Recently, coffee brand Cotti Coffee announced it will gradually phase out its widely discussed “All Items at 9.9 RMB” promotion. This low-price strategy had helped the brand quickly capture market share amid intense industry competition, attracting many price-sensitive consumers. However, the long-term low-price model also brought challenges in profitability and cost control. Cotti stated that adjusting its pricing strategy aims to achieve a more sustainable business model, with future efforts focused on product quality, service experience, and brand value development.This shift reflects that China’s coffee market is transitioning from a price war phase to value-based competition. Consumer demand for coffee is no longer limited to low prices but increasingly emphasizes taste, convenience, and brand identity. While Cotti may experience short-term customer loss due to this change, it also has the opportunity to attract quality-focused consumers through differentiated services and product innovation. Meanwhile, this move may encourage the industry to return to rational competition and promote healthier market development.
近日，咖啡品牌库迪咖啡（Cotti Coffee）宣布将逐步取消引发市场热议的“全场9.9元”促销活动。这一低价策略曾帮助品牌在激烈竞争中快速抢占市场份额，吸引了大量价格敏感型消费者。然而，长期的低价模式也带来了盈利压力与成本控制的挑战。库迪方面表示，调整价格策略是为了实现更可持续的商业模式，未来将更加注重产品品质、服务体验和品牌价值建设。这一变化反映出中国咖啡市场正从价格战阶段转向价值竞争阶段。消费者对咖啡的需求不再局限于低价，而是更加关注口味、便利性和品牌调性。库迪此次调整可能会短期内流失部分客群，但也有机会通过差异化服务与产品创新吸引更注重品质的消费者。同时，这一举措也可能推动行业逐步回归理性竞争，促进市场健康发展。
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