plunged to 6.9! Lucky's many drinks suddenly cut prices?!

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

At noon today, the term "Ruixing Coffee Price Reduction" suddenly hit the hot search, attracting the attention of all sectors of society to this matter.

According to Fenghuang Technology Report, when a consumer opened the Mini programs to order drinks on May 30, they found that the prices of various drinks on the menu had changed. The original price of American, raw coconut latte, etc., which cost 9.9 yuan a cup, has now dropped to 6.9 yuan. In addition to popular drinks, the prices of several light milk tea drinks launched last year and new fruit coffee products recently put on shelves have also quietly changed to 6.9 yuan. This discovery surprised consumers,"In the past, it was generally 9 yuan 9 as the lowest, but today it is found that 6 yuan 9 can buy a variety of drinks in the store." They joked that Lucky is entering the "6 yuan 9" era.

Many consumers are naturally happy to accept the sudden price changes on Mini programs and hope that such discounts will exist for a long time. However, some people have also noticed that since the platform takeout war began, the price of some Lucky products on third-party platforms once dropped to 8.9 yuan. Therefore, from the outside world, Lucky seems to have made price adjustments in response to the intensifying takeout price war.

Since the beginning of this quarter, the price war on take-out platforms has focused on milk tea and coffee tracks. Many chain brands such as Starbucks and Xicha have lowered take-out prices due to the commercial war between platforms. For example, Lucky's old rival Kudi has lowered the price of coffee items to 3.9 yuan/cup and 4.9 yuan/cup, and the unit price of some tea brands has also dropped to single digits.

Therefore, in recent times, many consumers have taken advantage of this wave of price cuts to place orders frequently, and sales in stores of various chain brands have surged. Enliao data shows that within 24 hours of the full launch of "Taobao Flash Shopping", Cudi Coffee sales quickly rose to the top spot in the platform's coffee category, an increase of nearly 10 times compared with daily orders.

Based on this, the outside world believes that Lucky's price adjustment measure, which dropped by nearly 30%, may be related to the takeout price war. You know, Luckin participated in the 9 yuan 9 price war in the coffee industry and relied on its price advantage to significantly increase brand awareness and store sales. Therefore, in the eyes of some people, Lucky may suddenly resort to price cuts as a "big killer" in order to stimulate user consumption and increase store turnover.

However, some users who learned the news immediately opened the Lucky Mini programs on their mobile phones and found that the price on the menu interface had not changed. Consumers who can buy the 6.9-yuan drink noticed that there was an extra "6.9-yuan limited time gift" redemption coupon on their accounts, and believed that Lucky's 6.9-yuan drink might not benefit all users.

At the same time, the reporter asked employees of several Lucky stores about the situation. The shop assistants all said that they had not received a clear price reduction notice at present."It should be a short-term event. Look, the validity period of the coupon is also short. It's not about the Dragon Boat Festival recently.","It's probably a limited time, and we didn't receive any notice." Later, Ruixing Coffee responded to the interface news: "We have launched special benefits for consumers for Dragon Boat Festival and Children's Day, and randomly issued 6.9 yuan coupons, not a price reduction. "

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