Luckin Coffee 6.9 Yuan Prices: Coupon or Broad Cut?

Recently, prices for several Luckin Coffee drinks on the mini-program suddenly dropped to 6.9 yuan, trending on social media and drawing wide attention. Consumers noticed popular items that were 9.9 yuan, like Americano and Coconut Latte, had changed, with some light milk teas and fruit coffees adjusted too. Not all users could get the discount; some only received limited-time coupons. Luckin said it was a randomly given 6.9 yuan coupon activity for Dragon Boat Festival and Children's Day, not a full price cut.

Meanwhile, price competition on delivery platforms is intense, with brands such as Cotti pushing coffee unit prices down to 3.9 yuan. Whether Luckin's move answers that competition is worth discussing. At noon, the topic of a Luckin price cut rose quickly on the trending list, drawing attention across society. Some consumers saw many menu prices change when ordering, and several newer drinks had quietly moved to 6.9 yuan, surprising buyers and fueling talk of a lower-price era.

Recently, prices for multiple drinks on Luckin Coffee's mini-program suddenly dropped to 6.9 yuan, quickly trending on social media and sparking widespread attention. Consumers noticed that popular items originally priced at 9.9 yuan, such as Americano and Coconut Latte, had all seen price changes, with some new light milk tea and fruit coffee products adjusted simultaneously. However, not all users could enjoy this discount; some only received limited-time redemption coupons. Luckin officially responded that this was a randomly distributed 6.9 yuan coupon activity for the Dragon Boat Festival and Children's Day, not a comprehensive price cut. Meanwhile, the price war on delivery platforms is in full swing, with brands like Cotti having pushed coffee unit prices down to 3.9 yuan. Whether Luckin's move is a response to competition is worth in-depth discussion.

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At noon today, the topic "Luckin Coffee price cut" suddenly surged onto the trending list, attracting attention from all sectors of society.

According to Phoenix Technology, on May 30, some consumers, when opening the mini-program to place an order, unexpectedly found that the marked prices of many drinks on the menu had changed. Products originally priced at 9.9 yuan, such as Americano and Coconut Latte, had now dropped to 6.9 yuan.

Not only these popular items, but also several light milk teas launched last year and the recently added fruit coffee series had quietly adjusted their prices to 6.9 yuan. This change surprised consumers, with some saying, "Previously, the lowest was generally 9.9 yuan, but today I can buy many drinks in the store for 6.9 yuan," and jokingly claiming that Luckin was entering the "6.9 yuan era."

Faced with the sudden price adjustments on the mini-program, most consumers naturally accepted them gladly and hoped the discounts would continue. However, some also noticed that since the delivery platform war began, some Luckin products on third-party channels had once been priced as low as 8.9 yuan. Therefore, outsiders speculated that Luckin's move might be to cope with increasingly fierce price competition in the delivery sector.

Since the start of this quarter, the price war on delivery platforms has mainly focused on the milk tea and coffee tracks. Many chain brands such as Starbucks and Heytea have lowered their delivery prices due to the commercial war between platforms. Luckin's old rival Cotti has even pushed the price of single coffee items down to 3.9 yuan per cup and 4.9 yuan per cup, and the unit prices of some tea drink brands have also dropped to single digits.

Therefore, recently many consumers have frequently placed orders amid this wave of price cuts, and sales at chain brand stores have surged accordingly. Ele.me data shows that within 24 hours of the full launch of "Taobao Flash Sale," Cotti Coffee's sales quickly climbed to first place in the platform's coffee category, with orders increasing nearly 10 times compared to normal.

Based on this, outsiders believe that Luckin's price adjustment, with a drop of nearly 30%, may be related to the delivery price war. After all, in the original 9.9 yuan price war in the coffee industry, Luckin participated and significantly boosted brand awareness and store sales through its price advantage. So in some people's view, Luckin may have suddenly used the "big move" of price cuts to stimulate consumption and increase store revenue.

However, some users who learned the news immediately opened the Luckin mini-program on their phones, only to find that the prices on the menu had not changed. Those who could buy 6.9 yuan drinks noticed that their accounts had an extra "6.9 yuan limited-time gift" redemption coupon. They believed that Luckin's 6.9 yuan drinks might not be open to all users.

At the same time, when reporters asked employees at several Luckin stores about the situation, the staff all said they had not received clear notice of a price cut. "It should be a short-term activity. You can see the coupon's validity period is also very short. Isn't the Dragon Boat Festival coming soon?" "It's probably limited-time. We haven't received notice." Subsequently, Luckin Coffee responded to Jiemian News: "We have launched a special welfare benefit for consumers for the Dragon Boat Festival and Children's Day, randomly issuing 6.9 yuan coupons. It is not a price cut."

Image source: Internet screenshot

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The above content is compiled by CoffeeHunters, a coffee news website.