The beverage world has come to the "new top stream".
On September 4, Kweichow Moutai jointly launched the "Sauce Latte" launched by Luckin. China Securities News China Securities Taurus reporter learned in a Luckin coffee store in Xidan, Beijing, that it took less than four hours to go on sale, and the store had sold more than 500 cups of "sauce latte", and the order for the day had been queued for two hours. "Last night, I prepared four or five boxes of liquor thick milk base materials, and now they have run out, and customers can only buy them tomorrow." The staff said.
Two hours after the order is queued, customers are pouring in during peak hours
"The 'Sauce Latte' is sold out!" At 11:40 a.m. on September 4, a reporter from China Securities News had just walked into a Luckin coffee store in Xidan, Beijing, when he heard the catering staff say to customers. "The ordering system has suspended the sale of 'sauce latte', and today the liquor thick milk base in the store has been used up. Now you can also order other coffee, but you can't pick it up until about two or three o'clock in the afternoon, so please pick it up according to the prompts of the system. ”
New product sales are hot Photo by Peng Siyu
"More than 500 orders were sold in less than four hours." While telling reporters, Luckin staff packed coffee takeaway orders non-stop, "As soon as the store opened today, the system immediately entered a lot of orders for 'sauce latte'. At present, our store system has produced more than 1,000 orders, and more than 500 orders are 'sauce lattes'. ”
The reporter noticed that there are red and white "sauce latte" posters at the door, in the store and on the electronic screen, which are particularly eye-catching, and all handbags have been replaced with the same poster.
The store is posted with a poster of the new product Photo by Peng Siyu
When the reporter arrived at the store, it was lunch time on Monday weekdays, and there was an endless stream of customers coming to the store, most of them for new products. "At noon, I specially came over for 'sauce fragrant latte', but I didn't expect it to be so popular, but I came late." A customer who works nearby told reporters, "Usually I come to buy coffee at noon and I can get it in 5 minutes." ”
Customers line up to order Photo by Peng Siyu
The reporter noticed on the "Luckin Coffee" mini program that the "sauce latte" is priced at 19 yuan / cup. As of 12:30 p.m., most stores in Beijing were no longer able to place orders. The store staff said: "Today is not replenished, every night is our fixed stocking time, and there is no notification of how many goods will be tomorrow." There will be more tomorrow after 7am, and customers who want to try new products can place an order through the 'Luckin Coffee' mini program as soon as possible. ”
Although it was no longer possible to add orders, the amount of orders accumulated in the morning was also busy with the delivery staff. A delivery man went back and forth to the store several times, trotting along with bags in his hands and each time he left. "Luckin Coffee's orders today are very large, mainly because they launched new products co-branded with Moutai." The delivery man told reporters.
It is worth noting that because the "Baijiu flavored thick milk" containing 53% vol Kweichow Moutai is used in the ingredients of "Sauce Latte", each drink contains part of the alcohol, which is not recommended for minors, pregnant women, drivers, and people with alcohol allergies. "Customers who need to drive are not recommended to drink 'sauce latte'." Luckin Coffee staff tips.
Attracting young consumers The restaurant industry has many tricks
On September 4, Luckin Coffee officially announced a strategic cooperation with Kweichow Moutai, becoming the first Chinese chain catering brand to reach a strategic cooperation with Kweichow Moutai. At the "Luckin Coffee ×Kweichow Moutai Strategic Cooperation Launching Ceremony", the two parties jointly launched the "Sauce Latte".
Guo Jinyi, Chairman and CEO of Luckin Coffee, said: "In the past few months, the teams of both sides have worked closely and worked together, and after several rounds of rigorous product taste testing and optimization and adjustment, today's 'Sauce Latte' finally came out, which is also the concrete embodiment and perfect combination of the ingenuity and innovation spirit of the two brands. ”
Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, said: "The 'Sauce Latte' developed in cooperation with Luckin, using IIAC Gold Award coffee beans as raw materials, each cup contains 53 degrees Kweichow Moutai wine, which realizes the perfect combination of rich sauce aroma and coffee mellow aroma, which can bring double the pleasure of drinking. ”
In recent years, the catering industry has set off a joint boom, focusing on exploring the preferences of young consumers, and Luckin Coffee and Moutai are among them.
Luckin Coffee frequently appears in the circle with "playing IP". In 2022, Luckin Coffee co-branded "Sad Frog" cartoon IP launched the Qixi limited series, and in 2023, the co-branded "Line Puppy" launched the Valentine's Day series, and the IP image appeared in a series of materials such as paper bags, cup sleeves, and stickers. In addition, Luckin Coffee has put a lot of thought into the taste of coffee, and its Chinese tea and coffee series represents the fusion of Eastern and Western tea drinking culture, and many young consumers have bought it.
As of the end of the second quarter of 2023, the total number of Luckin coffee stores has reached 10,836, the cumulative number of consumer customers has exceeded 170 million, and the net income in the second quarter reached 6,201.4 million yuan.
Kweichow Moutai is also more proactive in getting closer to the preferences of young consumers. In May 2022, the launch of multiple flavors of Moutai ice cream attracted high exposure. The latest sales data shows that multi-flavored cups of ice cream have been online for more than a year, with sales exceeding 10 million cups. At the end of July 2023, Moutai and Middle Street 1946 jointly launched Moutai's new ice cream "Xiaozhi" popsicles.
In addition, Nongfu Spring, Dongpeng Beverage, Wahaha, etc. have launched new products in the first half of this year to continue to strengthen communication with young consumers.
CSC said that most of the leading liquor companies reported strong growth in the half-year report this year, the overall situation of the catering chain was better, and tea and electrolyte water became important growth points in the beverage market.
Editor: Zhang Jing