Has the price increased?! Kudi officially announced the end of the "unlimited 9.9 yuan per audience" event

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Recently, a "store price strategy and activity adjustment notice" posted on social platforms has attracted public attention and heated discussion.

Online pictures show that Cudi's "unlimited price for 9.9 yuan" event will officially end at 24:00 on the evening of January 31. Starting from February 1, Cudi will open a special price zone, and some products will continue to be extended. 9.9 unlimited price, and all non-special event products on its platform are sold at retail prices. In addition, according to the notice, the first month of the new store's activities and new invitation activities to attract users to buy Cudi products will be adjusted accordingly.

This news was like a thunder in the flat ground, which surprised all netizens. You know, the coffee track's "9.9 promotion" was first launched by Cuddy in February 2023. Later, competitor Lucky announced the launch of 9.9 coffee items and started a challenge match with Cuddy, which opened the curtain of the "9.9 price war" that has lasted for several years in the industry.

In media reports in recent years, Cudy has announced more than once that he will maintain the price strategy of 9.9 yuan. In 2024, the then relevant person in charge of Kudi confirmed to the media that the 9.9 promotion was expected to last for three years, saying that the official price subsidy to associates would last until the end of 2026.

It is precisely because of this three-year "9.9 coffee price war" that many people have developed the habit of buying affordable coffee through their accumulated coffee consumption. A cup of 9.9 coffee a day has become a daily necessity for many people. The "takeout war" that caused a sensation last year caused the price of coffee drinks to drop again. Coffee priced at 3.9 and 4.9 attracted more users to buy, which also refreshed the public's awareness of coffee prices.

Therefore, when it was rumored on the Internet that Cuddy would comprehensively increase beverage prices and end the three-year "9.9 promotion", most netizens found it difficult to accept this sudden change. There are also concerns about whether Cuddy's signal to withdraw from the "9.9 price war" will turn into the beginning of a reversal of domestic coffee prices and affect the price strategies of other chain brands.

However, some users pointed out that brands such as Guming, Lucky Coffee, and Kenyue Coffee are still launching coffee products with prices of 9.9 or even lower than 9.9. Wallace even uses "9.9 yuan to enjoy 210 cups of coffee a month" to make a single cup of coffee roll to 5 cents. Therefore, in their view, once Kudi's products increase prices across the board and lose their price advantage, it will encourage old customers to switch to other brands 'promotional products instead. They believe that this price strategy may cause the brand to lose a large number of loyal users.

In this regard, Cudi franchisees and Cudi officials successively confirmed to the media that the content of the online notice of price strategy adjustment is true and that product prices will be adjusted in the near future. The relevant person in charge of Cudi Coffee said that some products will continue to have an unlimited special price of 9.9, and the entire line of products will continue to participate in various subsidy activities on take-out platforms. Therefore, subsequent Cudi's classic products will continue to have a special price of 9.9. Some products may have a price lower than 9.9 with the discount from takeout platforms.

Picture from: Internet

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