Fight for 9 yuan?! Piye Coffee has established an affordable sub-brand!

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Recently, some netizens found that a new coffee shop called ora coffee has been opened on the first floor of Beijing Fortune Shopping Center.

From the appearance, the overall design of this coffee shop is simple, which is similar to the style of Manner and Mstand. It has little space and seats, and is more like a main take-out coffee shop.

It is worth mentioning that on the brand's order Mini Program, you can see the company certification as "Peel Coffee (Shanghai) Co., Ltd." (Note: Piye Coffee entity in China). In other words, the newly opened ora coffee should be a sub-brand set up by Pi Yeh.

It is precisely because there is a certain connection between ora and "Starbucks grandparents" that many people are curious about this coffee shop and go to visit the shop after opening. A netizen who has gone to sign in said that the products in the store all use the coffee beans of Pi Yeh's whole line, and the price of the drink is nearly half cheaper than that of Piye stores, thinking that it "should be the standard Manner".

In addition, the store not only has coffee products, but also bagels, Panini and other baked products, consumers can not only buy alone, but also in the form of more cost-effective packages. According to the discounts currently offered in the store, consumers can buy 15 yuan of American style at 9.9 yuan on weekdays. It is not difficult to find that brands may use affordable products to attract workers who "live on coffee" to repurchase.

However, sign-in fans have noticed that the coffee machine in this store is not the semi-automatic coffee machine that is common in Piye stores, but two fully automatic coffee machines that occupy a small area.

In the public impression, Piye has always been a middle-and high-end coffee brand, baristas in the store are professional, providing products and services that make consumers feel good value for money, so that many people are attracted by it and become loyal users. But at the same time, the serious coffee market has already made many middle and high-end brands restless, making changes according to market demand one after another. From this point of view, the sub-brand ora may be Pi Yeh's attempt at the affordable coffee market.

However, in the eyes of some netizens, the ora using a fully automatic coffee machine is a bit "inadequate than above, more than below".

Compared with Lucky, which also uses a fully automatic coffee machine to make drinks, the overall price of ora does not have a significant advantage; compared with the similar price of Manner, ora's fully automatic coffee machine may dissuade some coffee lovers into sticking to the Manner, which has a semi-automatic coffee machine and brings its own cup discount.

"Manner is more expensive. I feel that this position is a little awkward. It is more expensive than Ruixing, but it is not cheap."A latte that does not cost 10 yuan cannot beat Manner." , "it seems to be a fully automatic machine, how is this compared to Manner, it is worthy to fight a price war with Lucky", "fully automatic coffee machine and manner are not comparable".

At present, ora's first store in Beijing has been officially opened to the public. Recently, there is also definite news that the brand will soon be stationed in Xi'an Vientiane, and the enclosed shops can be seen on the periphery of the mall.

Although netizens who attach importance to performance-to-price ratio are not optimistic about Pi Yeh's inexpensive brand, some optimists believe that Pi Yeh, who moved to 9.9 yuan at this time, is not without advantages, and may be able to seize a place in the middle and low-end market with extremely high prices by virtue of emerging brands.

Picture from: Xiao Hong Shu

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