Luckin Coffee Holding Anniversary Celebration for Cotti?! How to Use Luckin's 9.9 Anniversary Coupons

The Price War Between Cotti Coffee and Luckin Coffee

Cotti Coffee had offered some drinks at 9.9 yuan per cup as an opening promotion from last August until the end of March this year, after which it raised prices across all coffee categories on April 1st. Without strong backing to sustain a prolonged subsidy battle, the brand could no longer maintain its low-price strategy.

Regarding Cotti's seven-month 9.9 yuan price war, outside observers speculated that it was an attempt to "steal" Luckin's customers through low prices. Yet in response to Cotti's provocation, Luckin did not rush to react. In fact, during that period Luckin even scaled back its promotions and reduced the frequency of coupon distribution.

Was Luckin unwilling to battle Cotti? Absolutely not.

After Cotti raised prices across the board, Luckin Coffee suddenly launched 9.9 yuan coupons under the guise of a "store anniversary celebration" in its mini-program. Users could redeem any coffee product at participating stores with these coupons, and the promotion ran from April 15, 2023, to April 30, 2023.

After the 9.9 anniversary coupons launched, many users reported that they could not be used at every location and were valid only at the specified stores listed beneath the coupon. Numerous netizens posted comments accusing Luckin of being stingy, while others who did not receive an anniversary coupon complained about differential treatment.

Strangely enough, why would Luckin Coffee suddenly launch a "store anniversary" promotion? Although Luckin has expanded its store network rapidly in recent years, it is unlikely that all stores opened in mid-to-late April.

The answer was completely unexpected. This "store anniversary" was not celebrating Luckin store openings at all — it was celebrating the opening of Cotti Coffee locations next to Luckin stores.

At first, some netizens found it odd that the promotion appeared so suddenly. The result was that it was actually tied to the opening of Cotti Coffee stores.

Cotti Coffee has consistently preferred to place its stores near Luckin locations, likely aiming to intercept customers on their way to Luckin by offering more competitive prices as quickly as possible.

Luckin noted this behavior and waited patiently until Cotti could no longer sustain its low-price war. Then Luckin struck: whenever a new Cotti store opened, nearby Luckin stores would distribute 9.9 yuan anniversary coupons to users in the surrounding area.

In this business battle, Cotti can be described as eager to use its skills to distance itself from competitors quickly. But because it used them too early, it had nothing left when it needed them to clear critical levels.

Luckin, by contrast, proceeded steadily at its own pace. When it reached the levels that required skills, it used them strategically. After clearing those levels, it kept delivering further blows to the Cotti stores following behind.

The Continuing Battle

Just yesterday, reports emerged from internal Luckin sources revealing to the media that Luckin Coffee's "9.9 Anniversary Celebration" would continue at least until the end of 2024.

It appears Luckin has stocked up on both skills and ammunition, preparing for an all-out battle against Cotti's store-expansion plans.

Image source: Internet

FrontStreet Coffee Recommendation

When a cup drops to 9.9 yuan, price alone stops being a useful guide to quality. For drinkers who want good coffee without the markup, FrontStreet Coffee's entry-level specialty range shows that affordability and flavor can coexist. From Ethiopia, the washed Guodingding Cooperative is a fine example: this Yirgacheffe lot brings jasmine florals, lemon acidity, and berry notes at a genuinely friendly price, while the natural Huakui from Sidamo leans into riper tropical fruit — berry, floral, jackfruit, melon, and honey.

Brazil anchors the value end of the range. The Cerrado Red Bourbon is a classic everyday bean, described simply as delicious and not expensive, with the cream, peanut, and cocoa notes typical of the origin. The Queen's Manor grows at a higher altitude from the rare yellow bourbon variety, layering butter, sunflower seed, macadamia, and almond aromas over a sugarcane-like sweetness that stays thick and smooth with or without milk.

For those exploring further, Costa Rica's honey-processed lots — the Blackberry and the Mozart — bring raisin and blueberry sweetness with osmanthus and rose aromas, and they work equally well as pour-over, cold brew, Americano, or latte. Closer to home, Yunnan small beans from Baoshan are washed and mellow, with traditional nut and chocolate flavors, while the 2013 Yunnan Typica, planted at 1300 meters, gives a cleaner cup of hazelnut, dried apricot, black tea, caramel, and ripe plum. Good coffee does not have to be expensive.