---
title: "Cotti Coffee Steps Back from All-Store 9.9 Yuan Deals"
description: "Cotti Coffee, which initiated the coffee price war, now wants to move away from its all-store 9.9 yuan deals. This doesn't mean low-priced coffee will disappear, but players in the coffee market are eager to tell new stories."
author: "吴文武"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2026-02-20"
categories: "Consumer & Categories"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/cotti-coffee-steps-back-from-all-store-9-9-yuan-deals-6d739cf6/"
markdown: "https://xinjignxiao.com/en/articles/cotti-coffee-steps-back-from-all-store-9-9-yuan-deals-6d739cf6.md"
original_source: "https://mp.weixin.qq.com/s/XOdbRqGr8PlovBPszJBAqQ"
translation: "https://xinjignxiao.com/zh/articles/%E5%BA%93%E8%BF%AA%E5%92%96%E5%95%A1%E4%B8%8D%E6%83%B3%E5%81%9A%E5%85%A8%E5%9C%BA9-9%E5%85%83%E7%94%9F%E6%84%8F%E4%BA%86-6d739cf6.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/cotti-coffee-steps-back-from-all-store-9-9-yuan-deals-6d739cf6/"
citation: "吴文武. “Cotti Coffee Steps Back from All-Store 9.9 Yuan Deals.” New Distribution, 2026-02-20. https://xinjignxiao.com/en/articles/cotti-coffee-steps-back-from-all-store-9-9-yuan-deals-6d739cf6/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Cotti Coffee Steps Back from All-Store 9.9 Yuan Deals

> Cotti Coffee, which initiated the coffee price war, now wants to move away from its all-store 9.9 yuan deals. This doesn't mean low-priced coffee will disappear, but players in the coffee market are eager to tell new stories.

