Core Viewpoint - The coffee price war characterized by the 9.9 yuan price point is cooling down, as evidenced by Kudi Coffee's recent decision to end its unlimited 9.9 yuan promotion, reflecting a broader industry trend of reducing low-priced offerings due to rising costs and diminishing subsidies from delivery platforms [1][27][30]. Group 1: Price Strategy Changes - Kudi Coffee announced the end of its "all products 9.9 yuan unlimited" promotion on January 31, with only select items continuing at that price, while others revert to regular pricing [1][2]. - Other brands, including Luckin Coffee, have also reduced the number of 9.9 yuan products available, indicating a collective industry response to rising costs [7][18]. - The 9.9 yuan price point, once a hallmark of the Chinese coffee market, is now viewed as a controlled operational tool rather than a standard offering [1][27]. Group 2: Cost Pressures - Rising costs of raw materials, labor, and rent are significant factors driving the reduction of 9.9 yuan products across coffee and tea brands [27][29]. - Coffee bean prices have seen high volatility, with futures prices exceeding $4.30 per pound, impacting profitability for brands relying on low-price strategies [27][28]. - Operational costs, particularly in delivery, have surged, with some brands reporting delivery costs accounting for 45%-68% of total costs [30]. Group 3: Market Dynamics and Future Outlook - The coffee market is shifting from rapid expansion to a focus on profitability, with brands seeking to balance scale and profit margins [31][33]. - The reduction in 9.9 yuan offerings is seen as a trial phase for brands to explore new pricing strategies while maintaining customer engagement [33]. - Future competition is expected to center around technological innovation and product differentiation rather than price wars, as brands aim to enhance customer experience through automation and customization [33].