Is it reliable to join Kudi Coffee? The difference between Coffee Coffee and Luckin Coffee

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Since the first Kudi store landed at the end of October last year, Coffee has been promoted in the way of 9.9 yuan per cup of some drinks, which has attracted the attention of many consumers.

And such an initial ultra-low price inevitably reminds people of Ruixing in the early years, when Luckin Coffee adopted concessions such as free coupons for the first cup of new customers, and similar games had to remind people of the relationship between him and Lucky.

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, so many people speculated that Lu Zhengyao wanted to copy the second Luckin Coffee. However, this ultra-low price war did not last long. Officially bid farewell to the 9.9 yuan era on April 1 this year. According to the latest price list, the price of single coffee has increased by 2-7 yuan. In this regard, some analysts and comments believe that the overall price increase from Cudy confirms that the original marketing strategy is indeed very difficult to make money, and it is not a long-term solution to rely on a price war. Why can't Coffee Coffee attract a steady wave of customers in the old way? According to the product menu of Coffee Coffee and the product quality feedback from netizens, although the low price can attract people to taste fresh, the outdated products and the quality of the products can not turn these customers into loyal customers. You can notice that the product line of Coffee Coffee is very close to that of Luckin Coffee. Almost soon after Ruixing launched a new product, Kudi will also launch the same type of products, unable to achieve product differentiation.

Secondly, the quality of products is also the point that many consumers complain about. It may be the rapid expansion of stores and the instability of their own personnel training, resulting in different stores making the same product have different "trouble". For example, some time ago, some netizens shared the final product of the production process of the pistachio sesame latte of Coffee Coffee. I saw that the shop assistant used the raw material of the milk lid that had not been completely thawed and forced it into the coffee. The final product not only can not see the milk cover effect, but also very few. But in this case, it is still produced to the guests.

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The product is similar to lucky, but the quality is not stable, as a consumer is sure to choose the original brand of the product.

The purpose of the low price war is to make consumers willing to try the products of the brand through preferential prices, and in the case of consumer satisfaction, they can be converted into long-term users, so that they can get more trust from consumers in the later stage. investors will be optimistic about a brand.

-Coffee Coffee and if it is a situation where income cannot make ends meet, continuing the preferential price of 9.9 yuan will only allow the company to continue its financial deficit. However, with the increase in the price of brand products, it may be more difficult for consumers to choose brand products. Why can't Lu Zhengyao create a second lucky guy? One is that there are a large number of investors supporting the front-line "loss-making" as Ruixing did when it first went public, and the other is that the coffee market is no longer as blank as it was in 2017, and the low-cost coffee market is blank.

For Kudi Coffee, it is no longer like Lucky who had the support of capital and can fight a subsidy war for a long time. There is no news of financing and listing, no explosive products, no price advantage, and there seems to be only the story of the founder, but the story can not get rid of Lucky's fraud, which also makes investors have a reserved attitude towards brands and bosses.

Consumers are also used to the low price of coffee in recent years, and the discount of 9.9 yuan is not as attractive as it used to be. At the same time, in the case of about the same price, more people will choose to open for many years, the products are more novel and stable chain brands.

Lucky's success is that after the incident, she stopped rapid expansion, devoted herself to product research and development, and discovered and stabilized the customer base. And Lu Zhengyao did not realize this, still very adhere to the expansion of the store … According to recent news, Coffee Coffee opened 102 stores in seven days.

-Coffee Coffee.

However, expanding without stabilizing the customer base is just frantically posting money to make the brand look bigger, but in fact there are not many supporters. Coupled with today's price increases, it can be said to be a dangerous challenge.

Perhaps, Lu Zhengyao finally took a fancy to the coffee franchisee rather than the customer. By expanding the team of franchisees and using their funds to expand the market, Lu Zhengyao may be his goal.

Photo Source: Internet