Core Insights - Kudi Coffee is ending its "All Drinks 9.9 Yuan Unlimited" promotion on January 31, 2026, transitioning to a special price zone with some products still available at 9.9 Yuan starting February 1, 2026 [2][6] - The company confirmed the price adjustment to franchisees, indicating a shift in pricing strategy amid rising costs and competitive pressures in the coffee market [2][6] Pricing Strategy - The new pricing strategy includes a change in the first-month promotional price for new stores from 6.9 Yuan to 8.8 Yuan for drinks, and the new user rewards have also been adjusted from 8.8 Yuan to 9.9 Yuan [2][6] - Kudi Coffee's pricing strategy has been a significant factor in its rapid market expansion, with over 18,000 stores globally within two years [6] Market Competition - Kudi Coffee initiated a price war in February 2023, which prompted competitors like Luckin Coffee to respond with similar promotions [6] - The coffee market is highly competitive, with various brands such as Kudi, Luckin, and others like Kenyue Coffee and Manner Coffee vying for market share [7] Operational Challenges - Despite efforts to reduce costs through self-built raw material bases, Kudi Coffee faces significant pressure from rising rent, labor, and raw material costs [7] - The company has opened 1,655 new stores in the last 90 days but has also closed 1,009 stores, indicating challenges in maintaining growth [7] Industry Trends - The price adjustment signifies a shift from chaotic price wars to more refined operational strategies within the coffee industry, emphasizing the need for product innovation and quality improvement to attract customers willing to pay higher prices [7]