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

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The Price War Between Cotti Coffee and Luckin Coffee

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

Regarding Cotti Coffee's seven-month 9.9 yuan price war, external observers speculated that this was an attempt to "steal" Luckin's customers through low prices. However, in response to Cotti Coffee's "provocation," Luckin didn't rush to react. In fact, during that period, Luckin even reduced its promotional efforts and decreased the frequency of coupon distribution.

Was Luckin unwilling to battle Cotti? Absolutely not!

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

After launching the 9.9 anniversary coupons, many users reported that the coupons couldn't be used at all locations and could only be redeemed at specified stores listed below the coupon. Consequently, numerous netizens posted comments accusing Luckin of being stingy, while others who didn't receive anniversary coupons complained about Luckin's differential treatment.

However, strangely enough, why would Luckin Coffee suddenly launch a "store anniversary" promotion? Although Luckin has been expanding its stores rapidly in recent years, it's unlikely that all stores would open in mid-to-late April...

The result! Absolutely unexpected! This "store anniversary" wasn't celebrating Luckin store openings! Instead, it was celebrating the opening of Cotti Coffee locations next to Luckin stores! Truly a brilliant move!!!!

Initially, some netizens found it strange why this anniversary promotion came so suddenly! The result was completely unexpected—it was actually celebrating the opening of Cotti Coffee stores...

Cotti Coffee has consistently preferred to locate its stores near Luckin Coffee locations, likely aiming to intercept customers on their way to Luckin by offering more competitive prices at the fastest possible opportunity.

Luckin silently noted this behavior... and waited patiently until Cotti could no longer sustain its low-price war. Then Luckin struck immediately! Whenever a new Cotti store opened, nearby Luckin stores would distribute 9.9 yuan anniversary coupons to users in the surrounding area! Brilliant! This strategy is absolutely brilliant!!

In this business battle, Cotti can be described as being eager to use its skills to quickly distance itself from competitors. However, because it used its skills too early and didn't have opportunities to acquire more abilities, it got stuck when it needed skills to pass critical levels.

Luckin, on the other hand, proceeded steadily at its own pace, advancing gradually. When it reached levels requiring skills, it began using them strategically. Moreover, after passing these levels, it would continuously deliver additional blows to Cotti, which was following behind...

The Continuing Battle

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

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

Image source: Internet

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