Why Is the Luckin Coffee 9.9 Yuan Coupon Scope Shrinking?
Luckin Coffee's 9.9 yuan coupon now covers only a few designated drinks instead of most of the menu, and each store decides which ones qualify. Users who noticed the change in the Luckin app have complained loudly, with some saying they felt betrayed and switching to Cotti's 8.8 yuan offers. Others call it a normal shift in marketing strategy now that the price war has cooled.
The coupon grew out of the low-price battle between Luckin and Cotti that began last year, when coffee that once cost dozens of yuan dropped below ten yuan and drew in many first-time drinkers. That campaign fixed the slogan "Luckin 9.9" in consumers' minds. Narrowing the coupon's reach trims discount costs while the brand leans on value rather than endless discounting.
Last year, the price war sparked by Luckin and Cotti gave consumers a taste of the good life, and 9.9 yuan coffee became many people's first impression of Luckin. However, recently some users have noticed that the rules for using the 9.9 yuan discount coupon in the Luckin App have quietly changed, narrowing from covering most drinks to only a few designated ones, and the options available vary from store to store. This adjustment has sparked dissatisfaction among many Luckin fans, with some saying outright that they had been "stabbed in the back," and even switching to Cotti's 8.8 yuan camp. At the same time, some argue that this move by Luckin is a normal shift in marketing strategy, and the brand no longer needs to stay mired in a price war. This article will sort through the ins and outs of the incident and the voices from all sides, and also include related recommendations from Front Street Coffee.
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The most eye-catching event in the coffee world last year was undoubtedly the fierce low-price discount battle between Luckin and Cotti. For customers, this business war was like a feast—coffee that once cost dozens of yuan a cup could now be had for less than ten yuan, successfully attracting a large number of passersby who originally did not drink coffee or had no interest in it, gradually helping them develop a coffee consumption habit through repeated orders.
The long-term discount campaign also established Luckin in consumers' minds as a coffee brand with high cost-effectiveness, and the slogan "Luckin 9.9" became deeply rooted in people's hearts. Even now, many people still walk into Luckin stores because of this 9.9 yuan cup of coffee.
However, recently sharp-eyed netizens noticed while ordering through the Luckin App that the rules for using the 9.9 yuan discount coupon had changed. The 9.9 yuan coupon that originally applied to most drinks in stores is now limited to only a few designated drinks, and the range of designated drinks is decided by each store itself. Some stores still offer a fairly rich selection, while others have only a handful left for customers to choose from.
Luckin fans who discovered this change posted complaints one after another, saying outright that they had been "stabbed in the back" by Luckin. Some said, "I noticed this morning, and I immediately went to Cotti for the 8.8." Others complained, "I'm just poor and I just want to drink only the 9.9 one, what's wrong with that? They secretly changed it and I can't even say anything?" Still others said, "Biluo Zhichun is no longer 9.9!! Then what's the point?" Some even sighed, "Wow, so ruthless, even some regular items can't be 9.9 anymore."
Most netizens said that they chose to buy Luckin drinks precisely because of Luckin's 9.9 yuan discount coupon. Now that Luckin has narrowed the applicable scope of the 9.9 yuan coupon, if the drinks they want have no discount, they may later turn to other coffee brands such as Cotti and Manner.
Some netizens believed that Luckin adjusting the rules on its own without informing customers in advance was like a bolt from the blue, making consumers who love it feel "betrayed," and they said bluntly, "If Luckin can't afford to play, then don't play."
While netizens complained that Luckin was "doing big things quietly," some also believed that Luckin's initial launch of the 9.9 yuan discount coupon was forced by pressure from competing with Cotti, and that Luckin may now have adjusted its marketing strategy and no longer needs to get entangled with Cotti in a price war. Therefore, the change in the usage rules of the 9.9 yuan coupon is not surprising.
Regarding Luckin's adjustment this time, netizens who expressed understanding felt there was no need to be unhappy just because of a change in discount coupon rules. Some said, "If it's more expensive, I just won't drink it." Others said, "Even so, what coupons a business likes to issue and what categories it likes to restrict are its freedom, right? There's no need to scold them, it's not like you paid for the coupon." Some also joked, "It doesn't mind that I'm poor, and I don't mind that it has fewer choices."
As many netizens believe, the 9.9 yuan discount coupon is an operational tactic Luckin uses to attract more foot traffic, promote its brand, and expand brand influence. Once the brand has gained recognition and its customer base is stable, Luckin will slowly bring product unit prices back to normal levels by adjusting discount coupon rules and other methods, and may gradually exit the price war in the future.
Image source: Xiaohongshu
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The above content is compiled by CoffeeHunters, a coffee news website.
