In 34 years, Coconut Tree, which has never cooperated with the outside world, has jointly named Luckin for the first time in 2022, whose DNA has moved?!
On April 11, Luckin Coffee (hereinafter referred to as Luckin) and Hainan Coconut Tree Group (hereinafter referred to as "Coconut Tree") officially announced the long-brewed new product of linkage - Coconut Cloud Latte.
At 9 o'clock on April 12, Luckin issued an announcement saying that the total sales of coconut lattes on the first day had exceeded 660,000 cups. Today, Shield is following the hot spots with you to understand the success of these two brands.
Luckin and Coconut Tree jointly launched a new model
Coconut tree in the industry is famous from the beginning to the end, from its inception to the present, 34 years have been selling coconut milk, although the product innovation is not as good as Luckin, but for many years has been with PPT-style earthy packaging, rubbing the edge of the advertising slogan, but also let consumers can not stop.
In 2020, Luckin was exposed to financial fraud and subsequently delisted from NASDAQ. However, due to marketing, it frequently went out of the circle, repeatedly appeared on the hot search, earned enough attention, and finally flipped against the wind and successfully counterattacked.
As a veteran beverage company that has not been alarmed for decades, and a domestic emerging coffee brand with a sense of marketing in the new generation, these two companies are difficult to think of together, but this joint effort must start from Luckin's raw coconut latte.
According to Luckin's fiscal 2021 report, in 2021, Luckin launched a total of 113 new ready-made drinks. With the blessing of marketing, the newly launched fresh drink in March last year, the raw coconut latte, has become a phenomenon-level explosive product.
How hot is raw coconut latte? According to Luckin's official data, raw coconut lattes set a record of 10 million cups sold in a single month during the peak of popularity. On the evening of April 6, 2022, Luckin's official Weibo posted an announcement that the raw coconut latte achieved sales of 100 million cups on the first anniversary of its birth.
The sales volume generated by the integrated raw coconut latte, whether from the perspective of driving performance growth or building the brand, coconut-related coffee products have become a key item of Luckin.
Product research and development was carried out in the direction of raw coconut, and finally through the so-called "original Luckin coconut cloud process", the raw coconut series of coconut cloud latte was launched. From the perspective of marketing, the brand contrast between Coconut Tree and Luckin is large, and from the topic and word of mouth, it can bring explosive communication to the cooperation between the two brands, so the coconut cloud latte was born.
Trademark to escort
Luckin and Coconut Tree cooperation on the new product - coconut cloud latte online, so how about trademark protection?
Shield search trademark network learned that Luckin in the second half of 2021 has begun the trademark layout, applied for the registration of a large number of trademarks, including "Luckin Coconut Cloud", "Luckin Raw Coconut", "Raw Coconut Emoka", "Raw Coconut Velvet", "Yega Raw Coconut", "Luckin Raw Coconut Latte", etc., the international classification of this batch of trademarks involves 30 classes of convenience foods and 43 types of catering and accommodation and other core categories.
DunBao inquired that Luckin has filed 1470 trademark applications. As a joint enterprise of this time, Coconut Tree is also very insightful in terms of trademark.
Big guys wonderful spit coconut tree PPT-like packaging design style, in the eyes of coconut tree is a commercial value with imprint, according to Shield Treasure learned, this iconic packaging, decoration has obtained the national design patent certificate.
In addition, the number of trademarks owned by the coconut tree also exceeds 1,000. For example: Coconut Coconut Juice will be printed on the product every year with the "Coconut Xx Years" copywriting, for the development of the brand, Coconut Tree will be related to the trademark directly registered to "Coconut Tree Centennial"!
brief summary
The so-called "market has not moved, the trademark first", Luckin in the process of research and development of new products, did not ignore the protection of intellectual property rights, Shield believes that major enterprises should learn from Lucky.
Weak awareness of intellectual property protection is a common problem for many enterprises, and it is even more obvious in the beverage industry. Many brands do not think too much about trademark registration and brand rights protection when developing new products, so after the product "bursts", a large number of counterfeit cottage products appear immediately, and the "difficulty of rights protection" makes the owner miserable. For example: royal tea, a little bit, deer horn lane and other beverage brands have suffered losses.
Trademark is the help of brand development, whether it is a large enterprise or a start-up, in the process of business development, it is necessary to do a good job in advance of the layout and planning of the enterprise trademark, at the same time, Shield also expects that the coconut cloud latte can create another sales myth.