9.9 yuan Coody coffee open 10,000! Lu Zhengyao was going to unleash his ultimate move?

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At present, the momentum of coffee is strong, and it is undergoing a process of downward infiltration, gradually radiating from the first and second lines to the third, fourth and fifth tier cities. At present, this drink is already the first choice of many office workers, but there will also be some concerns among some workers. A cup of freshly brewed coffee is always 30 or 40 yuan, which is really not cheap. With the hot and sinking of the coffee market, low-priced coffee quietly appeared.

Recently, Lu Zhengyao's new project, Coffee Coffee, opened its first store in the IFC Fuzhou International Financial Center. In the current promotion trial stage, the whole drink costs 9.9 yuan per cup, which still seems to be the familiar "lucky" low-price strategy to open up the market.

Through Mini Program, the prices of Coffee Coffee are similar to those of Lucky Coffee. At present, Kudi Coffee has more than 40 products, such as coffee, tea, smoothies, sundaes, and so on. The current "Internet celebrity coffee" varieties such as raw coconut latte and raw cheese latte are all listed. The original price is between 1832 yuan, but during the promotion trial period, all products are priced at 9.9 yuan.

Such initial ultra-low prices are inevitably reminiscent of Lucky in the early years, when Luckin Coffee adopted discounts of 50% discount for the first cup of free coupons for new customers and 50% discount for light snacks, which had to be reminiscent of the relationship between him and Ruixing. Although the promotion during the trial period has become a common means for many brands in the business process, and it has been successful all the time. This time, Lu Zhengyao and Qian Zhiya did not come up with any "new means", but used a conventional means to sell.

Although judging from the information we have learned so far, there are many similarities between Coffee Coffee and Luckin Coffee, but it is still hard to say whether Kudi Coffee can become another "lucky" this time. After all, the coffee industry is no longer the industry dividend period when Lucky entered the Bureau. Now there are not only Lucky and Starbucks, but also various brands have crossed the border one after another. Although the track is hot, it is becoming more and more "rolling".

Just some time ago, KFC set up an independent coffee shop-KFC TO GO in Shanghai, and promoted boutique coffee. As one of the food giants, KFC launched a marketing campaign to bring SOE into the 9-yuan era. This is not only a parity, but also a boutique SOE, this gimmick has indeed attracted a lot of consumers. SOE is consciousness espresso made from single-origin coffee beans, and KFC currently offers American Antigua SOE coffee beans.

Not only that, tea giant Honey Snow Ice City also launched a low-cost coffee offensive, its freshly ground coffee brand Lucky Cafe, directly pull coffee consumption into a single-digit pricing level, 5 yuan a cup of American-style, 6 yuan a cup of latte, 10 yuan can get a cup of special products. Thus it can be seen that the coffee track has become an important battlefield for giants in various industries.

Kudi Coffee may want to take a high-end positioning, and then be able to develop rapidly to reach the plan of opening 10,000 stores in three years, but at present, the advantage of the cost-effective direction of the entire Chinese coffee market is becoming more and more obvious, under such circumstances, the Kudi Coffee brand also has certain limitations if it takes the high-end line directly.

Now that he has returned to the coffee industry and adopted similar strategies and similar entrepreneurial teams, can Lu Zhengyao make Kudi Coffee replicate the business miracle of opening 2073 stores in its first year? Let's wait and see.

Photo Source: Internet