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同款咖啡最高差6元 瑞幸被曝光“杀熟”?
Sou Hu Cai Jing· 2025-04-29 10:51
Core Insights - Consumers have reported experiencing price discrepancies at Luckin Coffee, with some paying significantly more than others for the same products, leading to accusations of "price discrimination" or "killing familiar customers" [1][2] - The company has seen a substantial increase in store numbers and revenue, but the profitability has been affected by the pricing strategies and promotional discounts [3][4] Group 1: Pricing Discrepancies - Consumers have noted that new users can purchase drinks at lower prices due to promotional offers, while existing users face higher prices, with examples showing a difference of 6 yuan for the same product [1][2] - The company's customer service stated that the variation in pricing is due to different coupon statuses and promotional offers assigned to individual accounts, which are randomly distributed [2][3] - Many consumers feel frustrated by the pricing strategy, expressing a sense of being treated unfairly compared to new customers, and some have chosen to switch to other coffee brands due to dissatisfaction [2][3] Group 2: Financial Performance - As of the end of 2024, Luckin Coffee had a total of 22,340 stores, with a net increase of 6,092 stores throughout the year [3] - The company reported a revenue of 34.475 billion yuan for 2024, marking a year-on-year growth of 38.4%, while net profit reached 2.932 billion yuan, a 2.95% increase [3] - The fluctuation in operating profit margins throughout 2024 was attributed to a decline in average product prices, which may have been influenced by the aggressive discounting strategies [3][4] Group 3: Legal and Regulatory Concerns - Legal experts have indicated that if Luckin Coffee is found to be engaging in "big data price discrimination," it could violate consumer protection laws in China, which mandate fair trading practices [3][4] - The complexity of defining "big data price discrimination" poses challenges, as it involves various technical and regulatory factors that need further investigation [4]