Core Viewpoint - Luckin Coffee has introduced a new pricing strategy with many drinks available for a promotional price of 6.9 yuan, marking a significant shift from the previous minimum price of 9.9 yuan, aimed at attracting more customers and increasing sales volume [1][4][12]. Pricing Strategy - The promotional pricing includes various popular drinks such as the signature "生椰拿铁" (Coconut Latte) and "橙C美式" (Orange Americano), both available at an estimated price of 6.9 yuan, down from their original prices of 13.9 yuan and 13.9 yuan respectively [7][9]. - The company has also issued limited-time coupons for 6.9 yuan, valid until May 31, which can be used for specific drink categories, excluding certain products [9][12]. Market Positioning - The introduction of the 6.9 yuan pricing is part of a broader strategy to enhance customer engagement during festive periods, such as the upcoming Dragon Boat Festival and Children's Day, rather than a permanent price reduction [12]. - Competitors are also offering similar pricing strategies, with some drinks available for as low as 5.8 yuan on platforms like Meituan and JD.com, indicating a competitive pricing environment in the coffee market [10]. Sales Performance - The "生椰拿铁" has been particularly successful, with sales reaching 1.2 billion cups over four years, showcasing the brand's strong market presence and consumer loyalty [7]. Consumer Engagement - The company is actively promoting its new pricing through various channels, including its app and social media, to ensure maximum visibility and customer participation in the promotional offers [4][10].