Editor| Azhi
"Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week.
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01. Luckin Coffee co-branded coconut palm juice, a carnival of needs
Luckin's big singles brushed the screen again this week.
On April 11th, Luckin Coffee and Hainan Coconut Tree Group officially announced the joint launch of the annual new coconut cloud latte, which combines coffee with cold-pressed raw coconut milk, and "coconut cloud" refers to the use of coconut milk instead of conventional cheese milk lid to stir the milk foam.
With the new taste, the co-branded cup cover and paper bag design continue the "soil tide mudslide" style of coconut palm juice, high saturation contrast and PPT-style typography, essentially using the anchoring effect of the coconut brand in consumer cognition, associating Luckin with the national coconut milk brand.
The source of the image is official
According to the announcement of Luckin Coffee, the single store sales of Coconut Cloud Latte exceeded 130 cups on the day of its debut, and the total sales volume exceeded 660,000 cups. In social platforms such as Xiaohongshu and Weibo, the sharing of pictures and texts and the discussion of topics related to co-branded products are still continuing.
The purpose of brand linkage is to make a big noise, improve exposure, and promote conversion, and the market response of Luckin and Coconut Tree this time is not only from the co-creation and joint packaging of products from both sides, but also from the perspective of the rhythm of communication strategy, it also arranged close actions in the warm-up period and Bigday two stages.
No. 8 first blurred the brand information, but revealed the key point - it will be linked with the "brand that has not cooperated with the outside world for 34 years" to trigger discussions; the OKR of the joint new product on the 10th is a sales volume of 1 cup; on the 11th launch day, the two brands jointly announced the linkage, and at the same time let Xu Dongdong, the spokesperson of the coconut tree, make a blog to create a topic.
Yang Fei, co-founder of Luckin Coffee and CGO (Chief Growth Officer), also talked about the linkage in an interview with the media, pointing out that the traffic out of the circle needs to have two foundations, one is that both brands have potential energy (heat), and the other is to have topic contrast. In addition, successful brand crossovers need to be combined with products, not superficially combined.
Of course, objectively speaking, the joint efforts of Luckin and Coconut Tree also have their own dilemmas and considerations.
In 2021, Luckin's large single raw coconut latte became popular, which directly affected the premium of raw coconut raw materials and the new direction of beverage brands in the industry. On April 6, Luckin announced that the sales of raw coconut lattes exceeded 100 million cups. Even at an average price of 15 yuan per cup, the sales of raw coconut lattes have exceeded 1.5 billion yuan since its launch, while the total revenue of Luckin in 2021 is 7.965 billion yuan, which is evident in the proportion of single product sales.
The performance contribution of large items is unquestionable, but the overall growth of the brand cannot rely on a certain stage product for a long time. In the face of endless competition in the same category and rising costs, Luckin also needs to iterate new products, create new topics and freshness, and maintain the competitiveness of the fist category.
For the Coconut Tree Group, the image of the national coconut milk brand is deeply rooted in the hearts of the people, but it does not mean that young consumers will take the initiative to consume. In recent years, under the competition of new teas and specialty coffees, the rejuvenation of old brands and the capture of young groups are the focus of development.
What's more, the marketing style is not difficult to copy, and Hainan Chunguang, another coconut food brand that has been established for 26 years recently, is to borrow Jiang Xiaobai's previous "100 statements" play, creating a wave of momentum on the new occasion of spring coconut juice, and coconut coconut juice compete head-on.
With the rapid development of the plant protein beverage market, product competition with coconut as the core selling point will continue.
02. WeChat Farm, can it resolve the "mid-life crisis" of the circle of friends?
On April 12th, WeChat Farm landed first on Weibo hot search list, and the associated hot search also included several topics such as "Raising SpongeBob SquarePants" and "Why Is WeChat Farm So Hot".
