The characters 折扣 mean discount.
And 7折 should mean 7 times 1/10th so 70% off.
My guess is that when you buy once you don't actually buy 1 thread only otherwise would not make sense. Their basic price in their shop is not 118 coupons.
P.S. Our one is at 40% and cost 38 each one.
it actually means 70% price, so 30% off, pretty similar to our price
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