Core Points - Kudi Coffee announced the end of its "All Coffee for 9.9 Yuan Unlimited" promotion, effective January 31, 2026, with a new pricing strategy starting February 1, 2026 [1][7] - The company will maintain a special price zone where some products will still be available for 9.9 Yuan unlimited, while non-special price products will be sold at retail prices [1][7] - New user rewards will change from 8.8 Yuan drink vouchers to 9.9 Yuan drink vouchers starting February 1, 2026 [3][7] Pricing Strategy - The "All Coffee for 9.9 Yuan Unlimited" promotion will officially end on January 31, 2026 [1] - Starting February 1, 2026, Kudi will introduce a special price zone with select products still available for 9.9 Yuan unlimited [1][7] - The adjustment in new user rewards reflects a shift in promotional strategy, with vouchers changing from 8.8 Yuan to 9.9 Yuan [3][7] Product Offerings - Kudi Coffee continues to offer a variety of products under the 9.9 Yuan unlimited promotion until the end date, including classic lattes and seasonal drinks [2][4][5] - The company emphasizes high-quality and cost-effective coffee products, aiming to enhance customer experience [7]

Core Viewpoint - The coffee market is experiencing a price war driven by significant subsidies from delivery platforms, leading to prices lower than bottled water, which has attracted a large number of consumers [1][2][6]. Group 1: Market Dynamics - Major platforms like JD.com and Taobao are offering substantial discounts, with prices for various coffee products dropping to as low as 1.68 yuan from original prices around 15.99 yuan [2][5]. - The "100 billion subsidy" initiative has resulted in a surge in orders, with Kudi Coffee reaching over 10 million orders in a single day, and some regions seeing a 200% increase in milk tea delivery compared to the previous year [2][4]. Group 2: Company Strategies - Kudi Coffee has reported a significant increase in sales, with daily orders reaching 400 cups, attributed to the ongoing subsidy campaigns [4]. - Luckin Coffee has also responded to the price war by offering limited-time coupons, reducing prices from 9.9 yuan to 6.9 yuan, which has led to increased sales both for delivery and in-store orders [5]. Group 3: Cost Management - Leading coffee brands are focusing on cost control from the supply side to maintain profitability despite lower prices. For instance, Luckin Coffee has built its own roasting factories, reducing roasting costs by 20%, while Kudi Coffee has partnered directly with coffee bean producers to lower costs by 25% [6]. - The current price reductions are primarily due to external subsidies rather than self-imposed price cuts by brands, indicating that quality is likely to remain stable [6].