In the past two days, a cross-border co-branded coffee has become a popular item this fall, and there is a hot scene that is difficult to find whether it is online or offline.
"Coffee and fine wine", a cup of hard-to-find FMCG products, co-branded economic boom
At 9:30 a.m., four or five baristas were busy in a coffee shop in Anzhen business district in Beijing's Chaoyang district, with rows of red "sauce latte" handbags on the counter. From time to time, consumers, takeaway riders come to pick up the goods. The staff said that almost all of today's orders are for this new product.
Consumer: Yesterday we placed an order after 9 o'clock and it was gone, and this morning after 9 o'clock it was gone.
At 12 noon, the reporter visited the coffee shop in Beijing's Guomao business district, and the staff also said that today's new products have been sold out.
A coffee shop staff in Beijing's Guomao business district: If you can't order, you can't do it, even if you order, there are hundreds of people behind.
The reporter learned that since the sale of this coffee on September 4, "sauce latte" has become more "on top", "whether you can drive by drinking co-branded coffee" and other topics once appeared on Weibo hot search.
The reporter saw on the Mini Program order page that the price of the sauce latte is 38 yuan / cup, even if the current price after the discount is 19 yuan / cup, it is much higher than the price of other ordinary coffee of the brand. According to the brand's official release data, sales exceeded 5.42 million cups on the first day of listing, and sales exceeded 100 million yuan.
Zhu Danpeng, an analyst in China's food industry: On the whole, the profits of enterprises are obvious, and the hidden value is reflected in the cooperation to speed up the rejuvenation of their brands, further optimize the product matrix, enhance their comprehensive strength and brand effect in the industry, and truly achieve a win-win situation.
Grasp the value recognition of the joint economy and leverage the new outlet of consumption
In fact, in recent years, FMCG brands such as "Sauce Coffee" have emerged one after another to attract the attention of consumers through cross-border co-branding. FMCG products frequently cross borders, what characteristics of co-branded products do consumers value more? How can co-branded products lead to new consumption?
Consumers: Will buy blind boxes co-branded with animation or film and television, because co-branded products are more topical. If the joint theme is what I like, I think the difference is acceptable.
Pan Helin, researcher at the International Business School of Zhejiang University: The personalized characteristics of consumers are becoming more and more obvious, and the co-branded products are becoming more and more diversified. In 2023, the market size of China's joint economy will exceed 100 billion yuan, and it is expected that by 2025, this figure will be close to 300 billion yuan.
In addition, industry insiders said that although the current joint products continue to penetrate, how to continue to attract and retain consumers to buy is currently a difficult problem.
Zhao Lingyi, chief analyst of commercial social services of Shenwan Hongyuan Securities Research Institute: Starting from the needs of consumers, we must not only pay attention to design novelty, timely iteration, but also avoid relying only on superficial interest elements to complete joint cooperation, in order to achieve long-term continuation of the fashion trend of joint models.
(CCTV Finance)