First of all, WeChat Farm is not really a simulation business game similar to QQ Farm, but an upgrade of the "WeChat Status" function, users can choose to search for emojis and add GIFs where they originally entered text. Combined with the background setting, you can "raise pigs", "raise ducks" or raise "SpongeBob SquarePants" in the WeChat state.
Screenshots of WeChat status are shared publicly by Xiaohongshu users
As a social application with more than 1.2 billion users, any update to the WeChat product function can actually trigger a round of discussion on the network, and it is not surprising that the hot search is on. WeChat status and WeChat farm can mobilize many users to use, which is nothing more than to capture the characteristics of young people's curiosity, conformity, and love of personalized expression and emotional expression.
It is not difficult to see that WeChat continues to move closer to the emotions of young users on the product side, encourage sharing and social interaction, while ensuring a certain degree of privacy, weakening the sharing pressure, in order to cope with more and more circle of friends "three days visible".
Of course, because the farm, status and other functions are not new, as early as many years ago was successfully applied by QQ, and many users posted that WeChat could not stay after 00, and even began to QQ.
03. Adding to sustainable fashion investments, Lululemon launched a trade-in and resale platform
Recently, sports lifestyle brand Lululemon announced that it will officially launch Like New, the first trade-in and resale platform in the United States on April 22.
It is reported that consumers can resell lululemon clothing on the Like New platform, or they can also choose to exchange old lululemon clothing for electronic gift cards for consumption.
In fact, lululemon has been brewing for a long time in the resale business. As early as last May, lululemon began to pilot the "trade-in project" in California and Texas, where consumers could send old lululemon products back to offline stores or by mail, and the brand converted them into corresponding gift cards for users according to the use of the product.
In response to the official launch of the Like New platform, Lululemon said, "In the future, the proceeds of the platform will be used to invest in sustainable fashion to better implement the sustainable development goals set by the Group." ”
04. "Taobao Xinxuan" will be changed to "Meow full score", which will provide Tmall Supermarket with its own products
On April 13, according to the news of "Late Post", Alibaba's own brand "Taobao Xinxuan" will be upgraded to a new brand "Meow Full Score", and in the future, it will mainly focus on multiple categories to incubate its own products for Tmall Supermarket, which will be sold in Tmall Supermarket in mid-April.
The source of the image is official
Since its launch in May 2017, Taobao Xinxuan, as Ali's own brand, is positioned similar to NetEase Yanxuan, intending to use the advantages of supply chain and R&D cooperation to create an independent consumer lifestyle brand. The "disappearance" chosen by Taobao actually means that the brand gives up being an independent consumer brand and transforms into its own Tmall supermarket channel brand.
In fact, from NetEase Yanxuan, Taobao Xinxuan, to Xiaomi Youpin and Beijing Tokyo, the e-commerce platform has built its own brand and bet on the boutique e-commerce business, once keeping up with the wave of domestic consumption upgrading, but it is also a slow business that needs continuous investment.
In the past two years, there have been many new consumer brands of domestic products, coupled with the rapid rise of live e-commerce, social e-commerce, and community group buying, whether it is high-quality cost-effective products or light luxury of the main lifestyle, consumers do not lack the choice of targets, boutique e-commerce is not popular, and the attraction has long gone. From an independent brand to a channel brand, but has not given up the exploration of self-operated model, for the platform, or can focus more on product development and supply chain side capabilities, it is not a new opportunity.
05. Bubble Mart will launch a joint UT series at Uniqlo
Recently, Bubble Mart and Uniqlo officially announced that they will launch a joint series of clothing on April 29. The image of joining the UT co-brand series this time is the popular IP "THE MONSTERS Genie Heavenly Group" under Bubble Mart, and the exclusive manuscript of the series author and bubble Mart signed artist Long Jiasheng will also appear as a pattern in the design of the joint model.
The source of the image is official
This is the first time that Uniqlo has cooperated with a Chinese tide play brand, and the co-branded IP that has previously joined the UT series includes One Piece, Pokémon, Gintama, Disney and so on. It is reported that the joint series will also be sold worldwide, including the United States, Japan, Australia and other countries.
