据壹览商 业，23 个连锁咖啡品牌 9 月新开门店数同比下降 32.13%。而从窄门餐眼统计的全国咖啡门店数量来看， 现存门店总数从 5 月的 20 万家降至 9 月的 19.1 万家，整体开店速度赶不上闭店速度。 在这样的背景下，近日肯悦咖啡开出了第 500 家店。百胜中国 CEO 屈翠容专门在财报电话会上提到，开 业当天，肯悦咖啡带动肯德基餐厅的整体咖啡销售杯数增加约 30%。 从 2023 年 11 月杭州首店挂牌，2024 年 3 月开始大规模推广，不到一年就推出了 500 家，可见肯德基的 "野心" 不仅仅是孵化一个咖啡品牌，而是复刻自己的成功。 尽管体量还小，但从 "吮指原味鸡拿铁" 的出圈热度到辐射各线城市的门店的快速扩张，让很多人看到了 肯悦咖啡独特的思路和势能——站在巨人的肩膀上的模式，背靠肯德基万店储备，让万店成为预期内的结 果；独具特色的创新培养出品牌心智，产品风格越来越清晰。 与此同时，肯悦咖啡也在环保的道路上走在行业前列，从 10 月开始，肯悦咖啡已经 ...