Introduction:Recently, Luckin Coffee launched a 9.9-yuan discount coupon under the guise of a “store anniversary” promotion, which is actually a strategic move targeting newly opened stores of Coupi nearby. The campaign runs from mid-April until the end of the year. This article delves into the strategy behind this pricing game, including coupon usage restrictions, the rationale behind store location selection, and how to grasp the promotional rhythms of both brands—offering practical consumer advice for coffee enthusiasts.
A new chapter has emerged in the price competition between Luckin Coffee and Coupi Coffee. Since August last year, Coupi has been offering some drinks at a discounted price of 9.9 yuan, a strategy that lasted for about seven months. Due to the long-term pressure of subsidies, on April 1 this year, Coupi raised its prices across the board. In response to Coupi’s earlier low-price strategy, Luckin initially reacted relatively discreetly, reducing the frequency of promotions without directly engaging in a price war.
However, shortly after Coupi announced the price hike, Luckin quickly responded by launching a 9.9-yuan discount coupon under the name of a “store anniversary,” distributed to users via its mini-program from April 15 to April 30, 2023. Users can redeem any coffee product at designated stores with this coupon, but note:This coupon is only valid at the specific stores indicated on the coupon.It is not valid at all stores, leading many users to report they couldn’t use it at their usual outlets, with some even questioning whether Luckin was practicing preferential treatment.
The reason this “store anniversary” event has sparked discussion is that it was not launched to celebrate the opening of any Luckin store, but rather cleverly targets newly opened Coupi stores located near existing Luckin outlets. Observations suggest that Coupi often selects locations close to Luckin stores, aiming to leverage geographic proximity to attract customers who might otherwise patronize Luckin—with more competitive pricing.
Luckin, in turn, responded calmly. After Coupi ended its low-price battle, Luckin promptly initiated targeted promotions: wherever a new Coupi store opens nearby, the surrounding Luckin outlets will distribute these 9.9-yuan “anniversary coupons” to users, effectively intercepting potential customers. This move is seen as Luckin striking back after its competitor’s subsidy strength weakens—striking at the right moment with a well-timed discount strategy.
Notably, insider information suggests that Luckin’s 9.9-yuan store anniversary campaignmay continue until the end of 2024,indicating that the brand is preparing for a prolonged battle, and has allocated corresponding resources and strategies to counter Coupi’s future store expansion plans.
For consumers, understanding the underlying logic of this commercial battle can help identify the best times to make purchases and choose the most favorable stores. If you want to enjoy the 9.9-yuan discount, it’s advisable to first confirm the specific stores where the coupon can be used, and prioritize Luckin outlets located near newly opened Coupi stores to increase your chances of getting the deal. Additionally, keeping an eye on the promotional rhythms of both brands can help coffee lovers find the most cost-effective purchasing options amid fluctuating prices.
The above content is compiled by CoffeeHunters, a coffee news website.