06. Wuling MINIEV GAMEBOY was listed, customizing exclusive cars for 100 brands
Wuling Hongguang, who wants to make a car into a fast-moving consumer goods, has recently made new moves.
On the occasion of the official listing of Wuling Hongguang MINIEV GAMEBOY, in order to fully display a major selling point of GAMEBOY's "personalized customization", the official linkage of Hongxing Erke, Wufangzhai, Bawang, Weilong and other hundred brands released a poster of "customizing 100 exclusive GAMEBOY for 100 brands" to present customized cars with different brand personalities.
The source of the image is official
In order to create momentum for the launch of new products, Wuling simultaneously launched the Weibo group pet koi activity, in addition to the official will provide a Hongguang MINIEV macaron, ice pier and snow melt plush toys, ornaments, 100 brands participating in this marketing activity will also provide their own main products as prizes.
In fact, as early as last year, Wuling exhibited 100 co-creation tide vehicles in offline ceremony activities, emphasizing the customizable and trendy selling points of its products, while strengthening Wuling Hongguang's cost-effective and people-friendly brand image.
Since shouting out the slogan of "what the people need Wuling to create", the nickname of Wuling Shenche has been out of the circle among young people and social media, attracting many users to spontaneously produce erchuang content to spread on Station B and Xiaohongshu, borrowing the power of UGC to precipitate a lot of millions of explosive content for the brand. And a lot of interesting second-creation content has also increased the brand's awareness and favorability among young potential consumer groups.
07. High-end yogurt, expensive in the cold chain
According to the Beiqing Network on April 13, Kashi Dairy responded to the fact that "Kashi yogurt was notified due to yeast exceeding the standard", saying, "Yeast exceeding the standard should be caused by the storage temperature of the product after leaving the factory." As soon as the incident occurred, Kashi Dairy conducted a comprehensive inspection of the cold transportation links and sales sites. ”
On April 10, Kashi Yogurt released a yogurt quality report on its official Weibo, which showed that the relevant batches of products under Kashi's "one hour after meal" were tested by the Suzhou Product Quality Supervision and Inspection Institute, Suzhou Customs Comprehensive Technology Center and other institutions in line with national standards. Kashi yogurt said that in the future, it will increase the control of the whole cold chain, especially the temperature control management of terminal stores.
The picture on the left is from the official WeChat of the Shanghai Market Supervision Bureau, and the picture on the right is from the official blog of Ka Shi
The cause of the incident was that on April 6, the Shanghai Municipal Market Supervision and Administration Bureau released sampling information showing that the "one-hour after meal" Bifidobacterium C-I flavored fermented milk produced by Kashi Yogurt (Suzhou) limited to the company and sold by the Yongxinfang store of Unified Supermarket (Shanghai) Convenience Co., Ltd. was detected as 6000 CFU/g, which exceeded the national standard value (≤100CFU/g).
"Kashi yogurt was reported because the yeast exceeded the standard 60 times" the matter was fermented on the Internet. As a high-end yogurt brand with a single bottle price of more than 10 yuan, Kashi has always been known as the Hermes of the yogurt industry, and it has also focused on the concepts of original buttermilk and 0 added yogurt in its previous marketing to emphasize product quality.
But in fact, the so-called high-end yogurt, the key factor to determine its quality is not certain raw materials or probiotic content, but depends on the supply chain and cold chain capabilities. Because high-end yogurt that costs ten yuan and tens of yuan is usually low-temperature yogurt, if you want to open the national market, cold chain distribution is the biggest problem.
This means that even though many low-temperature yogurts give products nutrition, no burden, functional and other labels in marketing, the cold chain transportation link after leaving the warehouse still accounts for the majority of the actual cost of yogurt products. For yogurt brands, improving the efficiency of cold chain transportation in the future to reduce costs and increase investment in product research and development is the key to ensuring product reputation.