Luckin Coffee Tims coffee is busy with the "rising price tide" in the pleasant appearance of tea, but the price of Xi tea has been reduced instead!

Recently, the field of food consumption has ushered in a wave of "price increases". First, in December last year, Luckin Coffee quietly raised the price of take-away coffee by 2-3 yuan without an announcement. In January this year, Tea face announced that some tea drinks would be raised by 1-2 yuan; Xiang Piao also issued an announcement on the price increase of some products; Tims Coffee raised the price of its products by 1-2 yuan after New Year's Day, and some netizens even pointed out that it had already raised the price twice in two months; McDonald's in Hong Kong also announced that the main product of McCoffee in Hong Kong would be raised by 1 Hong Kong dollar. But the happy tea is to take advantage of the "rising price tide" to do the opposite, it is really very curly!

Since January 7, netizens on major social platforms have successively said that the prices of some products of Xi tea have been reduced. The prices of popular Zhi Zhi strawberries, pure succulent grapes and pure cow milk tea have been reduced by 3-7 yuan, while the price of cheese milk lid has also been reduced by 1 yuan. However, the move of this downward adjustment was not announced to the public, but quietly lowered the prices of the main pure tea and fruit tea (about 15) products, so that many netizens were surprised and had the joy of "picking up money."...

After being discovered by sharp-eyed netizens, Xi Tea also responded to this matter: it is true that the prices of some products have been reduced recently. at the same time, four personalized options have been added to the tea-loving order Mini Program: "succulent", "rich", "simple" and "affordable", so that consumers can choose the drinks they need in the shortest possible time. The purpose is to hope that users can drink high-quality tea with liking tea more conveniently and cheaply.

At a time when other brands need to raise the price of drinks because of the rising costs of raw materials, labor, transportation and energy, why can Xi tea cut prices at this time? This is probably because the base is stable enough to withstand these rising costs. Xi tea has the advantages of scale and brand, coupled with a large amount of raw materials and resources, so the cost will naturally be lower than that of the industry. Under the background that the whole industry is generally forced to raise prices by cost, it can face the test of balancing income while maintaining its original quality, so Xicha has the ability to roll it up during the "rising price tide". The price of drinks that like tea is generally on the high side, and when it goes down a little bit at this time, it is painless and itchless for happy tea.

Some analysts pointed out that the price increases for other brands due to rising costs are only superficial reasons, mainly related to the monetary policy of quantitative easing carried out by central banks around the world. After the outbreak of the epidemic in 2019, central banks around the world have implemented quantitative easing monetary policies such as cutting reserve requirements and interest rates. There is more money in circulation in the market, which promotes the rise in the prices of crude oil, coal and other raw materials. The rise in raw material prices is gradually passed on to end commodities, which eventually leads to global inflation.

Photo Source: Internet

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