**Source**丨New Distribution Finance
Cotti Coffee, which initiated the coffee price war, now wants to move away from its all-store 9.9 yuan deals. This doesn't mean low-priced coffee will disappear, but players in the coffee market are eager to tell new stories.
**Cotti Coffee Steps Back from All-Store 9.9 Yuan Deals**
In the fiercely competitive coffee market, a major piece of news emerged in recent days.
The author noticed that Cotti Coffee, a leading chain coffee brand, canceled its all-store 9.9 yuan promotion, and the topic quickly trended on social media, sparking widespread attention and discussion.
According to media reports, it was recently revealed that Cotti Coffee issued a notice about store pricing strategy and activity adjustments, stating that the "All-Store 9.9 Unlimited" activity would officially end at 24:00 on January 31, 2026.
However, this does not mean Cotti Coffee will no longer offer 9.9 yuan deals. Starting from 0:00 on February 1, a special price zone will be launched, with some products still continuing the 9.9 yuan unlimited offer.
From February 1, products not in the special price zone on Cotti's own platform will be sold at retail prices, returning to normal pricing, so consumers will naturally pay more.
Of course, Cotti Coffee still maintains significant efforts in new store openings and new customer acquisition, but there have also been adjustments.
The 8.8 yuan activity for the first month of new stores will be adjusted from 0:00 on February 1. Users who scan the QR code will receive a coupon pack changed from the original 3 beverage coupons of 6.9 yuan (valid for all beverages) to 3 beverage coupons of 8.8 yuan (valid for all beverages). The invite-a-friend reward activity has also been adjusted: new user rewards have changed from the original 3 all-store beverage coupons of 8.8 yuan to 3 all-store beverage coupons of 9.9 yuan.
In response to public discussion, Cotti Coffee responded to media on January 30, confirming the news. A Cotti Coffee representative stated that some products will continue the special price of 9.9 yuan unlimited, and all products will continue to participate in various subsidy activities on food delivery platforms.
Different consumers naturally have different attitudes toward this adjustment.
According to Sichuan Online, on January 31, at a shopping mall in Qingyang District, Chengdu, a consumer purchasing Cotti Coffee said that ordering Cotti's American coffee on a food delivery platform was 1 to 2 yuan more expensive than last year.
Another consumer said that previously they drank almost one cup a day, but after noticing the price increase, they began to reduce their purchases.
There were also many consumers quickly scanning codes to grab their drinks, not paying much attention to the price increase. For consumers with lower price sensitivity, small price changes have little impact.
Given the ability to order on multiple platforms, consumers who enjoy Cotti's classic coffee can still enjoy the 9.9 yuan special price, and with subsidies from food delivery platforms, the final price may even be cheaper than 9.9 yuan.
In the author's view, Cotti Coffee's strategic adjustment to scale back the all-store 9.9 yuan subsidy sends a very clear signal: Cotti Coffee no longer wants to do the 9.9 yuan business.
**Why Is Cotti Coffee Doing This?**
Interestingly, it was Cotti that initiated the 9.9 yuan coffee marketing war, and now Cotti has canceled the all-store 9.9 yuan offer, which may surprise the market somewhat, but not too much.
A decade ago, amid the internet entrepreneurship wave, internet coffee emerged. Luckin Coffee, founded in 2017, focused on cost-effectiveness and quickly gained popularity through various marketing activities. It is now a coffee giant with over 30,000 stores.
The original Luckin core team founded Cotti Coffee in 2022 with the aim of creating a new Luckin. In 2023, it took the lead in launching a 9.9 yuan promotion, and in May of that year, it even lowered the price to 8.8 yuan, sparking a frenzied price war in the coffee industry.
Cotti's low-price and rapid expansion strategy has achieved considerable results. Today, Cotti has become a chain coffee giant and is actively developing its international business.
According to Cotti's official website, Cotti's business covers 33 countries and regions worldwide, with over 18,000 stores, ranking third globally.
Although Cotti Coffee will still offer special-priced products at 9.9 yuan, the intensity has clearly decreased. Why is Cotti Coffee doing this? The reasons can be examined from three aspects: the company's development stage, store operations, and market factors.
From the perspective of corporate development, Cotti Coffee has passed the brand expansion phase.
When it was first established, Cotti needed to attract consumers through low-price strategies, build brand influence, open stores, and continuously expand market share. That stage is now over.
From the perspective of store operations, Cotti Coffee needs to consider store operations and the frontline operations of franchisees.
Cotti Coffee operates a franchise business, and in the frontline market, it is mainly the store franchisees who operate.
According to media reports, although Cotti Coffee has achieved positive cash flow and sustained profitability since May 2024, some franchisees, even during the 9.9 yuan activity period, were still in a loss-making state even with daily sales of 300 to 400 cups. Some single stores even lost more than 10,000 yuan per month. With a long-term low-price strategy, store revenue cannot cover operating costs, and loss-making store operations are unsustainable.
Not to mention loss-making stores; even normally operating stores want to improve their operations. Cotti needs to pay attention and come up with new strategies.
Another reason why all-store low-priced coffee is unsustainable is the continuous rise in various costs.
Zhu Danpeng, a well-known food industry analyst and vice president of the Guangdong Food Safety Promotion Association, told media that the coffee price increase is related to the continuous rise in comprehensive costs such as coffee beans and labor in the past two years.
**Low-Priced Coffee Will Not Disappear, but Needs New Stories**
Cotti Coffee's cancellation of the all-store 9.9 yuan offer naturally triggers discussions about the current and future coffee market, with some media even commenting that the era of Cotti Coffee's all-store 9.9 yuan has come to an end.
In fact, Cotti is not the first brand to scale back low-priced coffee. Luckin Coffee had already adopted a similar strategy starting last year, which also sparked discussion at the time.
In the author's view, although Cotti Coffee's all-store 9.9 yuan has ended, this does not mean that the entire coffee industry's low-price strategy will undergo a collective shift. It can even be said that the coffee price war will not end, and low-priced coffee will not disappear.
The coffee market competition is extremely fierce, especially in the affordable coffee segment, which is the most competitive price range. Although Luckin and Cotti, the two leading local coffee brands, have clear advantages, they cannot rest on their laurels.
More and more coffee market players are increasing their efforts, making competition in the affordable coffee market increasingly intense.
For example, Mixue Bingcheng's Lucky Cup is making efforts, not only in third- and fourth-tier cities but also starting to focus on first- and second-tier markets.
Another example is the new tea beverage brand Guming, which focused on its coffee business in 2025, even inviting celebrity Wu Yanzu as a spokesperson, igniting market enthusiasm.
One key reason affordable coffee is favored by consumers is its low price. To put it more bluntly, it occupies consumer mindshare through low prices.
Therefore, whether it is Luckin, Cotti, or other affordable coffee brand players, to maintain competitiveness and appeal to consumers, they always need low-priced coffee.
It is worth noting that several mainstream head coffee brands are now trying hard to tell new stories.
For example, Luckin, which previously mainly operated a small-store model, is now also creating spaces. Luckin recently opened an origin flagship store in Shenzhen, with two floors: the first floor for classic coffee and the second floor for premium products.
This Luckin flagship store has more space and a brand-new environmental design. In addition to featuring limited and premium coffee products, the core highlight is the space itself.
The consumer retail industry is witnessing a wave of large stores and flagship stores. It is expected that this trend will also sweep the coffee industry, with more and more coffee brands opening large stores and flagship stores.
China's coffee market is large, with many players, but product homogenization is already severe. From a deeper and longer-term perspective, it ultimately comes down to brand competition, and it depends on who can tell different new stories and achieve differentiation.
.
**[Moving Toward the C-End] The 11th China FMCG Conference**
**Time: March 16-18, 2026**
**Location: Chengdu, China**


---

## Citation metadata

- Publisher: New Distribution
- Author: 吴文武
- Published: 2026-02-20
- Canonical: https://xinjignxiao.com/en/articles/cotti-coffee-steps-back-from-all-store-9-9-yuan-deals-6d739cf6/
- Original source: https://mp.weixin.qq.com/s/XOdbRqGr8PlovBPszJBAqQ

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671