Luckin Coffee did not say a word to raise the price of coffee caused consumer dissatisfaction! Deer tea returns to Luckin Coffee

Have you not seen "Deer Tea" for a long time?"Deer Tea" is a tea series launched by Ruixing Coffee on April 10,2019. In July of the same year, Ruixing Coffee established a new tea brand "Deer Tea" independently, and launched a franchise model. Subsequently,"Deer Tea" was quickly distributed in many cities, among which "Deer Tea" in Beijing was the direct store of Ruixing Company.

After Ruixing's financial fraud and black swan epidemic affected Ruixing brand last year, some analysts pointed out that it was difficult to balance the two brands of "Little Deer Tea" and "Ruixing Coffee", and expressed dissatisfaction with the future development trend of "Little Deer Tea".

By August of this year, as analysts said,"Lu Tea" direct-sale stores were recalled by Ruixing Company, and many "Lu Tea" stores in Beijing were switched to "Ruixing Coffee," while other "Lu Tea" franchisees did not switch. Although it was not recalled by the company, due to the decline in the reputation of Ruixing brand, the business volume was greatly reduced, and many franchisees could not hold on and closed their stores one after another, so "Deer Tea" was gradually forgotten by everyone.

Until recently, Deer Tea, which once contracted its independent stores in Beijing, is returning to Luckin Coffee's stores in another way. Some netizens found that the sign of Ruixing Coffee Store in a shopping mall in Beijing added the words "MIX Coffee X Tea Drink". The menu of the store is not only coffee, but also sells new tea drinks, and the words "deer tea" are marked.

From product series to independent brand and back to product series, does Ruixing have new plans again? Some analysts believe that it is because the value of "Deer Tea" in the new tea market is not small, because it has a relatively complete product line and popularity. Re-integrating the "Little Deer Tea" series into the regression can make Ruixing Coffee's product line more complete. At present, the coffee market is "competing for deer", Ruixing Coffee does so to enhance the core competitiveness of the brand.

The integration and return of "Deer Tea" products also makes this "test water" store have other changes... that is, the coffee takeaway price of this store is 2-3 yuan more expensive than other Ruixing coffee stores?! In this regard, Ruixing coffee customer service personnel said that in the near future, the company will adjust the price of more than 800 stores in 11 cities according to the passenger flow and sales volume. The take-out price of all drinks will be increased by 3 yuan, while the self-raised price will remain unchanged.

For the current "same product different price problem", Ruixing coffee related responsible person also responded to this matter. The person in charge said that with the rapid development of Ruixing Coffee, the company will further implement refined management for store operations. Due to the different operating costs among stores, the Company will comprehensively consider factors such as rent, logistics and operating costs, and price differently according to the actual conditions of each store.

Because Ruixing Coffee did not announce that "some stores will raise prices for takeout", there are also netizens from many regions on social platforms, which is very "cheap". Everyone thought that since they wanted to take out the price increase, they should announce it in advance, instead of secretly raising the price without saying a word...

Image Source: Network

Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

More fine coffee beans, please add private WeChat Qianjie Coffee, WeChat: kaixinguoguo0925