# Pricing strategy

China’s 9.9-yuan Coffee Era Fades as Price War Gives Way to Profit Reality

The widespread 9.9-yuan coffee price point that anchored China’s retail coffee boom is receding as chains confront thin margins, rising input costs and franchisee stress. Kudi’s decision to end blanket 9.9 promotions and lift most prices signals a shift from volume-fuelled expansion to differentiated, sustainability-focused strategies across the sector.