Lujiao Lane sells "10 yuan latte" and wants to be the snow ice city of coffee!

Only two months after the beginning of 2023, the coffee battlefield began to fire the first shot at a low price.

After the Spring Festival, CoCo announced that 2200 + stores across the country would participate in the price reduction of coffee products. The American style originally sold for 12 yuan per cup on the menu is only 3.9 yuan per cup, while the raw coconut latte is reduced from 17 yuan to 8.9 yuan per cup. The event lasts until March 31.

Then, COTTI COFFEE Coffee, created by Lu Zhengyao, the former founder of Luckin Coffee, announced the opening of the "hundred cities and Thousand shops Coffee Carnival", also until the end of March. Six series of more than 70 hot-selling products in the store are all promoted from 9.9 yuan, and friends are invited to drink coffee for 0 yuan, coupons and other discounts at the same time, you can feel the very familiar "lucky marketing".

Recently, another new coffee brand "Ao Tiger Huwen Coffee" received financing, and the core members of the team came from "THE ALLEY antler Lane".

Deer Jiao Xiang, a milk tea brand that everyone should be familiar with, black sugar fresh milk series is his family's popular style products. Once popular tea network celebrities across the country, but now it is difficult to find its figure.

The last report on Deer's Corner Lane stayed on the list of "online celebrities spending 100 million on milk tea to crack down on fake 7000 fake stores" in February last year. The tug-of-war with fake shops has consumed a lot of financial resources and energy in Lujiao Lane, coupled with the poor quality and reputation of milk tea in fake shops, which has also affected the brand image of Lujiao Xiang. The two-year battle for trademark rights still failed to "survive" the authentic Deer's Horn Lane. The team members can only shift their focus to the coffee track and plan to reassemble and set off.

It is understood that "Ao Tiger Huwen Coffee" will reverse export to foreign countries through the original agents and partners from all over the world, with the goal of global layout, and priority will be given to Southeast Asian sub-markets in the early stage. It can be seen that compared with the domestic market, Huwen Coffee aims to go out to sea.

At this stage, Ao Tiger Coffee is in the mode of fixed-point expansion. "Huwen Coffee" opened its first store in Japan in 2018 (it has been closed), and opened its first store in Hangzhou in October last year. Now there are four stores in Hangzhou, and two others show "opening soon" on Meituan. The area of the store is 20 ~ 50 square meters, mainly office stores, shopping malls, university stores and so on. In order to ensure the stability of coffee taste and production efficiency, a fully automatic coffee machine is used in the store, and a digital system is built.

With latte as the main product, the menu offers two kinds of Italian beans with different baking degrees, with regular fancy coffee, creative fruit coffee and fruit tea. There are only two prices for coffee drinks-10 yuan and 13 yuan, obviously taking the route of combining "affordable coffee" with milk tea.

At present, the popularity of Huwen Coffee on social platforms such as Little Red Book is still weak, the number of fans on the official account is less than 100, and the signing-in record is still piecemeal. Looking at the current purchase evaluation of Little Red Book, Meituan and ele.me, high praise content accounts for the majority, and consumers have pointed out the brand advantages of "high performance-to-price ratio" and "low price".

In fact, AoTiger coffee aimed at affordable coffee is indeed one of the most popular trends today. In the past two years, coffee and tea brands have launched frequent price reduction activities. In addition to coffee chain brands, coffee shops in second-and third-tier cities such as Nanning, Suzhou, Wuxi and Nanjing have taken the initiative to participate in the price war, offering affordable coffee of about 5 yuan one after another, with a minimum of 3 yuan a cup.

With the heat of the whole market, and with the blessing of capital, it is believed that this wave of low-cost coffee war will last for a long time. In this way, it will naturally bring more opportunities for consumers to "fleece".