Introduction:Luckin Coffee, once known for winning over consumers with its affordable 9.9 RMB pricing, has recently adjusted its discount coupon usage rules, significantly narrowing their applicability. This move has sparked widespread discussion in the market. This article takes an in-depth look at the changes to Luckin’s 9.9 RMB coupon policy, explores the reasons behind them and consumer feedback, and offers practical suggestions for alternative choices to help you stay on top of the latest trends in coffee consumption.
Looking back at last year, the price war between Luckin and Cotti ignited a wave of enthusiasm for coffee consumption. For just 9.9 RMB, customers could enjoy a freshly brewed cup of coffee, prompting many who had previously shown little interest in coffee to start visiting coffee shops. This low-price strategy not only successfully attracted new customer groups but also made “Luckin 9.9” a deeply ingrained label in the market.
However, recently, many users have noticed while using the Luckin app that the 9.9 RMB discount coupons, which were once widely applicable to a variety of drinks, have now been restricted to only a few specific items. Moreover, the available drink options vary considerably between different stores. Some outlets still offer several 9.9 RMB choices, but others have only a very limited number of eligible items, greatly reducing consumer flexibility in choosing their preferred drinks.
This adjustment quickly sparked reactions within consumer communities. Many loyal Luckin customers expressed disappointment, with some even saying they felt “stabbed in the back.” Some users voiced strong dissatisfaction, such as: “I just found out this morning that there are fewer discounts, so I immediately switched to ordering an 8.8 RMB drink from Cotti,” “Is it wrong for me to just want to drink a 9.9 RMB coffee? It’s really hard to accept when the store quietly changes the rules,” and “My usual favorite, Biluo Zhichun, is no longer on the 9.9 RMB list—it’s really a bit disappointing.”
In response to these changes, many netizens believe that Luckin’s adjustment of the discount applicability range without prior notice not only affects the consumption experience but also makes people feel disrespected. One netizen even bluntly stated, “If Luckin can’t handle a price war, then it shouldn’t play that game.” Some users also indicated that if their go-to drinks are no longer available at the 9.9 RMB price, they may switch to other brands like Cotti or Manner, which also offer budget-friendly options.
However, some consumers expressed understanding toward Luckin’s adjustments, believing that the brand’s initial strategy of attracting customers with low prices was always meant to be a short-term marketing tactic, and that it is no longer necessary to keep burning cash to sustain a price war.They pointed out that as the brand’s market share and visibility increase, gradually adjusting the pricing strategy is a normal business practice.One netizen commented, “If it’s too expensive, then don’t drink it—there’s no need to get emotional,” and “Businesses have the right to decide which promotions to offer, and users have the right to choose whether to make a purchase,” reflecting a rational voice within the consumer market.
Industry observers note,that the 9.9 RMB discount coupons were essentially a strategic move by Luckin to rapidly expand its user base and boost brand exposure.Now that the brand has built up sufficient recognition and established a stable customer base, it is an expected development to gradually adjust the promotion structure and return to normal profit margins. Image source: Xiaohongshu
For consumers, if price is a key consideration, after the reduction in Luckin’s discounts, it may be worth paying more attention to other brands that also offer affordable coffee. For example, Cotti continues to launch its 8.8 RMB series of drinks, which could serve as an alternative. Additionally, you might consider moderately adjusting your coffee budget and expectations, shifting from “only drinking 9.9 RMB coffee” to exploring products across a wider range of flavors and price points to find the coffee experience that best suits you.
In summary, although Luckin’s recent adjustment has sparked polarized discussions, it also reflects the brand’s flexible adaptation of its strategy in response to changing market conditions.While enjoying discounts, consumers should also develop a basic understanding of business models, so they can find the most suitable consumption approach amid changes.Image placeholder:
The above content is compiled by CoffeeHunters, a coffee news website.
