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Luckin poster
With the two posters released by Luckin Coffee's official Weibo, the dust of "Moutai and Luckin Coffee Co-branded" has settled. I saw that on the blue and red poster with Moutai logo elements, white font read: "How popular is this joint name?" The reply below this line is "53 degrees." The poster shows that the creative coffee will be available on September 4. Will you taste it?
The reporter found that on September 1, Luckin Coffee's official Weibo released the above-mentioned "53 degrees" poster, and on September 2, another poster was released, "How 'expensive' is this joint name?" Guizhou is expensive! 2 days countdown! Netizens said that combined with the literal meaning of the two pictorials, this joint name can almost "hammer".
Luckin poster
What does co-branded coffee look like? According to Weibo exposure, the perspective of the cup sleeve and paper bag of this coffee shows that it has a very obvious Moutai style. It reads: "Young people's first cup of sauce latte" and "Wine and coffee, love this cup". It is reported that the sauce latte uses baijiu-flavored thick milk, which contains 53 degrees of Kweichow Moutai wine, and the overall alcohol content of the drink is less than 0.5 degrees.
For the joint coffee, netizens are very looking forward to it: "Sauce latte, I already know!" "Can I take nine pieces of nine?" "Wine and coffee, I just need a drink." "Are you responsible when you're drunk?"
This is not the first time that Moutai has sold coffee across borders. Previously, Moutai Ice Cream (Guangzhou store) has carried out related coffee business, with a unit price of 28 yuan / cup, each cup contains 1.8ml of 53-degree Feitian Moutai wine, and some coffee products can also add Feitian Moutai wine.
From the 66 yuan Moutai ice cream to the recent 29 yuan / stick of new ice cream, to the joint Luckin coffee, there are rumors that Moutai chocolate is also about to be launched... In recent years, Moutai has played new tricks in terms of innovation. It is not difficult to see that Moutai's intention to get closer to young consumer groups is very obvious.
Netizen comments
Some insiders said that Moutai's series of moves are all to get closer to young people, promote brand rejuvenation, and maintain the popularity of Moutai brand to enhance the height and value of the brand.
Since the beginning of this year, the coffee price war has become more and more intense. The price of a single cup of coffee has fallen, but some coffee brands have made more money. According to the latest financial report, Luckin Coffee's total net income in the second quarter of this year was 6.201 billion yuan, a year-on-year increase of 88%. In addition to low prices, continuous co-branding to create freshness is also becoming a competitive means for coffee brands.
Yangtze Evening News/Purple Cow News reporter Xu Jing
Proofreader Faye Wong